Planning Trade Promotions

Key Account managers can add, analyze, and adjust trade promotional activities to strategically close the gap between the target and the plan.

Plan time-bound, ongoing, or overlapping trade promotions that are specifically designed for key accounts or particular product segments. You can plan by volume or revenue. You can plan for a single product or for multiple products.

You can identify the relationship between promotions and uplifts (the expected incremental volume or revenue due to the promotion), and see how uplifts bridge the gap between plan and target so you can optimize your strategy for key retail accounts or product segments. You can also plan for fixed or variable trade spends to evaluate leaflet, discounts, incentives, coupons, and other trade spends. You can have your administrator add more fixed or variable spend types.

You can also model different what if scenarios for each promotion’s uplifts to identify their most conservative, best case, or worst case; enhancing your decision making.

The Trade Promotions component provides several ways to help you plan trade promotions.

From the Home page, click Key Account Planning , and then click Trade Promotions .

Table 5-3 Trade Promotions Tasks

Task	Description	More Information
Promotions Planning - Volume and Promotions Planning - Revenue	Add a trade promotion and make adjustments to the promotion plan. In a volume based application, you plan the volume and the costs associated with the promotion. You can add drivers that represent the cost for the promotion, such as off invoice, cost for the display, lump sum costs, and so on. In a volume and revenue based application, you see only the Promotions Planning - Volume tab. In this case, revenue is derived from the volume.	Adding Promotions and Making Adjustments to a Product Promotion
Uplift What Ifs	Model different what if scenarios for each promotion’s uplifts to identify their most conservative, best case, or worst case; enhancing your decision making.	Performing Uplift What-If Planning
Trade Spending Summary	Use Trade Spending Summary to review trade spend costs by key account or product segment, compare fixed versus variable spends and see the total revenue uplift, and identify the return on investment in terms of revenue for key accounts or segments. In addition, you see an aggregated view of trade spend summary and ROI for product groups and customer segments in the product, customer, or territory hierarchy, with numbers rolling up instantly.	Reviewing the Trade Spending Summary
Customer Profit and Loss and Promotional Profit and Loss	Key account managers can evaluate the profit and loss for critical accounts, product segments, and promotions; helping you understand exactly what you spend and are projected to gain through promotional activities.	Reviewing the Profit and Loss