Joe Kent, VP of Consumer Brands for InnovAsian Cuisine and Tony Pfenning, Director of Global Revenue Management for Kellogg’s shared their expert advice on what companies should address to find organizational success with TPx tools.
Here's what they said:
CPG and retailer collaboration is a buzzworthy topic. Industry disruption is putting more pressure on price discounts and growth strategy for both parties, but that doesn't mean they can't find a balanced approach to their relationship.
What can you learn about pricing and collaboration from a retailer's point of view?
CPG companies tighten their trade spend when instead, you should emphasize matching trade promotion investment with measurable return.
To position your organization for a (profitable) return on trade, implement guardrails.