DEMAND

Retailers continue to seek unique, differentiated promotions and products that separate them from the pack and drive strong foot traffic at the same time as consumers are exposed to more and more choices.   Further compounded by heightened economy pressures, CPG companies continue to overlook the consumer in favor of their customers whom are faced with sluggish growth rates.  The need to balance a holistic demand strategy against a straightforward execution plan is ever apparent in an increasingly complex trading environment. 

By investing in Demand, you can address:

Trade

• Total industry trade spend is up 33% in the past five years and estimated to be between $80 and $100 billion—yet, 80% is not measured.  Clarkston Consulting’s Trade Promotion Optimization (TPO) solution integrates the consumer-driven demand and supply networks to advance trade pre and post event analytical capabilities.  This allows CPG companies to repeatedly execute optimal trade programs that provide the best ROI.  TPO helps foster collaborative relationships between manufacturers and retailers to create value through increased brand awareness, stronger consumer loyalty, and ultimately upgrade the bottom line.  It is estimated that an advanced TPO strategy can increase profits by 40%.

Advanced Analytics (BI) and downstream data integration

• The consumer products industry demands some of the fastest information flows (behind High Tech) of any industry!  It depends on excellent network wide visibility and real-time information flows to function with speed and efficiency. Consumer products companies must effectively garner, analyze, and use their data effectively in order to act on consumer trends and remain competitive to increase top-line revenue and reduce operating costs.  As such, CPG companies have a strong dependence on business intelligence and advanced analytics. Business intelligence and analytics include topics such as Marketing ROI, dynamic pricing, consumer insights, and micro-segmentation. 

Clarkston delivers:

• Strategy
  • Trade Promotion Optimization
  • Business Intelligence and Reporting
  • Marketing Mix
  • Customer Relationship    
  • Information Systems
  • Change Management 
  • Customer & Product Segmentation 
  • Analytics & Scorecarding
• Process Development
  • Trade Promotion Management Migration to Optimization
  • Business Case Development
  • Change Management
  • Organizational Design and Alignment
• Enabling Technologies- Trade, Demand Signal Repository
  • Vendor Selection
  • Solutions implementation
  • Application integration  
• Training
  • Instructional Development
  • Training Programs

To learn more about our Demand solution for consumer segments, call us toll free at 1-800-652-4274 or send an email to marketing@clarkstonconsulting.com.