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Trade Marketing Automation
Trade Promotion Management Model
Customer data management
Report and Analytics
Business process management
Product life cycle management
Management and complex analyses of distributor reports
Document management and
settlements
Trade marketing management
Sales forecasting and management
Activity management (territory managers, sales representatives,
merchandisers)
Trade Promotion Management Model
Customer data management
Report and analytics
Business process management
Product life cycle management
Management and complex analysis of distributor reports
Document management and
settlements
Trade marketing management
Sales forecasting and management
Activity management (territory managers, sales representatives,
merchandisers)
Single Database of Distribution Networks and Retail Chains
• Creating tools for quick and easy market segmentation - selecting retail chains and distributors for targeted marketing campaigns
• Registering up-to-date information on categories of retail chains and distributors calculated according to different parameters
• Registering and managing organizational structures and relations between distributors, groups of retail chains and sales points
• Allocation of retail chains and distributors to specific region, territory and regional manager
• Management of assortment matrix and product hierarchy, identifying categories, brands, products targeted for marketing campaigns
• Classification and management of discounts, quota, bonus systems and incentive schemes within marketing campaigns
Hierarchy Structure Management
ManufacturerAlfa Business
Distributor 1
Distributor 2
Distributor 3
Retail Chain 1
Sales outlet 1
Distributors Retail ChainsTerritory
…
Sales outlet 2
…
Retail Chain 2
Sales outlet 1
Sales outlet 2
…
Shop 1 Shop 2
Single Database of Distribution Networks and Retail Chains
Trade Promotion Management Model
Customer data management
Report and analytics
Business process management
Product life cycle management
Management and complex analysis of distributor reports
Document management and
settlements
Trade marketing management
Sales forecasting and management
Activity management (territory managers, sales representatives,
merchandisers)
Budgeting and Resource Management
• System of trade-marketing budget distribution, allocation budgets to regions, retail chains and distributors
• Automation of process of trade marketing budget distribution and approval:
• Notification system and automatic start of approval process according to schedule of marketing budget planning cycles
• System of notifications if any deviation from planned indexes have been registered
• Real-time budget management:
• Monitor all expenses
• Alert in case of budget overrun
• Real-time amendments to the budget
Marketing Activities Planning
• Planning marketing campaigns and activities within allocated budgets locally, management of product layout schemes and POS-materials
• Managing activities of regional managers within the approval processes on marketing activities that will be held at retail chains
• Negotiating and approving marketing campaigns and promotion action plan
• System of notifications of regional managers on budget and plan updates
• Automatic start of processes that monitor marketing campaigns and budget
Marketing Activities Planning
Trade Promotion Management Model
Customer data management
Report and analytics
Business process management
Product life cycle management
Management and complex analysis of distributor reports
Document management and
settlements
Trade marketing management
Sales forecasting and management
Activity management (territory managers, sales representatives,
merchandisers)
Sales forecasting and management
• Forecasting the sales volume increase during marketing campaigns, post campaign reduce of sales, volume of sales within the next reporting period
• Planning total volumes of sales and efficiency of marketing campaigns and promotional actions
• Sales planning within regions, retail chains, distributors, brands, products (primary and secondary sales)
• Marketing campaigns and promotions management, feedback from regional managers on conduction processes
• Control of KPI fulfillment
• Management of settlements with distributors and retail chains within held marketing campaigns
• Integration with third-party systems (optional)
Trade Promotion Management Model
Customer data management
Report and analytics
Business process management
Product life cycle management
Management and complex analysis of distributor reports
Document management and
settlements
Trade marketing management
Sales forecasting and management
Activity management (territory managers, sales representatives,
merchandisers)
Settlements and Efficiency Evaluation
• Calculation and accomplishments of settlements with distributors and retails chains
• Collecting and forming statistics on marketing campaigns
• Evaluation of efficiency of marketing campaigns in different dimensions: by categories/brands/products: regions; retail chains, distributors, primary and secondary sales; marketing campaigns etc.
• Plan-to-fact analyses of budget spending, sales volumes etc.
• Evaluating share of the Company in distribution channel before, during and after marketing campaigns
Settlements
Trade Promotion Management Model
Customer data management
Report and analytics
Business process management
Product life cycle management
Management and complex analysis of distributor reports
Document management and
settlements
Trade marketing management
Sales forecasting and management
Activity management (territory managers, sales representatives,
merchandisers)
Activities Management
• Control manager’s activities distantly
• System of automatic notifications and task appointments for registering the results of marketing campaign/activities results, budget approvals etc.
• Delegating tasks and fulfillment control
• Notification system on overdue tasks
• Automatic task generation according to business processes
Tasks Appointment and Fulfillment Control
Remote Work
• On-line and Off-line applications for mobile devices
• Real-time database synchronization
• Remote access to required information
• Protection of sensitive customer data, role-based access to information
Remote Work
Trade Promotion Management Model
Customer data management
Report and analytics
Business process management
Product life cycle management
Management and complex analysis of distributor reports
Document management and
settlements
Trade marketing management
Sales forecasting and management
Activity management (territory managers, sales representatives,
merchandisers)
Business Process Management
• Create and execute processes on-the-fly
• Monitor process execution and optimize processes in a consistent way
• Set actions and conditions that trigger notifications and tasks
• Shift routine tasks from employees to the system
• Define various scenarios in a process diagram
• Set conditions that can start a process automatically
Business Process Management
Trade Promotion Management Model
Customer data management
Report and analytics
Business process management
Product life cycle management
Management and complex analysis of distributor reports
Document management and
settlements
Trade marketing management
Sales forecasting and management
Activity management (territory managers, sales representatives,
merchandisers)
Report and analytics
• User tools for modeling different charts and reports
• All information can be represented in:
• Diagrams
• Tables
• Pivot tables
• Customizing dashboards in different ways to display key real-time data and restrict access according to roles
• Usage of OLAP-cubes to analyze data
• Control of quantitative and qualitative KPI
Analytics
Trade Promotion Management Model
Customer data management
Report and analytics
Business process management
Product life cycle management
Management and complex analysis of distributor reports
Document management and
settlements
Trade marketing management
Sales forecasting and management
Activity management (territory managers, sales representatives,
merchandisers)
Product life cycle management
• Listing products in system
• Managing listed SKU for each outlet
• Planning marketing activities in different categories, brands, specific products
• Registering and keeping data on sales volumes before, during and after marketing campaigns and activities
• Set products that are similar to new products and products that are not in production
• Managing promo prices, discounts and special prices for specific customer within fixed period of time
Trade Promotion Management Model
Customer data management
Report and analytics
Business process management
Product life cycle management
Management and complex analysis of distributor reports
Document management and
settlements
Trade marketing management
Sales forecasting and management
Activity management (territory managers, sales representatives,
merchandisers)
Complex analytics of distributor reports
• Automatic import and consolidation of distributors’ reports in system according to templates
• Plan-to-actual sales analysis in different dimensions: products, categories, outlets
• Notification system on delayed report, automatic sending notifications to distributors
• Registering and keeping data on volumes of sales of distributors and sales outlets, comparing different periods
Import of Distributors’ Reports
Portland House, Bressenden Place, London SW1E 5RS
[email protected]@[email protected]
+44 (20) 8816 8320 +1 (347) 809 33 60 +38 (044) 496 24 50
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