brand's marketers and category managers must know the effectiveness of their promotional actions; in one word:
the shares of voices of a brand; or of a category or of the retail chain itself.
Are, the shares of voice, following the evolution curve of the market share?
But there are so many parameters to take into consideration!
Promo pressure is a complex indicator that must be clearly defined, to avoid to use sunglasses in fog.
The accompanying tutorial allows in 7 very simple questions to build the indicator that corresponds to each of the business models. Download, for free; the tutorial "Introduction to the weighting of promotions", for more information.
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