Trade Promotion Excellence from a Retailer’s Perspective
On May 21 at 11 AM Pacific, John Carlson from Cannondale Associates and I will appear together on a webinar on trade promotion effectiveness. You can click here to register for this event. John’s insights are based on a set of one-on-one interviews that Cannondale conducted with category management and merchandising executives from large grocery retailers. These interviews focused on which manufacturers set the bar for trade promotion management, and what specifically the manufacturers were doing to distinguish themselves.
Cannondale was kind enough to invite me to provide DemandTec’s perspective on what this means for the CPG manufacturer community. I’ll plan to tee up some pretty tactical recommendations to help put into action Cannondale’s observations. As I started to sketch out my talking points, I ran a quick analysis to track share price performance of the short list of recognized manufacturers. Interestingly enough, every member of the group outpaced the S&P 500 in a trailing 2 year comparison. It would be unfair to attribute this performance to just effective trade promotion practices, but clearly there is a common thread with how this group of leaders manages their respective businesses.
The webinar will be hosted and facilitated by our friends at Consumer Goods Technology (click here to register). Hope to see you there!
