GESTION DE LA CROISSANCE DES REVENUS
Zero Based Promotion Planning
Integrating Zero Based Budgeting with the Accuris Source of Business® methodology transforms the promotion planning process.
Start with a blank slate and build up a promotional plan covering those promotions first that generate maximum incremental profit, share gain, category expansion, upgrading etc. Our generative A.I. creates an optimized plan, given the objectives and constraints you provide.
Companies can now evaluate each promotional activity not just for its (implied, direct or indirect) cost but also for its strategic alignment with identified growth sources. This dual approach ensures that promotional budgets are not only spent efficiently but are also directed towards activities with the highest potential for sustainable growth. Whether you are on an annual contract or you pay for high-low, Zero Based Promo Planning will give you the highest value for your investment.
Upgrading or downgrading?
The main effect of promotions is switching. Shoppers switch between pack sizes, brands, stores ... all because of promotions. Are they spending more, or are they spending less? Detailed analysis of the Accuris Source of Business reveals which promotions lead to upgrading of spend in the category and which ones lead to downgrading.
Source of Business(R)
For a thorough understanding of the positive and negative effects of promotions you need a detailed decomposition of the uplifts. Only Accuris provides a promotion- and week-specific decomposition of the effects of every promotion, called "Source of Business®": what sales are coming from brand switching, from own-portfolio cannibalisation, from retail switching, category expansion, stock piling, base subsidisation?
Who will win in 2024?
'VESTAPAN' vs. 'HAMETON'*
a battle between two imaginary brands!
Watch the demo
Which brand generates the most revenue?
Which brand generates most category expansion?
Which promotions generate traffic to stores?
Does 'Hameton' upgrade shopper spend? Or does 'Vestapan'?
Discover how Accuris helps these two imaginary 'soft drinks brands' grow net revenue.
Revenue Analytics Demo 'Vestapan' vs. 'Hameton'
* The content of this material includes imaginary brand names that are purely fictional and are used solely for illustration purposes. These names are not associated with any real company, brand, trademark, or product, and any resemblance to actual brand names, companies, or trademarks is purely coincidental and unintentional. The use of these fictional names is intended for demonstration only and does not imply any relationship or endorsement by any real company or brand.
Comme vu à :
20 + pays
150 + catégories
Utilisé par les deux tiers des 20 meilleurs fournisseurs FMCG et de nombreux champions nationaux
Depuis 1998
Le saviez-vous?
Au Royaume-Uni, pour chaque 100 livres vendues en promotion, 37 livres sont gagnées à la compétition et 7 livres ajoutées nettes à la catégorie. Cela signifie que moins de la moitié des ventes en promotion (37+7) profite réellement à votre entreprise. Des chiffres similaires s'appliquent dans d'autres pays européens, l'effet le plus important d'une promotion étant les acheteurs qui passent à des offres moins chères, érodant ainsi la valeur de la catégorie. L'optimisation approfondie consiste à identifier les flux de revenus générés par chaque promotion et à allouer des ressources à ces packs, types de promotions et autres tactiques qui génèrent l'expansion des catégories et la mise à niveau des acheteurs.
Lire la suite:
La source des affaires ® méthodologie d'optimisation des revenus
Évaluation de la promotion bien faite.
Stratégies de gestion des revenus qui fonctionnent