Analytics & Testing, Data

Why Small Changes in CPG Trade Marketing Promotions Can Lead to Big Results

The Consumer Goods sector is a space where large investments and high volatility often result in grand shifts in the name of effectiveness and profitability. Industry giants like Unilever, Coca-Cola, and Nestle have recently announced reorganization and re-strategizing to spur growth and cost savings, while smaller consumer goods manufacturers are being hailed as agile, innovative party crashers experiencing significant success and acquisition attention. As a result, investment in revenue management strategies that can impact bottom-line growth is readily prioritized. Nowhere is the scrutiny greater than on trade marketing where consumer goods companies invest more than 20 percent of their revenue

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