Watch the replay of Accenture and SAP’s webinar, which featured AMR Research, on maximizing your trade promotion management program.
[WMV, 56:32 min., 6.7MB]
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In this webinar replay (recorded on June 30, 2008):

• Lora Cecere, Research Director at AMR Research, analyzed the results from a recent AMR Research study of 150 consumer goods companies that used trade promotions to shape demand. She explored how trade promotion management is changing and what pitfalls to avoid. She also explained that to improve your trade promotion ROI, there is a greater need for internal collaboration, predictive analytics and promotion analysis.
  
  
• Accenture and SAP discussed case study examples of how leading consumer goods companies are working toward a vision of effective trade promotion management. They outlined the five key areas of trade promotion management success and explained why companies that adopt this end-to-end approach tend to outperform their peers year-on-year and drive greater growth in the marketplace.
  
  
• We deliver the results of our interactive poll taken during the webinar. Participants in the webinar benchmarked their business against their peers. The poll asked where companies are spending most of their trade promotion efforts. Is it on a formal trade promotion management strategy, standard processes, “right” processes for data analysis, integrated trade promotions or change management? Watch the webinar replay to find out.

PDF Help

Download: Trade Promotion Challenges: An End-to-End Approach is Needed for Success (Consumer Goods Technology Magazine, May 2008) [PDF, 135KB]
Gary Singer, a senior executive in Accenture's customer relationship management practice, takes a look at trade promotion and why it is still an issue today. He also explains how some companies are managing to achieve effective trade promotion management.

Download: Optimizing Trade Promotions to Achieve High Performance
[PDF, 376KB]
Through our research and work with numerous consumer packaged goods companies and retailers, Accenture believes a new trade promotion landscape will pave the way for a return to the original spirit of the trade promotion concept: mutual benefit for consumer packaged goods companies and their retailer customers.

Download Accenture’s Trade Promotion Management thought leadership brochure to learn more about this new approach and how it is addressing some of the main obstacles to more effective trade promotion management. These obstacles include well-entrenched business practices and behaviors, data and technology limitations, and generally ineffective processes no longer relevant to today’s complex and largely global consumer goods supply chain.

SAP’s global partner award program honored Accenture as a Pinnacle Awards 2008 winner in the category of “Industry Solutions/Co-Innovation” in recognition of delivering exceptional value and innovation to customers through co-development of SAP trade promotion management software.