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MindTree Announces Trade Promotions Analytics Solution for Consumer Packaged Goods Industry

Originally published June 8, 2010

Global IT Solutions company MindTree announced a Trade Promotions Analytics Solution designed to help Consumer Packaged Goods (CPG) organizations deploy more cost efficient and successful promotions. The solution employs statistical evaluation techniques to analyse promotions and gain meaningful insights, which can be used to transform trade promotion expenses into investments with a measurable return on investment (ROI) for sales, marketing and supply chain operations.

MindTree’s Trade Promotion Analytics Solution enables organizations to make side-by-side comparisons of trade promotions initiatives, such as shelf space procurement versus in-store sampling.  The solution also analyses trade promotions at different levels to identify exceptions, measure effectiveness and project successes of future promotion initiatives.

“Trade promotion spending is one of the top expenses on profit & loss statements of CPG manufacturers today, which is why many of these organisations have been investing in systems that capture data and generate reports on these investments,” said Scott Staples, CEO & President, Knowledge Services, MindTree. “However, these companies often lack the insights to translate this data into actionable information, which is why MindTree has developed a Trade Promotions Analytics Solution. By providing an assessment of all phases of the trade promotion process, from design and implementation through post event evaluation, MindTree enables organisations to better understand patterns of success and failure and apply this information to future initiatives in order to increase effectiveness and efficiencies.”

The MindTree Trade Promotions Analytics Solution captures data from various categories, including sales, promotions, products, time, and market, and creates a modeling plan using techniques such as linear regression, logistics regression and univariate and multivariate analysis. The modeling plan output is then combined with client workshop knowledge and unstructured mining to derive answers to business questions.

The MindTree Trade Promotions Analytics Solution can be quickly customised based on an organisation’s trade promotion maturity level. At the entry level, the solution can be applied to assess a promotion’s impact on sales volumes. For those organisations with mature trade promotion programmes, the MindTree solution can help measure various promotional aspects such as target markets and duration. Advanced organisations can utilise the solution to benchmark promotion results against target objectives.

 “Traditionally, CPG companies have looked at trade promotions systems as more of a fund management system. MindTree’s trade promotions solution realises the need to look at trade promotions more as business enablers and hence focuses not just on the “control” aspect,  but on delivering business growth by providing the right insights and knowledge into what leads to better promotion effectiveness”, said Radha R, MindTree Senior Vice President and Head,  CPG & Manufacturing Industry Group. 

MindTree has more than 10 years experience in providing end-to-end IT solutions to the consumer goods industry, spanning consulting, development, testing, maintenance, support and infrastructure management. When coupled with its expertise in advanced data analytics, MindTree is uniquely positioned to help consumer goods companies gain deep business insights across all functional areas, such as sales territory development, trade promotions, customer, marketing, pricing, forecasting, outlet loyalty programs and spend analytics.

This BeyeNETWORK news item contains information from a recent press release by the company mentioned.