Alberto Culver Uses Infosys for TPM
Alberto Culver Company, a manufacturer and marketer of beauty care products, has selected Infosys Technologies to bolster its trade promotion management (TPM)
Alberto Culver Company, a manufacturer and marketer of beauty care products, has selected Infosys Technologies to bolster its trade promotion effectiveness. Alberto Culver has chosen Infosys as a partner for innovation and will conduct a pilot evaluation of advanced category analytics to help it improve pricing, promotions and category management decisions.
Tony Bender, VP and CIO of Alberto Culver Company said, "Changing channel dynamics and consumer behavior have made effective management of marketing and promotional spend more important than ever. Our partnership with Infosys, beginning with the pilot program of Infosys’ platform, aims to improve the effectiveness of our overall promotion planning and execution process, and ultimately enhance promotional returns and sales growth."
Upon successful pilot completion, Infosys will provide Alberto Culver with the category analytics solution and will roll out the platform in phases.
According to AMR Research, the average consumer packaged goods (CPG) company plans to spend 14% of its revenue on trade promotion management (TPM) projects in 2009 despite 20% of trade promotion projects failing to meet expectations.
Infosys claims its category analytics solution is the industry’s first platform that integrates internal, syndicated, point-of-sale and unstructured data to create a single view of the enterprise. The platform utilizes advanced analytics to generate timely and actionable insights. It can be delivered as a managed service and may also be implemented behind the firewall depending on the client preference.
"Constrained by siloed data sources, disintegrated processes, unsophisticated analytic models, and an inability to gain user adoption on available technology tools, CPG companies have not achieved sufficient RoI on their TPM technology investments," said Sandeep Dadlani, VP for client services (retail, consumer packaged goods and logistics sectors) at Infosys Technologies.
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