NielsenIQ：2023年定价和促销工具及最佳实践报告（英文版）（21页）.pdf

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1、 2023 Nielsen Consumer LLC.All Rights Reserved.2023 Nielsen Consumer LLC.All Rights Reserved.Pricing&Promotion Tools&Best Practices 2023 Nielsen Consumer LLC.All Rights Reserved.Table of ContentsIntroduction3The State of the Market5Pricing&Promotion Challenges8Pricing&Promotion Best Practices12Prici

2、ng&Promotion Tools15The Future of Pricing&Promotion18Conclusion20 2023 Nielsen Consumer LLC.All Rights Reserved.3IntroductionSource:https:/ inflation high and consumer spending power weak,pricing&promotion is in the spotlightIn February 2023,the inflation rate of CPG unit prices dropped to 10.2%,a d

3、ecrease of 0.8 points from January.This makes Februarys rate of CPG inflation the lowest since April 2022.But CPG increases are still trending well above the US Consumer Price Index,weakening consumer spending power and CPG unit sales growth.As shoppers buy less and split those purchases into wants

4、versus needs,marketers will need to work harder to engage them.Traditional marketing tactics may return to win back consumers who have shifted their purchases to value brands and retailers.Some of the key pricing&promotion topics well cover in this eBook are:The state of the marketPricing&promotion

5、challengesPricing&promotion toolsPricing&promotion best practicesThe future of pricing&promotionsA notable reason for the unit sales drop is consumers buying larger package sizes or buying only products on sale.A quarter of Americans are buying larger sizes of products with long shelf lives as a sav

6、ings strategy to get a lower cost per use.Value for money is one of the top factors shoppers consider when choosing stores and products.So,CPG brands need to consider their pricing and promotion practices more than ever to avoid falling off due to belt-tightening.This means understanding consumer mi