Case Study: Weetabix achieves greater visibility, control and ROI in trade promotions with Exceedra

Weetabix strengthen trade promotions process and systems to achieve visibility, control and ROI

Weetabix, a leading UK cereal manufacturer present in over half of UK households with a £418m turnover, faced a rapidly changing breakfast market where traditional cereal consumption was declining and trade promotions were the company’s largest budget item. Relying on a dated, manual PIF system and fragmented approval and forecasting processes, Weetabix lacked visibility and control over promotional spend and needed to link promotional volume to forecasting and production planning to improve ROI.

After six months of process redesign, Weetabix implemented Exceedra’s integrated trade promotion and planning platform with the commercial team owning the data and new approval workflows. The solution automated approvals, delivered live customer P&L and promotional-performance insight, enabled scenario planning and integrated invoicing/accruals—resulting in more accurate planning and forecasting, reduced manual work for NAMs, stronger joint business planning and optimized promotional ROI; next steps include deeper finance integration and extended use of POS data.

Weetabix