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Trade Promotion Management Study Summary Charts 2012-2013

Trade Promotion Management Study Summary Charts 2012-2013. 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.

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Trade Promotion Management Study Summary Charts 2012-2013

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  1. Trade Promotion Management StudySummary Charts2012-2013

  2. Agenda • Study Overview • Trade Promotion Planning • Trade Promotion Effectiveness • Social and Mobile Activities

  3. Study Overview

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

  5. Respondents Worked at Companies with an Average of 25K Employees, $5 Billion in Revenue and 13 Account Teams

  6. Respondents Were Primarily in Supply Chain or Sales Positions, Currently Working on Trade Promotion (9 Years on Average)

  7. Nearly All Respondents Have a Supply Chain Organization, Which Primarily Reports to the CEO or COO

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

  9. Agenda • Study Overview • Trade Promotion Planning • Trade Promotion Effectiveness • Social and Mobile Activities

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

  11. On Average, Plan Trade Promotion Spending Five Times a Year

  12. Annual Operating Targets and Projected Revenue Are Among Most Important When Determine Trade Promotion Budgets

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

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

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

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

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

  18. Agenda • Study Overview • Trade Promotion Planning • Trade Promotion Effectiveness • Social and Mobile Activities

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

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

  21. Companies Best at Measuring Effectiveness of Price Changes and Floor Displays

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

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

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

  25. Companies Are Rated Highest on Replenishment and Category Management

  26. Cross-Functional and Optimization Are Among Trade Promotion Management Issues

  27. Skills and Use of Technology Are AlsoAmong Trade Promotion Management Issues

  28. Agenda • Study Overview • Trade Promotion Planning • Trade Promotion Effectiveness • Social and Mobile Activities

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

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

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