Trade Promotion Management

The consumer packaged goods company has never really known its shopper. Today, it can. Shopper and customer data is available in near real time through the different technologies. While it sounds enticing, it is hard work.

Within the highly competitive branded coffee category, approximately 70 percent to 75 percent of volume is sold on promotion. Today, Massimo Zanetti Beverage USA is effectively using a unified system for trade promotion management and forecasting to capitalize on this huge opportunity.

Innovative technology solutions that empower strategic business initiatives in consumer goods

CGT Editor Alliston Ackerman gives you a sneak peek into the trends and topics discussed in this month's issue.

A SaaS-based mobile consumer goods solution from StayinFront is expected to help standardize and streamline sales processes for the growing premium flatbread maker.

In an industry brimming with big data hype, new social media channels and more, CGT asks an executive from AFS Technologies to sort out these challenges and provide thought leadership for those taking on new initiatives in data and analytics.

An in-depth look at the changing role of category captainship in consumer goods

Many brands are utilizing social media as a means to enhance consumer engagement and the overall brand experience, which adds tremendous value in terms of building trusted relationships. However, a new social media application has the potential to be much more powerful: consumer understanding. Julia Chen Davidson, global consumer products lead, IBM Institute for Business Value, explains how CG companies can take hold of this opportunity within their four walls.