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 The development of an accurate forecast is a complex exercise and
involves more than the application of elasticity coefficients and
promotional multipliers to seasonally adjusted, trended base volume.
SMS's volumetric and profit forecasts are conducted on a
client-by-client basis and employ inputs appropriate for that
particular business:
- Expected category and brand price inflation 6-24 months out
- Anticipated competitive response to our client's price action
- Current and anticipated changes in consumer sentiment and perception of the brand
- Consumer behavioral analysis such as pantry loading, nesting and reference price points
- Current vs. expected future brand strength
- Anticipated retailer cooperation and action, including forward-buying and price pass-through
SMS Services:
- Store-level base volume/profitability forecast
- Store level promoted volume/profitability forecast
- Consumer level base and promoted volume/profitability forecast (Trial + Repeat)
- Scenario testing
- Competitive response testing
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