Nielsen: efficiently promoted strong brands increase their revenue

The success rate of a sales promotion in FMCG depends on many factors. Market research agencies like Nielsen, GFK and IRI attempt to quantify variables but by doing this they ignore the fact that qualitative aspects determine the [quantitative] result primarily.

In sales and marketing organizations, sales promotion management is still in a pioneer stage. Nothing is 'managed', nothing is verified and nothing at all is evaluated. Now where's the concept of the 'learning organization'? Bierman assists manufacturers to define their promotional strategies and to meet sales promotion targets.
We have the relevant skills and technique at our disposal, enabling us to predict the success rate or failure of an activity in sales promotion. And we can show how corrections need to be made where necessary. No simulation but actual practice.