According to AMR Research, trade funds investments can account for 15 percent of a consumer goods (CG) company's revenue, and the total spent on advertising, marketing and promotions by CG companies is an estimated $250 billion annually.
In an effort to get closer to its customers, optimize its supply chain and become a low-cost supplier, Diageo North America tapped into a collaborative planning, forecasting and replenishment (CPFR) program with its distributors.
In an effort to assure customer satisfaction and ensure that its multiple brands remain competitive, H.J. Heinz created a customer relationship model called First Call.
Heineken is taking its promotions to a more responsible level by including a message on all Heineken brand bottles and cans worldwide that invites consumers to visit a newly developed responsible consumption Web site.
The Consumer Goods Technology 2004 award winner for Product Innovation earned its place in the spotlight not only for its recent success in both recognizing and satisfying a consumer need, but for doing so within a collaborative alliance.
At 135-years-old, the Campbell Soup Company brings in nearly $7 billion in annual sales and touts more than 20 market-leading brands from a diverse product portfolio, which includes everything from the familiar red and white cans to Pepperidge Farm bakery to Godiva chocolate.
It was a sunny, autumn day, perfect driving weather to soak up the picturesque country scenery of Concord, Massachusetts, the locale of this months cover story with Welchs.
