Optimize Trade Spending Dollars

ACNielsen Modeling & Analytics can help identify promotion strategies that deliver the highest return on investment. We supply the details required to design changes in promotion strategy that can be implemented to improve tactical promotion performance.

Key Questions Addressed

Promoted price analytics addresses the three keys of promotions:

• What promotions did the consumer see at retail?
• What was the typical sales lift driven by promotions?
• What was the net sales and profit contribution of promotion?

This enables clients to maximize revenue and profit opportunities through a strategic assessment of the promotion environment.

Target Audience

Promotion Solutions provide benefits across the entire sales and marketing organization:

• Senior management: Evaluation of corporate pricing strategy.
• Brand management: Creation and implementation of annual brand plans.
• Sales and category management: Execution of key retailer pricing programs that tie to annual goals.

Key Benefits

ACNielsen helps clients make pricing and promotion decisions that affect billions of dollars in revenue. ACNielsen uses store level detail to:

• Describe the promotion environment at the national, regional and key account level.
• Measure the impact of client promotions across a wide portfolio of items.
• Evaluate the contribution of special packs.
• Capture the impact of competitive promotions.

Account level models support sales-force promotion recommendations for key accounts. Simulation software enables fact-based decision making by sales and marketing.

Project Content

Promotion Analyses address key promotion issues:

How effective was our execution?

• Percent ACV and promotion lift for critical promotion vehicles:
  – TPR
  – Feature
  – Display

Which items respond best to promotions and discounts?

How do our promotions impact volume?

• Model-based analysis of the impact of price discounts, features and displays
  – Effect on client items
  – Competitive promotion effects
• Total promotion-driven volume, by week

Clients also have the option to measure the impact of custom variables such as:

– Promoted Multiples
– Special Packs
– Free Goods

• Price Simulation Software—facilitates the ability to develop and compare alternative promotion plans
• Available across all geographies ranging from Total U.S. to Account Level.

Delivery Options

The initial delivery of all Promotion Solutions is summarized in an advisory presentation prepared by an experienced Consumer Drivers specialist. Analyses are accompanied by professional consultation and recommendations, Microsoft-centric output in Excel and PowerPoint, and simulation tools.

You can trust ACNielsen Modeling & Analytics to provide exceptional business recommendations and promotion principles based on careful data analysis and microeconomic theory. We use state-of-the-art methods to drive results across the full range of items and geographies our clients manage:

• Describe the pricing environment
• Measure shelf-price elasticity
• Estimate promotion lift coefficients
• Accommodate the effects of seasonality
• Control for differences between promoted and non-promoted weeks

Promotion Solutions are often accompanied by Regular Price Solutions to provide a complete picture of the pricing and promotion environment. Coupled with PricePro Simulator, our electronic delivery tool designed to conduct “What if?” analyses, clients have the ability to understand historical execution at retail, make decisions regarding future plans, and evaluate results.

What VNU Data Types and Sources Can Be Integrated with this Offering?

ACNielsen Scantrack

Homescan

Spectra

TDLinx