What is the best practice in promotion management? (1)
Filed in archive Research by ehsan on October 02, 2007
Because of such issues, Aberdeen Group recently conducted a research to find out what Best-in-Class companies do in the area of Trade Promotion Management. In this post and another one later this week, I try to provide a brief summary of their report.

According to Aberdeen, the current state of the trade promotion management is not satisfactory and 75% of the companies are having problems with their systems. On the other hand, companies are aware that if they can manage this task, they would be able to achieve a higher category profit, higher forecast accuracy, and reduced trade overspends.
Aberdeen also noticed that there are a number of factors which cause Best Practice companies to be able to manage their systems in a better way. To mention some of the important ones:
- Leading companies use POS (Point Of Sales) data as a base for their plans
- They also use cross functional teams from finance, marketing, planning, etc. to come up with their plans.
- They try to analyze the historical demand data at the retail level (specially in presence of promotions).
- They also try to use different means to achieve visibility in supply chain
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aberdeen research scm supply chain retail industry logistics pos point of sales data visibility rese
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