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Trade promotion management case study
Project background
The client is one of the largest brewers in the world having presence in six continents with over a hundred years of heritage. The client organization unit is in the process of rapid growth and expansion. While they have implemented ERP system, they required a system outside ERP to accommodate additional functionalities associated with sales promotions and trade marketing to support more than 600 users and 70,000 outlets.
Key Drivers
Prior to this project, the client used to manage sales planning and promotions through a combination of manual process, spreadsheets and other disjointed systems. In such a set-up, it was difficult to meet complex integration needs with other enterprise systems and cater to multi-level authorization hierarchy requirements. The situation was negatively impacting the efficiency of sales planning and promotion processes. There was a need to have a flexible, easily maintainable solution for the required sales planning and promotion management functions which could synchronize the data, support the authorization process and integrate with other enterprise applications.
Project Scope
The scope included providing a web-based, workflow enabled system for the required functions in sales and marketing sphere. The system needed to be flexible, cost effective, consolidate data and integrate with existing enterprise applications. The scope also included implementation of appropriate security restrictions, knowledge transfer, training and support.
Technology Platform
Database: SQL server 2005
OS: Windows 2003 application servers; Windows 2000/XP clients
Front-end tool : Microsoft ASP, .Net, Exility 2.0
Project Details
The new system implemented facilitates the handling of promotional events for brands across different locations. The application tracks such requests, route them through approval process, captures the agreed rate based on the agreement between the executives and outlets, captures the actual sales of each outlet, and process the claims. The application is widely used (600 users) and interfaces with: the Main ERP system (budget info, approval process), sales & marketing (promotion requests and marketing proposal forms). The new system functionality can be summarized through the following functions and features:
- Sales planning (top-down targets and bottom-up planning)
- Workflow based authorization
- Sales promotion creation based on sales plans
- Capture of actual data from promotions (through interfaces)
- Processing claims, disputes and exceptions
- Closure of sales promotion
- MIS and reports
Improve promotion ROI
Promozio enables manufacturers to unlock the complete potential of using technology through the promotion cycle, i.e., formulating promotion strategy, planning and implementing promotions and performing evaluation.
Project results
The workflow automation improved process efficiency in managing promotions. The solution enabled business to be more responsive to market requirements resulting in increased sales. The available funds for sales promotion could be utilized better by instantly knowing the status. The MIS and reports helped managers to analyze historic data to develop accurate forecasts and better strategies for upcoming quarters. This also helped the client have mutually beneficial negotiations with channel partners, thereby increasing savings on marketing budgets.
Recent Links :
Winning through effective promotions
Manufacturers need a robust mechanism to choose, plan, implement, monitor and evaluate promotions. Promozio offers a custom solution to manage promotions effectively while nurturing stronger relationship with channel partners.
Promozio – module view
Promozio offers common infrastructure for marketers to plan, execute, monitor and evaluate the promotions effectively.
