Barilla TradePromoAndStats Prabir
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Trade Promotions• Promotion-based strategy
Frequent Trade Promotions to an old-fashioned distribution systemDivided each year into 10 or 12 “canvass” periods of 4-5 weeks in length
corresponding to a promotional program.During any canvass period, a Barilla distributor could buy as much product as
desired to meet current and future needs. Incentives for Barilla sales representatives were based on achieving sales
targets set for each canvass period.Different product categories were offered during different canvass periods,
with the discount depending on the margin structure of the category.Typical promotional discounts were 1.4% for semolina pasta, 4% for egg
pasta, 4% for biscuits, 8% for sauces and 10% for breadsticks.Volume discounts were also offered – Barilla paid for transportation
Sales Reps @ Barilla
• Sales representatives were used more at DO’s than GD’s
Merchandise Barilla productsSet up In-Store PromotionTake note of competitor's prices, stockouts, new product introductionsWork out ordering strategies with the store management etc.Settled disputes about different discounts and deal structures.
Demand Fluctuation
Inventory @ Barilla Stats
Weekly Sales Figures @ Barilla
Distribution Ordering Procedure @ Barilla