Evaluation of Promotion Effectiveness on Key Account Level

Research questions

• What influence do price promotions have on sales?
• Which impact does the placement in the leaflet have on sales?
• What influence do seasonal peaks and trade advertising have?  

Results

• An above-average price discount no longer significantly increases supermarket sales
• Promotions on the front page do not significantly increase sales for every key account
• The manufacturer does not use the seasonal highlights so far or does not use them sufficiently, although the competition achieves up to 90% sales plus in the season
• Based on the results, a key account specific promotion strategy was developed