In conjunction with Manufacturing Insights, IDC, this study examines collaboration among manufacturers and retailers, beginning with the economic factors that influence their behavior to the impact of sustainability and RFID and ongoing challenges such as managing supply chain risk, innovation and demand and promotion data.","alternateLabel":"Research","teaserImage":{"id":907,"url":"https://assets1.consumergoods.com/styles/secondary_articles_short/s3/cg_sharedstrategy07_cvr.jpg?itok=KU-3hREM","width":75,"alt":null,"height":103},"sponsored":false,"businessTopic":[],"company":[],"contentType":[]},{"title":"Global E-Commerce Standards","id":14650,"bundle":"whitepaper","url":"/global-e-commerce-standards","date":"2008-01-14T00:00:00","author":{"email":"devteam@ashday.com","uname":"ash_root","firstName":"Root","lastName":"Man","bio":null,"title":null,"picture":null,"phone":null,"contactForm":true},"summary":"Solution Adoption Varies Depending on Business Driver","body":"Over the last decade, there has been a major push in the consumer goods (CG) industry to adopt global technology standards, primarily around the use and exchange of data. The primary purpose is to enable e-commerce, or machine to machine interaction, that reduces human error caused by manual intervention and increases the speed and efficiency of business transactions. Most of these initiatives involve the supply chain, and have been at the core of many supply chain improvements, particularly those involving collaboration.","alternateLabel":"Research","teaserImage":{"id":905,"url":"https://assets1.consumergoods.com/styles/secondary_articles_short/s3/CGT_GS1_010801coverimage_revise_0.jpg?itok=xWX-rDwV","width":120,"alt":null,"height":166},"sponsored":false,"businessTopic":[],"company":[],"contentType":[]},{"title":"Branding and Packaging","id":14773,"bundle":"whitepaper","url":"/branding-and-packaging","date":"2007-11-20T00:00:00","author":{"email":"devteam@ashday.com","uname":"ash_root","firstName":"Root","lastName":"Man","bio":null,"title":null,"picture":null,"phone":null,"contactForm":true},"summary":"For many consumer goods companies, the outside of the product is just as important, if not more important, than what goes inside.","body":"
For many consumer goods companies, the outside of the product is just as important, if not more important, than what goes inside. Packaging is the vehicle for significant branding activity, as many product decisions are made by consumers while standing in front of a retail shelf. Because of this, 86 percent of those surveyed for this project deemed marketing, branding and packaging significantly more important or more important to overall product marketing efforts.
","alternateLabel":"Research","teaserImage":{"id":902,"url":"https://assets1.consumergoods.com/styles/secondary_articles_short/s3/brand_and_pkg_cover_1107.jpg?itok=Wk_onHz5","width":75,"alt":null,"height":103},"sponsored":false,"businessTopic":[],"company":[],"contentType":[]},{"title":"Trade Fund Spending","id":14833,"bundle":"whitepaper","url":"/trade-fund-spending","date":"2007-10-24T00:00:00","author":{"email":"devteam@ashday.com","uname":"ash_root","firstName":"Root","lastName":"Man","bio":null,"title":null,"picture":null,"phone":null,"contactForm":true},"summary":"Consumer goods (CG) manufacturers spend millions of dollars on marketing, with a large portion of that going to trade funds. It is generally accepted that on average, 20 percent of revenues go to trade funds, and unfortunately, most companies do not have a good handle on their return for that investment.","body":"Consumer goods (CG) manufacturers spend millions of dollars on marketing, with a large portion of that going to trade funds. It is generally accepted that on average, 20 percent of revenues go to trade funds, and unfortunately, most companies do not have a good handle on their return for that investment. Oftentimes, companies run the same promotions year after year without understanding success or failure for individual programs. This is one area where technology could absolutely help in tracking those dollars and analyzing profitability and effectiveness of spend, but the majority or companies, particularly SMB firms, run trade programs with