How This Module Helps You
The Promotions module explains how discounting and promotional strategies drive category and brand performance. It helps you:
Understand the Role of Promotions in Category Growth
See whether promotions expand the overall category or simply shift share between players.
Identify the categories that deliver the biggest lift when promoted.
Measure Competitive Advantage from Discounting
Compare your promotional lift versus competitors’.
See how discount depth and cadence affect market share.
Track Promotional Execution at the Product Level
Identify which items competitors are discounting most aggressively and at what % discount.
Spot patterns in promotional cadence (frequency, seasonality, depth) to anticipate future moves.
With this module, you can evaluate whether promotions are truly driving incremental growth or just subsidizing volume.
How to Use the Module
1. YOY Growth & Discount %
Select a category to compare year-over-year growth alongside average discount %.
Questions to ask:
Does higher discounting correlate with faster growth?
Are some categories more sensitive to promotions than others?
2. Brand Discount & Market Share
Compare brand-level discount % against category discount %.
Assess whether a brand’s share gains (or losses) align with promotional intensity.
Example questions:
Did our competitor gain share because they discounted more deeply than the category average?
Do we see share lift when promoting at similar levels?
3. Discounted Products
Drill into which specific products were most heavily promoted, at what discount %, and how that impacted sales.
Identify competitor tactics:
Are they rotating discounts across SKUs, or focusing heavily on hero products?
Do they run shallow, frequent promotions or deep, seasonal discounts?