by sitemanager | Dec 23, 2016 | Uncategorized
All of the key principle here at Middlegame got our start in sales and marketing at The Coca-Cola Company, aka what insiders simply call “The Company.” We preach many of the do’s and don’ts we’ve learned over the years with The Company to those who will listen. And...
by sitemanager | Dec 1, 2016 | Uncategorized
Recently, Middlegame leveraged our novel tool, the Competitive Interaction Analysis (CIA)®, for a very unique purpose. A Middlegame client wanted to a more customer-based evaluation of brand equity. She had worked with other researchers applying conjoint analysis, but...
by sitemanager | Nov 7, 2016 | Uncategorized
At Middlegame, we usually work with direct shopper response levers like assortment, pricing, and merchandising. It is probably at our insistence that buyers shop by SKU which makes it our go-to level of analysis. However, we sometimes get asked to provide a detailed...
by sitemanager | Sep 30, 2016 | Uncategorized
In the last blog, I described the PITA Model that we were introduced to while at The Coca-Cola Company. A quick review of that blog will familiarize you with the PITA Model if it is new to you. PITA presents a strategic understanding of the opportunities and gaps for...
by sitemanager | Aug 12, 2016 | Uncategorized
While at The Coca-Cola Company, I was introduced to a fairly straightforward approach to comparing markets and their potential. It was called the PITA Model. PITA is a method for breaking down sales into the components that are the real drivers of sales. I talk about...
by sitemanager | Jul 22, 2016 | Uncategorized
In a recent project, we were fairly overwhelmed by the complexity of a client’s trade promotions calendar. It contained numerous and varying discount rates that depended on a complex series of requirements, e.g. 2 for £4, 3 for £5, etc., at about seven items each...
