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Change management is a dirty word in the Consumer Packaged Goods (CPG) industry. It is, without adoubt, the biggest hurdle companies face when deploying new technology that will require the adoptionof new processes, and ultimately new behaviors. A true Trade Promotion Management (TPM) solution, forexample, is oftentimes opposed by the Sales team, which becomes the organization’s first major battle inthe quest for cultural change.
Purchasing decisions and buying habits among consumers have evolved. They spread food budgets across multiple retailers, are keen on private labels, and will pay a premium for products that support wellness.
Planning profitable promotions in an omnichannel market is tougher than ever. On the Border®, Mattel®, and Fruit of theLoom® are among the brands relying on the CPGToolBox Trade Planner to generate promotions that are highly effective (and profitable).
Are you frustrated with overspend
“surprises?” Are you challenged with a better way to keep track of how much you’re spending? Tired with not knowing at any given time how much money you’ve accrued and spent? Wouldn’t it be great to get a report whenever you want
that would show you this exact
information? If so, CPGToolBox has the solution.
One-size-fits-all promotions are a losing strategy. Two-thirds of trade promotions don’t break even, and
manufacturers are practically paying consumers to buy their products. CPG brands and retailers must look beyond
the traditional “right time, right place, right price” playbook to convince consumers to participate in a promotion.
Omnichannel retailing has forced Consumer Goods (CG) companies to re-think their go tomarket strategies. Consumers are demanding that retailers and brands integrate digital touchpoints and in-store activities to create a seamless purchasing journey — on any device, at any time and in any location.
It’s time for a new playbook when two-thirds of promotions don’t break even.
As a CFO, are you frustrated with the ever increasing trade spending line on your P&L statement?
What does the path to trade promotion management success really look like? All the twists, turns and solutions are mapped out for you!
Consumers are buying differently, yet most CPGs are still planning trade promotions the same old way. Now is the time to plan better.