2. Diverse collection of incentive tools
mostly short term, designed to stimulate
quicker or greater purchase of
particular products or services by
consumers or the trade
3. Consumer Promotions
Activities targeted at consumers
to:
• Encourage purchase of large
packs
• Entice switchers (consumer with
no brand loyalty)
• Help non users for trail
generation
4. Sampling
Dry Sampling
Wet Sampling
Used to increase product trail or increase sales
10. Performance Trade Expenses
Expenses 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
14. Non Performance Trade
Expenses
Expenses 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
17. 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)