Trade Promotion Management Study Summary Charts 2012-2013

Trade Promotion Management Study

Summary Charts2012-2013

Supply Chain Insights LLC Copyright © 2014, p. 2

Agenda

Study Overview

Trade Promotion Planning

Trade Promotion Effectiveness

Social and Mobile Activities


Study Overview


Respondents Were Primarily Manufacturers in the CPG or Food/Beverage Industries


Respondents Worked at Companies with an Average of 25K Employees, $5 Billion in Revenue

and 13 Account Teams


Respondents Were Primarily in Supply Chain or Sales Positions, Currently Working

on Trade Promotion (9 Years on Average)


Nearly All Respondents Have a Supply Chain Organization, Which Primarily Reports

to the CEO or COO


Most Common Definition of Supply Chain Excellence: Right Product, Right Place, Right Time and Right Cost


Agenda

Study Overview





For Many, Finance Sets the Budget, Marketing Defines the Calendar and Events, and the Account Team Plans the Spending


On Average, Plan Trade Promotion Spending Five Times a Year


Annual Operating Targets and Projected Revenue Are Among Most Important

When Determine Trade Promotion Budgets


One-third Expect Trade Promotion Budgets to Increase in Coming Year


Increase in Competition Is Top Reason for Budget Increase; Cost Containment Is Top Reason for Budget Decrease


One Quarter of Trade Promotion Spend Goes to EDLP and Price Changes


Top Three Demand-Shaping Activities Have Not Changed: New Products, Price Management & Promotions


Since 2008, Greatest Increase in Digital Path to Purchase as a Demand-Shaping Activity


Agenda

Study Overview





Return on Investment Is Most “Useful” Way to Measure Trade Promotion Effectiveness


Over Half Measure Promotions At Least Quarterly; Half of Promotions Are Measured on Average


Companies Best at Measuring Effectiveness of Price Changes and Floor Displays


On Average, Takes 36 Days to Measure a Promotions’ Effectiveness


Analytics, Store Execution and Access to Insights Are Top 3 Barriers to Promotion Excellence


Procter & Gamble Is Mentioned Most Often forTrade Promotion Management “Excellence”


Companies Are Rated Highest on Replenishment and Category Management


Cross-Functional and Optimization Are Among Trade Promotion Management Issues


Skills and Use of Technology Are AlsoAmong Trade Promotion Management Issues


Agenda

Study Overview





Nearly Two-thirds Are Working on Digital Path to Purchase – for an Average of 1.6 Years


Respondent Companies Have 11 Facebook Sites and 7 Twitter Handles on Average

Documents

Trade Promotion Management Study Summary Charts 2012-2013