Running Out of Runway – Trade Promotions Report 2012
Five key weaknesses in suppliers’ promotional management have been identified from this year’s results, which all need to be addressed if effectiveness is to be improved…
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1. Understand exactly what promotions do to your business and to the category.
2. Prioritise business objectives and remove contradictions.
3. ‘Right size’ the brand.
4. Plan effectively and build in the flexibility to walk away.
5. Measure and learn.
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