Download your free copy of our practical guide to Digitalised Trade Promotion Management across multi-markets.
It includes insights and learnings from TPM projects with Mondelez International, The Kellogg Company, Bel Group, Beiersdorf, and Kraft Heinz, walks through our three steps proven approach and some of the possible pitfalls to watch out for.
We hope the insights and recommendations will inspire you to review your organisations approach, and how you may be able to recommend improvements based on the collective experiences of these FMCG industry leaders.
To fast track growth and value creation through Trade Promotion Management digitalisation, nothing is better than learning from others, who have already completed the journey.
Kantar XTEL Revenue Management studies confirm that Trade Promotions are here to stay as one of the main drivers of growth for FMCG companies around the world. However, there are many new pressures and challenges that have increased the need for a holistic view of data, for adaptable promotional strategies, and the importance of AI and data analysis to inform them.
Working with FMCG leaders from over 100 companies, in 60 countries, has enabled our experts to develop a complete and rounded view of what drives success in a trade promotion management digital tranformation journey. The key to success is seeing a digitilisation journey as more than enhanced data, analytics and technology - indeed it's a business transformation journey that aims to empower teams, streamline processes and encourage collaboration across the business. Crafting a successful roadmap for trade promotion digitalistion across multi-markets means balancing stakeholder needs, having a clear understanding of current systems and processes, and future requirements.
Kantar XTEL has developed a proven approach to Trade Promotion Management multi-market digital transformation, and it involves taking three steps; Redesign, Unify, and Embrace.
“Our TPM implementation with Kantar used their template approach. What we have learned is that its key to understand the as-is, check who needs to be involved, how our business is working, the capabilities and what it will take for them to be prepared and successful”
Bel Group
“Trade Promotion Management is the core of the RGM solution, not only because promotion management is one of the key pillars of RGM, but also because it is the biggest spend. There is huge potential in optimizing it, and if we do it right, we win the market.”
Beiersdorf
1. Redesign
Driving ownership and buy-in with stakeholders
Involving and listening to key stakeholders and future users of the TPM system and ensuring their buy-in from the start, is key to drive engagement and user adoption, whether that’s at a market level or clustering markets to gather requirements.
2. Unify
Balancing global and local needs
The optimal way to balance global and local needs is to take a fact-based assessment approach to navigate any complexities in requirements, and look for ways to improve efficiencies and establish a clear implementation roadmap.
3. Embrace
Enabling best practices across markets with one system
When designing your trade promotion management system, it should be designed with the objectives of unlocking value – efficiencies, powering accurate decision making and unlocking profitable growth. Leaving no stone unturned.
Different perspectives Clearing the challenges of multi-market Trade Promotion Management
by Alan Shankland
A digital transformation journey is also a change management journey, where specific challenges need to be overcome.Different markets and different business areas often have different perspectives, different ways of working and different processes.
The key is seeing these different perspectives and finding alignments to maximise value creation. It's something we have overcome with our clients, time and time again.
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