Companies facing falling demand—for individual products or across portfolios—typically think about increasing discounts and promotions to reinvigorate sales. This is a natural reaction, especially in an economic downturn, like the one unfolding in 2020. But when discount programs are not carefully crafted, the intended sales lift does not occur. In this paper, we outline six key considerations for sales and marketing executives and C-suite leaders when planning and executing discounts. With these considerations in mind, companies can respond to the current demand challenge, while minimizing the risk of unintended consequences.
Who knew that volume discounts can be so profitable? 7-Eleven’s Big Gulp strategy increased its fountain drinks by close to 100% and now Big Gulps represent close to 10% of income at some locations. One of the most misused tactics in pricing is volume discounting. In this article, the author provides tips on how to improve your volume discounting strategy.