Case Studies

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F&B Major Juices Up Trade Promotion Program

The client, which operates in the fast-moving consumer goods industry and is exposed to price and demand volatility, was facing issues in managing Trade Promotions. There was absence of a granular process for their overall and individual promotional P&L (where trade promotions rate high as an item), making analysis of pre- and post-event evaluations cumbersome. The client had manual, effort-intensive processes, that varied by country, for updating yearly promotional and trade spend plan. This made the entire planning cycle cumbersome. Multiple reviews and approvals were required for each trading term or promotional initiative. Sales teams lacked consistent visibility across promotional performance metrics. Conflicting forecasts hindered clear decisions on finance, sales and production. The client needed a comprehensive TPM solution to overcome these challenges.

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