Use ACNielsen’s renowned baseline methodology to allow
measurement of short-term promotion effectiveness
ACNielsen baselines measure the expected normal volume for a product
in the absence of any promotion (feature, display or temporary price
reduction) within a given store for a given week. ACNielsen’s
baseline measure is considered an industry standard in terms of
its wide range of applicability for manufacturers, and now retailers,
in measuring the effectiveness of their trade promotion spending.
ACNielsen’s Deal Pack Baselines help CPG marketers understand
the effectiveness of promotional practices, specifically as they
relate to BOGOs and “Buy-X-for-$Y”–style promotions.
The enhanced methodology allows manufacturers to customize the
relationship between the parent brand and the promoted (deal pack)
items.
Deal Pack Baselines can assist you in making informed marketing
and planning decisions.
Enhanced Deal Pack Baseline can
help you:
- Identify effectiveness of your short-
term promotions or new product
introductions.
- Forecast volume expected for each
promotion.
- Optimize mix: feature, display,
promoted price.
- Monitor competitive promotional
practices.
- Compare lift across brands, categories, weeks, channels
and price points.
