ROI KPIs

Question 1

Incremental Consumer Price Promotion (iCPP)

Answer 1

Rebate Value * Promo Incremental Volume

Question 2

Incremental Cost of Goods Sold (iCOGS)

Answer 2

Supply Chain Costs (Per Unit) * Promo Incremental Volume

Question 3

Incremental Gross Profit (iGP)

Answer 3

iTO - iCOGS

Question 4

Incremental Gross Sales Value (iGSV)

Answer 4

List Price (Per Unit) * Promo Incremental Volume

Question 5

Incremental Temporary Price Reduction (iTPR)

Answer 5

TPR (Per Unit) * Promo Incremental Volume

Question 6

Incremental Trade Term (iTradeTerm)

Answer 6

% Trade Term * iGSV

Question 7

Incremental Turnover (iTO)

Answer 7

iGSV - iTradeTerm - iTPR - iCPP

Question 8

Net Cannibalization Gross Profit (Net Canni GP)

Answer 8

Net Canni Volume * [List Price * (1-%TT) - TPR per unit - SCC per unit]

Question 9

Net Cannibalization Volume

Answer 9

Halo Volume + Cannibalization Volume

Question 10

Net Incremental Gross Profit (Net Incremental GP)

Answer 10

iGP + Net Cannibalization GP

Question 11

Promo Incremental Volume

Answer 11

Actual sales volume - Baseline sales volume during promo

Question 12

Return on Investment (ROI)

Answer 12

Net Incremental GP / CPP

Question 13

Net Incremental ($ or vol)

Answer 13

Promo Incremental ($ or vol) - Post Promo Dip ($ or vol) + Net Canni ($ or vol)

Question 14

Gross Profit (GP)

Answer 14

TO - COGS

Question 15

Turnover (TO)

Answer 15

GSV - TradeTerm - TPR - CPP

Question 16

Gross Sales Value (GSV)

Answer 16

List Price (Per unit) * Sales Volume

Question 17

Trade Term

Answer 17

%TT * GSV

Question 18

Consumer Price Promotion (CPP)

Answer 18

Rebate Value * Sales volume (PO, BOGO)

or

Rebate Value * Volume qualified as promo (Xfor, XFreeX, Laksue, Coupon)

Question 19

Temporary Price Reduction (TPR)

Answer 19

TPR (per unit) * Sales Volume

Question 20

Cost of Goods Sold (COGS)

Answer 20

SCC (per unit) * Sales volume

Question 21

Net Cannibalization ($ or vol)

Answer 21

Canni ($ or vol) + Halo ($ or vol)

Question 22

Post Promo Dip ($ or vol)

Answer 22

Actual (Sales or Volume) - Baseline (Sales or Volume) one week after event