Memo for Brand Management

In: Business and Management

Submitted By Amilack
Words 566
Pages 3
To: Dr. McCarty

From: Allison Milack

RE: Analysis of Sales Trends Resulting from Promotional Activities

To analyze the effect our promotional activities and our competitor’s promotional activities have on our brand sales and brand share.

Nielson Scantrack collected the sales and store display data for 32 areas of sales for June 2012. The data show the sales and percent of store displays of frozen spinach for both our brand and our top competitor, DelMonte. The advertising expenditure data for our brand was taken from company records. The analysis was performed to evaluate the relationship between sales of our brand and DelMonte’s under certain variables such as increased ad spending and increased percentage of store displays.

Key Findings
The promotional activity of our brand has mixed results in terms of brand sales. Our store displays have the strongest positive relationship with Brand Sales of the promotional activity. More displays in a sales area results in higher sales. On the other hand, our advertising expenditures do not have an apparent relationship with brand sales. Lastly, percentage of competitor displays has a negative relationship with brand sales. The more displays a competitor has in a sales area, the less sales our brand makes.

Because of its low correlation with sales, our brand should cut advertising spending. Put more effort and resources into creating store displays because its relationship with sales is higher and more positive. If we can produce more displays, that will reduce the opportunity for our competitor to use store displays against our brand.

Detailed Findings

Relationship of Ad Spending and Brand Sales

• Our advertising expenditures have very little relationship with our brand sales. The trendline of Exhibit 1 shows a slight positive…...

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