Webinar: How Reckitt Benckiser Made Every Trade Dollar Work for Its Bottom Line

CPG, FMCG & Retail | 04-11-2019

If you had $1 left in your trade promotion budget, what would you do with it? The answer could be the difference between achieving planned growth goal and missing a crucial financial target.

In this webinar, Reckitt Benckiser shares how it sought to answer this question in a quest to improve the way it was managing and promoting its portfolio of brands. Listen as Nielsen’s Kris Binkowski, VP of Sales Effectiveness, and Reckitt Benckiser’s John Ozgopoyan, VP of Sales, share how they collaborated to:

  • Pinpoint promotional events that drove ROI and supported RB’s strategy
  • Streamline RB’s trade spend and avoid potential cannibalization of owned brands
  • Identify opportunities for incremental sales for both RB and their retail partners
  • Build a strategy that helped the RB sales team improve its conversations with retailers to drive increased ROI and contribution to category growth

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