Consumer Promotions: Enhancing Brand Equity and Profitable Growth
Improving Effectiveness and Efficiency Through a Streamlined, Closed-loop Process

Learn how to improve effectiveness and efficiency for consumer promotions with a streamlined, closed-loop process.

This paper explores some of the challenges facing consumer products manufacturers with regard to trade promotion management. It articulates an end-to-end process that leverages the integration of critical front- and back-office applications to drive out costs while improving profitability and brand equity.

Ultimately you'll gain a better understanding of which promotions work and how to generate measurable business benefits. This, in turn, will drive down the number of promotions you run, while making those you keep far more effective.

Executive Summary

Trade promotions can simply make the difference – in those moments of truth when customers select products from store shelves. Yet few areas in the world of consumer products present more opportunities for achieving better returns from the resources spent. According to industry statistics, the consumer packaged goods (CPG) industry, for example, spends upwards of US$105 billion on the promotions that companies run through retail outlets each year. Yet most of these promotions are unprofitable. ...

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SAP Trade Promotion Management

CONTENT
4 Executive Summary
5 The Elusive Return from Trade Promotions
5 The Rising Power of the Retailer
6 The Case for Sustaining Trade Promotions
7 An Integrated, End-to-End Approach to TPM
7 Planning: Top-Down and Bottom-Up
7 Addressing Complexity and Enabling Collaborative Planning Processes
8 A Focus on Trade Funds Management
8 Execution: Ensuring Performance Through the “Last Mile”
9 A Focus on Trade Claims Management
9 Evaluation and Analysis
10 The Payoff: Promotional Effectiveness and Operational Efficiency
10 The Value of Integration: Financial Processes, Collaboration, a Shift from Push to Pull
10 Toward Win-Win-Win
10 SAP Trade Promotion Management

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