Six Vendor Objectives

Trial to persuade non-users to try it once, hoping for repeat sales. Appropriate for:

• new brand in an existing (cake mix) or new (whole bean speciality coffee) category
  
  
• demonstrably improved brand (instant potatoes)
  
  
• brand in a low household penetration category (fresh dough)
  
  
• seasonal brand to re-acquaint users (charcoal, insect spray)

Breadth of Purchase to get as many category users as possible to buy the product during the promotion. Used for:

• commodities (flour, sugar)
  
  
• brands that the Trade historically supports with promotions (top 200 brands)
  
  
• broad acceptance item — an alternative for a broad spectrum of consumers (spaghetti)

Loading to get category users to buy as much as possible during the promotion. Best for:

• brands consumers purchase in large quantities (powdered soft drinks)
  
  
• where a competitive threat exists
  
  
• where consumption rate increases with purchase increase (soft drinks)

Continuity of Purchase to get consumers to make a number of sequential purchases. Best for:

• heavy usage brands with sufficient profit margins to support continuity promotion
  
  
• non-merchandisable brand — too small to obtain retail support, and for which Breadth of Purchase is inefficient (tenderizers, MSG, honey)
  
  
• single purchase brands which cannot obtain multiple purchase due to usage patterns or danger (rat poison)

Expand Product Usage Areas to get consumers to use the brand in more ways or places. Best for:

• high share brands which have achieved most of their primary use potential (baking soda)
  
  
• opportunities for secondary placements (liquid sweetners)

Reinforce Ad Copy. Low-key, infrequently used to reinforce advertising messages to consumers.

Appropriate for brands facing in-home competitors — where copy related promotion can create additional usage (cleaning aids).