Siebel Consumer Sector Guide > Trade Promotions >

Scenario for Trade Promotions

This scenario is an example of a workflow performed by brand managers and key account managers. Your company may follow a different workflow according to its business requirements.

A large beverage manufacturer has just developed a new brand of fruit-flavored beverage. The brand manager for the new brand has decided that a corporate promotion to promote the new brand will be launched for the year 2003. The corporate promotion recommends a temporary price reduction (TPR) and a themed in-store display as tactics during Week 10, 2003.

The key account manager for a large chain of grocery stores is responsible for creating account promotions to generate incremental volume and brand awareness. She reviews the corporate promotion and uses the promotion simulation feature to evaluate how the corporate promotion will perform at her account. After deciding to run the corporate promotion at her account, she adds the corporate promotion to the account plan. Then, she selects the products that will be included in the promotion and designates them promoted products. For each promoted product, she creates a deal to indicate how much the grocery chain will be paid and the source of funding.

When the key account manager completes the above steps, she submits the account plan to her manager for approval. Her manager has several options in evaluating the plan, ranging from rejecting to approving the plan, pending review and acceptance by the customer.

Once the plan is approved internally, the key account manager seeks acceptance from the account.

NOTE:  This business scenario describes one method for creating promotions in which plans are used. Promotions can also be created without the use of plans.
This business scenario describes promotion management of a brand and associated products. Promotions can also be managed at the product (SKU) level alone.