Key Success Factors for Manufacturers’ Sales Promotions in Package Goods

Abstract

This exploratory study examines the differences beween sales promotions that achieved their objectives and those that did not. For both consumer and trade promotions, the key success factors differ according to the objectives set and achieved. However, for a given objective, such as moving short-term volume, the key success factors for consumer promotions are different from the key success factors for trade promotions. Fortunately for managers, most of the key success factors are within their control. However, future management of sales promotions will demand much better feedback systems and a much higher level of planning. This article directs promotion managers to the key variables to be monitored and managed.