spreadsheets.","alternateLabel":"Research","teaserImage":{"id":899,"url":"https://assets1.consumergoods.com/styles/secondary_articles_short/s3/CGT_Clarkston_1007_cover.jpg?itok=U1Pgc9cT","width":100,"alt":null,"height":136},"sponsored":false,"businessTopic":[],"company":[],"contentType":[]},{"title":"Marketing Automation","id":14963,"bundle":"whitepaper","url":"/marketing-automation","date":"2007-09-01T00:00:00","author":{"email":"devteam@ashday.com","uname":"ash_root","firstName":"Root","lastName":"Man","bio":null,"title":null,"picture":null,"phone":null,"contactForm":true},"summary":"Manufacturing companies have been implementing various types of technology over the last several decades to automate previously manual processes.","body":"Manufacturing companies have been implementing various types of technology over the last several decades to automate previously manual processes. As foundational solutions, like financials, inventory management and trans-action-based applications, are implemented, companies are turning their attention to other processes, most of which have not traditionally been auto-mated. Marketing automation is one of those areas that is not widely implemented, like ERP or supply chain, but is gaining attention as a key value driver for many companies.","alternateLabel":"Research","teaserImage":{"id":887,"url":"https://assets1.consumergoods.com/styles/secondary_articles_short/s3/CGT-HP-cust-research0907.jpg?itok=7l9aTrKZ","width":100,"alt":null,"height":136},"sponsored":false,"businessTopic":[],"company":[],"contentType":[]},{"title":"2007 Sales and Marketing Report","id":15161,"bundle":"whitepaper","url":"/2007-sales-and-marketing-report","date":"2007-06-15T00:00:00","author":{"email":"devteam@ashday.com","uname":"ash_root","firstName":"Root","lastName":"Man","bio":null,"title":null,"picture":null,"phone":null,"contactForm":true},"summary":"Consumer products (CP) manufacturers are in a battle for the brand.","body":"
Consumer products (CP) manufacturers are in a battle for the brand. Private label is escalating, categories are more confused and harder to manage, and increasingly, retailers have more shopper insight data than the consumer manufacturer. It is clear that consumer products manufacturers must redefine processes quickly to better serve the shopper at the shelf.
\n\n
However, this requires a major change of front office processes and technologies. This survey conducted jointly between AMR Research and Consumer Goods Technology yields important insights for leaders of sales, marketing and information technology.
","alternateLabel":"Research","teaserImage":{"id":879,"url":"https://assets1.consumergoods.com/styles/secondary_articles_short/s3/CGT-SMR-07.jpg?itok=EVNm6qO6","width":100,"alt":"","height":138},"sponsored":false,"businessTopic":[],"company":[],"contentType":[]},{"title":"Room for Improvement","id":15280,"bundle":"whitepaper","url":"/room-improvement","date":"2007-05-02T00:00:00","author":{"email":"devteam@ashday.com","uname":"ash_root","firstName":"Root","lastName":"Man","bio":null,"title":null,"picture":null,"phone":null,"contactForm":true},"summary":"CGT partners with Perficient to assess the level of account planning maturity within the CG industry.","body":"
The consumer goods (CG) industry has invested a lot of time and money over the years to improve planning processes and the resulting forecasting accuracy, but have things really improved? Most of the attention on demand-driven initiatives has resulted in increased attention to the supply chain planning process, with promising early results, but the account planning process has been largely ignored. Management of customer relationships and the related forecasting activities are generally considered to be part of the CRM process and the CG industry has certainly adopted CRM applications en masse.
This month, we take a different approach to research as we partner with Perficient to assess the level of account planning maturity within the CG industry. Have CRM implementations addressed account planning processes adequately? Are the appropriate processes in place, regardless of technology? What we found isn't surprising: There is a wide range of capabilities with a lot of room for improvement.
