We asked two long-time TPx advocates, Joe Kent, VP of Consumer Brands for InnovAsian Cuisine, and Tony Pfenning, Director of Global Revenue Management for Kellogg’s, to share their expert advice on what must be addressed to succeed as an organization at TPx change.
Here's what they said.
Although the CPG industry is mature, it’s witnessing transformative change. In the past decade, it experienced limited growth, with the exception of a few innovative categories.
When external disruption threatens sales performance what should a CPG companys do?
CPG companies continue to tighten their trade spend. Instead, you should emphasize matching trade promotion investment with measurable return.
To position your organization for a return on trade, implement guardrails. Guardrails will protect the organization’s investment and align revenue generation objectives. Until recently, this was easier said than done.