Trade channel incentives – no matter if you call them trade promotion, market development, co-op advertising, business development or rebates – account for the second highest line item in corporate P&L’s for companies selling their products through the retail, wholesale, or service channels. We are here to make sure you get the highest possible return for this important investment. Let us help you reach your consumers through efficient and effective business practices and technology.
Trade promotion surveys have been around for years, but most of them have been relatively high-level information that tells almost anyone who has any connections with TPx what they already know. For more than 20 years, HPM has delivered hard-hitting, deep-dive intelligence that covers the critical areas most surveys rarely address. In preparation and research for my book, “The Invisible Economy of Consumer Engagement,” I built a very strong database of leading industry executives, key stakeholders and operational managers who, every day deal with the critical issues of not just trade promotion, but supply chain management, analytics, demand planning, retail execution, sales management, account planning, direct store distribution, corporate marketing, and logistics. What they have to say is what YOU want to see and understand.
If you are involved in any aspect of business processes and functionality that touches on and/or impacts how well your company does in delivering revenue generation, consumer engagement and channel customer marketing, you should read this report. We know the questions to ask, the sensitive information you need and the intelligence required to drive your business forward in consumer products. The information in this survey is the right mix of knowledge to help you transform your existing trade promotion, retail execution and revenue growth management organization to accelerate the post-pandemic future.
Click HERE to get a non-watermarked version of the survey results to use in your presentations.
HPM’s Rob Hand Leads Experienced Pricing Executives for the “Pricing in an Anywhere Commerce World” Panel in the Consumer Goods Sales & Marketing Summit
In today’s inflationary environment, there may be no more important task than getting pricing right. During the “Pricing in the Everywhere Commerce World” panel discussion, a trio of consumer goods manufacturers shared varying perspectives and strategies about how their companies are navigating the difficult landscape without alienating their retail partners or consumers.
Moderated by Rob Hand, CEO, Hand Promotion Management, the panel included Peter Hall, president, away from home and Kraft Heinz Ingredients, Kraft Heinz Company; Craig Price, head of sales centre of excellence, Distell; and Justin Balke, senior manager, sales finance, Florida’s Natural Growers
While their customers may vary, the group agreed that the “peanut butter” approach of applying promotions or pricing in a one-size-fits-all manner no longer cuts it.
“We need to think about — and I think it’s something that we need to challenge ourselves on and challenge retailers on — is how do we price differently for different consumers at different moments,” said Hall. “Consumers shopping at club are very different from consumers shopping in dollar stores. We need to treat them differently, and we need to have a very clear strategy, whether that’s price pack architecture [or something else]. We need to have that conversation with the retailers.”
The panel was part of the three-day Consumer Goods Sales & Marketing Summit held October 2022 in New York by Consumer Goods Technology (www.consumergoods.com). The event is the premier gathering of sales and marketing executives across all consumer products industries for the past two decades.
For a complete review of the events and programs held at this year’s event, go to https://consumergoods.com/everywhere-commerce-back-action-live-consumer-goods-sales-marketing-summit?utm_source=omeda&utm_medium=email&utm_campaign=NL_CGT+Insider&oly_enc_id=2448A4834012C0W.
TradeScope supports the core of Services we provided including advice and counsel, consulting and analysis of trade channel promotion, retail execution, and revenue growth management functions of major consumer products companies globally. Under the TradeScope banner, we also provide industry news, white papers, blogs and podcasts are all provided as primary media and communication vehicles supporting the TradeScope offerings. TradeScope covers a worldwide focus on trade promotion across all industries and product sectors. It presents news on innovations and successes, zeroes in on the specific business processes, technologies and segments of trade promotion and examines the core details and impact of trade promotion on all aspects of consumer engagement. At the same time, it provides a deep look into the future of trade promotion, revenue growth management, and across the entire scope of the financial and value chain optimization.
TradeScope Podcast with Rob Hand© 2023 Hand Promotion Management, LLC.
