Sales Promotion Arrangements in the FMCG Channel
View PDF Version
Sales promotions in FMCG involve some form of coordination/cooperation between manufacturer and retailer. The result is a sales promotion agreement (SPA). First, we examine which elements are agreed upon in SPAs (e.g. goals, budgets, etc.). Second, we explain the differences in SPAs (e.g. the characteristics of the parties and of the product). Third, we will study the success of sales promotions (for the manufacturer, the retailer and the channel) and how this success is related to the nature of the agreement. The present paper deals with the first issue, and contains some preliminary findings with respect to the second issue.
- sales promotions
- sales promotion agreement