What other diagnostics may have influenced brand performance?  Is price a factor, and if so, what tactical changes would benefit?  What supporting data can be provided to assist your brand gain new listings in the trade and will distribution expansion yield a profitable return?

Classical Inverse Relationship

Case Study

Ranking period sales of the brand from high to low, and mapping price relative to the average of the rest of the market suggested that pricing was an influencing factor determining ultimate sales volume.  A full analysis of the price elasticity of the brand was computed to quantify the degree of price vs sales relationship using advanced modelling techniques.  Decisions could then be made regarding a price adjustment or re-positioning for the brand relative to the marketplace as a first priority.

A secondary focus was the distribution opportunities, balancing the costs of achieving extra listings vs the potential revenue gains.  Supporting arguements using cash rate of sale data, sales per point of distribution and handlers' share were provided to assist the effort.