Barilla Group: Trade Promotion Optimization
Barilla Group was established in 1877 as a family-owned, Italy-based food manufacturer. The company cemented itself as an expert in pasta and ready-to-use sauces around the world over the course of a century and has since expanded its business to restaurants and other goods. It is now an international group present in more than 100 countries. Like most markets in the consumer goods industry, the competition Barilla Group faces is increasingly fierce and forces companies to offer discounts in the pricing battle. In fact, businesses across the globe spend over $1 trillion annually on trade promotions – the second highest expenditure after COGS to stay ahead of competition (Nielsen).
Yet, as Promotion Optimization Institute’s market research has shown, managing trade promotion is a typical pain point for CPG companies and continues to be one of the greatest challenges in the industry.
Learn how Trade Promotion Optimization provided enhanced decision-making and insights for Barilla Group’s Key Account and Trade Marketing Managers to maximize campaign profits and effectiveness.