Danone faced challenges in managing indirect marketing spend.
Danone, a large-scale consumer food company, was facing challenges with managing decentralized marketing operations, maintaining localized catalogs resulting in low visibility of the designs, and having little to no control on high spend and lengthy procurement of their trade promotions.
Danone thoroughly identified the root causes of marketing spend inefficiency within the shopper marketing area (for example, point of sale materials, coolers, and so on).
The decentralized, often fragmented marketing operations, limited the visibility of already available POSM formats beyond a specific country, often even beyond a concrete Danone business unit within a country. Multiple local trade marketing teams were recreating similar POSM formats, without having a platform to share effectively within their company.