Special Report: 2004 Consumer Goods Technology Conference

12/1/2004

More than 200 high-level consumer goods IT and business executives from companies such as Procter & Gamble, Coty, PepsiCo and Kellogg convened in Orlando October 26-29 for the 2004 Consumer Goods Technology Conference. Under the theme "Demand & Supply: Shifting Strategies to Respond to New Customer & Consumer Realities", analysts and executives shared thought leadership and strategic insight on trade promotion management, category management, demand forecasting, data synchronization, RFID and more. Key highlights include:

Wal-Mart CIO Linda Dillman dispelled rumors about RFID compliance deadlines in the opening keynote "Real-World RFID". Dillman confirmed that Wal-Mart will not soften on the January 2005 compliance deadline for its Top 100 suppliers. "It's an ugly rumor," she said.
4In a demand-track keynote, Campbell Soup's VP of North America Planning & Operations Support, Mike Mastroianni, shared Campbell's foundation for a demand plan. "Given the critical importance of improved service and improved ROI, continued focus and investment in demand solutions are essential and inevitable," said Mastroianni.
In a session aptly titled "Trade Promotion Management", Keith Henry, director, National Customer Systems for Coca-Cola Enterprises, provided a detailed look into the real world of Coke's successful TPM strategies. For example, Teradata processes 70,000 customer marketing agreement contracts and 3 million invoice lines each night, and updates new outlets and product changes. These changes trigger new profitability action items.
Coty CIO Robert Reinckens shared his company's vision for the design and implementation of "closed loop data analytics system". With a balanced analytical solution, Coty is able to conduct market exploration by way of category management and channel analysis, and Trade Promotion/Campaign Analysis by way of consumption modeling and the profitability of marketing campaigns.
The "View From the Street" panel discussion dissected how consumer goods companies are bridging the gap between demand and supply. Analysts from A.G. Edwards and Smith Barney divulged who is doing the best job of integrating demand and supply, while execs from Diageo and Gillette shared their perspectives and its impact on their relationships with Wall Street.