The path to efficient trade promotions

This report focuses on how companies around the world, and especially in the US, can make their trade promotions more effective.
  • The consumer product landscape is becoming increasingly fragmented, resulting in retailers and manufacturers offering various promotion options that often lead to losses rather than gains.
  • Over the past ten years, companies around the globe have doubled the amount of money they spend on trade promotions, however, while they can increase product visibility and brand awareness, in the US more than two-thirds of trade promotions don't break even.
  • The report identifies the main causes of trade promotion inefficiencies and how to overcome them....

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