Johan Sauer of Cognizant's Consumer Goods Consulting Practice explains the origins of the trade promotion model, and describes how to leverage consumer and shopper insights to drive collaboration with retail trading partners.
Consumers are invited to become a member of the Sweet Deed Society on the Santa Cruz Organic Facebook page and nominate a friend who has done a good deed.
Kraft Foods launches the new Capri Sun juice drink Big Pouch with an over-the-top Facebook page featuring an attention-grabbing stop-motion monster video.
Using Swoop, General Mills and Smart Balance are able to present consumers who engage relevant information they would normally seek in a secondary search.
Faced with increasing commodity price volatility, channel complexity and the persistence of sizable trade budgets, many consumer packaged goods companies are looking to fundamentally change or upgrade their trade promotion management (TPM) capabilities.
