2. Trade Promotion Optimization Requirements TABS
Promo
Master™
PROBLEM: Syndicated data is flawed and can lead you down the wrong path and
Analytical just as importantly cause poor forecasting of future promotions.
Accuracy SOLUTION: TABS AccuBase™ -You need an accurate Baseline to analyze results and
even more important accuratly forecast future events .
PROBLEM: Harmonizing the all consumption data with the qualitative data
Promotion required is nearly impossible.
Decomposition SOLUTION: TABS is experts in harmonizing data so you will know the impact of all
Coupons, Club Card Rewards, Shopper Marketing activity
PROBLEM: Inaccurate Baseline as well as incomplete data that does not include
Cannibalization competition or the ability to drill down into pack/size leads to poor insight.
& Competition SOLUTION: TABS brings in all packs/sizes and key competitor so yo uknow the affect of
cannibaliztion and if you are keeping pace with competition.
PROBLEM: No clear method of communicating win-win options to buyers, as well
Account as if you should focus on Promotion Quantity or Quality to grow share next year.
Opportunity SOLUTION: With TABS you can prioritize Account Promotion $ Opportunity and have
the information needed to change Buyer paradigm to maximize trade promotion.
PROBLEM: Lack of insightful scorecards to gain knowledge quickly on which
Maximize Trade programs are profitable and to establish a go forward strategy
Funds SOLUTION: Instantly know the ROI of trade investment, impact on sales, profit and
share. Track Accounts with Coop Funds upfront progress on utilizing all the funds.
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3. TABS PromoMaster™ Solution
 TABS PromoMaster™ is the only customized solution designed to deliver true Trade Promotion Optimization.
 Culmination of decades of experience analyzing over 100,000 promotions across all categories.
 TABS PromoMaster delivers a competitive advantage due to 3 core components:
1. Improved Methodology
2. Intuitive Software Solution
3. Robust data harmonization
 TABS PromoMaster™ redefines “Best Practices” in Trade Promotion Optimization.
 Customized to align with key performance indicators (KPI)
 The only solution that accurately harmonizes all data required
 Rapid results – Speed to implementation in three months
 TABS PromoMaster™ is not simply a Software solution it includes the training and support need to deliver
improved company capability and trade marketing strategy
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4. TABS PromoMaster™ Methodology
 TABS AccuBase™ provides more accurate Baseline consumption resulting in
TABS improved Promotion analysis and WOS Lift result. The more accurate Baseline and
Lift metrics are critical for true ROI analysis and Forecasting future promotions.
AccuBase™  TABS AccuBase handles Seasonal Categories and only requires $ and Unit sales
enabling the use Account POS and/or Shipment
 Return on Investment – Simply stated ROI is the result of the Incremental Revenue
generated divided by the incremental spending.
Actionable  TABS uses Consumed Factory Ship $ (CFS$) to accurately reflect the real Revenue
for Brands. TABS compares the Incremental CFS$, above the Baseline CFS$, to the
ROI Funds spent to determine ROI.
 The major benefit of this methodology is that this ROI can be shared with Buyers
and Brokers to discuss Promotion results and future plans.
 TABS accurately harmonies all information critical to Promotion analysis,
Robust Consumption, Spending, Shipment, Qualitative Trade Advertising and Shopper
Marketing activity.
 TABS custom codes the Promoted Groups and the Accounts, to align with how the
Harmonization company reviews the business.
 TABS includes key competitive Brands to enable benchmarking.
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5. TABS AccuBase™ Baseline Benefits
 TABS AccuBase™ eliminates the Syndicated
Baseline spike, which averages 51%,
resulting in Accurate Post Event Analysis and
future Promotion Forecast.
 TABS utilizes Actual Promotional activity not
Syndicated Feature (%ACV or Units) causal
measures so you know what competitive
TABS AccuBase™ processed in MatLab promotions are impacting volume.
Wrong, No Feature
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6. TABS PromoMaster™ Software
 Straight forward Graphical User Interface can be customized to unique go-to-market
Intuitive trade promotion process and strategy
 TABS works with Trade Marketing team to keep dashboards up to date with
business needs
Dashboards  Excel®-based, eliminating need for IT support and enabling broad use and no seat
licenses.
Database  TABS maintains TABS PromoMaster database and coding to eliminate the workload
for Clients.
 TABS securely stores all data with ongoing backup with individual user/password
Maintenance access
Improved  Client’s Trade Marketing and Account teams will build Promotion Optimization
capabilities.
 Account Teams have the information needed to have meaningful discussions with
Capabilities Retailers to improve future planning
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7. TABS PromoMaster™ Robust Harmonization
 TABS ensures all data is accurately coded, and can adjust as business needs change
Raw Data
Data Validation
POS Data Code
 Validate w/Raw Data
 Validation w/Previous
Month Data
 Item Coding Validation
Align
Spending AccuBase™
Qualitative
PromoMaster™
Typically
7-10 Days
after Raw
Data
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8. TABS PromoMaster™ Best Practices
 Annually TABS will analyze and present key learning's extracted from the TABS PromoMaster™.
 Recommendations and insights will be provided to senior management on the following elements:
 Optimal promotional price points and promotional frequency
by brand.
 Guidance on levels of promotional allowances to offer for specific
promotional price points and events.
 Identification of retailer opportunities with respect to cost savings or incremental
spending.
 General level of reliance on incremental promotional volume relative to major competitors and
the implications of adjusting the contribution of promotion to the overall sales mix.
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9. TABS PromoMaster™ Case Studies
Cosmetics Company
OPP - Buyer was pressuring them for Incremental Funding to participate in Club Card events.
RESULT - TABS PromoMaster™ showed that Account was not utilizing nearly $1 Million of Coop funds.
Was able to secure Club Card events without incremental spending, increasing sales 8%
Cough Cold Company
OPP - Needed to revise Trade Promotion Strategy to maximize sales and increase market share.
RESULT - Identified Promotion Frequency during Cold/Flu season was more important than Deep
Discount and Off Season events did not deliver incremental volume. Increased $Share 2pts
Ice cream Company
OPP – Understand Pantry Loading, Cannibalization and Channel Switch effect of Deep Discounts.
RESULT – Discovered there was relatively no effect on Pantry Loading or Channel Switching and only
modest Cannibalization. Stayed the course promotionally, and kept competitor out of POG. Sales +4%
Vitamin Company
OPP - Concerned that Retailers and Consumers were getting hooked on BOGO promotions resulting in
increased trade spending, but was afraid to cut back and lose the incremental consumption.
RESULT - Learned that 40% Off Adds delivered similar Lifts as the BOGO events, and cut spending 14%
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