introducing the trade workbench trade workbench evaluation tools detailed promotion evaluation...
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IntroducingIntroducing
The Trade WorkbenchThe Trade Workbench
Trade WorkbenchEvaluation Tools
Detailed Promotion Evaluation analysis tools based on industry
best practicesthat are customized to enable your
customer managers to meet their goals
Trade WorkbenchAccount PlannerA state-of-the art web-based system for developing account plans and managing Trade Funds
Trade Workbench Selling ToolsComprehensive category selling presentations driven by Data Alchemy technology and industry
best practices. Analytical tools to utilize the tactical levers of category management for maximum business growth.
A web based comprehensive set of Sales andA web based comprehensive set of Sales andTrade Marketing tools and services.Trade Marketing tools and services.
Trade WorkbenchTrade Workbench
Account PlannerAccount PlannerAccount PlannerAccount Planner
The Trade Workbench Account Planner is a leading-edge software tool enabling you to better manage your Trade Funds in a state-of-the-art, web-based environment.
• Create Budgets• Forecast Volume, Spending and Profits• Add/Delete Promotional Events• Calculate “What If” Scenarios• Report Results (Actual vs. Plan)
The Trade Workbench Account Planner is geared to the needs of Consumer Packaged Goods companies to enable you to:
Trade WorkbenchTrade WorkbenchAccount Planner - Development Account Planner - Development ApproachApproachAccount Planner - Development Account Planner - Development ApproachApproach
The Trade Workbench is a “semi-custom” system providing maximum customization at an affordable cost.
• A Trade Workbench implementation begins with the base functionality of your present sales planning process
Benefits of this approach:
• Lower initial purchase cost and Total Cost of Ownership (TCO)• Functionality that matches how you go to market and measure results• Quicker implementation time• Flexibility to incorporate additional capabilities
• Then we assess your unique needs which are then added to the system.
• Custom design and programming is then performed to incorporate these unique functions and features
Trade WorkbenchTrade WorkbenchAccount Planner - Budget Account Planner - Budget CreationCreationThe Trade Workbench Budget Creation Report allows your customer managers and management to see what’s being spent where and what volume impact is expected
Trade WorkbenchTrade Workbench
Account Planner - Add EventAccount Planner - Add Event
The Trade Workbench Add Event Tool makes planning as painless as possible while providing comprehensive information and allowing detailed analysis.
Trade WorkbenchTrade WorkbenchAccount Planner - Reporting: Account Planner - Reporting: “Checkbook”“Checkbook”
• Estimate available balance
• Compare live accrual or annual budget with account plans
• Monitor sales & spending
• And it provides a critical checkpoint that helps prevent overspending
The Trade Workbench checkbook is a powerful tool for managing trade spending. It allows customer managers to:
Trade WorkbenchTrade WorkbenchAccount Planner - Reporting: Account Planner - Reporting: Forecast Forecast Roll-upRoll-up
The Trade Workbench Forecast Roll-up report allows your customer manager to:• Incorporate
the best knowledge of local sales trends
• Reduce administrative burden on sales force
• Allows for system to roll-up plans into a comprehensive sales forecast
Trade WorkbenchTrade Workbench
The Trade Workbench Selling Tools help you to develop comprehensive fact-based, consumer-driven Category Selling presentations.
Presentations are supported by Industry best practice analytical models for all of the tactical levers of category management:
Selling ToolsSelling Tools
- Understanding the Category’s Consumer and Sales Dynamics- Determining the Optimal Item Assortment Mix
- Determining the Optimal Schematic
- Analyzing the Optimal Category Pricing Strategy
- Developing the Optimal Promotion Plan
CATEGORY ASSESSMENT
EFFICIENT ASSORTMENT
EFFICIENT LAYOUT
EFFICIENT PRICING
EFFICIENT PROMOTION
Trade WorkbenchTrade Workbench
The TWB Selling Tools are driven by DataAlchemy – an extremely powerful
technology which can dramatically improve your Category Management productivity
• DataAlchemy is a powerful, yet easy-to-use software solution that allows you to import retail data from multiple sources, analyze that data using industry standard best practices, and generate highly insightful and persuasive sales and marketing presentations.
