Trade Promotion Management Knowledge Hub

Welcome to our Trade Promotion Management Knowledge Hub, where you can find guides, videos and client case studies to accelerate your learning of trade promotion best practices and focus your organisation on how to create value and grow. 

With a combination of state-of-the-art technology, deep CPG industry expertise, data management and consulting capabilities, we can support CPGs of any size, and at any stage, on their journey for value realisation and profitable revenue growth.

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In a post-pandemic world, reshaped by dramatic changes, it’s no surprise that FMCGs are renewing their focus on ways to create sustainable value and profitable growth. For any FMCG company, achieving it takes more than enhanced data, analytics and technology. Indeed, it needs to be a culturally led journey that aims to empower teams, streamline processes and foster collaboration to support best practices at scale across all areas of the business, including multiple markets.

Download the Kantar XTEL practical guide to multi-market TPM deployment, which includes five customer case examples, quotes and advice from senior FMCG leaders, and explains the three critical steps or read more on TPM across multi-markets.

Take a look at this practical guide that includes five customer case examples, quotes and advice from senior FMCG leaders, and explains the three critical steps.

When it comes to fast tracking growth and value creation, nothing quite beats learning from others who have already completed their journey.

“Creating a single source of truth meant that great  ideas from one market could be deployed quickly and efficiently in other markets, which has completely transformed our way of working and our ability to understand our performance.”

Kraft Heinz

“Trade Promotion Management is the core of the RGM solution, not only because promotion management is one of the key pillars of RGM, but because it is the biggest spend. There is huge potential in optimising it, and if we do it right, we win the market.”

Beiersdorf

A successful Trade Promotion Management digital journey requires a balanced approach: between people, processes, data & systems, within a proven digital transformation program.

Kantar XTEL Revenue Management studies confirm that Trade Promotions are a key commercial lever for FMCGs. The last three years have tested the robustness, flexibility, and scalability of FMCG’s trade promotion management practices and have exposed their shortcomings.

Our 2023 Global Revenue Management study shows that FMCG companies are less confident about their trade promotion management capabilities. This reduced confidence is reflected across the entire trade promotion management cycle, indicating the need for revised processes and more robust tools to cope with the impact of continued market fluctuations on promotional initiatives.

The need for better, faster and more intelligent systems is also confirmed by FMCGs to cope with TPM activities that are currently time/effort consuming: Over two thirds of surveyed FMCGs state most aspects of the TPM process remain medium to high time/effort-consuming.

Looking into the future, more than one third of FMCG companies plan to increase investments to scale their TPM processes across geographies, power them with AI-driven analytics, and deliver an end-to-end integrated RGM-TPM process.