(Source: PRNewswire)
SAN CARLOS, Calif., July 9 /PRNewswire-FirstCall/ -- DemandTec, Inc. (Nasdaq: DMAN), a leading provider of on-demand optimization solutions for retailers and consumer products manufacturers, today announced it will participate in the Trade Promotion Management Associates Reinventing Collaboration in a Digital World conference being held at the Stanford Court Hotel in San Francisco July 20 to 21, 2009. Armen Najarian, Senior Director of Consumer Products Industry Marketing at DemandTec, and Todd Bortel, Senior Consultant at Cannondale Associates, will present a session entitled Trade Promotion Planning and Analysis: A Game That Needs Changing on July 21 at 8:30 AM PDT.
The session will provide an assessment of retailers' current trade promotion practices with respect to both planning and analysis, and will identify barriers to improvement. The session will also give specific recommendations for both manufacturers and retailers on how to overcome these barriers.
"Cannondale's direct, primary research with retailers has elicited valuable insights for manufacturers on the important topic of trade promotion effectiveness. One theme that resonated across the interviews is that achieving trade effectiveness isn't a one way street - it requires a deliberate, coordinated effort from both the manufacturer sales organization and the retail category manager," said DemandTec's Najarian.
Cannondale Associates recently interviewed several grocery executives on the subject of promotion effectiveness, focusing on:
-- how retailers incorporate analytics into their planning processes,
-- which consumer products manufacturers exhibit trade planning best
practices, and
-- where opportunities exist for improvement.
In the TPMA session, Bortel will give an overview of the results of the survey and Najarian will provide DemandTec's perspective on what these insights mean for consumer products manufacturers.
"Our survey showed that retailer category managers are overwhelmed with executing the volume of promotions in their category, leaving them with little opportunity to think and act strategically. As a result, manufacturers can position themselves as vendors of choice if they deliver resources to support the category manager's objectives," said Cannondale's Bortel.
The TPMA Reinventing Collaboration in a Digital World conference is designed to give attendees the tools to create a competitive advantage in a very difficult operating environment, according to event organizers.
