What makes a product expandable? And which factors are most important to consider when launching a new product? What is critical here is that expandable products drive retailer and manufacturer revenue, whereas contracted products do not.
Many FMCG sales teams in emerging markets are lacking in knowledge about the traditional trade landscape. And if you don’t know the where, what and how of your market, how likely is your strategy to be successful?
Based on learnings from our work with numerous CPG manufacturers and our recent analysis of more than 92 million promotion event weeks covering three years and 211 categories, Nielsen identified four fundamental issues that are hindering trade efficiency. Download the webinar to learn how these...
America is pretty bad when it comes to trade promotions—or at least in terms of getting a positive return on that investment. And what’s more, the problem is getting worse. There are, however, ways to turn things around.
Consumer product companies spend a vast amount of money promoting their goods and services. The downside, however, is that only one-third of those efforts make money. Yet, companies continue to spend more on both their actual trade promotions and systems to run their promotions. What approach might...
Effective trade promotion isn’t easy. If it was, a lot more than 33% of them would make money. So what’s the secret to beating the odds? A good first step is having good store-level data. But without custom models to derive precise insights, much of the decision-making is still a guessing game.
Sales, sales and more sales. Tis the season for sales and promotions in every aisle of just about every store. But how effective are deep discounts when it comes to the returns? As it turns out, retail promotions work better around Black Friday than at any other time of the year.
Consumer product companies spend about $1 trillion each year on trade promotions, but much of that is poorly spent. In a recent study of $555B in promotion events, almost three-fourths didn’t even break even. But some manufacturers have cracked the code, and their promotions perform five times...
Every year, an enormous amount of ink is spilt to greater or lesser effect on advertising: how to make it more effective, how to tie it more clearly to brand and sales lift outcomes, and so on. Much less is devoted to trade spending. And yet trade spending represents more than twice as much of
Think about the last ad you saw: Was it on TV or another device like your tablet or mobile phone? With so many channels and so little time, it’s a bigger challenge to reach consumers at the right place and the right time and even harder to take them from just watching, to buying something.