Trade Spend Calculator

FreePro

60-second inputs

Start with the few numbers most account managers already have.

Required fields are enough for a quick result. Optional fields improve the estimate.

Pricing is at the sole discretion of the retailer. Outputs are estimates for planning only. Tax treatment varies by market. Retailer/customer margin estimates are indicative only and depend on actual buy price, retail price, sales tax/VAT/IVA treatment, mechanics and retailer accounting.

Settings

Currency

Used for formatting results only. This does not convert exchange rates.

CurrencyRequirediCurrency is for formatting only. This tool does not convert exchange rates.

Free: remembered on this device. Pro: saved to your account and used across calculators and exports.

What are you trying to calculate?

Choose the closest deal type. The calculator will only ask for the fields that fit that check.

How do you want to enter supplier support?

Promotion and price inputs

Baseline units before promotionRequirediEstimated units sold in the normal comparison period before the promotion.Forecast units during promotionRequirediExpected units sold during the promotion or deal period.Retailer invoice/buy price before promotionRequirediThe price the retailer/customer pays the supplier per unit before the promotion.Promotional retailer invoice/buy priceRequirediEffective invoice/buy price during the promotion after supplier support.Fixed supplier supportOptionaliFixed investment such as media, feature fee, activation support, listing support or lump-sum customer funding.Retail selling price before promotionOptionaliThe normal shopper/end-customer price. Uses the tax setting above.Promotional retail selling priceOptionaliThe promotional shopper/end-customer price. Uses the tax setting above. Pricing is at the sole discretion of the retailer.

Advanced assumptions

Estimated cannibalisation %OptionaliSales that may switch from your other products.Estimated post-promo dip %OptionaliSales that may be pulled forward from after the event.Average invoice discount %OptionaliAverage discount or price support applied to invoice sales.Rebate / overrider %OptionaliBack-end terms as a percentage of sales.Marketing contributionOptionaliRetail media, shopper or activation contribution.Expected sales uplift %OptionaliExpected uplift from the ask or plan.Supplier gross margin %OptionaliSupplier margin to apply to expected uplift.Requested investment %OptionaliCustomer ask as a percentage of deal value.Probability of success %OptionaliConfidence the uplift will happen.Contract length in monthsOptionaliPeriod for the investment ask.Other deductions %OptionaliExtra deductions to include in trade spend.Retention valueOptionaliOptional value of defending current business.

Input definitions

Retail selling price: The price paid by the shopper/end customer. Retailer pricing is at the sole discretion of the retailer.
Retailer invoice/buy price: The price the retailer/customer pays the supplier per unit before any shopper retail price is applied.
Supplier COGS: Your internal cost of goods sold per unit. This is not the retailer invoice/buy price.
SOA / supplier support: Supplier-funded per-unit promotional support, such as saving on allowance, off-invoice support or scan support.
Fixed supplier support: Fixed customer funding such as media, feature fees, activation support or lump-sum investment.
Sales tax / VAT / IVA basis: Whether the entered retail selling price includes sales tax / VAT / IVA. Retailer margin is estimated from an excluding-tax retail selling price.

Free result

Trade spend / investment

Enter the required fields to see your result.

Commercial interpretation

Use this to expose the full cost of the plan before it is hidden across discounts, rebates, fixed fees and media contributions. High spend should buy a clear customer commitment.