《彩色六边形创意背景简洁商务工作》PPT课件讲义romotionProfitabilityforaRetailerPtheroleofpromotion,brand,categoryandstorecharacteristicsKusumL.Ailawadi,BariA.Harlam,et.JournalofMarketingResearchPresenter:GUODONGPROMOTION促销005ContentsMarketingModelingIPromotionProfitabilityforaRetailerDataMethodologyCorrel...
romotionProfitabilityforaRetailerPtheroleofpromotion,brand,categoryandstorecharacteristicsKusumL.Ailawadi,BariA.Harlam,et.JournalofMarketingResearchPresenter:GUODONGPROMOTION促销005ContentsMarketingModelingIPromotionProfitabilityforaRetailerDataMethodologyCorrelatesKeyfindings123403091316DATA>>PromotionProfitabilityforaRetailerDataMethodologyCorrelatesKeyfindings123403091316DATAWeeklypoint-of-purchasescannerdatafor2003CVSExtraCareLoyaltyprogram,2yearspaneldataInternalcompanyrecords,et.CVSHOWCANWEEVALUATETHEEFFECTSOFPROMOTIONΔSALESΔSALES=PromotionSales–BaselineSalesGrossLiftManufacturerV.S.RetailerSwitchingStockpilingStorenetunitimpact=IncrementalLift+Halo=Grosslift–Switching–Stockpiling+HaloGrossLift=Unitsalesofaitem–baselineThenumberofweeksvarieswiththeturnoverSeasonalityoftheitemGrossLiftConsidertwoextremesituationsAccountingforthegrossliftfromallpromoteditemsSeasonStoreFristdifferenceSwitchingLoyaltyprogrampaneldataEstimatethestockpilingpercentageforacategoryacrossstoresStockpilingComparepromotionalbuyerswithnonpromotionalbuyers12Halodgoesfrom1to4forthehealth,beauty,edibleproductsandgeneralmerchandisedepartmentsSeparatehaloeffectforeachdepartmentDeseasonalizeandfirstdifferenceStorenetunitimpact=Grosslift–Switching–Stockpiling+HaloFinally,netunitimpactandnetprofitimpactcanbecalculated:=Grosslift(1–%Switching–%Stockpiling+%Halo)Storenetprofitimpact=Promotionsales–Basesales–Switchingloss–Stockpilingloss+HalogainPromotionSalesBaseSalesSwitchinglossStockpilinglossHalogain–––++CORRELATES>>PromotionProfitabilityforaRetailerDataMethodologyCorrelatesKeyfindings123403091316“Wearenotawareofanyresearchthatquantifiesthenetunitandnetprofitimpactofpromotionforaretailerandstudiesthecorrelatesofthatnetimpact.--bytheauthorConceptualFrameworkStorenetunitimpact=IncrementalLift+Halo=Grosslift–Switching–Stockpiling+HaloStorenetunitimpact:incrementalliftStorenetprofitimpact:theretailer’spromotionV.S.regularmarginKEYFINDINGS>>PromotionProfitabilityforaRetailerDataMethodologyCorrelatesKeyfindings123403091316Keyfindings12Thereisapositivehaloeffectofpromotion;foreveryunitofgrosslift,.16unitofsomeotherproductispurchasedelsewhereinthestore.3Despitethesubstantialnetunitimpact,morethanhalfofCVSpromotionsarenotprofitable,becausepromotionalmarginisoftensignificantlylessthanregularmargin.45Cross-storevariationisasmallcomponentoftotalvariationinnetimpact.Cross-categoryandcross-brandcomponentsarebothsignificant,andthelatterisparticularlysubstantialinnetprofitimpact.Manypromotionandbrandcorrelatesthatarepositivelyassociatedwithnetunitimpacthaveanegativeassociationwithnetprofitimpact,revealingadifficultchallengeforretailers.thanksforyourattentionT欢迎共享请勿商用
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