Download STAY IN STEP WITH YOUR CUSTOMERS Integrated Trade

W W W. W I P R O . C O M
STAY IN STEP WITH
YOUR CUSTOMERS
Integrated Trade & Marketing
WIPRO CONSUMER GOODS
DO BUSINESS BETTER
THE CHANGING
CONSUMER GOODS
LANDSCAPE
Complex consumer habits, new cultural influences in global
markets and changing technological preferences are
reshaping products and business models. The changing
preferences and buying behavior of the consumer spell
new business opportunities and deeply influence the
existing strategies of Consumer Goods (CG) organizations.
The CMOs are working on challenges such as:
• Increase sales /market share for existing products
• Achieve highest bang for buck for demand
generation spend
• Identify target consumer segments and offer
relevant messaging
• Establish meaningful digital footprint to influence
consumer behavior
• Recognize right channels to promote high
value products/SKUs
How is a CG organization to keep pace with the changes and
align its marketing and sales strategies to emerging patterns? In
reality, these changes provide CG organizations the opportunity
to break the silos that exist in sourcing, manufacturing, supply
chain and marketing. They present a chance to develop
integrated solutions to meet changing preferences, new markets
and grow customers. Organizations can transform themselves
and respond to their consumers and markets by staying on top
of the abundant flow of market, product, and consumer
information. The challenge is to assemble the data and then
homogenize, integrate and analyze it for actionable insights.
Consumer Goods
companies spend on
an average around 14%
of gross sales on
marketing activities
and most see this
cost increasing in the
coming years (1)
THE RIGHT PARTNER FOR
THE RIGHT SOLUTION
Wipro understands how Integrated Trade & Marketing (ITM) can
serve changing markets, help discover new products and services,
build and retain customers and add significantly to bottom lines.
Wipro’s combined Trade Promotion Management (TPM), Trade
Promotion Optimization (TPO) and Marketing Mix Optimization
(MMO) solutions ensure that CG organizations arrive at
actionable answers to various challenges.
ADDRESS MARKETS,
GROW DEMAND,
IMPROVE SALES
Wipro has been trusted by global clients to deliver end-to-end
solutions in sales and marketing that :
•
> Manage multiple sources of Consumer and Customer data
across Sales, Marketing, and Operations
Wipro’s comprehensive ITM solutions and services are driven by a
team of 400+ domain experts and consultants who have
•
Strong industry knowledge and relate to emerging trends
•
Are experts in business processes
•
Functional knowledge in solutions like Promax and Thinkvine
Build an Integrated Sales and Marketing Platform
> Enable Analytics and Insights for One Version of the Truth
•
Leverage Marketing Mix Modeling to evaluate spend
decisions and optimize allocation
> Evaluate Returns on Marketing Spend between Trade,
Advertising, Consumer Promotions, and Digital Media
Our focus is on providing CG clients with consulting services,
maturity assessment, process reviews, re-engineering and
execution for ITM.
> Plan and Optimize Allocation of Spend across
Marketing Platforms
•
Manage and Optimize Trade Promotion Spend
> Enable Promotion Budgeting, Planning and Management to
maximize returns down to an event level
> Optimize Trade Promotion Spend by reducing low return
promotions and re-allocating spend
Spend on Social Media as a
percentage of the marketing
budget will double in the next
5 years (2)
•
Manage Digital and Social Media Spend
> Improve Consumer Reach and Communications across
Digital Media including Web, Mobile, and Social
> Track, Manage, and Optimize return on spend
•
Run Advanced Analytics for CRM, Consumer Loyalty and
Customer Management via SFA
> Target, Reach, and Communicate with Consumers to build
loyalty and grow sales revenues
> Manage Customer Sales Relationships to enhance presence
on shelf and grow sales
Source: (1), (2) - Wipro Research
“CMOs across the world are faced with the uphill task of creating integrating
marketing solutions, reducing inefficiencies and improving ROI on marketing
spends to meet shifting consumer demands and penetrate new markets. Our
integrated ITM offerings ensure a holistic approach to solving the key
challenges that today’s CMOs face with lower time to value.”
-
Wipro’s Point of View
STRATEGY
EXECUTION
PROCESS
REVIEW AND
RE-ENGINEERING
SERVICE
For Operations,
Technology &
Process
Improve
efficiency
ITM PLATFORM
Drive consumer
response
MATURITY
ASSESSMENT
SERVICE
Service create
future roadmap
ITM
SOLUTIONS
TPM/ TPO
Reduce and
Optimize
marketing costs
CONSULTING
SERVICE
Shape consumer
behaviour
DIGITAL & SOCIAL
MEDIA
ADVANCE
ANALYTICS
Understand
consumers/
build loyalty
Figure 1 Integrated Trade & Marketing Solutions
Reach and
communicate with
consumers
MARKETING
MIX MODELING
Evaluate return
on spends
INDUSTRY LEADERSHIP
THROUGH PROVEN
SOLUTIONS
Wipro’s industry leading ITM services, data modeling and analytical
practices combined with domain expertise help CG organizations
respond to fast and unpredictable change. Our solutions drive
balanced growth in mature and emerging markets by accurately
identifying demographic segments, targeting them, influencing their
buying behavior and enhancing ROI on market spends. These services
have typically provided benefits such as
•
2-5% reduction in out of stock
•
1-5% increase in forecast accuracy
•
Reduced lost sales by 8-12%
•
Increase revenue by 2%
Wipro has seen Operating
Margins improve by 4%-7%
through the use of advanced
analytics (versus basic analytics)
WIPRO CONSUMER GOODS
Wipro’s dedicated Consumer Goods practice has over 3000 + consultants and deep expertise with Tier 1 companies in the areas of Sales &
Marketing, Value Chain Optimization, Digital Transformation, and Analytics driving Insights. Our focus includes specificity related to Food & Beverage,
Home & Personal Care, Apparel & Footwear and Agribusiness & Tobacco segments. Wipro’s offerings include Systems Integration, Consulting and
BPO. Our industry leading solutions include ownership of Promax, SAP’s newest offerings, Salesforce.com, and Market Mix Optimization.
ABOUT WIPRO LIMITED
Wipro Ltd. (NYSE:WIT) is a leading Information Technology, Consulting and Outsourcing company that delivers solutions to enable its clients
O
do business better. Wipro delivers winning business outcomes through its deep industry experience and a 360 view of "Business through
Technology" - helping clients create successful and adaptive businesses. A company recognized globally for its comprehensive portfolio of
services, a practitioner's approach to delivering innovation and an organization wide commitment to sustainability, Wipro has a workforce of
140,000 serving clients across 60 countries.
For more information, please visit www.wipro.com or mail [email protected]
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