How to secure the optimal promotional strategy across products and retailers
In 2015 Ebiquity Head of Promotional Effectiveness, Martin Wheeler’s (http://blog.ebiquity.com/?s=martin+wheeler) Promotional Effectiveness Viewpoint (http://blog.ebiquity.com/2015/11/ebiquity-viewpoint-getting-the-promotional-mix-right-how-to-secure-the-optimal-promotional-strategy-across-products-and-retailers) showed that it is eminently possible to ensure that promotions deliver real benefit despite the complexities involved in balancing the needs of both manufacturers and retailers.
The devil is in the detail for brands and multi-brand companies looking to get the promotional mix right across all products and stock keeping units (SKUs) sold in all retailers. This is truer than ever in 2016, particularly for FMCG brands sold through major multiples.
Ebiquity Viewpoint – Getting the promotional mix right [2016 update] includes:
- The work details the five factors that shape successful, trade-funded promotions:
- Short-termism and the drive for top line growth trump strategy for brands and retailers
- The discounters have changed the dynamics of retail forever
- Permanent promotion forces manufacturers to cut costs – and ultimately quality
- Private label has grown in quality and scope, less affected by pressures faced by brands
- Commodity prices are at an all-time low relative to retail prices