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