trade promotion management study summary charts 2012-2013
TRANSCRIPT
Trade Promotion Management Study
Summary Charts2012-2013
Supply Chain Insights LLC Copyright © 2014, p. 2
Agenda
Study Overview
Trade Promotion Planning
Trade Promotion Effectiveness
Social and Mobile Activities
Supply Chain Insights LLC Copyright © 2014, p. 3
Study Overview
Supply Chain Insights LLC Copyright © 2014, p. 4
Respondents Were Primarily Manufacturers in the CPG or Food/Beverage Industries
Supply Chain Insights LLC Copyright © 2014, p. 5
Respondents Worked at Companies with an Average of 25K Employees, $5 Billion in Revenue
and 13 Account Teams
Supply Chain Insights LLC Copyright © 2014, p. 6
Respondents Were Primarily in Supply Chain or Sales Positions, Currently Working
on Trade Promotion (9 Years on Average)
Supply Chain Insights LLC Copyright © 2014, p. 7
Nearly All Respondents Have a Supply Chain Organization, Which Primarily Reports
to the CEO or COO
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Most Common Definition of Supply Chain Excellence: Right Product, Right Place, Right Time and Right Cost
Supply Chain Insights LLC Copyright © 2014, p. 9
Agenda
Study Overview
Trade Promotion Planning
Trade Promotion Effectiveness
Social and Mobile Activities
Supply Chain Insights LLC Copyright © 2014, p. 10
For Many, Finance Sets the Budget, Marketing Defines the Calendar and Events, and the Account Team Plans the Spending
Supply Chain Insights LLC Copyright © 2014, p. 11
On Average, Plan Trade Promotion Spending Five Times a Year
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Annual Operating Targets and Projected Revenue Are Among Most Important
When Determine Trade Promotion Budgets
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One-third Expect Trade Promotion Budgets to Increase in Coming Year
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Increase in Competition Is Top Reason for Budget Increase; Cost Containment Is Top Reason for Budget Decrease
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One Quarter of Trade Promotion Spend Goes to EDLP and Price Changes
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Top Three Demand-Shaping Activities Have Not Changed: New Products, Price Management & Promotions
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Since 2008, Greatest Increase in Digital Path to Purchase as a Demand-Shaping Activity
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Agenda
Study Overview
Trade Promotion Planning
Trade Promotion Effectiveness
Social and Mobile Activities
Supply Chain Insights LLC Copyright © 2014, p. 19
Return on Investment Is Most “Useful” Way to Measure Trade Promotion Effectiveness
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Over Half Measure Promotions At Least Quarterly; Half of Promotions Are Measured on Average
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Companies Best at Measuring Effectiveness of Price Changes and Floor Displays
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On Average, Takes 36 Days to Measure a Promotions’ Effectiveness
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Analytics, Store Execution and Access to Insights Are Top 3 Barriers to Promotion Excellence
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Procter & Gamble Is Mentioned Most Often forTrade Promotion Management “Excellence”
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Companies Are Rated Highest on Replenishment and Category Management
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Cross-Functional and Optimization Are Among Trade Promotion Management Issues
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Skills and Use of Technology Are AlsoAmong Trade Promotion Management Issues
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Agenda
Study Overview
Trade Promotion Planning
Trade Promotion Effectiveness
Social and Mobile Activities
Supply Chain Insights LLC Copyright © 2014, p. 29
Nearly Two-thirds Are Working on Digital Path to Purchase – for an Average of 1.6 Years
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Respondent Companies Have 11 Facebook Sites and 7 Twitter Handles on Average