Perspective: Trade Promotion Management in Brand-Oriented Value Chains

This IDC Manufacturing Insights Perspective looks at the state of trade promotion management (TPM) in brand-oriented value chain manufacturers, and specifically at the results of a survey we conducted with Consumer Goods Technology (CGT) magazine earlier this year.

The performance of trade funds in the marketplace remains something of a mixed bag. As we have pointed out previously, given trade promotion's position as the second-largest cost item on the CPG manufacturer's P&L (behind cost of goods sold), one would expect a much greater level of scrutiny, yet trade promotion remains rather "squidgy" in terms of performance evaluation and oversight. Yet progress is clearly being made as we will see from some of the survey responses.