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1、romotionProfitabilityforaRetailerPtheroleofpromotion,brand,categoryandstorecharacteristicsKusumL.Ailawadi,BariA.Harlam,et.JournalofMarketingResearchPresenter:GUODONGPROMOTION促销005ContentsMarketingModelingIPromotionProfitabilityforaRetailerDataMethodologyCorrelatesKeyfindings123403091316DATA>>

2、PromotionProfitabilityforaRetailerDataMethodologyCorrelatesKeyfindings123403091316DATAWeeklypoint-of-purchasescannerdatafor2003CVSExtraCareLoyaltyprogram,2yearspaneldataInternalcompanyrecords,et.CVSDrugstoreHOWCANWEEVALUATETHEEFFECTSOFPROMOTIONΔSALESΔSALES=PromotionSales–BaselineSalesGrossLif

3、tManufacturerV.S.RetailerSwitchingStockpilingStorenetunitimpact=IncrementalLift+Halo=Grosslift–Switching–Stockpiling+HaloGrossLift=Unitsalesofaitem–baselineThenumberofweeksvarieswiththeturnoverSeasonalityoftheitemGrossLiftConsidertwoextremesituationsAccountingforthegrossliftfromallpromotedite

4、msSeasonStoreFristdifferenceSwitchingLoyaltyprogrampaneldataEstimatethestockpilingpercentageforacategoryacrossstoresStockpilingComparepromotionalbuyerswithnonpromotionalbuyers12Halodgoesfrom1to4forthehealth,beauty,edibleproductsandgeneralmerchandisedepartmentsSeparatehaloeffectforeachdepartme

5、ntDeseasonalizeandfirstdifferenceStorenetunitimpact=Grosslift–Switching–Stockpiling+HaloFinally,netunitimpactandnetprofitimpactcanbecalculated:=Grosslift(1–%Switching–%Stockpiling+%Halo)Storenetprofitimpact=Promotionsales–Basesales–Switchingloss–Stockpilingloss+HalogainPromotionSalesBaseSales

6、SwitchinglossStockpilinglossHalogain–––++CORRELATES>>PromotionProfitabilityforaRetailerDataMethodologyCorrelatesKeyfindings123403091316“Wearenotawareofanyresearchthatquantifiesthenetunitandnetprofitimpactofpromotionforaretailerandstudiesthecorrelatesofthatnetimpact.--bytheauthorConceptualFram

7、eworkStorenetunitimpact=IncrementalLift+Halo=Grosslift–Switching–Stockpiling+HaloStorenetunitimpact:incrementalliftStorenetprofitimpact:theretailer’spromotionV.S.regularmarginKEYFINDINGS>>PromotionProfitabilityforaRetailerDataMethodologyCorre