Trade Promotion Management

Economic conditions and emerging technologies are forcing retailers to identify new ways to set themselves apart from the competition. Walmart, for example, stepped up supplier collaboration in more ways than one.

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.

Succeeding in the market today is closely tied to how well retailers and manufacturers respond to evolving consumer needs. In the 2012 Shared Strategy Report, CGT offers several compelling examples of collaboration between consumer goods manufacturers and retailers that are designed to deliver improved customer service. Read on for an exclusive preview of research findings on Big Data, Mobility and Product Quality.

Members of the CGT Downstream Data Share Group met in Orlando, Fla., during the Consumer Goods Business and Technology Leadership Conference on October 23, 2012. In addition to continuing work on the use case matrix, the group tacked various topics including integration and use of non-POS data.

Hostess Brands, Inc. has been forced by a Bakers Union strike to shut down all operations and sell all company assets. But with high brand recognition, it's expected that other companies may be interested in keeping products, like Twinkies and Ding Dongs, alive.

Three big areas are allowing the consumer goods manufacturer to better know their shopper and consumer. Are you on top of these trends?

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