In a previous post, I explained the concept of “fair share of distribution” and how you can determine if your brand is getting the distribution it deserves. Now I’ll show you how to quantify the size of that opportunity, for both your brand and the category, if you are getting less than your fair share. […]
What’s New, Part II: What to Know About New Items
This is the second in a series of posts that show how you can use your IRI or Nielsen POS database to conduct an annual analysis of all the new products introduced in your category. In this previous post I showed a way to identify the new items in a category, based on distribution. Once […]
What’s New, Part I: How to Identify New Items in Your Category
Manufacturers are constantly introducing new products. Although you know which new products your own company is introducing and when, it is also important for you to keep informed about your competitors’ activity. Depending on the resources at your company, you can do anything from annual analysis to on-going monthly (or even weekly) tracking. This is […]
Mind The Gap! (The Price Gap, That Is)
This is the next in our series of posts about retail pricing. In this post I’ll talk about price gaps – how to calculate them and why they’re important. (You may want to review these previous posts before continuing: retail pricing in general, base price, discount, and trade merchandising measurement.) Take a moment and imagine […]
Discount: The Often-Overlooked Pricing Measure
In this post I’ll explain why discount is an important element of your pricing-trade strategy and the correct way to calculate it. (You may want to review these previous posts before continuing: retail pricing in general, base price and trade merchandising measurement.) We’re all familiar with discounts – everybody likes to get things “on sale.” […]
Promoted Price: It Pays to Look Deeper
Trade spending is a huge/the biggest item in the budget for [almost] all consumer packaged goods brands. As explained in this previous post, all those trade dollars go towards reducing your retail price and, sometimes, gaining feature and/or display support. But how do you know the real price that shoppers are paying for your product […]