Manufacturers
spend millions of dollars each year on trade promotion,
yet few have developed the resources required to adequately
evaluate the volume and profitability impact of their
trade promotion activity. Understanding the effectiveness
of individual trade events for each promoted item
on an account-by-account basis is critical to the
successful planning of future promotions. Synectics
Group consultants have the expertise to work with
your field and corporate staff to analyze your trade
promotions and formulate an action plan to improve
volume and profit.
Just
a few of the trade management issues Synectics Group
can help you address:
Are
your trade promotions driving consumer purchases?
Are your trade promotions functioning as an attempt
to hold retail distribution?
Which
trade promotions generate more shipment volume, incremental
consumption, and profitability?
Do
your trade promotion expenditures result in high levels
of retailer subsidization, encouraging excessive forward
buys which shift volume between periods without significantly
increasing overall consumption?
Can
you spend less on trade promotions without jeopardizing
volume? What is the quality of the retail merchandising
support you receive for various promotions?
Are
you able to reach targeted hot price points at retail?
Do deeper deal discounts generate corresponding increases
in retail merchandising support and greater volume?
To
identify opportunities that will improve your trade
plan, we will:
Analyze
past promotions using Account Review software
Integrate
shipment, spending, and other internal information
with your syndicated data
Compare
shipment and consumption trends
Measure
the efficiency of your trade spending
Evaluate
retail merchandising performance
Determine
which trade deals work better and why
Interview
all parties involved in the planning process
Incorporate
results from all sources into specific recommendations
Recommend
reallocation of trade promotion spending to the more
effective deals
Why
work with Synectics Group?
Improved
volume and profit are not the only results of a consulting
project. We can also help with a variety of questions.
Here are just some of the issues that may be targeted
during consultation with Synectics Group:
Improving
your ongoing promotion analysis and trade planning
processes
Measuring
account profitability due to trade promotion
Identifying
forward buying at the item level on an account-by-account
basis
Establishing
measurable goals for trade marketing activity
Providing
structure and consistency to the trade promotion planning
process
Enhancing
elements of deal administration
Isolating
problem areas in trade promotion
Potential
Consulting Project Areas:
A
consulting project with Synectics Group can focus
on one or more of the following topics:
Trade
promotion event evaluation
Account
profitability
Shipment/consumption
trend analysis
Spending
analysis
Merchandising
effectiveness analysis
Competitive
activity tracking
Trade
load estimates
Strategic
planning initiatives
General
business reviews
Geographic
and/or COT analysis
Product
mix analysis
Retail
distribution
Pricing
analysis
Seasonal
sell-through
Category
performance measures
Training
in analysis and planning
Consulting
Project Deliverables:
Kick-off
meeting to define project objectives
In-depth
analysis of available internal and syndicated data
Interviews
with key individuals to incorporate qualitative feedback
with the quantitative analyses
Ongoing
consultation for the duration of the project
Customized
database built for project analysis
Action
plans that increase volume and profit from trade spending
Formal
presentation of results, conclusions, and recommendations
Fact
book supporting project findings and recommendations
Installation
of Account Review trade promotion analysis and planning
software
Where
to start: Call
now and schedule a free meeting with our consultants so
that we can learn about your needs. Talk with us about
your situation. If we believe we can help you, we will
prepare a detailed proposal for your review.
