Comprehensive and integrated trade management solution to drive increased sales and margin growth

Comprehensive and integrated trade management solution to drive increased sales and margin growth

Comprehensive and integrated trade management solution to drive increased sales and margin growth

About the Client:


Our client is one of the biggest players in the baking industry, producing one of the industry’s broadest ranges of products with customers in more than 100 countries


Business Challenges:


  • Inconsistent handling of promotion planning, being managed in excel sheets without proper integration with other SAP systems such as ECC, BW and APO
  • Cumbersome and inadequate guidelines and checks for promotion plans
  • Lack of visibility into trade promotion spend
  • Absence of approval workflow for promotions
  • Ineffective funds planning and accruals management
  • Time consuming claims and settlements process was leading to ineffective deduction management
  • Limited visibility into trade promotion effectiveness with no defined KPIs
  • Inadequate tools and information available to KAMs (Key Account Managers) for trade partner collaboration


The Solution:


TekLink SMEs implemented a holistic SAP Trade Management solution, providing tight integration with SAP ERP, supply chain management and analytics as follows:

  • Comprehensive volume planning capability for direct as well as indirect customers
  • Holistic solution for all short- and long-term agreements and associated spends with tight integration to pricing and accounting with granular level reporting capability
  • Empowered KAMs with real-time visibility to overlap checks, alerts based on promotion guidelines, available funds, spends and ROI (return on investment)
  • Centrally governed promotions approval and management process with better controls, reduced overall cycle time
  • Real-time and granular level reporting enabled for funds and book checking
  • Streamlined process for base and incremental sales volume planning and integration between APO and TPM
  • Defined KPIs to enable transparent tracking and analysis of plan, actual, promotions, trends, promotional P&L


Outcome and Benefits:


  • New Trade management capabilities helped in driving incremental revenue, volume and internal margin growth as well as better collaboration with trade partners
  • Integrated solution enabled better demand planning and supply chain execution, aimed at reduction in out-of-stocks and reduction in lost-sales resulting in increased revenue
  • Shift drivers for promo spend from long term agreements to short term promotions to generate additional uplift/volume
  • Improved governance and guardrails check thus increasing process efficiency and optimizing trade spend
  • More accurate, granular and real-time funds checkbook capabilities preventing overspend and enabled fund reallocation to categories with higher potential
  • Integrated and automated solution resulting in increased productivity with reduction in manual effort of data reconciliation
  • Fully integrated claims management process resulting in improved productivity and opportunity to minimize deductions


“TekLink have been a great partner, bringing the right functional and technical leadership & skills. They are highly experienced, professional and deeply committed to our success! By no means has it been easy to deliver on-time and under-budget given our complex process requirements, but they have!

TekLink has exceeded our expectations and I strongly endorse their capabilities and would happily recommend them to other customers/prospects”


Assoc. Director, IT



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