What We Will Cover
• Colgate-‐Palmolive Background
• Colgate Business Planning
• What is Trade Promo2on Op2miza2on? • Insights from Colgate’s Implementa;on of TPO
• How Colgate Will Measure the Success of TPO
PROMOTION OPTIMIZATION INSTITUTE | FALL SUMMIT 2015 | DALLAS TX
Trade Promo2on Op2miza2on Overview
Past Sales Data
Future Forecast
Leverage historical sales data to generate models which will evaluate/predict the effec2veness of past, current
and future promo2onal events
Trade Promo2on Op2miza2on Data Example
• Sales History 1/1/2014
1/2/2014
1/3/2014
1/4/2014
1/5/2014
1/6/2014
1/7/2014
1/8/2014
1/9/2014
1/10/2014
1/11/2014
1/12/2014
1/13/2014
1/14/2014
1/15/2014
1/16/2014
1/17/2014
1/18/2014
1/19/2014
1/20/2014
1/21/2014
1/22/2014
1/23/2014
1/24/2014
1/25/2014
1/26/2014
1/27/2014
1/28/2014
Prod1 Units
Prod2 Units
Prod1 $
Prod2 $
BoGo
Display
Feature
• Promo;on History
Why move towards Trade Promo2on Op2miza2on?
Why Colgate is Inves2ng in TPO
Ø Provide planning tools versus a transac;onal system Ø Increasing ROI
Ø Op;mizing investment decisions
Ø Improving volume and spend accuracy
Ø Align Big Data and enterprise data
What We Will Cover
• Colgate-‐Palmolive Background
• Colgate Business Planning
• What is Trade Promo;on Op;miza;on? • Insights from Colgate’s Implementa2on of TPO
• How Colgate Will Measure the Success of TPO
PROMOTION OPTIMIZATION INSTITUTE | FALL SUMMIT 2015 | DALLAS TX
Goals and Objec2ves
Implement a pilot of the SAP Trade Promo2on Op2miza2on tool:
Ø Provide predic;ve capabili;es and demand insights to our sales teams
Ø Understand the benefits to promo;onal planning and Colgate Business Planning
Ø Learn how usable and sustainable the tool is Ø Ensure the tool delivers tangible benefits that jus;fy the investment needed to implement and sustain the tool
Approach
• Global Sandbox System • Bodywash, Mouthwash, Toothpaste and Toothbrush
Proof of Concept Q2 2015
• One Market • All Product Categories
Go-‐Live Q4 2015
SAP TPO System Landscape
Trade Promo2on Op2miza2on
SAP DSiM (Data Warehouse) -‐ Cleanses and
harmonizes external data
-‐ Provides for base TPO measures
SAP TPO Sta2s2cal Engine -‐ Builds model
based on sales data
-‐ Sends forecast results
SAP CRM (TPM System) -‐ Provides user
interface for TPO
-‐ Sends request
for forecast
Colgate’s Tool Deliverables
• Simula;on tool to suggest promo;onal events – Automated plan crea;on – “What If” Analysis
• Event level predic;on capabili;es
• Post event consump;on based analy;cs – Volume decomposi;on – ROI, margin, gross to net and more. – TPO model analysis
Things to Consider Before Going with TPO
Process
People
Tools
• How will this supplement your exis;ng TPM process
• User interac;on • Define ac;onable analy;cs
• Model valida;on • Data inges;on
• Sales team or center of excellence?
• Roles and responsibili;es for data and model
Analy2cs to Drive Model Quality
Colgate’s Tool and Process Opportuni2es with TPO
Opportuni2es found during first implementa2on: Ø Evalua;ng shipment versus consump;on Ø Displays & mixed products volume es;ma;on Ø Addi;onal external data sets (Coupons etc.)
Future tool rollouts Ø Web versus Excel based user interface Ø Managing different data sources for mul;ple customers
What We Will Cover
• Colgate-‐Palmolive Background
• Colgate Business Planning
• What is Trade Promo;on Op;miza;on? • Insights from Colgate’s Implementa;on of TPO
• How Colgate Will Measure the Success of TPO
PROMOTION OPTIMIZATION INSTITUTE | FALL SUMMIT 2015 | DALLAS TX
Measuring the success of TPO – Colgate’s Approach
Qualita;ve analysis
U;liza;on Metrics
Pre and Post KPI
Measurements
• Survey and interviews with teams on the ground
• Provide an understanding of
key wants and needs
• Ensures teams are
leveraging the tool
• Further support for survey
and interview answers
Evaluate:
• Promo2onal investment
• Event level ROI
• Plan accuracy
• & more
Key Takeaways • Implemen;ng a robust trade promo;on management process is
cri;cal to ensuring you have the founda;on for success in TPO
• Through the fundamental approach of evalua;ng people, process and tools it is possible to gain success in a Trade Promo;on Management solu;on.
• In order to implement TPO you should: – Iden;fy your data inges;on strategy – Evalua;ng organiza;onal readiness – Define ac;onable analy;cs with your business teams – Iden;fy your measures of success for TPO