Beverage manufacturer S. Martinelli & Co. is investing in its trade promotion management technologies to increase visibility into its retail efforts.
The company, which has been in business for more than 150 years and is perhaps best known for its iconic Martinelli’s apple juice bottles, has teamed with UpClear to leverage the solution provider’s BluePlanner TPM platform.
S. Martinelli & Co. operates in the United States and several international markets and was leveraging various promotional programs for both its retail partners and consumers, according to Upclear, resulting in its sales, deductions, and FP&A teams using disparate systems.
In modernizing its technology, the California-based manufacturer intends to increase operating efficiency, planning and forecasting, and visibility into business performance, Upclear said.
By standing up a single, unified platform that also integrates with its existing enterprise resource planning (ERP) system, the beverage company increases its ability to set goals within promotion planning. Other anticipated benefits include greater visibility into program plans, actuals, and accuracy, and improved reporting for overall business and promotions.
Pricing and Promotions Table Stakes
Effective pricing and promotional strategies are critical for CPGs during today’s retail environment and price-sensitive consumers, and more than half of consumer goods manufacturers have put a trade promotion management and optimization upgrade somewhere on their two-year investment roadmaps.
Although inflation is moderating, at-home food prices increased by 7.1% year over year, according to the April Consumer Price Index (CPI), and market research firm Circana found that three-quarters of U.S. consumers who cut back on overall spending cited high food prices as their main reason. As a result, consumers are managing higher food costs by choosing value retailers, spending less on non-food purchases, purchasing private-label products, visiting value retailers, and canceling subscriptions.
Martinelli’s, which says it sells through most supermarkets, independent grocers, natural food stores, club stores, and drugstore chains, also sells through such value retailers as Dollar Tree and 99 Cents Only Stores, according to its website.
“Food manufacturers, foodservice operators, and retailers can meet the needs of price-sensitive consumers by understanding the best pricing and promotional strategies,” noted Darren Seifer, Circana food and beverage industry analyst, in a statement. “Also, consumers have returned to their pre-pandemic routines, and aligning with their shifting needs will increase the value of their offering.”
Learn more about today’s trade promotion strategies at the Consumer Goods Sales & Marketing Summit! Held Oct. 4-6 in Austin, this year’s Summit will explore how CPGs are Redefining Success for the New Metrics of Innovation.
Kraft Heinz’s expansion of its Agile-based strategy across all business functions, which includes pods of teams hyper-focused on specific challenges and opportunities, is expected to help it manage increased promotions this year to better compete with private label.
In this exclusive Q&A, Paul Smith, SAP’s global solution manager for trade and revenue growth management solutions, outlines how CG companies can strive for a more holistic RGM strategy that balances sustainable growth, enhanced profitability, and business success.