pod300 Archives

3 02, 2026

Why Your CPG Brand Is Losing Shelf Space
Gallery
Why Your CPG Brand Is Losing Shelf Space

Distribution Expansion, Podcast, Video

Why Your CPG Brand Is Losing Shelf Space

By Daniel Lohman, CPSA|2026-02-04T16:48:12-07:00February 3rd, 2026|Distribution Expansion, Podcast, Video|

Shelf space isn’t lost because your product isn’t good—it’s lost because your competitors are more prepared. In Day 28 of 30 Days to Prosperity, I show you how preparation and competitive intelligence create a true, sustainable advantage at retail. You’ll learn how to study competitor pricing, promotions, merchandising, and growth patterns so you can [...]

Promotion Efficiency Calculator - How effective is your trade spending?

Hover over the question marks below:

Annual Gross Sales

% Trade Promotion Spending 25%

Sales % Trade Promotion Spending $

% Promotion Efficiency Improvement 10%

Annual Trade Promotional Savings $

What could you do with the additional $$,$$$?

Now, let’s give you the tools and resources to make this a reality!

Promotion Analysis Tool Lite (Trade Promotion ROI Calculator)

Event Name

Event Detail

Trade Spending

Volume

Event Date

Fixed Costs

Item Incremental Units

Event Weeks

Menu Cost

Item Base Units

Case Rate

Miscellaneous Cost

Brand Incremental Units

Units Per Case

Consumer Cost

Brand Base Units

Feature Promoted Price

In-Store Demo Costs

Item Incremental Dollars

Average Retail Price

Off Invoice Case Rate

Item Base Dollars

Avg. Event Scan Price

Bill Back - Case Rate

Brand Incremental Dollars

Total Cases Shipped

Scan Down Rate Per Unit

Brand Base Dollars

Calculations

Price Discount %

Event Sales $

Item Unit Lift

Base Cases

Incremental Sales $

Item Unit Lift % %

Incremental Cases

Margin %

Brand Unit Lift

Total Event Cases

Event Profit $

Brand Unit Lift % %

Cost Per Incremental Case $

Item Dollar Lift $

Cost Per Shipped Case $

Forward Buy Cases

Item Dollar Lift % %

Total Variable Costs $

Lift (Incremental % of Base) %

Brand Dollar Lift $

Total Trade Spending $

Net Unit Cost $

Brand Dollar Lift % %

Email *

First Name *

* Save each scenario to compare pre-event to actual event performance. Run as many different scenarios as you want. The goal is to reduce costs and maximize longterm sales. Look for opportunities to improve promotion performance. Refresh the screen to create another scenario. Make sure to respond immediately to my email confirmation (if you don't see it, double check your junk or spam folder). Privacy Policy: We hate spam & promise to never share your email.