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Measuring Promotional Effects on Product Sales

This is how we helped a leading food & beverages company in understanding the effectiveness of their promotional activities.<br><br>

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Measuring Promotional Effects on Product Sales

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  1. Measuring Promotional Effects on Product Sales Sample Size Per Wave 1700 Target Group Study Type Study Type Product Geography People aged between 20-40 years across both genders. Food & Beverages Online Survey Meal Solutions US 1

  2. What was the research requirement? • The world's leading food and beverage company partnered with an EDLP department store to execute a series of in-store promotions based on lifestyle themes. • They wanted to measure the result and effectiveness of their Meal Solutions promotion and uncover insights on consumer likes and dislikes to drive optimization in future executions. • Specifically, they wanted to identify and assess the awareness, impact and degree of change in consumer behaviour on exposure to various meal themes. 2

  3. What were the challenges? An online survey was executed, divided into pre & post tests. The pre- test established baseline metrics against which the results of the post- test were compared. The questionnaire covered aspects such as mealtime ideas, promotions display recall by the visitors, purchase behaviour and recall/engagement with Meal Solutions aisle, etc. The collected data was sliced and diced across demographic parameters to understand the key segment, ethnicity and gender satisfaction. 3

  4. Outcome • The study revealed that people who shop at the discount departmental stores seek shortcuts in meal planning, shopping, prepping, cooking and cleaning up. • Meal idea begins with 'centre of the plate' items and is influenced by what is on sale. The shoppers crave for simple mealtime ideas particularly due to limited time. • The client moved forward with prioritized recommendations to make their service more relevant and appealing to the consumers keeping consumers' needs in mind. 4

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