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How should we manage roll-out of consumer promotions?
CPG companies often roll out promotions to boost consumer demand. Sales teams want these promotions to start together as well as end together in all relevant geographies. It poses a challenge for finished goods deployment as supplies must match pickup in each granular area.
Companies which apportion pre-defined quantities to various geographies, based on past patterns, struggle with promo ending, as the velocity of consumption varies significantly from the original estimate.
If we want promos to end together, we must resort to replenishing the actual consumption in each territory. It means tracking velocity of consumption at a granular level and synchronising the supplies accordingly.