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ABSTRACT
This study investigated the sales and advertising “build” curves for 15 consumer packaged-goods (CPG) categories, for both new products and established brands. Build curves reflect cumulative sales at any given time period divided by the 52-week sales. The author identified commonalities across category in the sales and advertising build curves. The goal: to develop benchmarks that brand managers can employ to assess how their brands are performing. Further, the author believes, these benchmarks are the basis for developing a simple and direct means of forecasting year-end sales based on actual sales over an interim time period.
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Vol 54 Issue 4
