Shopper Marketing

Five methods to improve TPM performance

With Wall Street's insatiable demand for profitable growth in the consumer packaged goods (CPG) industry, CPG companies must ensure that every asset at their disposal is faced off against the consumer in an effective manner.

Technology that helps consumer goods (CG) manufacturers manage promotions and get a clearer picture of consumers who use their products are the hot CRM items of the moment, say analysts, who also predict expanding investment in CRM technology by CG companies in 2005.

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.

Beech-Nut dishes up the perfect launch

Like most "normal" three-year-olds, my daughter tends to screech like an African tree monkey the moment something rubs her the wrong way.

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.