A winning promotion strategy
What are the key levers for a successful promotions strategy?
Introduction
A winning promotion strategy is about using promotions purposefully to drive profitable growth, support brand and category objectives, and create value for both manufacturers and retailers.
Promotions are one of the largest commercial investment levers in consumer goods, but more promotion does not automatically mean better performance. A successful promotion strategy requires clear objectives, the right mechanics and investment levels, and a fact-based understanding of what truly generates incremental volume, margin, and return on investment.
This Master Class will focus on the key levers of Promotion Excellence: defining the strategic role of promotions, translating this into clear promotional objectives, setting the right promotional pressure, frequency and discount intensity, selecting the right mechanics, measuring promotion effectiveness, and using these insights to optimize promotional investments and plans.
The training is delivered by professionals from the field of strategic consulting in a short, interactive half-day session, combining practical advice, golden rules, and concrete examples relevant to the consumer goods sector.
What will you learn?
After this Master Class, you will understand the key challenges of promotions and how to build a winning promotion strategy that supports sustainable and profitable growth.
Through concrete examples, exercises, clarifications, and tips and tricks, we provide you with a practical framework that introduces you to the basic principles of Promotion Excellence: defining the role promotions should play across your portfolio, setting the right objectives and KPIs, choosing the appropriate promotional mechanics, measuring true promotional uplift and ROI, and translating performance insights into better investment allocation and customer promotion plans.
For whom?
This Master Class is intended for professionals who deal directly or indirectly with promotional strategy, planning, execution, or investment decisions in the consumer goods sector.
It is particularly relevant for teams involved in sales, marketing, category management, revenue growth management, finance, trade marketing, shopper or customer marketing, key account management, and commercial strategy.
Language
The training will be given in English, the slides of the presentation will be in English.
Participants may respond in the language of their choice.
Speakers
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Antoine Methens
Antoine Methens is a Senior Manager at Simon-Kucher’s Brussels office and has five years of experience in the consumer goods sector. He leads B2C projects in Belgium and is a member of Simon-Kucher’s Consumer Goods & Retail practice. Antoine holds an engineering degree and comple... -
Peter Speltinx
Peter Speltincx is a Partner at Simon-Kucher’s Brussels office. He has more than 20 years of consulting experience, having previously held roles at Roland Berger, L'Oréal and Procter & Gamble. Peter leads B2C projects in Belgium and is a member of the firm’s global Consume...
Register
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Prices
- UBA members: Free. Your participation is included in your company's annual membership fee.
- Non-members: € 430 (excl. VAT).
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