Thursday 19.11.2020 at 13:00 CET (12:00 GMT)
Duration 60 minutes
The BG20 team will share some recent learnings from our ongoing brand growth research – focusing on the effectiveness of marketing activity during recessions, brand portfolio strategies and some learnings from our WCWD sustainability initiative.
A Framework, Metrics, and Tools to get Distribution Right
by Kusum Ailawadi, Charles Jordan 1911 TU’12 Professor of Marketing, Tuck School of Business, Dartmouth College.
It is much harder to optimize distribution than it is to optimize price, advertising, or promotions. And yet, it is critical to do so. Too little coverage means shelf space and sales are lost to competitors and complacent retailers don’t feel the need to price and merchandise your brand competitively. Too much coverage means retailers compete too intensely, squeezing their own margins, and not earning an adequate return on their shelf space. For a sustainable partnership, distribution coverage shouldn’t get too far ahead of or behind demand, nor should the performance of the manufacturer get too far ahead of or behind that of retailers. Kusum Ailawadi will present a framework, key metrics, and tools from her new co-authored book titled “Getting Multi-Channel Distribution Right”, to help ensure just that.