","alternateLabel":"Research","teaserImage":{"id":872,"url":"https://assets1.consumergoods.com/styles/secondary_articles_short/s3/CGT-CustResearch-0507.jpg?itok=Oh0j9Tt3","width":100,"alt":null,"height":136},"sponsored":false,"businessTopic":[],"company":[],"contentType":[]},{"title":"Building an Integrated Marketing Platform: Leveraging IT to Drive Marketing ROI","id":15297,"bundle":"whitepaper","url":"/building-integrated-marketing-platform-leveraging-it-drive-marketing-roi","date":"2007-05-01T00:00:00","author":{"email":"devteam@ashday.com","uname":"ash_root","firstName":"Root","lastName":"Man","bio":null,"title":null,"picture":null,"phone":null,"contactForm":true},"summary":"Creating and executing effective marketing programs in the consumer goods/retail industry has never been more of a challenge than it is today.","body":"Creating and executing effective marketing programs in the consumer goods/retail industry has never been more of a challenge than it is today. Consumers are diverse, demanding, fragmented, and are being bombarded with marketing messages delivered through a host of old and new media. When consumers actually do buy a product, they do so through a growing number of sales channels, diffusing marketing's impact and making it tougher for CG companies to establish consistent brand identities. And with traditional retailing formats undergoing rapid change, an added complication is that both consumer goods companies and retailers must now tailor their marketing efforts not just to a consumer's need, but to the particular shopping experience he or she uses to fulfill that need.","alternateLabel":null,"teaserImage":{"id":870,"url":"https://assets1.consumergoods.com/styles/secondary_articles_short/s3/CGT-Cognizant-0507.jpg?itok=ecW1Sn29","width":100,"alt":null,"height":134},"sponsored":false,"businessTopic":[],"company":[],"contentType":[]},{"title":"Shelf Success","id":15464,"bundle":"article","summary":"Category management driven by various processes, many people.","showSummary":null,"url":"/shelf-success","date":"2007-03-01T00:00:00","author":{"email":"devteam@ashday.com","uname":"ash_root","firstName":"Root","lastName":"Man","bio":null,"title":null,"picture":null,"phone":null,"contactForm":true},"digitalEdition":null,"sponsored":false,"taggedPro":null,"teaserImage":null,"topics":[{"name":"Category Management","url":"/category-management"}],"attachedFiles":[]},{"title":"Increasing Customer Understanding and Profitability","id":15497,"bundle":"whitepaper","url":"/increasing-customer-understanding-and-profitability","date":"2007-02-16T00:00:00","author":{"email":"devteam@ashday.com","uname":"ash_root","firstName":"Root","lastName":"Man","bio":null,"title":null,"picture":null,"phone":null,"contactForm":true},"summary":"Implementing sales/marketing technology allows Consumer Goods companies to gain competitive advantage as well as insight into both customers and processes.","body":"CONSUMER GOODS (CG) COMPANIES ARE FACING UNPRECEDENTED COMPETITION for retailers and distributors. Customer turnover is often the result of the CG company's lack of actionable information that can provide insight as to why customers have been lost to competitors, how to prevent this turnover and how to improve account retention, improve marketing effectiveness to increase sales and determine new processes to positively impact bottom line growth. This is often compounded by a lack of insight into sales and marketing operations. Even in this environment, however, there is opportunity to find competitive advantage by implementing technology that delivers three key benefits: understanding channels; sales and marketing execution; process monitoring and analysis.
It seems readily apparent that, in a competitive market, a CG company's success requires an understanding of its retail customers, as well as the channels through which products are delivered to those customers. And it would seem all too clear that the CG company's ultimate goal -- increased profitability for itself -- is largely dependent on the ability to increase the profitability of its customers. Yet, as the Aberdeen Group reported in its Market-to-Order Research Agenda, 2005 -- The Sell-Side Research Agenda, \"The vast majority of companies still have no appreciable understanding of their customers, despite the vast sums being spent on analytic tools and techniques.\"","alternateLabel":null,"teaserImage":{"id":800,"url":"https://assets1.consumergoods.com/styles/secondary_articles_short/s3/BO-whitepaper-whtbkg.gif?itok=xDRKevO3","width":90,"alt":null,"height":100},"sponsored":false,"businessTopic":[],"company":[],"contentType":[]}]},"title":"Sales & Marketing","contentParagraphs":null,"sections":null};
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})();Sales & Marketing | Consumer Goods Technology
Consumer goods (CG) manufacturers spend millions of dollars on marketing, with a large portion of that going to trade funds. It is generally accepted that on average, 20 percent of revenues go to trade funds, and unfortunately, most companies do not have a good handle on their return for that investment.
Implementing sales/marketing technology allows Consumer Goods companies to gain competitive advantage as well as insight into both customers and processes.