Haugen-Gruppen Connects the Dots with New TPM Tool
Food supplier Haugen-Gruppen AS recently tapped ToolsGroup’s new Promo Planning marketing and supply chain software solution in order to better align its trade promotion strategies.
Designed to simplify and streamline promotion optimization for retail and consumer goods companies, Promo Planning leverages machine learning so marketing teams can plan and optimize their campaigns while staying synchronized with their supply chain colleagues.
More than $500 billion is spent on trade promotion each year globally, making it the second largest line item in the budget of most CG companies. For Haugen-Gruppen AS, a food and beverage company that sells in Norway, Sweden, Denmark and Finland, ensuring the whole company can collaborate in its promotion planning process is critical to its operations.
“Forecasting promotions is one challenge, but making sure the whole organization is aligned to execute and prepared for the impact of those promotions is a whole different issue,” said Stian Holm Lassegaard, supply chain director at Haugen-Gruppen AS. “With Promo Planning, we were able to instantly connect marketing changes with operational plans, thus ensuring we had the right inventory in the right place at the right time to satisfy our customers' needs.”
In addition to bridging the gap between marketing and operations, it can also be used to improve forecasting accuracy and provide real-time scoring of promotional uplift.