Top 10: Trade Promotion Management
| 1. ORACLE Hormel Foods implemented Siebel Business Analytics and Siebel Consumer Goods to improve trade promotion management, customer relations, productivity, efficiency and effectiveness of marketing investments. "Bringing together disparate sources of data into one system and providing us the ability to analyze the information in order to create actionable plans were critical requirements," says Chris Boever, director, category sales management for consumer products sales, Hormel Foods. "Turning raw data into insightful information allows us to better plan, execute and manage our trade promotions and build more meaningful customer relationships." By increasing visibility into its customer base and improving its sales promotion process, Hormel Foods can deliver a greater return on investment with retailers through more effective marketing campaigns. The insight provided by Siebel Business Analytics enables Hormel Foods to provide immediate feedback on in-store product trends to help retailers determine the impact of trade promotion activities on consumers. 2. SAP In today's consumer goods environment, anything that touches the customer depends on intelligence extracted from several places within an organization. As a function of SAP Integrated Sales & Marketing, SAP Trade Promotion connects to financials and supply chain for a complete view of the business. The tool includes features and functions to support: Headquarter planning; field planning; customer sell-in and negotiation; retail execution and validation; and evaluation and analysis. According to Darren Fujii, vice president, enterprise systems implementation for ConAgra Foods, " ConAgra Foods has successfully implemented the SAP Trade Promotion Management solution with the expectation that |
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we would harvest gains at both the top and bottom line. To date, we have been able to gain full visibility to the trade spend and monitor our performance to plan much more effectively." ConAgra is building the requisite historical information and has begun redirecting spending to more impactful programs, which will continue to accelerate as it completes this final element.
3. CAS
Stonyfield Farm Inc. is the world's leading organic yogurt manufacturer, producing all natural and organic yogurt, smoothies, cultured soy, frozen yogurt, ice cream and milk. It has a strategic partnership with Groupe Danone, the French consumer products company known for its sales of bottled water, dairy products and biscuits. Stonyfield leverages CPWerx Reporting & Analytics from CAS, including trade promotion management, field sales management and category management to improve both visibility and control of its trade spending. "By implementing CPWerx from CAS, we will have better visibility and control of our trade spend and be able to more effectively plan and track the effectiveness of our trade dollars," says Diane Carhart, chief financial officer of Stonyfield Farm, Inc.
Stonyfield Farm Inc. is the world's leading organic yogurt manufacturer, producing all natural and organic yogurt, smoothies, cultured soy, frozen yogurt, ice cream and milk. It has a strategic partnership with Groupe Danone, the French consumer products company known for its sales of bottled water, dairy products and biscuits. Stonyfield leverages CPWerx Reporting & Analytics from CAS, including trade promotion management, field sales management and category management to improve both visibility and control of its trade spending. "By implementing CPWerx from CAS, we will have better visibility and control of our trade spend and be able to more effectively plan and track the effectiveness of our trade dollars," says Diane Carhart, chief financial officer of Stonyfield Farm, Inc.
BREAKOUT WINNERS
CUSTOMER EXPERIENCE
"Regarding the MEI application, we do not believe there's a better trade tool in the industry," says Mark Parker, vice president business development, Pinnacle Foods. "It provides us with very actionable real-time budget and spending information and secondarily has become a real enabler to improving our deduction issues. The organization is utilizing the tool broadly, which has led to numerous cross-functional business benefits. I applaud MEI's willingness and ability to listen to and address their clients' opportunities and concerns -- a business relationship which we all seek to achieve."
"Regarding the MEI application, we do not believe there's a better trade tool in the industry," says Mark Parker, vice president business development, Pinnacle Foods. "It provides us with very actionable real-time budget and spending information and secondarily has become a real enabler to improving our deduction issues. The organization is utilizing the tool broadly, which has led to numerous cross-functional business benefits. I applaud MEI's willingness and ability to listen to and address their clients' opportunities and concerns -- a business relationship which we all seek to achieve."
1. MEI
2. SAP
3. Oracle
2. SAP
3. Oracle
SMALL/MIDSIZE BUSINESS
"We've used Gelco for nine years to plan, accrue and evaluate our trade spending on every level utilizing one system. As we've grown, the Gelco system has grown with us," says Tamie Griffith, manager, sales financial administration, consumer brands division, Rich Products Corporation. "The investment in the system itself is minute compared with the gains in trade spending efficiencies and improved relationships with our customers, the retailers. Now we're promoting our products at the time that's best for selling them."
"We've used Gelco for nine years to plan, accrue and evaluate our trade spending on every level utilizing one system. As we've grown, the Gelco system has grown with us," says Tamie Griffith, manager, sales financial administration, consumer brands division, Rich Products Corporation. "The investment in the system itself is minute compared with the gains in trade spending efficiencies and improved relationships with our customers, the retailers. Now we're promoting our products at the time that's best for selling them."
1. Gelco
2. Oracle
3. MEI
2. Oracle
3. MEI
CG