Optimize your promotional tactics: Promotion Monitor helps you understand when competitors pushed volumes into the market and when you should plan your counter.
Black Friday, Ramadan, Diwali, Singles Day, Cyber Monday, Mother’s Day. All market players play the promotion game during these big seasonal sales events.
But some players unexpectedly ramp up their promotions outside of these events to capture sales from price-savvy consumers – the majority of consumers in today’s turbulent economies.
The key to not getting caught off guard? Turning past insights into our future advantage.
Many businesses follow a pattern, repeating their promotional tactics at similar times each year, especially if their promos were successful. This historical data is a goldmine for your strategic planning.
Find out how to use the Promotion Monitor tool to proactively assess your competitors promotional trends – ensuring you stay one step ahead with data-backed and strategically-sound promotions of your own.
Dive into last year's promo playbook to shape your next winning strategy.
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| Step 2 In the top navigation bar, select the key competitors you wish to monitor. This focuses your analysis on the most relevant players. |
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Step 3 Focus on the ‘66 weeks performance trends’ chart and select ‘TPR Units’. Use the legend at the bottom of the graph to filter out brands not relevant to your current investigation. In this example, you can see the expected high promotional activity during Black Friday… But you will also notice other unexpected spikes where your competitor is pushing volumes into the market. For example, week 36 of 2023. |
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Step 4 Adjust the time frame using the top navigation bar. Customize the period by selecting specific weeks for comparison. For example, setting week 36 of 2023 as your focus and comparing it with week 36 of 2022 helps to identify past promotional trends, which many companies will repeat if they were successful. This data can help you more effectively predict your competitors upcoming actions. |
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Step 5 Diving deeper into the feature segments section will reveal that a specific segment contributed significantly to the promotional volumes in week 36 2023. |
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| Want to take your analysis a step further? Explore the ‘Products’ section to pinpoint the competitor SKUs promoted during your focus week. |
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For even more in-depth analysis and strategic action, go to the ‘Promotion Planner’ page. This tool helps identify potential products for promotion, enhancing volumes and revenues through strategic price discounts. Refer to our step by step guide, ‘Can a temporary price reduction gain brand revenue?’ for detailed instructions on how to use Promotion Planner. |
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That’s it! Log in to gfknewron to try Promotion Monitor for yourself.
