A beverage manufacturer relied on a single price point offer for one of its major products, which is carried in major retailers across the United States. The only rationale behind the deal was that it had been done for a long time and retailers were already on board—in other words, like most in the consumer packaged goods space, the manufacturer didn’t want to rock the boat.
Counter-Intuitive Offer Drives Sales and Household Penetration for Seasonal Refrigerated Goods Brand
Products in the refrigerated category at grocery retailers exist in a highly contested and expensive space and are often highly seasonal as well. A major manufacturer in that arena had stuck with a historically tried and true promotional offer for one of its key brands but results from the most recent summer season were not great.
A large manufacturer of frozen goods was faced with a typical challenge for many manufacturers. One of the brands in the portfolio represented a very large percentage of the business and is highly seasonal, resulting in a critically important and narrow promotion window.
A leading manufacturer of highly seasonal food products found itself spending more and more on promotions that were less and less effective every year. Consumers’ changing tastes and habits paired with an increase in trade spending by competitors had led to a decrease in household penetration.
Like many other consumer product manufacturers, a leading pet food producer was stuck in a promotional rut. They spent upwards of 20% of topline revenue on trade promotions that yielded uncertain and frankly diminishing returns.
Regina Hobbs-Haley, Consumer Products Manager, presents at the 2015 POI Fall Conference on BIC's new approach to testing promotions powered by Eversight Offer Innovation.
Zero-based budgeting is all the rage in consumer goods as of late, and for good reason. In this Consumer Goods Technology (CGT) article, Eversight CEO Jamie Rapperport discusses how zero-based budgeting can transform consumer trade promotions.
Big data, and the analysis of it, has been a key marketing tool of brick-and-mortar retailers for a very long time. However, it's not always all it’s cracked up to be, particularly when it comes to the $300B retail trade promotions space.
Catalina recently released a report revealing that the top 100 CPG brands saw sales and market slip significantly in the past year. So, why is this happening? One of the key (yet often glossed-over) reasons is trade promotion inefficiency.
While big data continues to provide many benefits and has become operationally critical to most brick-and-mortar retailers, the industry is also becoming familiar with its limitations.