The Dublin-headquartered mobile marketing company Brandtone has hooked up with Accenture to roll out a “next generation trade promotion solution” to help consumer packaged goods (CPG) companies have access to enhanced visibility, management and control of their promotional campaigns as they seek to capitalize on the significant growth in Asia Pacific.
As trade continues to evolve across the Asia Pacific market, traditional and independent traders currently capture as much as 95% of retail sales in many countries. CPG companies work closely with distributors to reach over 12 million traders across Asia. Using the Accenture and Brandtone services, CPG companies can have direct access to all of their existing traders, with potential to acquire many new retailers within the lucrative independent trade channel.
This trade promotion collaboration uses Accenture’s Route to Market solution, which combines Accenture Strategy, Accenture Digital, Accenture Technology and Accenture Operations, to provide commercial intelligence and analytics, commercial strategy and planning, trade investment excellence and sales effectiveness.
This can be provisioned using Accenture’s Global Delivery Network and is combined with Brandtone’s Trader Solution that provides mobile and data-driven marketing services. Brandtone will provide software and services based on an integrated delivery model that has been jointly developed with Accenture.
Working together with Accenture and Brandtone, CPG companies can have access to enhanced visibility, management and control of their promotional campaigns. They will be able to launch promotional campaigns faster, with more precision and control using real time performance data, empowering them to grow sales and acquire new retailers. In a number of emerging markets, where Accenture and Brandtone have already collaborated, clients have been able to reach over 70 percent of the trader market and increase sales by over 20 percent.
According to Teo Correia, senior managing director of Accenture’s Consumer Goods and Services practice, said: “the consumer goods and services industry will grow by as much as US$700 billion globally by 2020, with nearly 50 percent, or US$340 billion, of this growth coming from Asia. The opportunity for CPG companies to grow is immense. Brandtone’s proven model combined with Accenture’s global scale, pace and deep analytics capabilities provides a unique proposition for our clients in the region and can help them to get and stay ahead of their competition”.
“We are delighted to team up with Accenture to bring our Trader solution to the Asia Pacific region” said Donald Fitzmaurice, Chief Executive Officer, Brandtone. “Accenture’s value added analytics and operational support services complement Brandtone’s engagement platform perfectly to help CPG companies quickly drive growth in the world’s fastest growing markets.”
