Trade Promotions Management (TPM)

Ways to Create Go-to-Market Strategies and Increase Market Share.

Trade promotions have become an important channel for consumer goods companies. Yet, despite the steady increase of trade promotions budgets, many companies still lack insight into the effectiveness of trade spending.

What you spend with retailers on product promotion and merchandising can amount to 20% of revenue, second only to your cost of goods sold. You need to know if how you’re spending trade dollars is:

  • Increasing revenues
  • Expanding market share
  • Boosting brand awareness among consumers

We deliver solutions that provide better value for each promotion dollar spent. To ensure maximum returns, it’s critical for you to understand and manage the trade promotions effectiveness. Our long industry experience with leading consumer goods companies has equipped us to design a holistic that includes:

  • Looking at your business processes, current technology, organization and analytics
  • Setting objectives and success criteria
  • Mapping and benchmarking TPM
  • Selecting a vendor strategy for present and future needs

Examples of Our Work

  • We implemented a promotion execution system for a leading single-source marketing services company to help track promotion compliance, measure promotion effectiveness, manage in-store merchandising campaigns, in-store branding and product merchandising campaigns for end-customers, thus enhancing visibility into in-store execution and enabling more effective tracking of promotion compliance, and providing a single consolidated solution for different LOBs. We also delivered an in-store advertising, merchandising & surveying system, which centralized routing and survey information, leading to better coordination and consistency across the field team, as well as more effective activity management and near real-time (daily) updates through POS handheld devices.
  • We assessed current TPM business processes for a leading cheese company to define a future state, which would help manage trade dollars more effectively and efficiently. We also developed a capability implementation roadmap covering key projects/capabilities over a period of time across three dimensions—people, process and technology. Using these recommendations, the client was able to plan, execute and analyze its trade promotions more effectively, which drove top-line growth and bottom-line profits.

To remain strong, your organization needs to be cost competitive and run trade promotions that deliver results. Let our experts streamline your TPM efforts and help you become a high-performing organization.