Just think. If you could see the effectiveness of your trade spend to enable decisions as you go, track which promotions were working to boost ROI, increase market share and counteract competitor activity. Just imagine if you could spot inefficiencies and forecast accurately.
In a world that is more connected, where the consumer has more choice, wouldn’t it be good to know which promotions are winners?
Trade promotion spend has more than doubled since 2000
Consistent increase of trade spend
Consumer digital and value expectations
Smaller manufacturers continue to gain market share - two share points since 2009
Increases in promotional volume at the expense of base volume
Establishing of artiicial base prices with promotion investment
Trade Promotion complexity and (Un)predictability
Creating consumer experiences
Informed decision making
What are my successful tactics?
Silos between sales, marketing and manufacturing are an impediment
Emergence of digital marketing, understanding and prioritising advertising and promotional spend is more important than ever
WHO ARE OUR
“I need to manage my accounts and categories efficiently in order to meet my targets.“
(Key Account Manager –Modern Trade)
“I want to create a lasting impression among consumer and improve product sales and market share of the brands I‘m responsible for.”
(Brand Manager – Modern Trade)
“I need to be able to pay accurately, with acess to all financial data and see aggregated reports.“
(Finance Manager – Modern Trade)
“I need to ensure accurate modeling to support our planners in their daily business.“
(Business Analyst – Modern Trade)