How Global Trade Promotion Management System Ensured Greater Spend Effectiveness for A CPG Major


Executive Summary

One of the largest consumer packaged goods companies in the world, the client offers a wide range of personal health/consumer health, and personal care and hygiene products. Operating in more than 30 countries, the client has achieved a distinguishing edge by actively using their global presence and impact to bring social changes through various welfare initiatives.

Client Challenges

  • With more than 50% of the sales and marketing budget gets diverted to trade promotions, effective promotion management is vital for consumer packaged goods enterprises in gaining high returns on spends
  • In the absence of a global trade promotion management system, the client had to plan different trade promotions for different countries and units independently
  • Often done in ad hoc way, those promotions didn’t leverage the knowledge gained from past promotions to optimize return on investment (ROI)
  • Consequently, the client was struggling to create a global trade promotion management (TPM) system that would effectively synchronize all the promotional processes across the world
  • Similarly, the client was not able to allow their operational units in multiple countries to plan promotions based on their understanding of the native customers
  • The client also found it hard to integrate their promotions with multiple heterogeneous local marketing systems

Our Solutions

  • Since the client’s first need was to have global trade promotion management system as early as possible, we began with designing the solution which would overlook promotion planning and promotion evaluation stages of the trade promotion lifecycle
  • We built OPSO HD (Optimizing Promotion Sell-out High Definition) and implemented it in four phases
  • While designing it, we ensured that OPSO HD would support vital processes such as budget allocation and funds management
  • Implementation Phases:

  • Phase One: Studied customer processes, gathered business requirements and conducted early-stage planning
  • Phase Two: Finished the technical architecture, applied limited business-critical modules and strengthened business processes
  • Phase Three: Implemented further modules, amended business process deviations based on the findings of previous phases and conducted live testing of the system in two countries
  • Phase Four: Along with business modules, implemented non-business modules, finalized the business process unification and consolidated all phases of the implementation. After the completion of this phase, go-lives were conducted across 30 countries

Quantifiable Benefits

  • A much advanced and standardized promotions process
  • Standard rule-based workflows ensured greater compliance with policy
  • Superior organizational learning and planning efficiency with real-time ROI information and historical data
  • Eased up processes with a one-stop shop for promotions, budgets, and outcomes
  • Enablement of strategic decision making through robust analytics

About Futurism Technologies

Futurism Technologies is a global business leader, that bringing 360-degree Digital Transformation for business enterprises of various sizes, as well as technology providers by delivering assured business efficiency through a set of new-age technologies. We provide end-to-end high quality and cost-effective IT services to a variety of industries. With state of the art offices in India, US, UK, Australia, and UAE, we have become a global trusted partner of our clients by delivering age-defining and convention-defying digital transformation solutions.

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