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Case study Company name: Campbell Soup Company
A major consumer packaged goods company improves the effectiveness of its trade promotions by launching a new Joint Business Planning strategy with customers and implementing CAS' CPWerx solution with help from IBM Global Business Services. |
Business need Trade promotions, supported by trade funds provided by Campbell, encourage food retailers to promote Campbell's products. Until Campbell implemented its new funding program, Campbell's funding strategies led to inconsistent customer purchase practices. Campbell needed a competitive funding program which would improve the company's return on investment for trade programs. To do this, it also needed to improve business processes and organizational capabilities and develop an integrated system for planning, funding, payments and post-event analysis. |
Solution Campbell successfully launched its new funding program, which included a Joint Business Planning strategy to enable Campbell to work smarter with retailers in the promotion planning process. To help Campbell with its new program, IBM implemented CAS' CPWerx trade planning software along with a data warehouse for event analytics. CPWerx simplifies the trade funding process and adds flexibility by leveraging variable funds generation with a focus on profitability. The application runs on IBM  x-Series servers, and is managed by IBM Application Management Services. |
Results As a result of the IBM Global Business Services engagement Campbell Soup Company achieved some significant benefits: · Improved return on trade spend · Improved customer ratings (i.e. Cannondale) · Joint Business Planning is now better coordinated with Campbell's customers |
Customer testimonial “With IBM's help, Campbell implemented an integrated suite of tools that facilitates and enhances our ability to perform Joint Business Planning." Joe Spagnoletti, VP IT, Campbell Soup Company |
Customer information | Campbell Soup Company | | Campbell Soup Company is a global manufacturer and marketer of premium quality soup, sauces, beverages, biscuits, confectionery and prepared food products. The company owns a portfolio of more than 20 market-leading brands, each with more than US$100 million in sales. |
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x-Series servers, and is managed by IBM Application Management Services.
