Cannibalisation and Halo Effects
This lesson is part of the course
In this lesson
You follow a spaghetti promotion into the rest of the aisle: profit lost on substitute pastas, profit gained on sauce and parmesan, and the net effect on the category.
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Lessons in this course
- Baseline Sales from the Pre-Period Locked
- Incremental Units, Lift and Lift % Locked
- Promo Profit vs Baseline Profit: Discount Depth vs Volume Locked
- Break-Even Lift for a Discount Locked
- Cannibalisation and Halo Effects Locked
- Pull-Forward: The Post-Promo Dip Locked
- Markdown Optimisation: Sell-Through vs Margin Locked
- Promo Calendar ROI Ranking Locked