Abstract:
A major consumer packaged goods manufacturer
was interested in developing a new go-to-market trade spending structure that
would turn up significant efficiencies and allow the manufacturer to escape the
continuing, escalating spiral of trade spending. The manufacturer asked
Cannondale to help with outside the box thinking to "break to model" and
step-change its approach to trade.
Recommendation:
Cannondale Associates benchmarked 12
best-in-class manufacturers across a variety of industries including, food,
HBC, electronics, software, and computer hardware in order to evaluate best
practices promotional approaches across each of those industries. The net
objective was to synthesize those findings into a recommendation that would
allow the manufacturer to break out of the box it was in.
Cannondale Associates developed best practices promotional approaches in the areas of contract purchasing, consignment, forward buying, customer marketing, guaranteed sale, price gap rationalization, and a range of other practices to help the manufacturer develop a revised go-to-market approach and reduce its reliance on trade spending.
