Importance of Integrated Planning for Trade Marketing
January 19, 2021
09:30 AM EST
03:30 PM CET, 04:30 PM SAST
Explore how the industry is responding to the challenge
Description – Most CPG firms attempt to address the “demand-side issues” by throwing an inordinate amount of resources into the trade. They give away generous retail margin, pump in a lot of dollars in trade promotions, and extend excess credit to trade among other forms of retail investments. On the supply side, they tend to optimize locally within a function. Both of these approaches, more often than not, destroy value.
Join us for us a fireside chat session with Bob Debicki – Sr. Director, CPG & Retail, Anaplan, and Indranil Das – Global Capability Leader – CPG, ITC Infotech where they will discuss how “Integrated Trade Planning Solution” can help you make better trade resource allocation decisions and achieve superior ROI on Trade Spend.
Create one integrated framework for demand planning, commercial planning, trade targeting, retail execution, performance evaluation.
How to keep operating the feedback loop for continuous iteration through subsequent cycles of planning.
How integrated approach helps chase “one global optimum — maximize return on trade investment” rather than chasing multiple local optima’s
Indranil is a seasoned digital CPG leader ,specializing in analytics oriented digital transformation with an aim to enable businesses increase their “digital quotient” to stay continuously relevant and competitive ! Over the decade, he has been advising various clients across CPG, manufacturing , retail , hospitality , airline etc on a range of problem statements from – revenue growth , supply chain strategy , cost to serve , connected consumer , Trade transformation etc. Most of his work is focused on “application oriented analytics” to help firms unlock value from their data assets.
Sr. Director, CPG & Retail , Anaplan
Bob Debicki is the Sr. Director of Anaplan’s Industry Go-To-Market for the CPG and Retails industries. Over his career, Bob has worked with many companies designing and commercializing industry-targeted solutions and helped CPG and Retail companies drive optimal business outcomes using information, analytics and technology.
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