Measurement and evaluation of retail promotions
Thesis: M. Eng. in Logistics, Massachusetts Institute of Technology, Engineering Systems Division, 2015.
| Main Authors: | , |
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| Other Authors: | |
| Format: | Thesis |
| Language: | eng |
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Massachusetts Institute of Technology
2015
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| Online Access: | http://hdl.handle.net/1721.1/100085 |
| _version_ | 1826203612414476288 |
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| author | Kalenderski, Asen (Asen Georgiev) Sanivarapu, Satya |
| author2 | Unris Caplice. |
| author_facet | Unris Caplice. Kalenderski, Asen (Asen Georgiev) Sanivarapu, Satya |
| author_sort | Kalenderski, Asen (Asen Georgiev) |
| collection | MIT |
| description | Thesis: M. Eng. in Logistics, Massachusetts Institute of Technology, Engineering Systems Division, 2015. |
| first_indexed | 2024-09-23T12:40:03Z |
| format | Thesis |
| id | mit-1721.1/100085 |
| institution | Massachusetts Institute of Technology |
| language | eng |
| last_indexed | 2024-09-23T12:40:03Z |
| publishDate | 2015 |
| publisher | Massachusetts Institute of Technology |
| record_format | dspace |
| spelling | mit-1721.1/1000852019-04-12T09:45:43Z Measurement and evaluation of retail promotions Kalenderski, Asen (Asen Georgiev) Sanivarapu, Satya Unris Caplice. Massachusetts Institute of Technology. Engineering Systems Division. Massachusetts Institute of Technology. Engineering Systems Division. Engineering Systems Division. Thesis: M. Eng. in Logistics, Massachusetts Institute of Technology, Engineering Systems Division, 2015. Cataloged from PDF version of thesis. Includes bibliographical references (pages 70-72). Promotions involve a complicated interplay of factors and are a result of a synchronized sequence of activities between manufacturers and retailers. The outcome of promotions pivot on several elements beyond the control of any one party in the supply chain. 'How' a promotion performed has a more straight forward answer than 'Why' a promotion performed a certain way. This research attempts to define a quantitative methodology to measure performance of promotions and reveal insights to consumer product manufacturers and retailers that will help answer the 'How' and the 'Why' of promotions. The measures used are simple, but the combination of analysis creates a complex structure of many dimensions that reveals intricate insights into the functioning of the supply chain, the most important asset in executing promotions. We present to you a three dimensional framework termed the 'Promotion Performance Cuboid' with structural elements consisting of three foundational supply chain measures, inventory, stockouts, and performance of sales against target forecasts. The measures when viewed together through the Promotion Performance Cuboid, tell a revealing story of the underlying dynamics of promotions and the elements that actually control promotional become lucid. by Asen Kalenderski and Satya Sanivarapu. M. Eng. in Logistics 2015-12-03T20:52:28Z 2015-12-03T20:52:28Z 2015 2015 Thesis http://hdl.handle.net/1721.1/100085 928946034 eng M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission. http://dspace.mit.edu/handle/1721.1/7582 78 pages application/pdf Massachusetts Institute of Technology |
| spellingShingle | Engineering Systems Division. Kalenderski, Asen (Asen Georgiev) Sanivarapu, Satya Measurement and evaluation of retail promotions |
| title | Measurement and evaluation of retail promotions |
| title_full | Measurement and evaluation of retail promotions |
| title_fullStr | Measurement and evaluation of retail promotions |
| title_full_unstemmed | Measurement and evaluation of retail promotions |
| title_short | Measurement and evaluation of retail promotions |
| title_sort | measurement and evaluation of retail promotions |
| topic | Engineering Systems Division. |
| url | http://hdl.handle.net/1721.1/100085 |
| work_keys_str_mv | AT kalenderskiasenasengeorgiev measurementandevaluationofretailpromotions AT sanivarapusatya measurementandevaluationofretailpromotions |