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Figure 1 – Illustrates the ideal trade promotion process where the “analysis and planning cycle” interlinks with the “execution and monitoring cycle”. The diagram shows how the process can be brought under control by enabling plan revision as part of the process.
Promozio overview
Introduction
Trade promotion research consistently shows that trade promotions have grown to be the second largest expenditure behind cost of goods sold. What manufacturers can do is improve the promotion process through better insight and execution. This will support both the manufacturer’s requirement for a loyal, profitable and growing customer base and the retailer’s desire to grow the category. Our solution “Promozio” for promotion management is based on practical requirements of the market, bundled with innovative technology. It enables enterprises to create winning promotion strategies and optimize the promotion spends.
Choosing effective trade promotion strategies
Effectiveness of trade promotions can be improved by improving the data required to support fact based decisions. Access to a regular, relevant and comprehensive set of data will assist marketers in continuously improving their decisions. Promozio provides data that can be obtained in the desired form for the marketer and salesperson, enabling decision making based on analyzed data. This ensures implementation of effective, winning promotion strategies.
Ability to negotiate better with partners
Manufacturers need to optimize every opportunity when negotiating with channel partners. The lack of adequate and relevant data that could assist in ensuring winning negotiations forces executives to accept less favorable outcomes. Promozio provides a platform to use historical data effectively. The ability to retrieve data in the required form assists sales and marketing teams in negotiating deals that fit their long term business strategies.
Track fund utilization
Delay in knowing the progress of the promotions implemented makes promotions inflexible. Executives can only perform a post mortem on promotions that are implemented. Promozio ensures data availability, which in real time allows sales and marketing teams to respond immediately to emerging situations and take corrective action. This ensures optimal allocation of funds.
Product Features
Promozio is a web based solution for effective promotion management which provides access to data and enables approvals and escalation on a single platform. Promozio supports planning and implementation across various stages of the promotion cycle. The progress through the promotion cycle is constantly visible on the screen with the unique status bar.
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.
Summary
Promotion investments and returns are an area of concern for most manufacturing organizations. Promozio offers support through the entire cycle of trade promotion management. Through Promozio, manufacturers can be more responsive to market requirements, make positive trade-offs with partners and optimally utilize the promotion funds.
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Managing promotions effectively
This case study is centered on how EXILANT helped one of the largest brewers to plan, execute, monitor, measure and improve the promotions on continuous basis.
Promozio – module view
Promozio offers common infrastructure for marketers to plan, execute, monitor and evaluate the promotions effectively.
