Deep Discounter Growth
Acceleration of On-LineCPG companies are facing challenges that the y have never faced before and the solutions will require a broader set of Trade Revenue Management capabilities than have ever before.
Q1 Brand and promoted group pricing guidelines
Q2 Volume, net sales targets and
trade rate budgets
Q3 Customer Segmentation/
Q4 Shopper Marketing
Q5 Incremental funding
Q6 eCommerce planning
Q7 Effective Customer Terms Mandate Negotiation
Q8 Controlling distribution related mandates, fines and fees
Q9 Settling customer claims
Q10 Product, customer and sales
Q11 Trade Systems
Q12 Everyday Price
Q13 Post Event Analysis
Q14 Trade Systems pre and post
Q15 Customer Promotional Practices
Q16 Trade Investment KPIs
Q17 Upper management understands
(Q14): “Systems are efficient and effective at helping us evaluate our trade investment, pre and post event.
Promotional overlays drive incremental volume that you must also pay EDLP allowances, this additional spend needs to be part of the ROI analysis.
P&G’s performance marketing, an approach common among DTC brands in which campaigns are oriented around driving product sales instead of brand awareness. The move is part of its ongoing effort to eliminate waste in its ad spending and coincides with the marketer bringing more of its marketing in house. P&G has brought media planning. Learn more