Enhance Gross Profit MarginsPromotion Efficiency

• SCOPE: ~ 200MM in performance based trade & consumer promotion spending

• 2002 Study; 4 Brands, 1000 Events

• Conclusions

  • Trade promotion planning system & analytical tools need major upgrade
  • Minimum 20% of current spending is inefficient

Action Program

• 2003 installed new trade promotion planning system

• 2004 New planning system operational. Initial optimization. Upgrade analytical tools

• 2005 New system and analytical tools fully operational. Additional optimization

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