PowerPurchase - Connecting Brand Equity to Real Purchase Behaviour

Marketers are regularly facing the difficult decision of optimally distributing the available budget to various marketing activities. This often raises the question of whether (additional) investments in brand-building measures are justified and / or whether trade marketing needs to be optimized.

Kantar Millward Brown, together with Kantar Worldpanel, has developed a solution to provide you with an action-oriented answer to this central question: PowerPurchase.

In a PowerPurchase project, a brand value survey is conducted among consumers of the Kantar WorldPanel. This combination of attitudinal and behavioral data allows us to understand the share of the turnover generated by the brand value and the trade marketing. In addition, concrete measures can be defined with which the brand value can be increased and the trade marketing can be optimized - always linked to financial ratios.

In our webinar, we will present you with a case study from the consumer goods industry and will bring you PowerPurchase and the added value of this solution closer in a practical way.


Event Information:
Originally Presented on Thursday, October 27, 2016
Duration: 45 Minutes
Language: German
 

Speaker:

Simon Bokredenghel
Senior Client Executive
 

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