Baseline Volume from Non-Promo Weeks
This lesson is part of the course
In this lesson
You estimate the baseline for Kettlebrook's Sea Salt Chips at Lakeside Grocers from retailer scan data, clean it of post-promo dips and see how much of the promo volume would have sold anyway.
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Lessons in this course
- Baseline Volume from Non-Promo Weeks Locked
- Incremental Volume and Lift % Locked
- Promo Mechanics Cost: Off-Invoice, Scan-Back and Fixed Fees Locked
- Trade Spend ROI and Incremental Profit Locked
- Cannibalisation and Pull-Forward: Net Incremental Volume Locked
- Retailer Pass-Through of Trade Allowances Locked
- Deductions Reconciliation: Valid vs Invalid Claims Locked
- Promo Calendar Planning and the Annual Trade Budget Locked