The challenge with Trade Promotions
Promotions can be a highly effective way of driving volume, particularly when aligned to events in the calendar year or in conjunction with loyalty schemes. But, executing the right promotional plan is a challenge for consumer brands. The fast-paced, competitive environment, alongside the ever-changing needs of the consumer mean that often, promotional strategies fail to deliver return on investment. Attempts to clearly communicate with customers can get lost in the crowd.
Are you suffering with these frustrations too?
Through our analysis, we can help you to answer a variety of questions to effectively grow the business:
What is the right base price for our products?
What does an ideal promo calendar look like?
What are the optimal mechanics and displays?
What is the optimal funding approach?
How can our brands co-exist?
Our approach to promotion optimisation follows four key phases:
Picture of today
Gathering of core financials and running of interviews to better understand the business, vision & current position
We incorporate your brand context, data and constraints, & choose the machine learning model that’s right model for you
We will recommend optimal scenarios for your business, in line with your KPIs and customer context
Implementation & training
Putting together the selling story, planning the implementation & embarking on a series of training and roleplay sessions
Our pricing & promo optimisation projects deliver a large variety of benefits for our clients:
A data driven set of price recommendations & promo guidelines to drive plan improvements over the next 12 months & beyond
Total transparency of what is working and what is not, for both you and the customer
Clear recommendations around pricing & a framework for running promotions which incorporate the brand strategy
A robust implementation plan
A framework to land the structure and lead the way with customers