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Trade Promotion Management Study Summary Charts 2012-2013.

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Presentation on theme: "Trade Promotion Management Study Summary Charts 2012-2013."— Presentation transcript:

1 Trade Promotion Management Study Summary Charts

2 Supply Chain Insights LLC Copyright © 2014, p. 2 Agenda

3 Supply Chain Insights LLC Copyright © 2014, p. 3 Study Overview

4 Supply Chain Insights LLC Copyright © 2014, p. 4 Respondents Were Primarily Manufacturers in the CPG or Food/Beverage Industries

5 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

6 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)

7 Supply Chain Insights LLC Copyright © 2014, p. 7 Nearly All Respondents Have a Supply Chain Organization, Which Primarily Reports to the CEO or COO

8 Supply Chain Insights LLC Copyright © 2014, p. 8 Most Common Definition of Supply Chain Excellence: Right Product, Right Place, Right Time and Right Cost

9 Supply Chain Insights LLC Copyright © 2014, p. 9 Agenda

10 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

11 Supply Chain Insights LLC Copyright © 2014, p. 11 On Average, Plan Trade Promotion Spending Five Times a Year

12 Supply Chain Insights LLC Copyright © 2014, p. 12 Annual Operating Targets and Projected Revenue Are Among Most Important When Determine Trade Promotion Budgets

13 Supply Chain Insights LLC Copyright © 2014, p. 13 One-third Expect Trade Promotion Budgets to Increase in Coming Year

14 Supply Chain Insights LLC Copyright © 2014, p. 14 Increase in Competition Is Top Reason for Budget Increase; Cost Containment Is Top Reason for Budget Decrease

15 Supply Chain Insights LLC Copyright © 2014, p. 15 One Quarter of Trade Promotion Spend Goes to EDLP and Price Changes

16 Supply Chain Insights LLC Copyright © 2014, p. 16 Top Three Demand-Shaping Activities Have Not Changed: New Products, Price Management & Promotions

17 Supply Chain Insights LLC Copyright © 2014, p. 17 Since 2008, Greatest Increase in Digital Path to Purchase as a Demand-Shaping Activity

18 Supply Chain Insights LLC Copyright © 2014, p. 18 Agenda

19 Supply Chain Insights LLC Copyright © 2014, p. 19 Return on Investment Is Most Useful Way to Measure Trade Promotion Effectiveness

20 Supply Chain Insights LLC Copyright © 2014, p. 20 Over Half Measure Promotions At Least Quarterly; Half of Promotions Are Measured on Average

21 Supply Chain Insights LLC Copyright © 2014, p. 21 Companies Best at Measuring Effectiveness of Price Changes and Floor Displays

22 Supply Chain Insights LLC Copyright © 2014, p. 22 On Average, Takes 36 Days to Measure a Promotions Effectiveness

23 Supply Chain Insights LLC Copyright © 2014, p. 23 Analytics, Store Execution and Access to Insights Are Top 3 Barriers to Promotion Excellence

24 Supply Chain Insights LLC Copyright © 2014, p. 24 Procter & Gamble Is Mentioned Most Often for Trade Promotion Management Excellence

25 Supply Chain Insights LLC Copyright © 2014, p. 25 Companies Are Rated Highest on Replenishment and Category Management

26 Supply Chain Insights LLC Copyright © 2014, p. 26 Cross-Functional and Optimization Are Among Trade Promotion Management Issues

27 Supply Chain Insights LLC Copyright © 2014, p. 27 Skills and Use of Technology Are Also Among Trade Promotion Management Issues

28 Supply Chain Insights LLC Copyright © 2014, p. 28 Agenda

29 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

30 Supply Chain Insights LLC Copyright © 2014, p. 30 Respondent Companies Have 11 Facebook Sites and 7 Twitter Handles on Average


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