Research On Trade Spending Management Of Danone

With the rapid development of fast moving consumer goods,the competition between channels is becoming increasingly fierce.With the growing number of trade spending,there has been more concentration on it,with a greater demand of trade spending management.How to use the existing resources effectively to control,manage trade spending and maintain the core competitiveness of company in the fierce market is the focus of the concern of the fast moving consumer goods company.Danone is one of the most successful health food companies in the world,which developed the business from 1980 s in China,the core business taking a leading position in the FMCG.Currently we own the well-know brands in China,including Mizone,Robust,Health and so on.As a typical fast moving consumer goods producer,facing the rapid development and market competition pressure,Danone has met many problems of trade spending management.The proposition of this thesis is the research on trade spending management of Danone China.Through the analysis of trade spending management situation of Danone,some issues have been found,including regulations lack of comprehensive consideration,unreasonable budget,low return on trade spending,connectionless management system,disconnected payment process and little attention to assessment.To improve these issues,consideration of practical situation,corresponding suggestions for improvement are put forward as well.These advice have some certain representative in FMCG.It has some reference significance for other company.