Date 7th April, 2010
Time 14:00 - 15:00 EST
Topic Maximizing Trade Promo Effectiveness by Leveraging Process, Technology & Outsourcing
Bob Houk, Executive Director, TPMA
Aniket Maindarkar, Associate Vice President, Infosys Technologies
Trade promotions form the biggest expenditure for organizations. Despite this, a majority of the companies do not have the tools and manpower to analyze promotion effectiveness. Attend the webinar to learn more about the levers that CPG organizations can employ to address key opportunities. They include:
- Best-in-class processes
- Tools (for planning, promotion effectiveness and visibility)
- Workflows (to streamline interaction between sales, finance, S&OP, and so on)
- Outsourcing (master data management, promotions, funds, payments, and deductions)
- Reporting and insights
Bob Houk is involved with trade promotion marketing since 1971. He has worked on several programs such as co-op, MDF, rebates, and other trade support programs. He has managed programs for manufacturers, filed claims and taken deductions as a retailer. Previously, Bob has also sold media using trade funds, and has also held the role of ad agency account executive. He has worked with both retailers and manufacturers on distributor-based pass-through programs.
His expertise in trade promotion strategy and tactics is well-documented in articles, seminars and presentations. He has published three books, including Trade Promotion Marketing.
Aniket Maindarkar has more than 15 years of experience in business strategy, development and leadership. He is currently responsible for Infosys BPO operations in all emerging geographies (Latin America, Canada) and industries (Retail, CPG and Logistics). His expertise lies in domains including Media and Entertainment, and Healthcare and Life Sciences. He has advised several global organizations on shared services strategy and maximizing value. He is instrumental in developing business strategies for a media company, a leading newspaper and a large consumer goods company amongst others.