Trade Promotion Management

Brands of all sizes are involved in some level of joint business planning with their retailer partners — the bigger the brand, the higher the stakes are at the meeting. But, each brand is given a chance to make a case for their items, swing shelf space in their favor, collaborate on promotions, introduce new product launches and more. In a way, joint business planning is the lifeblood of a brand’s success at a retailer. So why not do it backed by precise, predictive and high-powered data?

Businesses across the world are increasingly recognizing sustainability as a critical element of their operations. From reducing environmental impact to improved margin expansion, organizations everywhere have embraced sustainable practices but how can they make sure these measures pay off?

At the League of Leaders meeting earlier this month, Joe Mueller, Kellogg Company’s VP, industry and customer development, discusses how CPGs and retailers can reevaluate how their partnerships to deliver mutual value and elevate their performance.

While brands have made leaps when it comes to zero-party data capture, many have amassed significant data but don’t know how to activate it.

Kraft Heinz continues to share examples of how it says its silo-busting is paying off across the enterprise. 

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 a marketplace that is replete with choices for buyers, gaining visibility among the right audience is crucial to driving brand awareness and sales, so it's important to determine which RMNs are a priority for the brand or category vs. which ones don't fit. 

Learn how they’re thinking more strategically about loyalty, how they plan to leverage new partnerships and data, and the new ways they're measuring success.