Integrating Trade Promotion Management With SAP CRM For Enhanced Brand Spend Optimization: A Case Study In The Consumer-Packaged Goods Industry

Abstract

In a complex retailing environment, there is mounting pressure on retailers to maximize trade promotion expenditure and still have a competitive edge in the consumer-packaged goods (CPG) industry. This paper looks into how to integrate Trade Promotion Management (TPM) systems with SAP Customer Relationship Management (CRM) systems so as to optimize brand spend. This study, based on the study of the implementation experience and quantitative results achieved by the leaders in the manufacturers of CPGs, shows that a full-fledged integrative implementation of TPM and CRM leads to measurable enhancement of promotional performance, financial control, and effectiveness. This research finds that the organizations that use integrated TPM-CRM solutions have distant benefits as they reduce promotion planning cycles, increase forecast accuracy, and ROI. Such observations facilitate strategic knowledge to CPG manufacturing companies that aim at streamlining their trade spend via quality system integration approaches.