Consumer goods companies have been experiencing a period of instability for several months now.
An unpredictability which seems unlikely to change any time soon.
Specifically, in the Mass Retail channel the determinants of these dynamics are mainly attributable to:
- An increase in raw material and energy costs which has led to generalised inflation on goods sold in every commodity sector
- A subsequent erosion of consumer purchasing power with inevitable repercussions on purchasing and consumption behaviour
- A constant expansion of the Distributor Brand (DB) increasing competitive pressure and inevitably eroding market share of the Brand Industry.
In this context, the effectiveness of promotional leverage suffered inevitable setbacks.
This paper will illustrate the three key reports for ananalysis on promotional effectiveness which, ultimately, aims at supporting you in achieving the expected results.
