Promotion Management

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 assure customer satisfaction and ensure that its multiple brands remain competitive, H.J. Heinz created a customer relationship model called First Call.

Learning to embrace more than one form of trade promotions management

Last month, more than 120 high-level consumer goods executives convened in New York City for the inaugural Consumer Goods Sales & Marketing Summit a unique event launched in response to the convergence of sales and marketing and technology within leading consumer goods organizations.

It is common practice for manufacturers and distributors to have access to mountains of promotional and point-of-sale data, but few companies look outside of the box and assume an active role in developing and reshaping technology tools to better fit the information needs of their unique business.

CGT caught up with Steve Peppler, CEO, Flintfox, an up-and-coming TPM vendor, to get the scoop on trade promotions management.

Making sense of POS data, private label competition and other industry-facing issues

Heinz unlocks the secret to Project Keystone, the company's comprehensive trade funds strategy.