2009 Readers' Choice Survey: Trade Promotion Management

2009 Readers' Choice Survey: Trade Promotion Management Alliston Ackerman, Kara Romanow and Alarice Padilla

It is generally estimated that the average consumer goods company spends 20 percent of revenue on trade promotions, yet many companies are still unsure of their effectiveness or value. In an April 2008 article, Lora Cecere, vice president, Consumer Products, AMR Research, reported that only 54 percent of trade promotions would be evaluated in 2008. "Why? There is usually a disincentive to report and, as a result, companies do not force discipline in the process," she stated. Gartner's Research Vice President, Industry Advisory Services - Manufacturing, Dale Hagemeyer, adds that while the business case for deploying Trade Promotion Management (TPM) is strong, obstacles lie in defining new processes and change management. Findings from aCGT research report ("Trade Promotion Optimization") supported this opinion: 56 percent of those surveyed said that change management was the single largest hurdle to deploying a solution. SMB Market: Oracle "This [Oracle Demantra] gives us the beginning impetus to understand where our peaks and valleys are, where we can optimize promotions and where we can increase revenues. Several hundred people now have a single unified view into what trade promotions are doing, and this leads to better reporting, better visibility and better accountability overall." -- Mitch Margolis, CIO, NBTY Inc ............................ .................. Read complete article @http://www.consumergoods.com/ME2/dirmod.asp?sid=234FFCB1E8DF4FACBAFF60DFFD8AD37C&nm=&type=MultiPublishing&mod=PublishingTitles&mid=A533BDC6582947448BBFA37BFF6394FF&tier=4&id=7D4119A515B943B5BE2CE28DBE8F2C2F