Client was a distant #2 player in the U.S. market and had limited marketing and promotion funds and was being outspent 2:1 versus the category leader. TABS helped client implement a fact-based selling and category management process that identified significant strengths in client’s brand portfolio. This allowed client to sell this story to key trade partners and garner 1 category captaincy and 2 co-captaincies.
Implementing a fact-based selling and category management approach allowed the client to generate a double-digit increase in sales and share at key retailers within 18 months and with its existing marketing and trade budgets.
Trade Promotion Optimization
Client faced challenges in managing the manpower and complexity to measure the effectiveness of their trade promotions across numerous, distinct categories and was deploying a complete SAP conversion. TABS implemented a TPO pilot program across four categories with the Initial pilot delivered within 6 weeks of receiving the syndicated, POS data and spending data. Subsequently, quarterly updates have been delivered with best practices summaries specific to each brand and retailer.
Management made significant changes in the company’s promotional strategies that allowed them to compete more effectively based on the insight provided by TABS Analytics. One additional category has been added and incorporated into the quarterly deliverable.