In trade promotions management technology, integrated analytics tools that provide for precise tracking of promotions dollars are currently drawing the most attention from consumer goods (CG) companies, analysts say.
Technology that helps consumer goods (CG) manufacturers manage promotions and get a clearer picture of consumers who use their products are the hot CRM items of the moment, say analysts, who also predict expanding investment in CRM technology by CG companies in 2005.
Heineken is taking its promotions to a more responsible level by including a message on all Heineken brand bottles and cans worldwide that invites consumers to visit a newly developed responsible consumption Web site.
In an effort to get closer to its customers, optimize its supply chain and become a low-cost supplier, Diageo North America tapped into a collaborative planning, forecasting and replenishment (CPFR) program with its distributors.
In an effort to assure customer satisfaction and ensure that its multiple brands remain competitive, H.J. Heinz created a customer relationship model called First Call.
It was a sunny, autumn day, perfect driving weather to soak up the picturesque country scenery of Concord, Massachusetts, the locale of this months cover story with Welchs.
