Trade Promotion Effectiveness and Optimisation

SOLUTIONS

Trade Promotion Effectiveness

Trade promotion programs are pivotal to driving sales, building brand equity with consumers & shoppers, and strengthening channel partnerships. The average consumer packaged goods (CPG) company allocates ~14% of its total revenue to trade promotion activities, which underlines these programs’ importance.

Why Trade Promotion Effectiveness?

Despite growing trade promotion budgets, many companies still utilize rudimentary trade spending practices without identifying ways to optimize these budgets. Our solution optimizes the design & delivery of trade promotions and focuses on helping the businesses generate maximize the impact.

HOW?

Identifying the baseline is the most crucial step in understanding whether a promotion was effective or not. It must be done at the same level at which sales & promotions teams design and implement these initiatives, for maximum efficiency. For two reasons, many current solutions cannot provide sufficient granularity.

Computational complexities

Thousands of models need to be built – across product groups, Retailers, and other channels.

Our trade promotions solution, built using best in class flexible ML frameworks, combined with native cloud-based architectures, helps customers overcome these challenges.

DIFFERENTIATORS

Precise
Baselining

Get a super accurate quantification of your organic sales and set the foundation for promotional impact measurement

Learn
from Past

Helps to gain insight into the most critical questions – Which promotional tactics, discount levels worked? Which PPGs/retailers are most likely to yield a higher ROI?

ROI
Simulator

Simulates the incremental impact of a trade promotion using advanced ML algorithms. Provides a full-blown P&L impact visibility for various scenarios

Decision
Engine

Interfaces with the Trade Promotions Management systems to validate and activate the promotions

MEET THE TEAM

Abhishek Singh

Senior Manager – CPG Analytics Lead

Analytics professional with a focus on delivering excellence through interventions in supply chain, marketing, customer experience, e-commerce, financial and trade analytics for CPG clients

Vamsi Krishna B

Senior Manager – Consulting leader in Tredence for the CPG and Retail verticals

Data Science & AI Consulting leader with 11+ years of rich experience of partnering with Fortune Global 500 companies across Food & Beverages, CPG and Retail.

Crishna Carthic

Associate Principal – Leads Tredence Studio – the one-stop-shop for all of Tredence’s solutions

11+ years of deep expertise in Predictive and Prescriptive analytics across multiple domains like Retail, CPG, Finance and Pharma