Trade Promotion Management Study Summary Charts 2012-2013.

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Trade Promotion Management Study

Summary Charts2012-2013

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

Respondents Worked at Companies with an Average of 25K Employees, $5 Billion in Revenue

and 13 Account Teams

Respondents Were Primarily in Supply Chain or Sales Positions, Currently Working

on Trade Promotion (9 Years on Average)

Nearly All Respondents Have a Supply Chain Organization, Which Primarily Reports

to the CEO or COO

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

Agenda

Study Overview

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

On Average, Plan Trade Promotion Spending Five Times a Year

Annual Operating Targets and Projected Revenue Are Among Most Important

When Determine Trade Promotion Budgets

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

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

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

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

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

Agenda

Study Overview

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

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

Companies Best at Measuring Effectiveness of Price Changes and Floor Displays

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

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

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

Companies Are Rated Highest on Replenishment and Category Management

Cross-Functional and Optimization Are Among Trade Promotion Management Issues

Skills and Use of Technology Are AlsoAmong Trade Promotion Management Issues

Agenda

Study Overview

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

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

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