How to factor in relativity in #marketing?
For any modern company, knowing their #promotional costs and turnover is a pretty easy task: how their efforts increased from one year to another and how this evolution impacted their sales. As for knowing the competitors' #market-shares;...
it is already a bit more tricky, but market researchers can still provide trustful information .
But when it comes to knowing the competitors' promotional investments, it almost falls with the sphere of industrial espionage.
And yet on a competitive retail market, increasing your promotional pressure (which could be assimilated to an acceleration) if all competitors have provided the same level of effort in the same proportions, will result in keeping your place in the ranking!
The specialists have develpped the concept of share-of-voices, which is the relativist approach of the promotional-pressure, used not to measure the total, but rather the relative size of the promotion of one market player. Download the tuto "Introduction to shares of voices", for free and learn more about .
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