Planning and following of promotion

Promotion is important to get your brand recognized in public. PGM tool can help you by planning and deciding about the form of promotion and by following the efficiency of your brand.

With its hierarchical structure the marketing model in PGM offers you identification of opportunity and possible problems for specific brand. Comparing to some other tools, the PGM tool is unique because the pyramid for the category is based on all highest conversion rates within the selected category. This indicates currently the strongest possible pyramid in the environment we choose.

Recognition: rise of consciousness about brand, advertisement, promotion, differentiation of a brand from the competition
Experience: to generalize experience, POS activities, tasting, price cutting, consideration: to build the needs of consumers, the right choice prices, communication, concept, the right position of a brand on the shelves …
Usage: transformation of consumer's needs into the usage of a brand, cross category, distribution
Primary user: loyalty, category management, category captain, premium position of a brand on the shelves

The percentages IN the pyramids show which fraction of the target group has recognized, experience … a certain brand.
The percentages NEXT TO the pyramids are conversion rates. They are always based on the lower level in the pyramid.


The optimal pyramid for the category is based on all highest conversion rates within the selected category. This indicates what is the strongest possible pyramid in the environment we choose.

Promotion oriented to the consumer

If you want to get more insight in the profile (socio demo, attitude towards shopping or internet use) of a certain group you can easily find out by clicking in the pyramid graph. It tells us how much below or above average, is a statistics regarding a whole population.



The Statistics module allows you to perform more in depth analytics so you see the forces behind the overview – and therefore gives more in depth insight in the problem. Following boxes are presented:
► Sex: it always shows the complete sample; possible to view over time since different waves are shown here
► Age: in target groups you define the group of people on which you want the analysis to be done.
► Income of housekeeping

Following the efficiency of promotion

The pyramid for the category is based on all highest conversion rates within the selected category. This indicates currently the strongest possible pyramid in the environment we choose. We can also follow the trends in specific target groups, because the picture of segment inside the pyramid is quite different from the one made on the whole population.


Trend on the whole population / on the target group