Volume Decomposition, Part 5: Impact of Competition

This is the fifth in a series of posts on quantifying the impact of business drivers on sales volume.  Please review these posts first to get more context: Part 1 – Overview of this very useful analytical technique that helps answer the question Why did our volume change? Part 2 – Impact of Distribution Part […]

Volume Decomposition, Part 4: Impact of Merchandising

This is the fourth in a series of posts on quantifying the impact of business drivers on sales volume.  Please review these posts first to get more context: Part 1 – Overview of this very useful analytical technique that helps answer the question Why did our volume change? Part 2 – Impact of Distribution Part […]

Volume Decomposition, Part 2: Impact of Distribution

This is the second in a series of posts on quantifying the impact of business drivers on sales volume.  Please review this post for an overview of this very useful analytical technique that helps answer the question Why did our volume change? This post focuses on quantifying the impact of Distribution, since that is often […]

Volume Decomposition, Part 1: Why Are Sales Up (or Down)?

Has this happened to you?  Sales of your brand are down vs. the same period last year and management wants to know why.  Sales is saying it’s because there is less advertising this year but Marketing is saying it’s because you’ve lost distribution and the retail price and merchandising are not as competitive.  Another, more […]

Elasticity

Elasticity is a key concept when determining how much a change in a business driver results in a change in volume.  For simplicity, you multiply the % change in the driver times the elasticity to get the % change in volume.  (The formula for applying elasticity can be more complex, especially for pricing, but this […]