Running efficient trade promotions touches many different functions in large consumer goods companies, and often the processes are far from aligned.
Fees between FMCG brands and retailers enable promotions to happen but are far too often detached from the big-picture view and not included in profitability calculations.
As the global economy continues to be volatile, consumers are taking on increasing prices directly as the average consumer’s shopping basket cost is rising.
Novelty products are an essential part of growth for any brand. New products revitalize consumer interest, secure your place in the market, and bring consumers an overall sense of excitement.
As prices continue to rise, trade promotions are more important than ever. Learn how to keep trade promotions driving profitable growth, even in volatile times of change.
Portfolio analysis is one of the pillars of successful category management. A portfolio analysis enables you to gain valuable insight into your market position, where to direct investments, how to enhance your own products, and the total category sales.
Data is driving decision making for many operational tasks, and trade promotions should not be an exception. Brands that have acknowledged this are the ones that manage to identify new sales opportunities, execute promotions with the highest impact, and have been able to cut out the promotions that don’t perform well.
Read our study about trade promotions in the Nordics. What are FMCG companies' most pressing pain points and also their best practices?
Most of the time, analyzing the impact of trade promotions is anything but straightforward. In this post we cover 6 common pitfalls regarding promotion impact analysis and explore some ways to avoid them.
The A² Category Analytics solution and joint action planning with Analyse² helped a leading international FMCG company to take category management and cooperation with Estonia’s market leader Coop to the next level. After a highly effective pilot in the ice cream category, the FMCG company has now deployed the A² Category Analytics and learnings from the pilot across all its’ categories.
Managing product assortments for hundreds of stores that belong to different chains and have different store profiles is anything but straightforward. Assortment classes allow you to take a giant leap towards more structured way of making decisions.
The first step in making sure your promotions are paying off and meeting their objectives is to start using the right analysis tools for you.
