Trade Promotion Optimizer™ Software to Change the Relationship Between Retailers and Manufacturers

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Keen Strategy has developed new software that will reshape the dynamic between retailers and consumer product manufacturers.

TPO provides manufacturer sales representatives the market intelligence necessary to effectively negotiate favorable trade promotion plans with key retail partners.

Keen Strategy has developed new software that will reshape the dynamic between retailers and consumer product manufacturers.

Keen’s Trade Promotion Optimizer™ (TPO) is a planning and optimization software that helps manufacturers to optimize their investments with retailers at the product level. Keen’s solution updates dynamically to help optimize pricing, merchandising activity (ex. weekly circulars vs. shelf discounts) and merchandising timing (best times of the year to offer deals), accounting for the interaction effects across product portfolios and across retailers within a geographic area.

“TPO thereby provides manufacturer sales representatives the market intelligence necessary to effectively negotiate favorable trade promotion plans with key retail partners,” said Greg Dolan, managing partner at Keen.

The software and solutions Keen provides are a significant change to the old tradition of Trade Promotion Management (TPM), which often provides only dated, historical analyses that may not be reflective of current market conditions. As a result, negotiations between branded product manufacturers and retailers are often based on incorrect information. Where TPM simply helps the manufacturer see and report sales and trade funding activity, TPO provides the intelligence to know what to do next to help retailers make more money by doing business with the manufacturer.

“The goal is to help manufacturers win with retail customers through helping them make more by doing business with that manufacturer, versus the competition,” said Alan Hart, managing partner at Keen. “The partnership between manufacturers and retailers will reach a new win-win level as the two share successes.”

With the development of TPO, Keen has the complete solution, from analytics to practical execution to create that “win-win.”

About Keen Strategy
Keen is a new breed of firm: a software-enabled strategic consultancy. We combine next generation decision analytics with a practical, outcome-based mindset to help managers make effective, proactive decisions about their business. Keen works with clients who believe in the power of the next leap forward. Our areas of expertise: brand strategy, customer strategy, marketing forecasting & optimization, and trade promotion optimization.

http://www.keenstrategy.com

Contact:                                 
Heather Burns                                    
+1.919.256.3638                            
heather(dot)burns(at)keenstrategy(dot)com

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Heather Burns
Keen Strategy
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since: 05/2011
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