Trade Promotion Optimization

Trade Promotion Optimization

Trade Promotion Optimization Planner

About Trade Promotion Optimization

Today, most Consumer Packaged Goods (CPG) companies are using spreadsheets and execution-oriented Trade Promotion Management (TPM) systems to manage their trade promotion planning. Since these systems were not designed for planning and “what-if” analyses, the process results in sub-optimal trade profitability, and when the plan is copied year-on-year, the outcomes are stale marketing and the disenfranchisement of management.

Through an alliance with Synectics Group, River Logic delivers Trade Promotions Optimization (TPO) Planner that helps enterprises plan, evaluate, and optimize promotions to significantly increase the return on trade spending. With TPO Planner, consumer goods companies can focus on improving the effectiveness and efficiency of trade dollars at the strategic and planning levels. Additionally, users can compare strategies that maximize operating profit or minimize cost to trade promotion plans that maximize sales volume or revenue. The ability to perform “what-if” and optimization analyses from multiple perspectives helps managers make balanced decisions that meet corporate objectives, and they are executable by the field.

TPO Planner is built on the advanced modeling application, Enterprise Optimizer. It integrates seamlessly with Synectics Group’s Trade Promotion Management application, Account Review, as well as other TPM applications for closed loop trade promotion management. Inputs include market data such as lift curves and competitive pricing, as well as company data including promotional campaigns, costs, etc. The application enables users to manage business constraints and to optimize to various objective functions, including maximum profit, maximum revenue, and maximum volume at the click of a button.

Built on Microsoft infrastructure, the solution will also integrate with River Logic’s Integrated Business Planner solution for optimal, integrated business planning across the enterprise.

Key benefits of Trade Promotion Optimization

TPO Planner can:

* drive budget allocation and guidelines to the most profitable regions, products, and customers
* balance and optimize the plan to multiple objectives (revenues, volume, minimum cost, market share, etc.)
* manage constraints (budgets, number of campaigns by type, frequency, minimum profit, etc.)
* develop more realistic volume, revenue, cost and profit projections leading to better targets and more accurate forecasts


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  • Industry: International Trade & Development
  • Company size: 5 001–10 000 Employees
  • Used Daily for 6-12 months
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  • Likelihood to recommend 9.0 /10

Trade Promotion Optimization Review

Reviewed on 2023/05/27


ayuda a las empresas a asignar sus recursos promocionales de manera más efectiva, lo que puede resultar en un mejor ROI. Al analizar datos históricos y realizar análisis predictivos, las empresas pueden identificar las promociones más rentables y enfocar sus esfuerzos en aquellas que generen mayores beneficios


Se necesitan herramientas y tecnologías especializadas, así como personal capacitado para recopilar y analizar datos, desarrollar de optimización y gestionar el proceso de promoción comercial

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Trade Promotion Optimization offers the following pricing plans:

  • Free Trial: Not Available

Trade Promotion Optimization has the following typical customers:

501–1 000, 1 001–5 000

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