Business Process Overview
- Create Promotion: Define the promotion details and objectives.
- Analyze Previous Performance: Review past promotion results and performance metrics.
- Check for Promotion Conflicts: Identify any overlapping or conflicting promotions.
- Promotion Allocation: Distribute the promotion resources effectively.
- Submit for Approval: Finalize and submit the promotion for managerial approval.
Managing a live trade calendar is crucial for coordinating and optimizing trade promotions. This process ensures that promotions are well-planned, conflicts are resolved, and resources are allocated efficiently. By analyzing previous performance and systematically managing new promotions, businesses can enhance their marketing efforts and drive better results.
The insights captured include promotional effectiveness, resource utilization, and potential conflicts, which aid in making data-driven decisions. This process helps maintain a dynamic and responsive trade calendar, aligning promotional activities with overall business goals and ensuring that all resources are used to their fullest potential.
1. Create Promotion
This step involves defining the promotion details and objectives for indirect channels.- Identify the target intermediary channels (e.g., retailers, distributors).
- Define the promotion type and mechanics.
- Set clear objectives for the promotion.
- Determine the duration and timing.
- Enter the promotion details into the system.
2. Analyse Previous Performance
This step focuses on reviewing past promotion results and performance metrics.- Gather data from previous promotions in indirect channels.
- Analyze key performance indicators (KPIs).
- Identify successful elements and areas for improvement.
- Compare past promotions to current market conditions.
- Document insights to inform the new promotion.
3. Check for Promotion Conflicts
This step ensures that there are no overlaps or conflicts with existing promotions.
- Review the current trade calendar for scheduled promotions.
- Identify any potential overlaps or scheduling conflicts.
- Assess the impact of conflicting promotions on resource allocation.
- Resolve any conflicts by adjusting promotion dates or details.
- Communicate changes to relevant stakeholders to ensure alignment.
4. Promotion Allocation
This step focuses on distributing the promotion resources effectively across indirect channels.- Identify available resources and budget for indirect promotions.
- Allocate resources to various intermediary channels.
- Plan the distribution strategy for the promotion.
- Coordinate with relevant departments (e.g., sales, marketing).
- Confirm resource allocation and readiness.
5. Submit for Approval
This step requires finalizing and submitting the promotion for managerial approval.- Review the promotion plan and details.
- Compile all necessary documentation and insights.
- Submit the promotion plan to the approval authority.
- Address any feedback or required adjustments.
- Obtain final approval and schedule the promotion launch.