Energizer Executes a TPM Re-Fresh
When Energizer Personal Care (www.energizer.com) integrated Playtex into its portfolio, it adopted TradeInsight’s (www.tradeinsight.com) Trade Promotion Management (TPM) system to standardize processes across the business and garner better visibility into trade spend activities. But the task of harmonizing brands while implementing a new TPM tool resulted in a lower-than-planned adoption. Realizing a TPM system alone would not resolve the company’s trade promotion inefficiencies, senior level management at Energizer Personal Care and TradeInsight collaborated to take a fresh look at manufacturers’ internal processes and culture, business needs, specific adoption barriers and training methods to devise a new course of action. It was determined that the TPM software would be re-branded and re-launched.
“The decision to re-launch was difficult, but necessary,” says Peter Seidita, director of Commercial Development at Energizer Personal Care. “Many never fully understood the true functionality of the system the first time around. The adjustments made and improved processes put into place helped us learn to work with the software’s functionality, not against it.”
The first step called for the assembly of a core TPM project team. Cross-functional leaders from senior management, finance, sales and IT had the responsibility of overseeing the initiative and establishing the right culture.
Second, a “power user group” was established to act as an advisory panel, testing group and to serve as advocates and teachers during the new roll out.
Next, Energizer Personal Care worked with TradeInsight to configure elements within the TPM tool to support its refined processes. Following the official re-launch, a training team hit the road to ensure every member was set up for success.
The entire “re-implementation” process resulted in more accurate sales forecasts for Energizer Personal Care, a valuable suite of online and offline reports to benefit the field teams, and trust in the TPM system and available data.
“The re-launch has made us more efficient and effective,” affirms Seidita.
FAST FACTS
Consistency is Key
Creating consistent trade policies and procedures across Energizer’s diverse brand portfolio was a key part of its TPM re-launch.
Company at a Glance
Energizer Personal Care USA, which is a division of Energizer Holdings, Inc., markets the Playtex, Schick, Wet Ones and Hawaiian Tropic consumer goods brands.
Full Potential
Energizer Personal Care fully uses its TPM system for financial planning relative to trade spend; the company also started phasing its broker organization into the fold.
WORDS OF WISDOM
“We have buy-in and collaboration right at the top, which has transcended throughout the entire organization.” - Peter Seidita, Director of Commercial Development, Energizer Personal Care