Broadcast of advertising clips on screens in trading area
Description of campaign
Category of product: Chocolate
Tool of sales promotion: Broadcasts in trading area
Video clip: 20 sec with voice
Campaign period: 2013.03.11 – 2013.03.31
Campaign type: Image campaign
Product pricing: Regular price
Place of sale:Hyper Maxima XXX, 4 Akropolis
Campaign budget: 6.199 Lt / 3 weeks / 4 Supermarkets
During the research, 3-weeks sales data during and after the advertising campaign have been compared in 4 Hyper Maxima XXX supermarkets with the period before advertising campaign. One sales promotion tool has been used – 50’’ screens in trading area (4 supermarkets). Image video clip was broadcasted – “Black chocolate”. During the campaign for 2 weeks (2013.03.19 – 2013.04.01) was applied
additional sales action – price reduction.
RESULTS OF SALES DATA
Sales data average of 4 supermarkets is provided by percentage in graph
Source: „Maxima LT“ UAB, 2013
According to the sales data submitted by Maxima LT, UAB the sales of the promoted product increased by 90,3%, and after the campaign the sales remained higher by 43,5% in comparison with
the initial level of sales. The sales of other not-promoted chocolate “milk chocolate” of same manufacturer has grew up by 3,5%, while after campaign it felled down by -17.4%. During the campaign period other producers of the same type of product carried out prices reduction actions.