Clarkston Consulting recently partnered with a consumer products company on a project focused on implementing Exceedra for Trade Promotion Management. This client is a subsidiary of a global food conglomerate and provides core ingredients for baking and cooking with brands that are either #1 or #2 in their categories in retail and foodservice across the United States, Canada, Mexico, and Puerto Rico. Owing to acquisition, the client operated with inefficient processes and multiple, disconnected systems pieced together across different regions and business entities, impacting both visibility and productivity of trade investment.
With over 4,000 SKUs and ever-increasing trade spend dominating the budget, the client wished to not only optimize trade processes for bottom-line improvements but create a sustainable platform for future growth and innovation in trade promotion management.
The client engaged Clarkston to help them understand how to become aligned with industry leading practice and define a roadmap to modernize. Clarkston, leveraging distinguished industry expertise and recognized leadership in trade promotion and revenue growth management, partnered with the client to conduct a robust assessment of the state of trade in the industry and the client’s business, identify the potential opportunities for improvement, and select a trade promotion tool that would enable transformation for the organization.
Some of the primary objectives for the project team included: full analysis and documentation of the client’s current trade promotion management processes and systems, including the financial oversight and reporting areas, and identification of process improvement opportunities based on pain points, gaps, and inefficiencies using industry leading practices. This resulted in accomplishing intended trade promotion management benefits for the business by: conducting cross-functional interviews, creating a detailed gap analysis for the client’s current trade processes, capabilities, and outcomes against industry leading practices, and defining and stratifying key challenges and opportunities to prioritize quick-wines as well as short- and long-term improvement opportunities for the business.
As a result of this project and the resulting roadmap and recommendations, the client will be able to achieve and sustain critical key benefits to not only its trade program but the business as a whole, including, but not limited to: increased visibility and transparency into trade investment and ROI, improved trade effectiveness and efficiency both at the macro and functional levels, and improved customer relationships through joint business planning and better reporting.