Importance of Integrated Planning for Trade Marketing

January 19, 2021


09:30 AM EST

03:30 PM CET, 04:30 PM SAST

60 Minutes

Comprehensive Session

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.

Key Take-Aways:

  • 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

The Host

Indranil Das

Global Capability Leader – CPG, ITC Infotech

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.

The Panelist

Bob Debicki

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.


Get in touch with our customer success team for any queries.
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