For Consumer Packaged Goods Professionals

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	June 11, 2004 Grading Trade Promotion Solutions Solutions To Manage €100 Billion In CPG Trade Funds by George Lawrie with David Metcalfe, Sonoko Takahashi, Christine Spivey Overby, Erin Kinikin

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Executive Summary

Consumer packaged goods (CPG) firms' trade promotion budgets have escalated to 14% or more of the average CPG firm's gross revenues. This represents €100 billion in trade promotion spend by the 50 biggest CPG firms, but many rely on spreadsheets and point solutions to manage these huge investments. To help firms select the right solution, Forrester graded 10 trade promotion management (TPM) solutions from vendors like CAS, Demantra, and Siebel Systems. Vendors converge on the TPM space with either CRM or analytic heritage to cope with the different market structures that CPG firms face.

TABLE OF CONTENTS

• CPG Firms Invest Billions In Trade Promotions
• The Trade Promotion Management Solution Landscape

RECOMMENDATIONS

• Market Structure Guides Choice Of Trade Promotion Solution
• Supplemental Material
• Related Research Documents

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