Case Study: HBC Manufacturer Improves Trade Fund ROI

Client Description

Global/Regional manufacturer of various Health, Personal and Beauty products ($10+ Billion). Decentralized structure across U.S., Latin America, Europe and Asia Pacific. Operate in 5 major categories with 75+ brands.


Client was feeling heightened pressure from customers to deliver margin & lower prices. At the same time, trade spend as a % sales was increasing steadily in all but one market globally. They were also experiencing erosion of trade spend effectiveness and there was no internal alignment on how funds are or should be allocated and spent. In the end, they were seeking a global strategy and local plans to improve trade fund utilization.


To implement new Trade Spend Strategic plan that would help transform current trade spend practices globally. This would include regional initiatives that were created to reflect the company, category, regulatory and trade differences across markets. This would be deployed via global training sessions to drive alignment across the organization.

TPG Approach

TPG reviewed the assessment outcomes with key decision makers and determined a project plan for filling a number of gaps relative to best practices. TPG led a cross-functional task force for approximately 6 months that developed the solutions for this Client.


Client had unabated volume growth for the 3 years after the project was completed of +45%. They accomplished this objective by improving their overall effectiveness and efficiency of Trade Spending.

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