When it comes to bringing products to market, retailers and manufacturers have some big challenges to overcome. That’s because in too many instances, they’re spending significantly for promotional efforts that don’t pay off. In many cases, they don’t even break even. That’s where Nielsen can help. In fact, we do more than help. We excel.
And for the second year in a row, information tech research firm Gartner has recognized Nielsen for its global revenue management and optimization (RMO) solution in its 2015 Market Guide for Trade Promotion and Management and Optimization.
How does Nielsen land itself on such a prestigious list? By developing an integrated solution, listening to client feedback and applying technology to solve universal challenges. In the end, it all comes down to one thing: focusing on return on investment.
“We listened to our clients and continue to invest in a broader program to drive analytics into the decision points across the sales planning process,” says Rick Hall, Global Head, Sales Effectiveness. “The industry’s response confirms that we have the best combination of strategic and tactical capabilities available, including setting guardrails, understanding drivers, testing hypotheses and translating them into a tactical plan. It’s great to see Gartner recognizing that we are effectively competing against trade promotion software companies. I don’t think there is another vendor able to rival the breadth of our offerings or the depth our industry experience.”
Gartner’s 2015 Market Guide profiles 21 leading vendors in the trade promotion management (TPM) and trade promotion optimization (TPO) marketplace. Gartner defines TPM and TPO as “the technologies that enable the business processes related to how manufacturers promote their products through brick-and-mortar retailers.” Nielsen’s inclusion in this year’s guide, which was created to help fast-moving consumer goods (FMCG), chief information officers and IT leaders navigate available TPM/TPO solutions, signifies the strength of our offerings and ability to help clients better manage and optimize their trade promotion investments.
According to Gartner, “Consumer goods companies have realized that they need to improve their ability to look at promotional outcomes to drive more collaboration with retailers, better forecast volume and attempt to reduce overall trade-promotion spending rates.”
Nielsen’s RMO offers a modular, end-to-end solution for TPM and TPO. We believe the findings in this year’s report underscore how Nielsen’s flexible and comprehensive approach is aligned with today’s market needs.
“With our unique combination of data, consulting and hosted software tools, we are be able to help clients improve their trade efficiency, wherever they are on their trade promotion optimization journey, says Doug Bennett, SVP, Sales Effectiveness North America. “Integrating insights directly into the planning process, we drive win-win outcomes at retail while reducing non-working investment and putting it back into the client business systems.”
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