Trade Promotions of a Company
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The Reckitt & Colman Consumer Products Company is located in northern New Jersey. It manufactures and distributes household cleaning products, personal care products and a variety of food products globally. It is an internationally known company for its name brands. Some of these brands are the leaders in the categories in which they compete, such as: Lysol Cleaning Products, Resolve Carpet Care, Woolite for Fine Washables, Wizard and Stick Ups Air Care Products, Mop & Glo Floor Care, French's Food Products, Durkee French Fried Onions, Frank's Hot Sauce, Chubs Baby Wipes, Olgalvie Hair Care, Binaca Breath Sprays, and a host of other name brand and regional brand products (e.g. Lavender Sachet for Hispanics). The company has various plants and outside vendors who manufacture its products across the country and worldwide. There are three distribution centers that receive the manufactured goods and distribute them to their customers in the United States. These centers are located in Harrisburg, Pennsylvania; Phoenix, Arizona; and Springfield, Missouri. Annual sales in the United States are $1.2 billion and worldwide sales are in excess of $3.5 billion American dollars. There are approximately 19,000 employees worldwide and 2300 are located in positions in the United States. The purpose of this thesis is to improve the inefficiencies that are related to promotional dollars budgeted and spent on trade promotions. These offers are not co
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ts that the company and customers require for doing business. The focus of this thesis will be the evolution of funding practices within the sales organization. It will not cover any marketing practices, financial structures or company private disclosures that may hinder the organization's viability. The goal of the thesis will be to develop the best practices for funding field sales promotional activities at their respective retail accounts. It will not cover any funding practices that relate to customers who do not promote through normal retail channels (e.g. Janitorial Suppliers, Restaurant Suppliers or any customer that is in the end user category).
Retailers generally promote products through a variety of media events. Some of these may be Run of Print Advertising (i.e. R.O.P.) which can be seen in local newspaper ads highlighting a chain's promotions that particular week or a Roto Ad which is a flyer located within the paper or mailed directly to consumers. There are also a number of non tangible media vehicles, such as television, radio or in store messages to promote product sales. The costs involved with these events are often shared by the retailer and manufacturer and this practice is called co op advertising. M
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Some common words found in the essay are:
Roto Ad, Board Directors, Easter Christmas, Reckitt Colman, Mass Merchandisers, Missouri Annual, Products Company, Sachet Hispanics, North America, Print Advertising, trade promotions, vice presidents, field sales, upper management, cleaning products, promotional events, reckitt colman, food products, sales department, according percent business, reports directly, household cleaning products, twelve sixteen weeks, allocated field sales,
Approximate Word count = 1520
Approximate Pages = 6 (250 words per page)
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