© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
ANAPLAN APPSOPERATIONSTrade & Promotion Planning:Plan, Execute, Optimize
© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
Trade & Promotion Planning
© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
Trade & Promotion Planning
There is no single location to track all our
promotion plans.
We have field managers who
know a lot put are not part of the
process.
My promotion plan does not align to my distribution
plans.
Our distributors do not have a
clear picture of what they are promoting and
when.
© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
ANAPLAN TRADE & PROMOTION
Collaboration across departments and groups to ensure
success
Accurately forecast commissions and
attainments
Flexible Hierarchy Managem
ent
Effective
Dating
Cloud Based
Collaboration
Many to Many
Relationships
Features
Better analytics around promotion
spend at a SKU/Location level
Increase net sales and gross margin by
optimizing promotions
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A DAY IN THE LIFEAdd Activities
Manage Spend
ROI and Analytics
Setup Program
Brand Manager
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Anaplan AppsOPERATIONSTRADE & PROMOTION PLANNINGPLAN, EXECUTE, OPTIMIZE
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More Demanding Consumers/ Shoppers
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#1: Social Media/Influence36% of smartphone owners check social sites before getting out of bed
80% of Americans online regularly use some form of social media
67% of shoppers spend more when they receive recommendation from their online community of friends
Source: Accenture Research
© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
# 2: Proliferation of Information
Working 7.5Sleeping 6.8Family 3.3Watching TV 3.3Using Internet 2.4Radio 1.9Talking on Phone 1.8Eating 1.7Friends 1.3Reading Books 0.9Music 0.9In Transit 0.7Newspapers 0.7Magazines 0.6TOTAL HOURS 38.6
83% of shoppers make purchase decisions before entering a store
A 56% reduction in rate of square feet added by retailers is expected over the next 5 years
By 2015, ~1.4b mobile apps with augmented reality (AR) will be downloaded annually
47% of consumers have accessed customer reviews in store using their mobile device
Source: Accenture Research
© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
#3: Dynamic Consumer/Shopper13,000 people applied at Task Rabbit during the first
week of the government shutdown
Average millennial job tenure will be much shorter than prior generations
64% cite flexible work arrangements as the reason for staying put
Source: Accenture Research
© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
More Demanding Retailers/ Manufacturers
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#1: Digital Promotions
Influence Drives Loyalty…• Find & engage brand advocates• Activate promotions through
consumers/shoppers• Social buzz becomes a factor in
optimization
Operate on Social Buzz…• Flexibility to react• Demand sensing• Optimized and integrated services
© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
#2: Individualized Promotions
Access on Shoppers’ Terms…• More distribution points• Investment in solutions• Flexible infrastructure• Customization at consumer/shopper level
Solutions are the Focus…• Localized and individualized• Partnerships as a differentiator• New perspective on trade spend• Focus on deep experience and value-added
solutions
© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
#3: Real-Time Information
Dynamic Labor Pools…• Employ and partner with consumers/ shoppers• Manage talent more dynamically• Provide real-time, actionable information
New Delivery Models…• Partner more dynamically• Engage and service more efficiently• Interpret and respond
© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
Impact on Those Who Plan & Analyze
Order Management
Distribution Voids
Distributor Management
New Item Distribution
On-Shelf Availability
POS/ Demand Signal Monitoring
Service Management
Assortment Optimization
Store Compliance
Forecasting
Business Planning
Shopper Marketing
Trade PromotionPricing
Display
© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
Retailer Expectations Promotion ROI by category, market/ region, store
or store cluster, consumer/shopper segments, etc.
Detailed analysis of what is working vs. not across different regions/markets (i.e., a local market view)
Insight/trends within and across channels/COTs
Assistance with short-term (event) and long-term (annual) price/promotion planning
Collaboration on plans/forecasts (so can better plan order and inventory requirements)
© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
Manufacturer Expectations Regression analysis to 1) allocate volume &
spending; 2) identify promotion effectiveness; and 3) identify tactics that drive greatest lift/profit
Promotion analysis that enables reallocation of spend among customers, products, events, tactics, etc.
Integration of POS and shipment data
Standard “scorecard” of KPIs/metrics
“What-if” simulation/optimization tools that integrate with demand/supply forecasting
© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
Tool Landscape/Implications There are many tools on the
market designed to help companies with promotion planning/forecasting
None of the tools provide the full scope of functionality in one integrated tool/platform
Many do not support a large number of data sources, model types, and analytic techniques
*Acquired by DemandTec
© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
How Will Leading Companies Respond
1. Joint/shared trade analytics process between retailers and manufacturers
2. Incorporation of other factors into analytics (e.g., shopper marketing, social media)
3. Standardization, automation, and centralization analytical modeling activities
4. Integrated analytical platform that allows real-time manipulation of granular data
© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
Why Make the Investment… What’s the Business Case?
Improved Operating Cash Flow
Revenue & Profit
Cost/Expenses
Forecast Accuracy
• Better allocation of trade promotion spending based on historical performance
• Better integration of promotion plans/forecasts with new items and marketing programs
• Less time & resources spent on data gathering/ entry, information sharing, manual reporting, etc.
• Reduced cost of maintaining multiple tools and/or spreadsheets
• Improved forecasting based on account promotion plans and real-time management reporting
• Lower out-of-stocks and working capital/inventory
© 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information
Q&A