from John Whitehead, vp sales, CAS UK (customer relationship management systems provider)

Sir; Your analysis of trade investment (‘Promotions: how to hit the target’, The Grocer, March 26, p34) highlighted keys to success. Notable was the advice that “successful suppliers have the right processes in place to take control of what they are doing from beginning to end”.

For all their sophistication, most fmcg manufacturers sadly still lack the business processes necessary to take control of trade promotions. Yet the manufacturers leading the field
have already discovered that trade promotions management systems enable them to plan, manage and evaluate all aspects of their trade promotions.

This capability means these organisations can look beyond cutting costs to improving sales and revenue from promotions.

The ultimate competitive advantage is that they can always be confident, not just that they will increase volume sales, but that this incremental volume will be profitable for them.