Trade Development(Promotions) ExpensesPerformance based Performance Non Performance Relationship based
Performance Trade ExpensesExpenses related to activities targeting a quantifiable sales objective Placement • Expenses related to • Installation of displays • Shelf space • POP / in store communications Bulk purchased • Trade incentives aimed to induce trade for bulk purchasing (Pack Free, Price off) for a certain time period Specific Target Incentives • Cost paid to trade to reach a specific target in a specific time period
Non Performance Trade ExpensesExpenses related to activities that are not performance related Cost paid to trade that are not directly performance related and has limited or no perceived value for the group
Promotion Evaluation Promotion Must have Clear Objectives
Promotion Evaluation Pre & Post Promotional evaluation must be made for effective promotion spending Define Incremental Sales Promotional Scope (Channels, Duration) Incremental Returns Key Learnings (Pros & Cons)
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.