Trade & Promotion Planning: Plan, Execute, Optimize (Anaplan HUB2104)

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Learn how Anaplan's Trade and Promotion Optimization application provides teams with better insights into deal mechanics and maximizes the return of each promotion dollar across the different retail channel and activity types.

Presented by: Gary Singer, Managing Director, Accenture; and Josh King, Director of Pre-Sales, Anaplan.

Published in: Business, Technology
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  • Direct CRM integration ensures real time attainment analyticsIn-memory calculation engines ensures accurate paymentsOpen Data Model ensures payments align to GTM Strategy
  • Trade & Promotion Planning: Plan, Execute, Optimize (Anaplan HUB2104)

    1. 1. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information ANAPLAN APPS OPERATIONS Trade & Promotion Planning: Plan, Execute, Optimize
    2. 2. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information Trade & Promotion Planning
    3. 3. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information Trade & Promotion Planning There is no single location to track all our promotion plans. We have field managers who know a lot put are not part of the process. My promotion plan does not align to my distribution plans. Our distributors do not have a clear picture of what they are promoting and when.
    4. 4. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information ANAPLAN TRADE & PROMOTION Collaboration across departments and groups to ensure success Accurately forecast commissions and attainments Flexible Hierarchy Management Effective Dating Cloud Based Collaboration Many to Many Relationships Features Better analytics around promotion spend at a SKU/Location level Increase net sales and gross margin by optimizing promotions
    5. 5. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information A DAY IN THE LIFE Add Activities Manage Spend ROI and Analytics Setup Program Brand Manager
    6. 6. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information Anaplan Apps OPERATIONS TRADE & PROMOTION PLANNING PLAN, EXECUTE, OPTIMIZE
    7. 7. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information More Demanding Consumers/ Shoppers
    8. 8. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information #1: Social Media/Influence 36% of smartphone owners check social sites before getting out of bed 80% of Americans online regularly use some form of social media 67% of shoppers spend more when they receive recommendation from their online community of friends Source: Accenture Research
    9. 9. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information # 2: Proliferation of Information Working 7.5 Sleeping 6.8 Family 3.3 Watching TV 3.3 Using Internet 2.4 Radio 1.9 Talking on Phone 1.8 Eating 1.7 Friends 1.3 Reading Books 0.9 Music 0.9 In Transit 0.7 Newspapers 0.7 Magazines 0.6 TOTAL HOURS 38.6 83% of shoppers make purchase decisions before entering a store A 56% reduction in rate of square feet added by retailers is expected over the next 5 years By 2015, ~1.4b mobile apps with augmented reality (AR) will be downloaded annually 47% of consumers have accessed customer reviews in store using their mobile device Source: Accenture Research
    10. 10. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information #3: Dynamic Consumer/Shopper 13,000 people applied at Task Rabbit during the first week of the government shutdown Average millennial job tenure will be much shorter than prior generations 64% cite flexible work arrangements as the reason for staying put Source: Accenture Research
    11. 11. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information More Demanding Retailers/ Manufacturers
    12. 12. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information #1: Digital Promotions Influence Drives Loyalty… • Find & engage brand advocates • Activate promotions through consumers/shoppers • Social buzz becomes a factor in optimization Operate on Social Buzz… • Flexibility to react • Demand sensing • Optimized and integrated services
    13. 13. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information #2: Individualized Promotions Access on Shoppers’ Terms… • More distribution points • Investment in solutions • Flexible infrastructure • Customization at consumer/shopper level Solutions are the Focus… • Localized and individualized • Partnerships as a differentiator • New perspective on trade spend • Focus on deep experience and value-added solutions
    14. 14. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information #3: Real-Time Information Dynamic Labor Pools… • Employ and partner with consumers/ shoppers • Manage talent more dynamically • Provide real-time, actionable information New Delivery Models… • Partner more dynamically • Engage and service more efficiently • Interpret and respond
    15. 15. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information Impact on Those Who Plan & Analyze Order Management Distribution Voids Distributor Management New Item Distribution On-Shelf Availability POS/ Demand Signal Monitoring Service Management Assortment Optimization Store Compliance Forecasting Business Planning Shopper Marketing Trade PromotionPricing Display
    16. 16. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information Retailer Expectations  Promotion ROI by category, market/ region, store or store cluster, consumer/shopper segments, etc.  Detailed analysis of what is working vs. not across different regions/markets (i.e., a local market view)  Insight/trends within and across channels/COTs  Assistance with short-term (event) and long-term (annual) price/promotion planning  Collaboration on plans/forecasts (so can better plan order and inventory requirements)
    17. 17. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information Manufacturer Expectations  Regression analysis to 1) allocate volume & spending; 2) identify promotion effectiveness; and 3) identify tactics that drive greatest lift/profit  Promotion analysis that enables reallocation of spend among customers, products, events, tactics, etc.  Integration of POS and shipment data  Standard “scorecard” of KPIs/metrics  “What-if” simulation/optimization tools that integrate with demand/supply forecasting
    18. 18. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information Tool Landscape/Implications  There are many tools on the market designed to help companies with promotion planning/forecasting  None of the tools provide the full scope of functionality in one integrated tool/platform  Many do not support a large number of data sources, model types, and analytic techniques *Acquired by DemandTec
    19. 19. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information How Will Leading Companies Respond 1. Joint/shared trade analytics process between retailers and manufacturers 2. Incorporation of other factors into analytics (e.g., shopper marketing, social media) 3. Standardization, automation, and centralization analytical modeling activities 4. Integrated analytical platform that allows real-time manipulation of granular data
    20. 20. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information Why Make the Investment… What’s the Business Case? Improved Operating Cash Flow Revenue & Profit Cost/Expenses Forecast Accuracy •Better allocation of trade promotion spending based on historical performance •Better integration of promotion plans/forecasts with new items and marketing programs •Less time & resources spent on data gathering/ entry, information sharing, manual reporting, etc. •Reduced cost of maintaining multiple tools and/or spreadsheets •Improved forecasting based on account promotion plans and real-time management reporting •Lower out-of-stocks and working capital/inventory
    21. 21. © 2014 Anaplan, Inc. All Rights Reserved. Anaplan Confidential Information Q&A

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