To see our latest thoughts on calculating ROI on your promotions, see our series, starting with: How to Calculate Promotional ROI – Start With 5 Key Building Blocks. A true Return-on-Investment (ROI) calculation is the holy grail of promotion metrics. Sadly, most CPG companies do not know the estimated ROI when planning a promotion or […]
What to do when you can no longer “trust your gut”? The recent paradigms shift driven by COVID 19 has further increased Consumer Goods Brands focus on their ability to access data towards better decisions around commercial strategy and the wider Revenue Management approach. Key trends observed across retail and consumer landscape Assortment Rationalization -> retailers have revised their category management approach to simplify assortments, become […]
What is TPM, TPO, IBP, and RGM? Like any growing business, there are growing pains, and certain points where the shift to a tech solution becomes imperative. Every consumer goods’ brand has seen different points of the sale process become more difficult with growth, especially managing promotions, trade spend, and deductions. These take up more […]
Why Promotional ROI Matters? Knowing the ROI of an individual promotion is a step in the right direction, but your goal should be to have a ROI metric across promotions. If calculated consistently, you will have a way to assess the relative benefit of promotions across products and customers. This, combined with an understanding of […]
The Kraft Heinz Company is the fifth largest food and beverage company in the world, operating in over 40 countries, generating over $26bn in net sales in 2020. A globally trusted producer of delicious foods, KHC provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants, or on the […]
Consumer Packaged Goods (CPG) manufacturers spend massive amounts of money on the pricing and promotion of fast-moving product categories (e.g. food, beverages, household, and personal care products) in retail channels. This money is called “Trade Spending.” Money is exchanged between the manufacturer and its customers- retailers and distributors- for product placement, everyday retail price subsidization, promotion discounts, advertising, and display space. In highly-competitive categories, trade spending can equal a value of […]
Solutions for Top Challenges Facing CPG Companies Change Management is a topic that is heavily discussed in many professional capacities. While many conference topics focus on change management in regard to organizational design and pivoting business strategies, we would argue that keeping change management in the forefront of Trade system implementation is paramount in achieving […]
UpClear’s Director of Client Success, EMEA, Gabriele Plate is joined by Adam Booth, Lead Data Scientist at Atheon Analytics to discuss Post Event Analysis across each level of RGM maturity. This 40 minute session will answer the majority of questions RGM executives may have about Post Event Analysis.
One of UpClear’s longest standing clients is Danone. In this video, the German business unit discusses how UpClear’s BluePlanner platform supports their ability to conduct post-event analysis. This is a critical aspect of any RGM strategy, in which the performance of different promotions is evaluated and taken into consideration for business planning.
This session from the April 2021 virtual LEAD Marketing Conference outlines the expectations that participants should have of their sales/promotion planning and trade spending management processes. Rajeev Prabhakar and Kurt Kaiser of UpClear explain the benefits to sales, marketing, finance, and demand planning functions, and strategies for improvement if these expectations are not being met. CPGmatters is […]