Does promotion attract new or current users? Are current users brand loyals, infrequent buyers, switchers? Do promotions increase brand penetration? Do they pantry load shoppers, or increase purchase frequency? Does pantry-loading or purchase cycle compression expand consumption or subsidize buyers by shifting spending to deal occasions? Do promotions lead to (full margin) repeat? Do they "train" shoppers to buy on deal? What do the answers to these questions say about trade promotion's role in the marketing mix? Is trade promotion for this brand/category better suited to filling a different role? Which tactics are most efficient/effective at supporting this role? How can tactics be realigned to support the strategic role of trade?

Introduction   Overview   Approach