Optimizing Trade Promotion Strategies: Lessons Learned from Top Consumer-Packaged Goods (CPG) organizations

Trade promotion management (TPM) is a critical aspect of marketing and sales for many CPG businesses. It involves designing, executing, and evaluating trade promotions, such as discounts, rebates, and product launches, to drive sales and increase market share. Despite its importance CPG organizations are finding it challenging to run promotions efficiently, effectively and in getting maximum returns from the trade investments. This paper summarizes a few best practices that are being adopted by CPG organizations which will allow them to run promotions effectively and efficiently by transforming the end-to-end TPM business processes.

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