1. How to Plan, Execute, and Deliver
the Right TPM Solution
September 28, 2011
© ArchPoint 2011

2. Meet the Experts
Mark Parker Joel Cartwright John Karolefski
Consulting Partner Director- Pre-Sales Executive Director
ArchPoint LLC TradeInsight Shopper Technology Institute
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3. ArchPoint at a Glance
Clients
! EXPERIENCE: practitioners with 20+ years
experience garnered at major companies like GE,
P&G and Coca-Cola
! FOCUS: sustainable growth and meaningful
change
! SERVICES: strategy to execution—OGSM, high
achieving teams, organization design, go-to-
market planning, marketing, sales
! RESULTS: profitable growth, improved
productivity and a deeper understanding of the
organization’s culture
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4. TradeInsight at a Glance
Clients
! EXPERIENCE: practitioners with 25+ years
experience garnered at major CPG manufacturers
! FOCUS: simplifying trade promotion management
for small to mid-size manufacturers
! SERVICES: trade promotion management
! RESULTS: profitable growth, improved bottom-
line, better forecast accuracy and uncover invalid
deductions
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5. Don’t Reinvent the Wheel
“Despite the fact that large CPG firms
in particular believe their processes
are unique, 70% of all respondents
suggested that including best
practices in the software solution
would improve success.”
- TradeInsight 2010 Trade Promotion Management
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6. Requirements
Organizational requirements needed to successfully
implement a TPM solution:
The right processes and metrics in place
Total adoption throughout the organization
A transparent funding strategy
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7. A Good TPM Solution
Accomplishes three objectives:
1 Better align the organization
2 Prevent any surprises at the end of the fiscal year
3 Facilitate the best choices from the investment
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8. Time is Money
! Manage your work days
efficiently
! Maximize time with and away
from customers
! Drive value to the brand in every
activity
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9. The Four M’s of Successful TPM
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10. The Four M’s—Marketing Alignment
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11. Marketing Alignment
Is your customer promotion strategy consistent with the brand’s
objectives and strategies?
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12. Marketing Alignment
! Connect expectations of the brand with your TPM solution
! Invest in the right merchandising vehicles at the right time
! Ensure price subsidy and strategy support the consumer strategy
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13. The Four M’s—Management of the Budget
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14. Management of the Budget
Are you often finding yourself overspent or are you planning
conservatively because you never know what surprises are
coming at you?
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15. Management of the Budget
! Don’t navigate in the dark
! Understand your financial exposure and pricing
! Be in control of your spending
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16. The Four M’s—Maximization of Funds
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17. Maximization of Funds
Are you getting the most from your dollar invested?
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18. Maximization of Funds
! Optimize your promotion
events, volume, and profit
! Maintain a consistent view of
maximization
! Avoid “promotion copying”
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19. The Four M’s—Manufacturing Alignment
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20. Manufacturing Alignment
How have you tied your promotional planning to your sales and
company forecasting process?
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21. Manufacturing Alignment
! Align manufacturing with your promotion calendar
! Avoid ineffective processes that cause misalignment
! Understand volatility caused by Hi-Lo events vs. EDLP/EDLC
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22. In Conclusion—Summary
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24. Contact Information
Mark Parker
mark.parker@archpointconsulting.com
Joel Cartwright
jcartwright@tradeinsight.com
John Karolefski
john@shoppertech.org
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