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.
After adopting a new TPM solution, Popcorn, Indiana, LLC, has been able to reduce its deduction balance by more than 50 percent, and improve forecast accuracy.
The acquisition of Promax Applications Group is expected to strengthen Wipros positioning and capability in management, analytics and optimization of trade promotions.
The Target team at Hain Celestial Group Inc. was in a promotion rut. With a limited trade budget, they wanted to determine if they were spending those dollars wisely. And, if not, where those dollars could be better spent.
With limited visibility into its trade spend activity, which averages 21 percent of gross sales, it was challenging for Weetabix trade-driven organization to access specific product or brand information from spreadsheets and settle deductions efficiently.
With limited visibility into its trade spend activity, Weetabix' trade-driven organization was challenged to access specific product or brand information from spreadsheets and settle deductions efficiently.
The intersection between shopper marketing and trade promotions is creating both operational and financial challenges for CPG organizations. Leaders, like The Clorox Company, are making great strides in defining the best path forward. Here, Booz & Company recommends CPG companies take the following actions for maximum impact with consumers.
