Pillsbury

Sales Promotion: More Efficient Spending of Marketing Dollars to Secure Retail Performance

Pillsbury was stuck in a rut of limited promotion effectiveness for its cake mix products.  Retail promotion dollars intended for strong in-store merchandising were instead being pocketed by retailers with little performance to show for it.  Carter Welch developed a powerful promotion strategy to breakthrough the clutter and the typical promotions fielded within the category.  By conducting in-depth analysis, he identified an alternative promotion strategy that boosted sales by over 50% in the test region, compared to a decline in sales for the business outside the region.  The Sales VP trumpeted the success and the program was successfully launched elsewhere.

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