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From tariff concerns to investor and consumer confidence, uncertainty seems to be the theme for 2025. CPG brands are bracing for the potential impact of increasingly cautious consumer attitudes, more supply chain disruptions, and so many other moving targets. But one thing is for certain: if there's any industry prepared to handle uncertainty, it's CPG. Especially CPG brands that make operational efficiency, sustainable growth and profitability their everyday, business-as-usual priorities.

To that end, this issue we focus in on trade spend as a key lever to efficiency - whether it's finding hidden costs or making it a productive investment. We highlight a centuries-old vinegar brand that learned they could lower budget and still boost lift in 2025. And finally, we take a human look at AI in trade and deduction management. Ready? Let’s dive in.

P.S. - Don't forget to stay connected with us on LinkedIn and YouTube for the most recent tips, tricks and success stories!

How Marukan Leveraged Promomash to Boost Efficiency, Do More With Less

In the two years since partnering with Promomash to streamline and improve trade promotion management, Marukan has eliminated inefficient deduction handling, integrated and centralized sales data in one place, leveraged trade promotion analytics to plan promotions that are increasingly effective, and seen a 120% return via recovered invalid deductions. Then came a revelation that led them to plan for less spend and higher sales lift in 2025. Read the case study.

Using AI in Trade Promotion and Deduction Management: A Balanced View

AI can greatly improve trade promotion management and deduction management processes, but human expertise still remains the most important factor in any solution given the complexities of the CPG industry. While AI enhances efficiency, speeds up deduction processing and improves trade spend insights, it can't replace strategic decision-making. Our human-in-the-loop (HITL) approach ensures brands get the best of both worlds: AI-driven speed and expert-driven accuracy. Read the full story.

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Replay: Make Trade Spend Your Best Friend

Missed our webinar last month? Tune in and watch the replay for some golden nuggets from our founders on how to take your trade spend from necessary evil to a powerful lever and asset that can drive profitability and sustainable growth. Taking up as much as 25% or more of your topline, trade spend is the perfect place to start improving efficiencies. See how changing your approach to managing this monster line item can help you boost retailer relationships, improve shelf placement, increase sales velocities and more.
Watch the replay.

The Hidden Cost of Unaccountable Trade Spend

Many young CPG brands unknowingly bleed cash due to poorly managed trade spend. This is a hard lesson our CEO suffered firsthand as a brand founder himself. Trade promotions often fail to deliver ROI, deductions go unchecked, and cash flow takes a hit. Without visibility and control, brands end up paying much more than they bargained for. So what's the solution? By taking accountability sooner than later, brands can stop the bleeding, protect their margins and find a path to profitability. Read the full blog.

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