What Are the Best Practices for the Promotion of Intelligence Dibyendu Mukherjee of Dallas Weighs In

Success Lies in the Details, Product Differentiation and Success, Integrating Promotion Intelligence

While Dibyendu Mukherjee, a Dallas local, was at CPG Solutions, he explored and identified technology for retail grocery chains. As the Vice President of Product Management Solutions, it fell on his shoulders to understand different kinds of platforms and programs and how they could be integrated to produce a better bottom line. He was also in charge of conducting much of the analysis that would be inputted into the systems.

These grocery chains had sales that exceeded $10 billion, so the work on Mukherjee’s plate was significant. He gathered data from different departments to answer these complex questions and acted as a lead evangelist. He opens up about how promotion intelligence factored into his successful tenure at CPG.

Success Lies in the Details

Retail grocery chains stock tens of thousands of items in any given store. Sales and promotion intelligence can reveal how each item sells in comparison to direct competitors. However, to ensure these numbers are accurate, there has to be a lot of attention paid to how the data is collected, who it’s being collected from, and where exactly the information is used. Dibyendu Mukherjee of Dallas says that only then can you see how to adjust methodologies and procedures to optimize the data.

The firm leaned on Mukherjee’s expertise to conduct the research that went into product development. From design concepts to prototypes to improvements, he had to work with all the product owners so he could really understand how to design a better process. This was more about giving people better tools to do their jobs than it was about singling any one component out. Once he understood the big picture, he could start to dig into the finer points.

Product Differentiation and Success

Promoting and selling a product starts with differentiating it from other products on the market. What will attract a customer to buy a specific item, especially if another retail chain is selling the same item? Can the product be distinguished by price? By location? By its proximity to complementary products? For instance, would put a jar of peanut butter next to a jar of jam inspire people to purchase the two together — even if the same jar of jam was sold for less money at a competing retail chain two blocks away? Promotion intelligence for Mukherjee meant answering these questions with as much authority as possible.

Integrating Promotion Intelligence

The last and potentially most important best practice for promotion intelligence involves making the data accessible. When at CPG, Dibyendu Mukherjee of Dallas, Texas, put all of his evaluations and recommendations on one platform and made them available on mobile devices and desktops. Having a way to check certain metrics in a pinch didn't just help his colleagues feel more confident about major decisions, it also improved the odds that those decisions would ultimately benefit the larger organization.

Press Release Distributed by The Express Wire

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