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Getting more bang for the buck with trade promotions

Trade promotion is often cited as one of the largest cost items on the profit and loss statements of Consumer Packaged Goods (CPG) companies. In today's constrained economy, a number of factors have placed even more pressure on the trade promotion budget as retailers roll out more private labels – fierce competition for shelf space with a proliferation of brands and fickle consumers constantly looking for new ways to reduce their purchase spend.

Challenges and opportunities

Today CPG companies operate in a challenging landscape, where they:

  • Are finding it difficult to gauge true profitability and long-term return on promotions
  • Are unable to accurately monitor their effectiveness and efficiency
  • Need new strategies, tactics, and technology choices to maximize their promotion spend – by anticipating demand and predicting revenue, volume and profitability
Our offering

Infosys is collaborating with leading CPG companies to generate enthusiasm, stimulate demand for brands, and build loyalty – immediately. Our approach is helping them expand their trade promotion management (TPM) programs by offering the right tools, processes and analytics to improve the effectiveness of their trade funds.

Following are the key features of our offerings for successful trade promotion management:

  • Business strategy, roadmap and Business Transformation Consulting
  • Package evaluation and selection, business process reengineering
  • Implementations, upgrades, global rollouts
  • Organizational change management and training
  • Application maintenance and support
  • Trade Promotion Management Shared Services
Trade Promotion Management Solutions
Business outcomes
  • Reallocation of trade spend through better visibility across markets and channels
  • Accurate inventory planning based on improved predictability of the impact of promotions
  • Sensing and responding quickly to market demand owing to real-time insight into returns from marketing investments
  • Effective promotional plans with real-time impact analysis of a single promotion on the overall promotional plan
The Infosys advantage
  • Work experience with 7 of the top 10 global CPG companies
  • Unique approach to designing TPM solution based on process objectives, metrics and best practices
  • CPG Trade Promotion Management Repository consisting of tried and tested tools and functionalities. These include the TPM Capability Maturity Model, Process Reference Model, Business Scenarios, TPM Value Diagram, TPM Persona Repository for all TPM roles and a preconfigured TPM toolset
  • 2000+ consultants with deep domain expertise and wide-ranging experience in TPM, CRM, and customer analytics
  • Partnerships with leaders – Infosys is an SAP Global Service Partner and an Oracle Diamond Partner (the highest level in the Oracle Partner Network)

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