Plan, Spend, And Prosper: Making The Most Of Trade Promotion

Three-quarters (75%) of manufacturers and retailers report that their trade promotion plan performance is average or below standard when compared to their industry peers. As a result, Aberdeen's September 2007 study on Trade Promotion Management based on a survey pool of 255 respondents defines the capabilities, processes, and tools required for optimum assortment and timely headquarter and field trade promotion planning. Proper planning ensures that the most appropriate promotion mix is created for category profit uplift, improved forecast accuracy, and reduced trade overspend in different retail channel formats. Submitted by Aberdeen Group