Trade Promotion Optimization: Finding the Missing Block in the Consumer Products Industry

Jul 11, 2017

CPG Industry

The consumer products industry has been struggling with how to find the right trade promotion optimization (TPO) strategy to not only boost its sales but to make a lasting impact on its customer base. For those who thought that trade promotion optimization is the magic wand needed to disrupt the market, the dismal performance of players in consumer products is surely a wake-up call to consider something more concrete and result-oriented. The problem, it has been realized, is not in trade promotion management or TPO in this case. Rather strategy makers have gone wrong in choosing the ‘one-size fits all’ approach.

For more information on trade promotion optimization, and why your organization needs it, request a FREE proposal.

Lesson One from Trade Promotion Optimization: Custom Fit is the Right Fit

The sales team of any consumers products company will experience positive changes, only if it comes to term that success in the industry is a mix of cross-channel marketing, trade sales promotion, trade marketing, trade promotion management, along with TPO. Until recently the TPO has failed to draw enough profits for organizations, emerging as a challenge rather than a solution for the players in the industry. Lack of focused data is one prime reason behind this condition.

Industry experts at Quantzig strongly believe that the only way to come out of the TPO conundrum is to switch to methodologies which are appropriate to that consumer products company. Unlike the one-size fits all approach, the custom fit approach is more driven towards picking up the most useful data from the trade promotion analytics and utilizing it to reach actionable insights which will empower the sales as well as the marketing teams to revamp, relaunch, and refocus, the entire business strategy.

Fluid data backed with flexible analytics is thus the key to building a highly customized solution for specific manufacturers. Techniques like machine learning, neural networks, and decision tree learning have been employed by major players in the consumer products industry to leverage the market to their advantage.

Turning Trade Promotion Optimization Usable

Consumer products companies which have failed miserably with TPOs are the ones who did not pull in the sales team into their optimization strategy. Instead of adopting a singular approach, and following a static format, it is recommended that all departments work in tandem to provide a multidimensional perspective on things. This will result in the better crafting of the promotions and improved results of trade promotion optimization.

Ready to Harness Game-Changing Insights?

Request a free solution pilot to know how we can help you derive intelligent, actionable insights from complex, unstructured data with minimum effort to drive competitive readiness, market excellence, and success.

Recent Blogs

Supply Chain Analytics and its Importance for Businesses

Supply Chain Analytics and its Importance for Businesses

Supply chains generate massive amounts of structured and unstructured data, which, when used efficiently, can enable organizations to gain intelligent, actionable insights. Traditional supply chains, that do not make use of data analytics are siloed and slow-moving,...

read more
Four Metrics in the Telecom Industry to Make Smart Decisions

Four Metrics in the Telecom Industry to Make Smart Decisions

What you can expect from the Telecom Analytics Metrics Article IntroductionTelecom Analytics Metrics Highlights of the Telecom Analytics Metrics Article S NoTelecom Analytics Metrics1.Average Revenue Per User (ARPU)2.Minutes of Usage (MOU)3.Churn Rate4.Subscriber...

read more


Our advanced analytics expertise spans across industries, sectors, and functions, which enables us to deliver robust, agile solutions to all our clients. These are our core competencies, formed through years of experience.


Our free resources shed light on our extensive expertise and equip you with information to accelerate decision-making, growth, and innovation.

Talk to us
Talk to us