Page: FAQs
Frequently asked questions
Sales:
- How do I estimate demand for my category for the next 3 years?
- What drives my sales? Which KPIs are relevant for the growth of my business?
- Which ads halo across the brand portfolio?
- What is the incremental effect of the new launch?
- What is the most effective marketing plan for the product launch?
- How do I best leverage the marketing activities to grow my brand?
- Which activities will help drive penetration?
- How can I achieve my sales target?
- How can I increase the sales effect of my advertising budget?
- Do I move money from ATL to BTL to achieve my sales objectives?
- Do returns vary by time of year? Vary by geography or type of consumer?
- Which customer segments offer the highest ROI for marketing investments?
Advertising:
- How effective is my advertising?
- Which creative/campaign worked best for my brand?
- What is the role of advertising to the longer term health of my brand?
- What should I do to improve the brand health indicators?
- Has the advertising recruited new consumers and / or increased usage from loyalists?
- Has current advertising helped increase base level of long term equity/awareness?
Media/Channel related:
- Which media channel gives the best return on my investment? Is it already in diminishing returns?
- Are longer / bigger ads worth the cost? Are colour ads worth the extra cost?
- Should I be using an additional communication channel?
- Can I compare the sales effects of alternative media plans?
- How effective is off-line media in driving on-line applications?
- What has been the role of DM?
- Are door drops and store magazines valuable marketing tools for my brand?
- Does advertising play a role in increasing conversion from enquiries into subscriptions or sales?
- What is the optimal investment level of a channel?
- What is the threshold level of investment, of a channel?
- How soon do consumers forget brand message? (decay)
Budgeting:
- How much budget do I need for the new product launch?
- How can I provide accountability for and justify my planned media budget?
- If my marketing budget is cut, what changes should be made to minimize the loss?
- Is it profitable to increase the advertising budget by $100k?
Competitive effect:
- What have been the effects of competitive activity on my brand?
- Which competitor is having the highest impact on my sales or brand metrics?
- Are competitors adding to my growth or taking away from my sales?
Scheduling:
- How do I most effectively support my portfolio throughout the year?
- How seasonal is my brand?
- Can I reduce the seasonality of my brand?
- Should I be reacting to predicted extremes in weather or illness?
- Given the high seasonality in the market, which plan will maximize my sales?
Pricing:
- What is the price elasticity for my brand?
- Do price thresholds exist for my brand?
- Will increased revenue outweigh lost sales from a price increase?
- Is my brand affected by changes in its own price, or price relative to a competitor if so, which one?
- What is the optimal pricing policy between my SKU's?
- What effect has changing price had and how does it compare to promotional effectiveness for my brand?
Promotions (Consumer and Trade):
- Which type of promotion or promotional mechanics gives me the greatest sales uplifts and financial returns?
- How can I arrive at a mechanism to provide incentives for my trade better i.e., what is the effectiveness of trade promotions to my business?
Retail/Distribution
- How valuable is display to promotional effectiveness?
- Are returns different by store type?
- How much does 1% increase in distribution add to my sales?
