Trade Spend Optimisation
Client – Leading FMCG Organisation
Region – South East Asia
Context
- Client wanted to refine the ways of working with the Modern Trade Channel in Sri Lanka
- Key Challenge: Trade Spend, as % of revenue, was steadily increasing and Modern Trade was growing very fast
Action
- Developed the ways of working for the Modern trade Channel which included:
- Understanding of current commercials
- Structuring the key focus areas to work on with the Modern trade channel and an evaluation framework
- Developed a Trade Spend Management Tool
Results
- Client implemented the refined ways of working which led to stronger and more viable relationships
- The client witnessed:
- Increase in top line growth from 25% to more than 40% by channel
- Increase in bottom line growth from 6% to 13% within three years
- Better control on Trade spend
