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Analysis of brand internal cannibalization due to promo mechanics
Böhm, David ; Reisnerová, Soňa (advisor) ; Dvořák, Marek (referee)
The aim of this thesis is to compare various promo mechanics taking into consideration their behaviour to the same non-promo product or a group of products (cannibalization). The sales volume increase in promo weeks compared to non-promo weeks is the second studied quantity (uplift). The analysis is calculated on the data acquired from the sales of biscuits in 2007 and 2008. The data show sales volumes in separate weeks and markets divided by applied promo mechanics (Bonus Pack, Limited edition, Multipack, Upsize, Temporary price reduction or without promo mechanics) and estimated sale volume that would be sold without promo mechanics (baseline). Products are sorted into categories according to the product properties, price and sales volume in non-promo weeks. The promo mechanics' behaviour is studied on these categories. The results of the analysis will be used as a base for future promotion strategy. The end of this thesis deals with approximation of the distribution function of cannibalization and uplift and reciprocal relation of these quantities.
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Analysis of brand internal cannibalization due to promo mechanics
Böhm, David ; Reisnerová, Soňa (advisor) ; Dvořák, Marek (referee)
The aim of this thesis is to compare various promo mechanics taking into consideration their behaviour to the same non-promo product or a group of products (cannibalization). The sales volume increase in promo weeks compared to non-promo weeks is the second studied quantity (uplift). The analysis is calculated on the data acquired from the sales of biscuits in 2007 and 2008. The data show sales volumes in separate weeks and markets divided by applied promo mechanics (Bonus Pack, Limited edition, Multipack, Upsize, Temporary price reduction or without promo mechanics) and estimated sale volume that would be sold without promo mechanics (baseline). Products are sorted into categories according to the product properties, price and sales volume in non-promo weeks. The promo mechanics' behaviour is studied on these categories. The results of the analysis will be used as a base for future promotion strategy. The end of this thesis deals with approximation of the distribution function of cannibalization and uplift and reciprocal relation of these quantities.
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