Introducing The Trade Workbench Trade Workbench Evaluation Tools Detailed Promotion Evaluation analysis tools based on industry best practices that are

IntroducingIntroducing

The Trade WorkbenchThe Trade Workbench

Trade WorkbenchEvaluation Tools

Detailed Promotion Evaluation analysis tools based on industry

best practicesthat are customized to enable your

customer managers to meet their goals

Trade WorkbenchAccount PlannerA state-of-the art web-based system for developing account plans and managing Trade Funds

Trade Workbench Selling ToolsComprehensive category selling presentations driven by Data Alchemy technology and industry

best practices. Analytical tools to utilize the tactical levers of category management for maximum business growth.

A web based comprehensive set of Sales andA web based comprehensive set of Sales andTrade Marketing tools and services.Trade Marketing tools and services.

Trade WorkbenchTrade Workbench

Account PlannerAccount PlannerAccount PlannerAccount Planner

The Trade Workbench Account Planner is a leading-edge software tool enabling you to better manage your Trade Funds in a state-of-the-art, web-based environment.

• Create Budgets• Forecast Volume, Spending and Profits• Add/Delete Promotional Events• Calculate “What If” Scenarios• Report Results (Actual vs. Plan)

The Trade Workbench Account Planner is geared to the needs of Consumer Packaged Goods companies to enable you to:

Trade WorkbenchTrade WorkbenchAccount Planner - Development Account Planner - Development ApproachApproachAccount Planner - Development Account Planner - Development ApproachApproach

The Trade Workbench is a “semi-custom” system providing maximum customization at an affordable cost.

• A Trade Workbench implementation begins with the base functionality of your present sales planning process

Benefits of this approach:

• Lower initial purchase cost and Total Cost of Ownership (TCO)• Functionality that matches how you go to market and measure results• Quicker implementation time• Flexibility to incorporate additional capabilities

• Then we assess your unique needs which are then added to the system.

• Custom design and programming is then performed to incorporate these unique functions and features

Trade WorkbenchTrade WorkbenchAccount Planner - Budget Account Planner - Budget CreationCreationThe Trade Workbench Budget Creation Report allows your customer managers and management to see what’s being spent where and what volume impact is expected


Account Planner - Add EventAccount Planner - Add Event

The Trade Workbench Add Event Tool makes planning as painless as possible while providing comprehensive information and allowing detailed analysis.

Trade WorkbenchTrade WorkbenchAccount Planner - Reporting: Account Planner - Reporting: “Checkbook”“Checkbook”

• Estimate available balance

• Compare live accrual or annual budget with account plans

• Monitor sales & spending

• And it provides a critical checkpoint that helps prevent overspending

The Trade Workbench checkbook is a powerful tool for managing trade spending. It allows customer managers to:

Trade WorkbenchTrade WorkbenchAccount Planner - Reporting: Account Planner - Reporting: Forecast Forecast Roll-upRoll-up

The Trade Workbench Forecast Roll-up report allows your customer manager to:• Incorporate

the best knowledge of local sales trends

• Reduce administrative burden on sales force

• Allows for system to roll-up plans into a comprehensive sales forecast


The Trade Workbench Selling Tools help you to develop comprehensive fact-based, consumer-driven Category Selling presentations.

Presentations are supported by Industry best practice analytical models for all of the tactical levers of category management:

Selling ToolsSelling Tools

- Understanding the Category’s Consumer and Sales Dynamics- Determining the Optimal Item Assortment Mix

- Determining the Optimal Schematic

- Analyzing the Optimal Category Pricing Strategy

- Developing the Optimal Promotion Plan

CATEGORY ASSESSMENT

EFFICIENT ASSORTMENT

EFFICIENT LAYOUT

EFFICIENT PRICING

EFFICIENT PROMOTION


The TWB Selling Tools are driven by DataAlchemy – an extremely powerful

technology which can dramatically improve your Category Management productivity

• DataAlchemy is a powerful, yet easy-to-use software solution that allows you to import retail data from multiple sources, analyze that data using industry standard best practices, and generate highly insightful and persuasive sales and marketing presentations.

