Promotions Impact Diagnostics
- What is it?
It provides a comprehensive, objective-based assessment of major executional aspects of consumer promotions. Carefully selected probes assess the impact of the activity on different aspects of the consumer purchase journey, and gains from defined sources of business. Appropriate weightage is given to the type of promotion the brand undertakes, while assessing its relevance and attractiveness for consumers within the category.
- When is it used?
This tool is ideally used for large, important consumer promotions, wherein a brand wants to create a significant, favourable change in the short-term trends in the category.
- What are the Benefits?
Getting a clear picture of what worked and what did not, and whether the promotion truly delivered on key objectives helps marketing teams decide upon its repeatability. It also helps minimise or avoid any future misalignment in sales expectations versus promotional results by strengthening both – promotional design and execution.
- Brands that used this solution