| Reviewing past activity on your own brands | Looking back at what you’ve done before to help develop your plans for the future |
| Reviewing past activity & combining it with sales data & promotional costs | Helps you to evaluate promotion effectiveness and decide on future plans |
| Understanding competitor tactics | What have competitors done that appears to have worked well? could you do the same thing? |
| Category understanding | Improves your credibility with customers (by demonstrating market knowledge) |
| Identifying range gaps & opportunities | What might be ‘missing’ from a retailer’s range |
| Planning new launches | Use our data to decide on price points and promotion plans to support new launches |
| Check compliance | Have you got what you expected / paid for? eg off-shelf display |
