Personalization

For more than 30 years, trade promotions have been the "currency of the realm"; the way to get new items on shelves, to encourage retailers to advertise and display existing products and to fund price reductions. Over that same period, the industry has spent millions on improving the efficiency and effectiveness of these investments. While that remains important, we dont see trade promotion optimization as the answer. What we need is a new currency.

Members of CGT's TPM Share Group met in Orlando, Fla., during the Consumer Goods Business and Technology Leadership Conference on October 23, 2012. The group moved away from the recent TPO discussions, which are aspirational for most, and focused on more practical aspects of TPM execution. Here is a recap of the discussion.