Case Study: Sara Lee Corporation achieves total trade management with Consumer Goods Technology

Sara Lee Corporation - Customer Case Study

Sara Lee Corporation, a major food and beverage brand owner, faced the challenge of operating on disparate legacy systems that made consolidating strategies and reporting a significant effort. To support a new company vision and drive growth, they needed to implement a comprehensive trade management strategy and standardize processes. They worked with vendor Consumer Goods Technology, implementing Oracle's Siebel Trade Promotion Management (TPM) as a central communications hub.

The solution from Consumer Goods Technology involved implementing the TPM system to standardize trade funding and business planning processes. This was enhanced with a custom Annual Operating Planning (AOP) module to align finance, marketing, and sales. The results included a standardized operational platform, improved internal alignment, and the ability to perform standard ROI analysis on promotions. This created a strong foundation for future optimization and improved management of their largest spending line, trade spend.

Sara Lee Corporation

Philippe Schaillee

Vice president of Marketing, Strategy and Research & Development