ISS recommended how to improve promotional roi in the carbonated soft drinks category
Promotional ROI
Background
The retailer (and collaborating CPGs) wished to understand which Carbonated Soft Drinks (CSD) promotions performed best, against the key metrics of incremental sales and incremental margin
ISS assessed these metrics, including the effects of both pull-forward and cannibalisation, to compare across all 2L and 12-pack promotions in the category
Key insight
There was a wide range in performance across the category promotions, with many not offering a good ROI for margin invested
12-pack promotions typically provided a better ROI than those on 2l pack sizes
Outcome
Opportunities were identified to modify the promotional program and increase both sales and margin by $800k p.a.in the category
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