Trade promotions are an integral feature of the retail shopping experience in what is an extremely competitive environment. This report identifies the various approaches at both a strategic and a tactical level employed by manufacturers to achieve their desired promotions demand management improvements.
- primary research surveys collect opinion from multinational manufacturers, retailers and 3PLs;
- barriers to improvement are analysed from a strategic and tactical perspective;
- areas in which 3PL involvement would be welcomed are identified.
Analytiqa's ground breaking research Relationship Dynamics in Promotions Demand Management offers the opportunity to gain an insight into the future developments and challenges that will be associated with this key issue for manufacturers, retailers and 3PLs. A comprehensive strategic and tactical insight which covers not only meeting promotional demand but also managing residuals and associated reverse logistics issues.
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Additional InformationCompanies Mentioned
Primary interviews conducted with key supply chain personnel at manufacturers and retailers across Europe.
CHAPTER 1 EXECUTIVE SUMMARY
1.1 Introduction
1.2 Promotions Demand - the Differences
Fig 1.1: Important Additional Capabilities
1.3 Achieving On-shelf Availability
“There IS no substitute . . . will and desire enable collaborative working”
1.4 Residuals and Returns
“Retailers . . . don’t have time - manufacturers must look to themselves”
1.5 3PL Opportunities
Fig 1.2: Transport Flexibility: 72.7% Good, but Never Excellent
CHAPTER 2 INTRODUCTION
2.1 Survey Scope
2.2 Survey Focus
2.3 Report Structure
CHAPTER 3 PROMOTIONS DEMAND - THE DIFFERENCES
3.1 Introduction
“There are only two kinds of forecast - wrong and lucky”
Fig 3.1: Important Additional Capabilities
3.2 Collaborative Skills
3.3 Competitor Knowledge and Market Conditions
3.4 Financial Controls
“Manufacturers carry the cost of retailers’ promotions”
3.4.1 Promotions - the Costs
2005’s challenge to manufacturing: “strike a balance between lean and agile”
CHAPTER 4 ACHIEVING ON-SHELF AVAILABILITY
4.1 Introduction
4.2 Cross-functional Forecast Information Sharing
“Break down the “silo mentality” - develop interdependent working”
4.3 Manufacturer - Retailer Information Sharing
“EPOS - data? Retailers don’t give it away - you know, it costs”
“collaborative processes . . . greatest recent achievement and challenges
4.3.1 Information Sharing Before Promotions
4.3.2 Information Sharing During Promotions
. . . manufacturers’ strongly feel that they have done as much as they can . . .
4.4 Manufacturer - Supplier Information Sharing
4.5 Collaboration Motivation
Striking the Balance between Data Quantity and Data Quality
Fig 4.1: Manufacturers More Satisfied with Data Quantity than Quality
“We have EPOS data, and it’s important that we do”
Data to Information - Process Ownership Focus
“Stakeholders’ full collaboration is key to obtaining useful information”
4.6 Linking Sales and Marketing Aims to Supply Plan
“Building the marketing - logistics link was the corner stone”
“. . . most important is understanding what the supply chain can deliver”
CHAPTER 5 RESIDUALS AND RETURNS
5.1 Introduction
5.2 Managing Promotions Residuals
5.2.1 In-store Implementation of Marketing Strategies
5.2.2 Proactive Management by Manufacturers
“Empathise - manufacturers must manage more proactively”
5.2.3 Re-distributing Residuals
“Reverse logistics for residuals: don’t do it - it’s expensive”
Making Commercial Agreements Stick
5.3 Managing Returned Promotions Items
“We don’t forecast for returns - but we should”
Legislation Changes will Complicate Returns Management
Getting to Grips with Recycling
CHAPTER 6 3PL OPPORTUNITIES
6.1 Introduction
6.2 Repackaging
Imminent Packaging Developments
6.3 Technology Solutions
“Middleware - the “killer” application for mobile data implementation”
6.3.1 Transport and Technology
Transport Fleet Integration - The Edge of Innovation
6.4 Manufacturer Problems = 3PL Business Potential?
Fig 6.1: Transport Flexibility: 72.7% Good, but Never Excellent
“I don’t like to say it, supply chain is secondary - we focus on our brand”
CHAPTER 7 CONCLUSION AND FUTURE TRENDS
7.1 Introduction
7.2 Promotions Demand - the Differences
7.3 Achieving On-shelf Availability
7.4 Residuals and Returns
7.5 3PL Opportunities
7.6 New Challenges for 2005
