Demand Forecasting

Who will sell consumer product five years from now? And where? The decline of shopping malls, the rise of online shopping and changing consumer habits require consumer goods manufacturers to rethink their approach to moving goods.

When consumer packaged goods companies attempt to optimize trade spend and undertake transformation programs, they often attempt too much or too little and subsequently fail to meet their goals.

I recently had the privilege of moderating a share group meeting with some of todays top executives at the CGT Sales & Marketing Summit. The Downstream Data Share group meets quarterly, bringing together some of the industrys top CPG executives in an open forum to discuss and debate data usage and insightful actions that are needed in the enterprise. Top on the agenda was in-store execution and ensuring that strategy is being executed properly and consistently at the store level.

Pernod Ricard Asia is using IBM Big Data and Analytics technology to improve marketing intelligence and reduce reporting and query response time by more than 50 percent.

Market6, a provider of web-based retail analytic applications, announces the introduction of Market6 Vantage.

With transportation spend for consumer product companies at roughly 7 percent of cost of goods sold, why is logistics planning stuck in a world of manual spreadsheets disconnected from core supply chain systems?

In her monthly column, Lora Cecere reveals what it takes to get consumer goods companies unstuck and lead business and technology transformation in the industry.

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.