How to measure the success of a marketing campaign?

Carrefour discount case

We decided to study the launching campaign of Carrefour Discount, the new French private label of Carrefour, which occurred at the beginning of 2009. We will first analyze the objectives of the campaign. Then, we will present its different steps and some means to evaluate the overall success of the campaign. To conclude with, we will see how the campaign increased Carrefour shareholder value.

Before 2009, Carrefour had an image of a qualitative but expensive retailer. Customers knew that they could not expect very low prices on basic products in Carrefour stores. So Carrefour decided to launch a new private label named Carrefour Discount. The idea was to offer qualitative products at discounted prices. We can easily understand that this launch was an important challenge for Carrefour to improve its global image as a retailer. I. Objectives of the campaign
It is important first to focus on the campaign objectives.
For a retailer, a launching campaign as huge as this one is very rare. The fact that Carrefour invested a lot in it highlights how it is important for the retailer to be successful for this launch of a new brand. As a matter of fact, Carrefour expectancies on Carrefour Discount are very high and relying on many objectives.
The natural objectives for a new brand is the brand awareness : the new products have to be known to be purchased. The consumers prefer to buy if they know the brand values and the brand promises. As a consequence, the objective of Carrefour discount campaign was to make people know the new brand. We will see later on how they realized the campaign to achieve this goal. But the fact that someone knows Carrefour Discount brand does not mean that he/she would buy the product.
The next objective is to incite people to buy for the first time a Carrefour Discount product in order to try it. In other words, we want to make people buy our products. In