2. Trade Promotion Management Model
Customer data
management
Business process Report and
management Analytics
Trade marketing Activity management (territory
managers, sales representatives,
management merchandisers)
Document Management and
Sales forecasting Product life cycle
management and complex analyses of
and management management
settlements distributor reports
3. Trade Promotion Management Model
Customer data
management
Business process Report and
management analytics
Trade marketing Activity management (territory
managers, sales
management representatives, merchandisers)
Document Management and
Sales forecasting Product life cycle
management and complex analysis of
and management management
settlements distributor reports
4. Single Database of Distribution Networks and Retail Chains
• Creating tools for quick and easy market segmentation -
selecting retail chains and distributors for targeted marketing
campaigns
• Registering up-to-date information on categories of retail
chains and distributors calculated according to different
parameters
• Registering and managing organizational structures and
relations between distributors, groups of retail chains and
sales points
• Allocation of retail chains and distributors to specific region,
territory and regional manager
• Management of assortment matrix and product hierarchy,
identifying categories, brands, products targeted for
marketing campaigns
• Classification and management of discounts, quota, bonus
systems and incentive schemes within marketing campaigns
7. Trade Promotion Management Model
Customer data
management
Business process Report and
management analytics
Trade marketing Activity management (territory
managers, sales representatives,
management merchandisers)
Document Management and
Sales forecasting Product life cycle
management and complex analysis of
and management management
settlements distributor reports
8. Budgeting and Resource Management
• System of trade-marketing budget distribution, allocation
budgets to regions, retail chains and distributors
• Automation of process of trade marketing budget distribution
and approval:
• Notification system and automatic start of approval
process according to schedule of marketing budget
planning cycles
• System of notifications if any deviation from planned
indexes have been registered
• Real-time budget management:
• Monitor all expenses
• Alert in case of budget overrun
• Real-time amendments to the budget
9. Marketing Activities Planning
• Planning marketing campaigns and activities within allocated
budgets locally, management of product layout schemes and
POS-materials
• Managing activities of regional managers within the approval
processes on marketing activities that will be held at retail
chains
• Negotiating and approving marketing campaigns and
promotion action plan
• System of notifications of regional managers on budget and
plan updates
• Automatic start of processes that monitor marketing
campaigns and budget
11. Trade Promotion Management Model
Customer data
management
Business process Report and
management analytics
Trade marketing Activity management (territory
managers, sales representatives,
management merchandisers)
Document Management and
Sales forecasting Product life cycle
management and complex analysis of
and management management
settlements distributor reports
12. Sales forecasting and management
• Forecasting the sales volume increase during marketing
campaigns, post campaign reduce of sales, volume of sales
within the next reporting period
• Planning total volumes of sales and efficiency of marketing
campaigns and promotional actions
• Sales planning within regions, retail chains, distributors,
brands, products (primary and secondary sales)
• Marketing campaigns and promotions management,
feedback from regional managers on conduction processes
• Control of KPI fulfillment
• Management of settlements with distributors and retail
chains within held marketing campaigns
• Integration with third-party systems (optional)
13. Trade Promotion Management Model
Customer data
management
Business process Report and
management analytics
Trade marketing Activity management (territory
managers, sales representatives,
management merchandisers)
Document Management and
Sales forecasting Product life cycle
management and complex analysis of
and management management
settlements distributor reports
14. Settlements and Efficiency Evaluation
• Calculation and accomplishments of settlements with
distributors and retails chains
• Collecting and forming statistics on marketing campaigns
• Evaluation of efficiency of marketing campaigns in different
dimensions: by categories/brands/products: regions; retail
chains, distributors, primary and secondary sales; marketing
campaigns etc.
• Plan-to-fact analyses of budget spending, sales volumes
etc.
• Evaluating share of the Company in distribution channel
before, during and after marketing campaigns
16. Trade Promotion Management Model
Customer data
management
Business process Report and
management analytics
Trade marketing Activity management (territory
managers, sales representatives,
management merchandisers)
Document Management and
Sales forecasting Product life cycle
management and complex analysis of
and management management
settlements distributor reports
17. Activities Management
• Control manager’s activities distantly
• System of automatic notifications and task appointments for
registering the results of marketing campaign/activities
results, budget approvals etc.
• Delegating tasks and fulfillment control
• Notification system on overdue tasks
• Automatic task generation according to business processes
19. Remote Work
• On-line and Off-line applications for mobile devices
• Real-time database synchronization
• Remote access to required information
• Protection of sensitive customer data, role-based access to
information
21. Trade Promotion Management Model
Customer data
management
Business process Report and
management analytics
Trade marketing Activity management (territory
managers, sales representatives,
management merchandisers)
Document Management and
Sales forecasting Product life cycle
management and complex analysis of
and management management
settlements distributor reports
22. Business Process Management
• Create and execute processes on-the-fly
• Monitor process execution and optimize processes in a
consistent way
• Set actions and conditions that trigger notifications and tasks
• Shift routine tasks from employees to the system
• Define various scenarios in a process diagram
• Set conditions that can start a process automatically
24. Trade Promotion Management Model
Customer data
management
Business process Report and
management analytics
Trade marketing Activity management (territory
managers, sales representatives,
management merchandisers)
Document Management and
Sales forecasting Product life cycle
management and complex analysis of
and management management
settlements distributor reports
25. Report and analytics
• User tools for modeling different charts and reports
• All information can be represented in:
• Diagrams
• Tables
• Pivot tables
• Customizing dashboards in different ways to display key
real-time data and restrict access according to roles
• Usage of OLAP-cubes to analyze data
• Control of quantitative and qualitative KPI
27. Trade Promotion Management Model
Customer data
management
Business process Report and
management analytics
Trade marketing Activity management (territory
managers, sales representatives,
management merchandisers)
Document Management and
Sales forecasting Product life cycle
management and complex analysis of
and management management
settlements distributor reports
28. Product life cycle management
• Listing products in system
• Managing listed SKU for each outlet
• Planning marketing activities in different categories, brands,
specific products
• Registering and keeping data on sales volumes before,
during and after marketing campaigns and activities
• Set products that are similar to new products and products
that are not in production
• Managing promo prices, discounts and special prices for
specific customer within fixed period of time
29. Trade Promotion Management Model
Customer data
management
Business process Report and
management analytics
Trade marketing Activity management (territory
managers, sales representatives,
management merchandisers)
Document Management and
Sales forecasting Product life cycle
management and complex analysis of
and management management
settlements distributor reports
30. Complex analytics of distributor reports
• Automatic import and consolidation of distributors’ reports in
system according to templates
• Plan-to-actual sales analysis in different dimensions:
products, categories, outlets
• Notification system on delayed report, automatic sending
notifications to distributors
• Registering and keeping data on volumes of sales of
distributors and sales outlets, comparing different periods
