Trade Promotion Management

J.R. Watkins, Americas original natural apothecary manufacturer, has chosen a new Trade Promotion Management solution to improve visibility and collaboration among Sales, Finance, and Senior Management.

Zero-based budgeting is lately all the rage in consumer goods. Instead of assuming every departments budget should be exactly the same as it was last period plus or minus some incremental adjustments, the default assumption is that each department should budget for everything that they invest in from a zero base.One example of where this philosophy should be applied is in trade promotions.

This month, CGT partners with AFS to understand how the industry defines TPO, what adoption looks like, and how initiatives are managed.

This case study shines a light on how SlimFast turned to the Cloud to achieve transparency into its trade promotion management process.

In this inaugural IQ report, CGT looks at technology-related initiatives that help consumer goods companies better manage trade and promotional spend, ensuring that the implementation doesn't ignore the critical phases of user adoption and change management.

A cloud-based TPM tool allows Lotus Bakeries North America to consolidate sales, finance and marketing efforts to understand how trade promotions impacted the overall business as well as collect critical data points required for an accurate forecast model.

McKee Foods sought to improve sales planning and forecasting processes. The solution it found will ensure their entire business team and DSD distribution network has a more streamlined process with access to better real-time information.

Many consumer goods companies have already invested in trade management technology, but often fail to close the loop with post-event analysis and, therefore, never have the opportunity to elevate the discussion to a strategic level with retail customers. Here's how.