Hershey’s trade promotion management transformation yields sweet rewards

If you’ve ever been tempted by a sweet deal on holiday candy or impulsively grabbed a two-for-one treat from the display by the cash register, then you know the power of good trade promotion. For a major consumer packaged goods (CPG) company like The Hershey Company (Hershey), trade promotion management (TPM) is a crucial piece of the business model, affecting revenue and operations at nearly every link in the retail supply chain. To continue delivering value and prepare for an upcoming ERP upgrade, Hershey decided to transform its TPM program enterprise-wide. PwC helped design and implement an SAP-based TPM platform, then helped integrate it into SAP S/4HANA and shifted into providing ongoing TPM managed services. As a result, Hershey can make better decisions — helping drive significant improvements in trade spend efficiency, forecasting and revenue growth — and make customers’ lives a little sweeter, one Kiss at a time.