Will I Hit My Year-End Numbers? A Brand-Performance Forecasting Model: The Case for Benchmarking Sales and Advertising Spending
Robert T. Carter
University of Louisville
Management slant
- Established CPG brands exhibit a constant sales build across a wide range of categories, regularly achieving 26 percent, 52 percent, and 76 percent of their year-end sales after 13 weeks, 26 weeks, and 39 weeks, respectively. Importantly, advertising spending does not affect these sales builds.
- New CPG products also exhibit fairly consistent sales builds recording 14 percent, 43 percent, and 73 percent of their year-end sales after 13 weeks, 26 weeks,...