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Trade Promotion Management

  • 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.

  • Patagonia Inks Customer Marketing Database Deal

    The retail solution is expected to tie consumer, transactional and promotional data together, providing Patagonia with a complete 360-degree view of the customer.

  • Direct POS Data Sharing

    Jennifer Beckett, vice president of Sales & Marketing at Vendor Managed Technologies, Inc. (VMT), reveals how data sharing has drastically changed the collaborative analytics environment for retailers and suppliers.

  • Drivers of Value

    Faced with increasing commodity price volatility, channel complexity and the persistence of sizable trade budgets, many consumer packaged goods companies are looking to fundamentally change or upgrade their trade promotion management (TPM) capabilities.

  • Van Vandegrift to Keynote 2012 CG Sales & Marketing Summit

    Multi-award-winning Hollywood Producer and digital marketing expert Van Vandegrift will headline the 2012 Consumer Goods Sales & Marketing and reveal how major brand owners are successfully executing online campaigns to win at the shelf.

  • Is Big Data Only Where You Think It Is?

    Recently, a CPG social forum asked the question Is Big Data the most dominant theme this year in our industry?If you look at the amount of coverage Big Data is getting, it well may be. However, when browsing through the literature on the topic, I realized that people may be forgetting about the most obvious Big Data opportunity.

  • Diamond Foods Completes Mission Critical TPM Journey

    With strong brand names, Diamond Foods often plays above its weight. When it came time to invest in its trade promotion strategy, Diamond Foods opted to take a calculated route marked rather than the more common "spend and learn" approach of larger competitors.
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