This document discusses supply chain insights and market mix management. It provides definitions of market mix and promotion management. It also includes polling questions about companies' use of technology for market mix determination and the goals and effectiveness of trade promotion projects. Charts show data on how well companies met goals of recent projects, replacement timelines, and compliance levels for various trade promotion tactics at retail. The document advocates for market mix determination to address changes in retailer programs, digital opportunities, and compliance evaluation gaps.

1. Supply Chain Insights
Delivering Insights to Line of Business Leaders
Supply Chain Insights, LLC © 2012

2. “If past history was all there was to the
game, the richest people would be
librarians." -- Warren Buffet.
Supply Chain Insights, LLC © 2012

3. Recent news…
Kroger closes vendor labs.
9/11 Multiple manufacturers launch Digital Path to Purchase programs.
Amazon gains 1% market share for major
12/11 CPG manufacturer.
.
1/11 Facebook launches “Action Types” in new release
2/12 P&G lays-off 1600 in the shift from conventional
advertising to digital.
! Wal-Mart re-enters the data pools.
Supply Chain Insights, LLC © 2012

4. Use of Emotions?
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5. More than an “F-word”. For Hallmark….
5
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6. Definitions
Market mix is the use of technology to determine
the right mix of marketing tactics –
advertising, social, price, promotions, trade – over
multiple years.
Promotion management is the use of
price, product placement, and packaging to
stimulate demand, increase lift and improve
market presence against a strategy.
Supply Chain Insights, LLC © 2012

7. Polling Question
Do you currently use a technology to
determine the right market mix?
• Yes
• No
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8. What is an effective program?
• Each dollar spent has a goal.
• Data and supporting techniques support the goal.
• There is equal focus on process and outcome.
• There is a focus on continuous improvement.
• Programs are adapted based on joint value creation with
trading partners and demand sensing of effectiveness at
the shelf.
• It is embedded in a holistic demand management
program.
Supply Chain Insights, LLC © 2012

9. Q. How well did you company do in reaching the goals of your most recent trade promotion technology project?
Q. How long will this implementation fulfill the needs of your company before it will need to be replaced?
Avg life
expectancy
Fell short Met expectations Exceeded
18 months
Marketing 25% 67% 8%
14 months
Trade Funds 4% 65% 30%
15 months
Sales Operations 28% 44% 28%
14 months
<$1B in annual
9% 63% 27%
revenue
18 months
$5B or more 33% 54% 13%
Supply Chain Insights, LLC © 2012

10. Trade Promotion Compliance w/ Retailers?
Q. What percent of your trade promotion tactics have compliance at the retail level?
Less than 50% 50-70% 70-90% Greater than 90%
In-store advertisements 24% 22% 30% 24%
Every day low price 24% 25% 24% 27%
Price
26% 28% 26% 21%
discounts/changes
Joint marketing w/
22% 33% 28% 17%
retailers
Buy one get one free 25% 30% 23% 23%
Market basket or cross-
21% 36% 36% 8%
category promos
Coupons 31% 27% 27% 16%
Custom products 24% 34% 29% 12%
Floor displays or end
33% 28% 33% 6%
caps
Special packaging 24% 47% 20% 9%
Sample Size = [varies by # of companies using each promotion type]
Supply Chain Insights, LLC © 2012

11. Why Market Mix?
 Pace of change in retailer programs.
 Growth of digital opportunities and the launch of
digital path to purchase (#DP2P).
 Only 52% of promotions are currently evaluated.
 Compliance gaps in retailer execution.
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Supply Chain Insights, LLC © 2012