Kraft Optimizes Trade Promotion Management Profitably

To optimize trade dollars profitably in the foodservice industry, you must have visibility into real-time program volume and accurate financial data at your fingertips.


FORGE Takes the Risk out of Trade Promotion for Kraft

Since Kraft moved to FORGE, it has realized significant advantages in the market share.

Kraft (now The Kraft Heinz Company) is a brand giant in the foodservice marketplace. They conduct business with large and small distributors. With local and national operators. Their trade spend requirements are just as varied as the business relationships they carefully manage. With FORGE, Kraft was able to gain unprecedented visibility into trade spend finances while managing the business at the rapid pace of expectations.

They reached the breaking point a few years back. Current systems were prohibitively slow and Kraft had a complete lack of visibility into operator profitability. The foodservice team found itself at a crossroads. After some tough talks with their current vendor, Kraft’s management team determined a new application was the best path forward.

FORGE gives Kraft real-time program volume and financials by business and sales area, enabling insightful analysis. It brings together distributor and operator data in one automated platform, providing a true 360-view of the business. Kraft wanted a trade management hub for the team – an application that would allow finance, sales and marketing to use one source to evaluate program profitability. FORGE does exactly that.

1

Visibility

With FORGE, when pricing and volume fall out of balance at the operator program level, sales is armed with volume and financial analytics to discuss changes that improve business profitability.

2

Accuracy

Buyers are bold. FORGE contains complete and reliable program and settlement data which enhances business confidence when negotiating changes in program financials.

3

Productivity

FORGE is intuitive. Users agree that it’s much easier to navigate than their prior application. Reliance on “super users” is a thing of the past, saving days of work on redundant tasks and training.


Functions Kraft Gains with FORGE

Auto Renewal: Easy program turn-over saves manual renewal processing time

Auto Pay: Set up automated payment terms for billbacks per business tolerance

Simple Search Tools: Find what you’re looking for without sorting through excessive nesting files

Auto Accrual: Ongoing accrual visibility in the system per established programs

Recapture: Set up recapture programs to be managed automatically in the system per distributor agreements

The Perfect-margin P&L: Pulls exact trade rate vs. average or proxy rate for exact profitability assessment


Kraft's Response to Using FORGE

  • Very easy to use and very responsive.
  • Will allow us to move at the speed of business.
  • Allows us to have self-service across a wide range of actions. We can handle things when we are ready rather than waiting for someone else.
  • Less admin time = more selling time.
  • This will reduce repetitive claim failures, eliminate mysterious waiting times and speed up our processing cycle.
  • These tools will give us a true sense of where our business is.
  • This is a one-stop-shop for all of our discounted spending.
  • Eliminates the need to have people hand hold each CPR.