Trade Promotion Management

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.

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.

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.

Pacific Natural Foods makes gross margin gains with aggressive trade spend strategy.

National Tobacco Company has doubled its business over the last five years, a feat that it strongly attributes to an adaptable sales force automation system.

Consumer goods marketers are still wrestling with fundamental questions when it comes to digital investments: How much should I spend on digital? Where should I spend it? What will be the value of my investment? Jerry Lohse, Senior Director, Accenture Interactive, answers these questions and more.

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.

Marketing, pricing and trade promotion activities are critical to the success of consumer products companies. The stakes are high as companies spend billions of dollars trying to grow their business. Those who can better understand, plan and predict are winning, those who cant move toward extinction.