SunnyD After spinning off from consumer goods giant Proctor & Gamble, Sunny D suddenly found themselves a small fish in a big pond. As a new small-to- medium-sized business (SMB), it was imperative that Sunny D not only implement new technologies, but rather use them in a way that could exploit their position as a smaller consumer goods manufacturer and help them to better compete with their much larger competitors. The Problem Sunny D realized that Excel spreadsheets were not the best way to communicate trade promotion and/or sales and reporting activities between the company and its brokers. Once they began their search, the company recognized there was a lot more to trade promotion management than improving and tracking overall trade spend, so they quickly shifted their overarching goal

Join for free to read