• DataAlchemy combines a powerful data dictionary with extensive presentation capabilities to provide a complete start-to-finish solution

• The tool adds the ability to dynamically change data selections to dramatically increase the power of PowerPoint presentations




Our Efficient Assortment tool allows you to better support field-based assortment decisions.

Field-based Assortment Tool: Easy-to-use Excel-based tool to support initial sales

calls Utilizes market coverage, cannibalization, etc. Full quantification for assortment recommendation Driven by IRI/Nielsen data


In order to generate true improvements in business gains, it is critical to carefully analyze past results to support next year’s Planning cycle.

• Optimal merchandising vehicle• Influence of pricing on lifts• Effects of promotional frequency• Impact of competitive activity

Our Evaluation tools generate insight into what worked and why and allow you to drive this insight down to the Field level:

Evaluation ToolsEvaluation Tools

Sales Promotional Best Practices Guidelines

Our approach allows you to drive this insight down to the Field level where most of your critical decisions are made.


Our proprietary analytical routines generate analyses and Best-Practices Guidelines which then support the next Planning cycle.

Evaluation ToolsEvaluation Tools

% ACV with:

Account Date MerchUnit

Price Lift Feat Disp Increm.

Units K Mart 8/15/99 Feat 3.13$ 960% 100 86 12,045

Walgreens 8/22/99 Feat 0.68$ 949% 100 - 3,500 K Mart 10/10/99 TPR 1.69$ 915% - 53 10,243

Pathmark 7/11/99 Feat 0.99$ 908% 97 11 13,998 StopShop 6/27/99 Feat 1.89$ 540% 100 19 3,788

A&P-Detroi 12/5/99 Feat 3.29$ 219% 100 52 2,767 StopShop 6/27/99 Feat 2.21$ 217% 100 29 1,976 StopShop 8/29/99 Feat 2.63$ 214% 97 - 4,072

Publix-Tam 7/4/99 Feat 1.19$ 196% 100 7 3,187 Publix-Jax 7/4/99 Feat 1.19$ 188% 100 - 1,755

Brand X - Account Z

1/4 2/1 3/1 4/5 5/3 6/7 7/5 8/2 9/6 10/4 11/1 12/6 1/3 2/7 3/7 4/41999 2000

0

500

1000

1500

2000

2500

3000

0

100

200

300

400

500

Units Feature Display Unit Price

% Price

Reduction: Total

Display

Only Feat & Disp

Feature

Only TPR

Black Tea 59% 36% 548% 88% 23%

<10% 34% 28% 280% 54% 13%

10% - 19% 48% 28% 354% 53% 22%

20% - 29% 53% 41% 432% 121% 29%

30% - 39% 115% 65% 620% 144% 57%

>=40% 415% 388% 1190% 167% 145%

Year I tem Level

#

Events

I ncremental

Units

Average

Lift

% with

Display

% with

Feature

% with

Price

Redns

<25%

% with

Lifts

<25%

2001 McCormick All Other Mexican Secondary 63 34,528 16% 17% 27% 60% 70%2000 McCormick Taco Primary 152 1,356,583 75% 76% 28% 51% 45%2001 McCormick Taco Primary 182 913,125 44% 75% 25% 44% 46%

TOTAL SPRING TACO / CINCO 397 2,304,236 56% 66% 27% 51% 49%

Event Libraries

+

Lift Tables

+

Custom Analyses

Trade WorkbenchTrade WorkbenchNext StepsNext StepsNext StepsNext Steps

To arrange a live demonstration or cost estimate, contact:

Bill McKinney (203) 226-9845 [email protected]

For additional information on the Trade Workbench Account Planner:

Trade Workbench Website

http://www.4cmg.com

Trade Workbench Brochure

Microsoft Word Adobe Acrobat

Documents

Introducing The Trade Workbench Trade Workbench Evaluation Tools Detailed Promotion Evaluation analysis tools based on industry best practices that are