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.
CGT honors Lactalis American Group, Inc. for using technology to encourage trials and drive sales via couponing opportunities, and serving ads to consumers who are browsing within a digital grocery environment.
Seafood company Gorton's announces a commitment to simplify ingredients for all of the brand's items by the end of 2017. Find out how else the list of ingredients will change.
RevTrax, New York, has launched a digital engagement solution called Sampling Insights that is designed to turn an in-store, offline transaction into a digital one.
Between June and July, Mondelez's promos got a 220 percent boost in awareness, and engagement went up 88 percent, according to Adweek, thanks to e-commerce-enabled ads.
