Budget Planning Support
Key insights and recommendations for a more resilient yet ambitious budget planning 2024
Key insights and recommendations for a more resilient yet ambitious budget planning 2024.
Priority Matrix
Market Performance
4P Index
Purchase Funnel
Brand Loyalty and Migration
Brand NPS
Brand Perception
Assign additional budget targets to Germany, Switzerland, France, Poland and Greece
Assign additional modest budget targets to Belgium, Italy, Romania and Hungary
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Driving Brand A's sales further offline could support incremental growth potential (+12 m€ value sales)
Price elasticity as a whole is below the market average, meaning that there is limited scope to raise prices without impacting overall brand sales, but this could be more easily achieved online.
Augment budget targets with the goal of increasing offline distribution through Mass Merchants and Independent stores.
Budget targets and sales could be supported by a newer range of products.
Promotional activity can support the attainment of budget targets, but notice must be given to the variance in promotional performance across the channels.
( Purchase Funnel | Brand Loyalty and Migration | Brand NPS | Branch Perception )Further investment in the brand is needed to overtake Brand B, to drive overall sales and help achieve budget targets. Potential revenue impact per incremental shopper conversion point: 6 m€ value sales.
To support this, target Brand B or Brand C shoppers with a targeted social media campaign. augment brand execution by targeting offline distribution, emotional brand attributes and the expansion of brand positioning to the topic of sustainability.
