June 8, 2011

Base Sales

Base Sales - Key measure of the health of the business. Amount that would have been sold if there was no merchandising. Drivers of base volume are distribution, regular price, advertising, consumer promotions, competition, consumer trends. This is derived from weighting and smoothing the sales in non-promoted stores for the weeks before and after each individual week. Nielsen and IRI each have their own methods for calculating Base Sales which differ somewhat but use a similar approach.

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