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T
SHOP
WORK
CENTRIC
SHOPPER
CATEGORY
MANAGEMEN

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 EXERCISE 8: PROMOTION
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NIELSEN SHOPPER CENTRIC CATEGORY MANAGEMENT WORKSHOP

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 EXERCISE 8: PROMOTIONS

1. Choose the best promotion activation based on the objectives.

Penetration Frequency Value-Added

• Attract new shoppers. • Protect from competition. • Reward main consumers.
• Attract passive shoppers. • Increase store and category • Develop exclusive products.
Copyright © 2020 The Nielsen Company. Confidential and proprietary.

loyalty. • Increase interest to occasional

shoppers.

Prepared for: Shopper Centric Category Management Workshop 3

 EXERCISE 8: PROMOTIONS

Choose the best promotion activation based on the objectives in P.3.

Money off next purchase Small pack size display Trial price or size

Collector scheme Cross segment promotions Cross category banded packs

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Loyalty card points Same item multipack Coupons

Price-off Multi purchase rewards Larger pack size promotions

Sampling

Prepared for: Shopper Centric Category Management Workshop 4

Copyright © 2020 The Nielsen Company. Confidential and proprietary.

Copyright © 2017 The Nielsen Company. Confidential and proprietary. 5