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Trade Promotion Management

  • Driving Retail Collaboration

    Johan Sauer of Cognizant's Consumer Goods Consulting Practice explains the origins of the trade promotion model, and describes how to leverage consumer and shopper insights to drive collaboration with retail trading partners.

  • Marketing Spend Pays Off for CPG Giants

    Unilever, LOreal, Colgate-Palmolive and Kimberly-Clark all beat analyst expectations for sales growth last quarter, with three of the four saying they stepped up marketing spending. Find out more about the results, including what it means for The Procter & Gamble Company.

  • Top 5 Sales & Marketing Stories at 2012's Midpoint

    As we enter the second half of 2012, the editors of CGT like to take stock of the stories that were of the most interest to our readers. With popular topics like new marketing and TPO, here is a look back at the top 5 sales and marketing headlines on Consumergoods.com this year.

  • Top 5 Stories at 2012's Midpoint

    As we enter the second half of 2012, the editors of CGT like to take stock of the stories that were the most interest to our readers. Here is a look back at the top 5 headlines on Consumergoods.com this year.

  • TPM Challenges and Trends

    On June 4, 2012, executives from the Trade Promotion Share Group met at the Roosevelt Hotel in New York, NY, during the ninth annual Consumer Goods Sales & Marketing Summit. The group kicked off the meeting by discussing what they are currently leveraging in the Trade Promotion Management (TPM) space, where they are in their TPM journeys, and best practices for TPM success.

  • Leveraging Consumer & Shopper Insights to Drive Collaboration with Retail Trading Partners

    In 2012 consumer goods manufacturers need a new currency to fuel collaboration with retail trading partners.This new currency should be based on consumer and shopper insights that define win/win/win (consumer/retailer/manufacturer) ideas for mutual growth...

  • Hershey Details 5-Year Growth Plan

    Under a comprehensive strategic plan, five core brands Hersheys, Reeses, Hersheys Kisses, Jolly Rancher and Ice Breakers will become global cornerstones.

  • P&G Uses Downstream Data to Boost On-Shelf Availability

    Focusing on store-level data enables CG companies to win in modern retail. Here, a member of Procter & Gambles Retailer Connect Program candidly reveals how the company is using POS data to identify out-of-stock/zero sales incidents and then act in store to fix those opportunities and drive sales.
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