Marketing Analytics
Trade Promotion Analytics for CPG: Baseline, Lift, Trade Spend ROI & Deductions
IntermediateCertificate$9.99
Price-Pack Architecture: Pack-Size Ladders, Price per Unit, Price Thresholds, Pack Changes, Retailer Margins & Portfolio Mix
Design a consumer-goods range that makes sense on the shelf: pack sizes and price points, a consistent price-per-unit ladder, pack-size changes, retailer margins and the revenue and margin mix across the portfolio, with every cell checked as you go.
- One-time payment
- 14-day money-back guarantee
- Secure checkout with Stripe
What you'll build
What you will be able to do
Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.
- Turn six packs of one drink into total content, price per litre and an index against the core pack, and flag where the price-per-litre ladder breaks.
- Measure how much cheaper each bigger pack is per kilogram, what the extra grams of the next pack really cost and flag the pack that breaks the rule 'bigger must be cheaper per unit'.
- Apply a planned increase, round each new price up to a price ending in 9 with CEILING, flag prices that cross a whole-number threshold and calculate the alternative price that stays just below it.
- Compare a smaller pack and a bonus pack at an unchanged shelf price: the change in price per kg for the shopper, the cost per pack and the margin per pack and in % for Ferncliff.
- Build a shelf price from the cost with margins on selling price and a fictional sales tax, then work backwards from a target shelf price to the highest list price and the margin it leaves for Ferncliff.
- Calculate the net price, margin per pack and margin per litre of five packs sold in three channels and find the pack that earns the most per litre.
- Weight each pack's margin per litre by its volume share with SUMPRODUCT, test a scenario that shifts volume between packs, value the change in total margin and see which packs carry the margin.
- Review the whole range in one table: margin % per pack, gaps where the next pack size jumps too far, the pack with the weakest margin and a chart of how many packs of each size sell.
About this course
Shoppers judge a range in seconds, comparing price per litre across sizes on the shelf. This course shows you how to design one that holds together. You index each pack's price per litre against the core size and check that bigger packs stay cheaper per unit, then price the extra grams of larger packs. Price endings and whole-number thresholds are set with rounding functions, and you test what smaller or bigger packs at the same price do to price per kilogram and margin. Shelf prices are built forward and backward from cost through retailer margin and tax, channel packs are compared per pack and per litre, and a portfolio mix analysis shows margin shifts. For brand managers, revenue-management analysts and category managers.
Curriculum
Course content
8 lessons · 8 labs · 2.1 h · final exam
- Unlocked when you buy the course
- Volume Discounts: Discount per Kilogram, the Price of the Extra Grams and the Bigger-Is-Cheaper RuleUnlocked when you buy the course
- Unlocked when you buy the course
- Unlocked when you buy the course
- Unlocked when you buy the course
- Unlocked when you buy the course
- Unlocked when you buy the course
- Unlocked when you buy the course
- Final exam
Certificate
Finish with a certificate you can verify
Complete every lesson and pass the final exam to receive a certificate of completion for this course, with a unique credential ID and a public verification page.
- Names the course, your score and the date of issue
- A verification link for your CV or LinkedIn profile
- 12 questions, 75% to pass, unlimited retries.
A Tutorvo certificate confirms that you completed a course. It is not an official or professional qualification.
Before you buy
Questions about this course
Is this a subscription?
No. You pay $9.99 once for this course. There is no subscription and nothing renews automatically. Prices are in US dollars; taxes may be added where required.
What exactly do I get?
All lessons and labs of this course, the final exam and the certificate, including later updates to the course, for as long as Tutorvo offers it. Access is personal and tied to your account.
Can I get a refund?
Yes. If you are not satisfied, email hello@tutorvo.com within 14 days of buying and we refund the course in full via Stripe. The guarantee does not apply once a certificate for the course has been issued to you, or where there are signs of abuse.
When can I start?
Right after payment. Access starts immediately at your request; for consumers in the EU/EEA the statutory right of withdrawal therefore ends once access has begun, while our 14-day money-back guarantee applies regardless.
Do I need Excel or other software?
No. The labs run in a spreadsheet inside your browser on a laptop, tablet or phone. Function names and syntax follow Excel.
Is the certificate an official qualification?
No. It confirms that you completed all lessons of the course and passed its final exam. It is not an official, state-recognised or professional qualification. The name is taken from your profile when the certificate is issued.
Full details are in our Terms · hello@tutorvo.com
Marketing Analytics
Home & Life Planning
E-Commerce & Online Selling