Perspectives: Has the Traditional Trade Planning Process Become Obsolete?
Every year, companies spend months creating their price and promotionn plans in hopes of driving better results. However, intensifying npressures from today’s increasingly competitive marketplace are causing nsystemic shifts in the effectiveness of the current planning process.n
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For many, they are finding that the best laid plans are often noutdated by the time they hit the trade desk. With this, an important nquestion emerges: Has the traditional planning process become obsolete? nMany signs within the industry point to “yes.”
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A recent Nielsen survey of price and promotion decision-makers found that:
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- 72{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} frequently adjust plans throughout the year
- 33{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} are reactive to the market, with 64{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} seeing increased competition in their category.
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