Program Planning

Available in: Lightning Experience Available in: Enterprise and Unlimited Editions where Consumer Goods Cloud is enabled

Brand and trade marketing teams begin by determining a brand’s annual goals for market share, brand positioning, and marketing spending. They then create a trade promotion strategy by using preliminary marketing plans, define guardrails, identify programs, and set up the required tactics to use the allocated budget.

They devise an annual calendar for consumer promotions, including marketing and media initiatives. Next, they calculate the base and incremental volumes and promotional costs across multiple scenarios, compare these scenarios, and finalize their strategy for the year.

Using Trade Promotion Management, brand managers can get a cross-account view by defining the corresponding views in the Trade Calendar view. Trade marketing teams can visualize national and regional programs and mega events by selecting suitable promotion templates and defining the required views.

With the Multi-Level Promotion Planning (MLPP) feature, you can create promotions at higher levels in the customer hierarchy and push them, at one go, to planning customers.

• Multi-Level Promotion Planning (MLPP)
  Use multi-level promotion planning (MLPP) to create promotions at higher levels in the customer hierarchy and push them, at once, to planning customers.
• Mega Events
  Mega events mark major public events or holidays and serve as reference points for promotion planning. They aren't anchored to a customer and aren't run like other promotions.