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© ArchPoint 2011
How to Plan, Execute, and Deliver the Right TPM Solution September 28, 2011
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Meet the Experts
John Karolefski Executive Director
Shopper Technology Institute
Mark Parker Consulting Partner
ArchPoint LLC
Joel Cartwright Director- Pre-Sales
TradeInsight
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ArchPoint at a Glance
! EXPERIENCE: practitioners with 20+ years experience garnered at major companies like GE, P&G and Coca-Cola
! FOCUS: sustainable growth and meaningful change
! SERVICES: strategy to execution—OGSM, high achieving teams, organization design, go-to-market planning, marketing, sales
! RESULTS: profitable growth, improved productivity and a deeper understanding of the organization’s culture
Clients
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TradeInsight at a Glance
! EXPERIENCE: practitioners with 25+ years experience garnered at major CPG manufacturers
! FOCUS: simplifying trade promotion management for small to mid-size manufacturers
! SERVICES: trade promotion management
! RESULTS: profitable growth, improved bottom-line, better forecast accuracy and uncover invalid deductions
Clients
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“Despite the fact that large CPG firms in particular believe their processes are unique, 70% of all respondents
suggested that including best practices in the software solution
would improve success.”
- TradeInsight 2010 Trade Promotion Management
Don’t Reinvent the Wheel
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Organizational requirements needed to successfully implement a TPM solution:
The right processes and metrics in place
Total adoption throughout the organization
A transparent funding strategy
Requirements
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Accomplishes three objectives:
Better align the organization
Prevent any surprises at the end of the fiscal year
Facilitate the best choices from the investment
A Good TPM Solution
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! Manage your work days efficiently
! Maximize time with and away from customers
! Drive value to the brand in every activity
Time is Money
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The Four M’s of Successful TPM
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The Four M’s—Marketing Alignment
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Is your customer promotion strategy consistent with the brand’s objectives and strategies?
Marketing Alignment
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! Connect expectations of the brand with your TPM solution
! Invest in the right merchandising vehicles at the right time
! Ensure price subsidy and strategy support the consumer strategy
Marketing Alignment
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The Four M’s—Management of the Budget
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Are you often finding yourself overspent or are you planning conservatively because you never know what surprises are coming at you?
Management of the Budget
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! Don’t navigate in the dark
! Understand your financial exposure and pricing
! Be in control of your spending
Management of the Budget
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The Four M’s—Maximization of Funds
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Are you getting the most from your dollar invested?
Maximization of Funds
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! Optimize your promotion events, volume, and profit
! Maintain a consistent view of maximization
! Avoid “promotion copying”
Maximization of Funds
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The Four M’s—Manufacturing Alignment
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How have you tied your promotional planning to your sales and company forecasting process?
Manufacturing Alignment
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! Align manufacturing with your promotion calendar
! Avoid ineffective processes that cause misalignment
! Understand volatility caused by Hi-Lo events vs. EDLP/EDLC
Manufacturing Alignment
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In Conclusion—Summary
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Contact Information
John Karolefski [email protected]
Mark Parker [email protected]
Joel Cartwright [email protected]