通过促销产生增量增长（英文版）.pdfVIP

報告吧 GENERATING INCREMENTAL GR WTH THROUGH PROMOTIONS N O V E M B E R 2 0 1 8 GLOBAL UNDERSTANDING OPTIMISING ANALYSIS INCREMENTALITY FOR GROWTH www.baogaoba.xyz 獨家收集 百萬報告 实时更新 日更千篇 CONTENTS 報告吧 CONTENTS 03 Understanding short-term uplifts to achieve success 04 Painting the promotional landscape 06 Ch annel comparison 07 C ategory comparison 08 A nalysing promotional spikes 09 Maximising incrementality 10 O ptimising by country and category 12 T he local picture 14 C onclusion 15 A bout us www.baogaoba.xyz 獨家收集 百萬報告 实时更新 日更千篇 2 INTRODUCTION 報告吧 UNDERSTANDING SHORT-TERM UPLIFTS TO ACHIEVE SUCCESS The ultimate aim for any brand is However, while promotions may Success, whether for brand or to grow, and promotions play a help grow brands to attract new retailer, can only come when significant part in achieving this shoppers – as well as encourage promotions manage to goal. Whether it’s by increasing their return – there is no long-term encourage additional purchasing sales for old favourites, or helping impact on penetration. at a category level that would establish brand new product lines, not otherwise have happened. promotions are crucial for retailers Success comes from thoughtful We call this “incremental and manufacturers alike. consideration of where a growth”—it’s the most effective