Trade spend (or trade promotion spend) is any expenditure made by a manufacturer (e.g. coupons, discounts, BOGOs etc.) to promote products to the end consumer. Given the current complex environment and price sensitivity of consumers, the trade spend has become very high and in addition, the majority of promotional events have negative ROI.
Some of the challenges you may be facing include:
Mastering trade promotion is therefore critical to improving bottom-line performance.
Our Trade Promotions Excellence capability covers the entire spectrum of your needs, from strategy through execution: