White paper: Comprehensive Trade Management (PDF) - Oracle

Oracle’s Comprehensive
Trade Management
Suite responds to and
solves the CG industry
business challenges
Challenge #1:
- Oracle domain experts help review
and evaluate your company’s
processes against industry best
practice requirements, process and
technology.
- We help you reengineer and support
a process that meets CTM standards
and your company’s business controls
Challenge #2:
- Oracle’s phased approach to
comprehensive trade management
enables you to add applications
separately or together, depending
upon your needs
Challenge #3:
- Oracle’s DSR captures direct
retailer POS and provides both the
retail and manufacturer data schema
to portray key category, sales,
competitive and scorecard intelligence
at the lowest SKU levels and the most
granular retail outlet views
- Oracle CG Analytics enables rapid,
precise and trustworthy business
performance insights that drive
profitable execution of promotions
Challenge #4:
- Oracle’s Marketing Resource
Management (MRM) module enables
powerful marketing, brand and
category programs to be created along
with terms, rules and guidelines that
flow through to execution and
settlement
-Oracle’s Advanced Trade Planning
account planning coupled with
Predictive Trade Planning and
Promotion Optimization provides a
sales volume planning and trade
promotion management combination
that is industry’s best of breed.
- Oracle Retail Coverage Planning
and Execution ensures full scope cycle
planning, objectives and in-store
compliance audits
Challenge #5:
- Oracle Business Intelligence,
combined with the DSR and CG
analytics will deliver a powerful
foundation of knowledge that drives
good decisions throughout the CTM
process
Challenge #6:
-Integration with ERP enables real
time financial liability and spending
updates
- Oracle mobile handheld retail
execution monitors on-site in-store
compliance to promotions and pricing
tactics
5. Promotion Optimization: To validate the promotion
model, the account planner should be able to use a
promotion optimization tool to develop the most effective
scenario based on the planner’s individual objectives/goals
and constraint criteria.
6. Promotion Planning and Fund Management (2): The
promotion plan accrues the fund liability, assigns the fund,
and enables the planner to override the default funding by
manually assigning and apportioning across multiple funds
if necessary. Once the negotiation is complete with the
retailer, the planner finalizes the promotion through an
approval routing process that, upon completion, queues the
promotion for execution and performance.
7. Retail Coverage Planning: The merchandising team sets
retail execution objectives, performs trade and brand
coverage planning, visit scheduling and determines on-site
store requirements for the route sales rep, merchandiser or
auditor.
8. Retail In-Store Execution: Inside the store, the rep or
merchandiser uses mobile technology to conduct the
business activities mandated by the promotion.
9. Settlement and Deduction Management: The customer
service team handles claims and rebate audits, deduction
management and settlement.
The challenge a consumer goods manufacturer faces today is to
make all of these individual disciplines work together across a
framework of business intelligence, analytical tools and master
data management. Account managers should be able to check
performance using ongoing scorecard tracking of key performance
indices such as inventory levels, distribution logistics, promotion
compliance and an array of other important metrics. There must be
a strong integrated analytics and business intelligence capability
that supports the entire process through real time reporting, userconfigured
dashboards and master data management technology.
An Incremental Approach
Combining all of these functions into the same foundation, while
preserving the best-of-breed advantages of individual applications
offers consumer products companies and their trade channel
partners a powerful set of benefits. Achieving comprehensive trade
management requires significant change management as well.
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