• DataAlchemy combines a powerful data dictionary with extensive presentation capabilities to provide a complete start-to-finish solution
• The tool adds the ability to dynamically change data selections to dramatically increase the power of PowerPoint presentations
Selling ToolsSelling Tools
Trade WorkbenchTrade Workbench
Selling ToolsSelling Tools
Our Efficient Assortment tool allows you to better support field-based assortment decisions.
Field-based Assortment Tool: Easy-to-use Excel-based tool to support initial sales
calls Utilizes market coverage, cannibalization, etc. Full quantification for assortment recommendation Driven by IRI/Nielsen data
Trade WorkbenchTrade Workbench
In order to generate true improvements in business gains, it is critical to carefully analyze past results to support next year’s Planning cycle.
• Optimal merchandising vehicle• Influence of pricing on lifts• Effects of promotional frequency• Impact of competitive activity
Our Evaluation tools generate insight into what worked and why and allow you to drive this insight down to the Field level:
Evaluation ToolsEvaluation Tools
Sales Promotional Best Practices Guidelines
Our approach allows you to drive this insight down to the Field level where most of your critical decisions are made.
Trade WorkbenchTrade Workbench
Our proprietary analytical routines generate analyses and Best-Practices Guidelines which then support the next Planning cycle.
Evaluation ToolsEvaluation Tools
% ACV with:
Account Date MerchUnit
Price Lift Feat Disp Increm.
Units K Mart 8/15/99 Feat 3.13$ 960% 100 86 12,045
Walgreens 8/22/99 Feat 0.68$ 949% 100 - 3,500 K Mart 10/10/99 TPR 1.69$ 915% - 53 10,243
Pathmark 7/11/99 Feat 0.99$ 908% 97 11 13,998 StopShop 6/27/99 Feat 1.89$ 540% 100 19 3,788
A&P-Detroi 12/5/99 Feat 3.29$ 219% 100 52 2,767 StopShop 6/27/99 Feat 2.21$ 217% 100 29 1,976 StopShop 8/29/99 Feat 2.63$ 214% 97 - 4,072
Publix-Tam 7/4/99 Feat 1.19$ 196% 100 7 3,187 Publix-Jax 7/4/99 Feat 1.19$ 188% 100 - 1,755
Brand X - Account Z
1/4 2/1 3/1 4/5 5/3 6/7 7/5 8/2 9/6 10/4 11/1 12/6 1/3 2/7 3/7 4/41999 2000
0
500
1000
1500
2000
2500
3000
0
100
200
300
400
500
Units Feature Display Unit Price
% Price
Reduction: Total
Display
Only Feat & Disp
Feature
Only TPR
Black Tea 59% 36% 548% 88% 23%
<10% 34% 28% 280% 54% 13%
10% - 19% 48% 28% 354% 53% 22%
20% - 29% 53% 41% 432% 121% 29%
30% - 39% 115% 65% 620% 144% 57%
>=40% 415% 388% 1190% 167% 145%
Year I tem Level
#
Events
I ncremental
Units
Average
Lift
% with
Display
% with
Feature
% with
Price
Redns
<25%
% with
Lifts
<25%
2001 McCormick All Other Mexican Secondary 63 34,528 16% 17% 27% 60% 70%2000 McCormick Taco Primary 152 1,356,583 75% 76% 28% 51% 45%2001 McCormick Taco Primary 182 913,125 44% 75% 25% 44% 46%
TOTAL SPRING TACO / CINCO 397 2,304,236 56% 66% 27% 51% 49%
Event Libraries
+
Lift Tables
+
Custom Analyses
Trade WorkbenchTrade WorkbenchNext StepsNext StepsNext StepsNext Steps
To arrange a live demonstration or cost estimate, contact:
Bill McKinney (203) 226-9845 [email protected]
For additional information on the Trade Workbench Account Planner:
Trade Workbench Website
http://www.4cmg.com
Trade Workbench Brochure
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