Trade Promotions •Promotion-based strategy Frequent Trade Promotions to an old-fashioned distribution system Divided each year into 10 or 12 “canvass” periods of 4-5 weeks in length corresponding to a promotional program. During any canvass period, a Barilla distributor could buy as much product as desired to meet current and future needs. Incentives for Barilla sales representatives were based on achieving sales targets set for each canvass period. Different product categories were offered during different canvass periods, with the discount depending on the margin structure of the category. Typical promotional discounts were 1.4% for semolina pasta, 4% for egg pasta, 4% for biscuits, 8% for sauces and 10% for breadsticks. Volume discounts were also offered – Barilla paid for transportation