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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] DO BUSINESS BETTER W W W. W I P R O . C O M N Y S E : W I T | OV E R 1 4 0 , 0 0 0 E M P L OY E E S | 6 0 C O U N T R I E S | C O N S U L T I N G | S Y S T E M I N T E G R AT I O N | O U T S O U R C I N G CORPORATE OFFICE, WIPRO LIMITED, DODDAKANNELLI, SARJAPUR ROAD, BANGALORE - 560 035, INDIA. TEL : +91 (80) 2844 0011, FAX : +91 (80) 2844 0256 © Wipro Limited 2014 IND/TMPL/MAY-DEC 2014