Strategically
Addressing The Trade Promotion Dilemma
Synectics
Group's comprehensive trade promotion management
system, Account Review™ enables a consumer
product manufacturer to strategically address The
Trade Promotion Dilemma.
Cannondale
Associates reported, in their 2005 Trade
Promotion survey, that the $8
billion once spent in support of
trade promotion activities has grown to more
than $115
billion over the past 20 years. Consider
the disturbing fact that on average 60 percent
of all manufacturers' marketing budgets is
now channeled through the retailer, despite
stated intentions to reduce trade spending.
This shift further erodes the ability to build
and strengthen consumer brand images. In
the past decade, trade spending is up 18.5
billion representing a 16% increase.
Cannondale
Associates succinctly identified the best practices
concerning trade promotions that must be included
in any "Go To Market Strategy" in order
to maximize the trade promotion investment:
Planning -
Execution - Control - Evaluation
Synectics
Group provides the competitive edge in managing
that substantial trade promotion investment with
a turnkey system designed to address the critical
areas:
Planning