Trade Promotion Optimization
Posted by Marketing Team on 24th Mar , 2017
'Data-driven Decision Making', Image Courtesy: Ken Teegardin at Flickr

Trade promotion optimization is sometimes confused with trade promotion management and is often used interchangeably. Trade promotion Management involves implementation of trade promotion, tracking and reconciliation of the promotion capital with sales dollars while Trade Promotion Optimization involves maximizing the ROI objective through budgetary constraints. This post will discuss different elements of Trade Promotion Optimization. ...

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Data-driven Trade Promotion Planning
Posted by Marketing Team on 24th Feb , 2017
'Deep Discounts', Image Courtesy: Andrew Writer at Flickr

The packaged goods industry, in the US, spends around $250 billion to $300 billion, annually, on Trade Promotions; amounting to about 10% - 20% of the topline for the industry. However, there are many inefficiencies plaguing trade promotions, primarily driven by increased fragmentation of the customer landscape, and new channels and choice for the new age consumer. Added to this is the availability of on the ground information at the moment of truth. ...

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