Wipro Promax vs. Revya

In the Consumer Packaged Goods (CPG) industry, trade spending often constitutes the second largest expense, only surpassed by the cost of goods sold. Given the rapid shifts in consumer preferences and the dynamics of retail partnerships, these businesses need improved tools to manage their trade promotion optimization more effectively. The challenge of optimizing trade spending is further complicated by a variety of external factors, including intense market competition, logistics that vary by region, and the need to adhere to regulatory standards. Internally, companies face hurdles such as disjointed data systems that span across different platforms like ERP and POS, difficulties in deriving actionable insights from promotion-related analyses, and common obstacles in fostering collaboration between sales, marketing, finance, and demand planning teams. To address these multifaceted challenges, Wipro has introduced its Promax® suite of solutions, which includes trade promotion management, optimization, and execution (TPM, TPO, and TPx), thereby providing a holistic approach to managing trade spending. By utilizing these innovative solutions, CPG firms can more adeptly navigate the intricacies of trade spending, ensuring improved efficiency and effectiveness in their promotional strategies. This not only boosts their operational capabilities but also positions them favorably in a competitive marketplace.

Revya specializes in the recovery of deductions and the management of trade promotions for consumer packaged goods (CPG) brands that distribute through multiple channels. The company adeptly acquires the weekly UNFI backup, alongside intricate K-Solve data from KeHE, and organizes each entry meticulously by chargeback category while also linking promotional entries to their corresponding authorizations. It ensures the accuracy of shortage claims by cross-verifying them with the bill of lading and proof of delivery, and it systematically files any discrepancies within the dispute periods set by each distributor. In planning, Revya assesses promotions using incremental case sales derived from historical scan data, adjusting for potential cannibalization, and calculates the delivered cost, yielding a detailed report on the true cost of service per channel, which includes the effects of spoils, fines, and chargebacks from transactions. Unlike many Trade Promotion Management (TPM) tools that merely project future expenditures, Revya distinguishes itself by analyzing retailer behaviors after promotions, leading to more precise evaluations. Having overseen over $120 million in managed deductions, Revya has efficiently processed in excess of 16,000 deductions across 14 different distributors and retailers, including key industry players like UNFI, KeHE, US Foods, Sysco, Lowe's, and Menards, which underscores its substantial influence in the field. This all-encompassing strategy not only optimizes financial recoveries but also bolsters strategic planning for upcoming promotions, positioning Revya as an indispensable resource for CPG brands aiming to enhance their operational efficiency and market performance. Furthermore, Revya's innovative approach equips brands with insights that drive better decision-making and ultimately contribute to their long-term success in a competitive landscape.