| The client is a
global CPG leader engaged in the development,
manufacture, and sale of a wide range of
products - blades and razors, batteries,
electric shavers and small appliances, and
oral care products. |
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| For the client,
increasing profitability required a better
understanding of the effectiveness of its
Trade Promotion spends. The client hired
Cognizant to help create a comprehensive
trade promotion solution that optimized
spend and maximized the effectiveness of
trade promotions. This in turn helped the
client in increasing customer focus and
achieving operational efficiency. |
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| Measuring effectiveness
of trade promotion spends and deploying
marketing best practices across the organization
was a business challenge. Multiple promotional
campaigns across product lines and across
geographies were not synchronized to provide
intelligence on the true ROI of these programs. |
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| The client selected
Cognizant based on Cognizant's proven technical
ability, extensive experience, Consumer
Goods industry knowledge, and cost-effective
global delivery model. Cognizant helped
the company develop a trade promotion solution
that served as a central repository for
all promotional campaigns. While the solution
helped planners simulate scenarios to derive
useful insights from past promotions and
to make better decisions, a work flow and
alert engine reduced the planning to execution
time. |
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| The solution was
easy to use and found greater acceptance
from the sales force to capture POS data
that could be syndicated and later mined
by the system. Powerful reporting features
enabled evaluation of and control over trade
spend across the organization. The solution
tied demand to marketing programs, thereby
optimizing inventory and increasing supply
chain efficiency. |
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| Technologies used
included Unix (HP/UX), Weblogic 6.1, EJB,
Java, JSP, XML, HTML, VC ++, VB, Oracle
8i, and Reporting tools such as Actuate
Formula One. |
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| The project team worked closely with marketing personnel to bring together disparate trade promotion programs to a central repository and clarify the KPIs for effective promotions. |
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| The solution is improving marketing effectiveness and has resulted in substantial dollar savings. Better customer focus and operational excellence have translated to top-line growth and bottom-line impact. |
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"We continue to deepen our relationship with Cognizant because they are team-oriented,
highly responsive, provide flexibility and scalability to quickly ramp up large
project teams, and have multiple competencies."
Tim Brennan,
IT Director,
US Cold Storage |
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