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.
2023 Survey on Trade Promotion – Accelerating Consumer Engagement
This year’s survey marks the 27th survey spanning the last 30 years. We are excited about what we have in this year’s survey because it is, by far, the largest survey we have ever had. More than 370 respondents completed the survey, which represents almost 80% of the total group to whom we sent the survey invitation. Not only is this the largest survey audience, but it also represents the highest overall personnel ranking within the company we have ever had.
This is a survey covering the specific processes, policies and practices of trade promotion management (TPM). This means that we focus on only those functions and processes that are traditionally considered to be basic TPM operations, such as master data management, funding, planning, promotion optimization, claims audit and payment, deduction management, and analytics. We have also included topics around revenue growth management, integrated business planning, collaborative planning and consumer engagement because of the growing impact to TPM. We do not cover peripheral areas that are typically included in the overall “TPx” definitions such as retail execution or product assortment management. Many of those topics are covered on other industry reports.
This is an industry favorite tool for all consumer products companies to help position and succeed in achievement of ROI by showing you what the trends and industry best practices are around the most critical processes and functions of trade and channel promotion management.
Our thanks goes to our gracious sponsors. Our Premier sponsor is UpClear (https://upclear.com/), and our two Supporting sponsors are CPGVision (https://www.cpgvision.com/) and Retail Velocity (https://www.retailvelocity.com/).
Download the HPM 2023 Survey on Trade Promotion Here (Link to the Info/download wall)
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.
