XTR Clean Inc. is a large global producer of home cleaning products. With the economy struggling,...

 

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XTR Clean Inc. is a large global producer of home cleaning products. With the economy struggling, both manufacturers and retailers are resorting to new and creative promotions, discounts, and price wars in the battle to win consumers. XTR Clean is interested in strengthening its position through a better understanding of point-of-sale (POS) trade promotion efforts and their effectiveness in catching consumers' attention in the store aisle. Challenge: To determine strategies to increase promotional effectiveness of POS efforts for home cleaning products. The company believes that a better understanding of the relative effectiveness of in-store promotions will be of key importance to develop effective strategies. Xtr Clean is also interested in understanding why consumers choose not to buy home cleaning products. 1. Develop recommendations for reducing the number of non-buyers of home cleaning products. 2. Develop recommendations concerning which in-store promotions should be emphasized. 3. Describe the purchase situation involvement level likely in this case. How could it be affecting consumer choices? POS Promotions Stimulating Purchases Two or more identical products with discount Two or more different products with discount One identical additional product free Cash discount over the total purchase Second product at half price Credit card discount Didn't know/answer Effectiveness Rate 46% 31% 5% 5% 5% 3% 5% Reasons for Not Buying Product out of stock at time of purchase Remembered already having one at home Just comparing prices and variants Was not exactly what wanted Was not sure what product was needed Product consumed at a very rapid price High price Other Rate (Multi choice allowed) 34% 23% 13% 4% 3% 1% 33% 3% XTR Clean Inc. is a large global producer of home cleaning products. With the economy struggling, both manufacturers and retailers are resorting to new and creative promotions, discounts, and price wars in the battle to win consumers. XTR Clean is interested in strengthening its position through a better understanding of point-of-sale (POS) trade promotion efforts and their effectiveness in catching consumers' attention in the store aisle. Challenge: To determine strategies to increase promotional effectiveness of POS efforts for home cleaning products. The company believes that a better understanding of the relative effectiveness of in-store promotions will be of key importance to develop effective strategies. Xtr Clean is also interested in understanding why consumers choose not to buy home cleaning products. 1. Develop recommendations for reducing the number of non-buyers of home cleaning products. 2. Develop recommendations concerning which in-store promotions should be emphasized. 3. Describe the purchase situation involvement level likely in this case. How could it be affecting consumer choices? POS Promotions Stimulating Purchases Two or more identical products with discount Two or more different products with discount One identical additional product free Cash discount over the total purchase Second product at half price Credit card discount Didn't know/answer Effectiveness Rate 46% 31% 5% 5% 5% 3% 5% Reasons for Not Buying Product out of stock at time of purchase Remembered already having one at home Just comparing prices and variants Was not exactly what wanted Was not sure what product was needed Product consumed at a very rapid price High price Other Rate (Multi choice allowed) 34% 23% 13% 4% 3% 1% 33% 3%

Answer rating: 100% (QA)

Recommendations for XTR Clean Inc 1 Reducing NonBuyers Address stockouts 34 of potential buyers didnt purchase due to outofstock products Improve inve... View the full answer