Cannibalisation and Pull-Forward: Net Incremental Volume
This lesson is part of the course
In this lesson
You take the Spring TPR's gross lift and subtract what Kettlebrook's own sister SKUs lost and what the promoted SKU lost in the weeks after, to get the net incremental volume.
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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