Annual business planning in CPG: Navigating the path to success

As the year progresses, consumer-packaged goods (CPG) companies start getting busy with a crucial task—preparing the annual operating plan (AOP) for the year ahead.   

This is when CPG companies carefully prepare their actions for the next year, setting the stage for growth, for meeting financial objectives, and developing smarter strategies. In this article, we'll look closely at the main parts of the AOP plan in the CPG world, discuss the pain points in the traditional business planning process, and see how technology, especially AI-powered software, is changing how things are done.  

Key elements of an annual operating plan (AOP) in CPG

Demand planning  

Demand forecasting is a perpetual puzzle in the CPG industry. Underestimating demand can lead to stockouts, missed opportunities, and disappointed customers, while overestimating can result in excess inventory and financial strain. The annual planning process provides a dedicated window to address this challenge. CPG companies meticulously assess historical data, market trends, and emerging consumer preferences to refine their demand volume forecasts. By doing so, they can better allocate resources, optimize supply chain operations, and strike a delicate balance between meeting customer demands and minimizing excess stock. Effective demand volume planning ensures that CPG companies are ready to meet the needs of their target audience without facing unnecessary risks.  

Read our guide: AI-driven demand forecasting in CPG 

Trade pricing  

Trade pricing plays a pivotal role in determining market competitiveness and profitability. In preparation for the year ahead, CPG companies will conduct a meticulous review of their product pricing strategies. This analysis includes defining recommended selling prices to attract consumers and ensure healthy profit margins. In the CPG landscape, AOP planning provides a dedicated space for recalibrating pricing strategies, taking into account market trends, competitor activities, consumer preferences, and the drift in costs of goods sold, such as changes in commodity prices, changes in labor costs, transport, energy, etc. With a clear understanding of how pricing impacts the bottom line, CPG companies can strategically position their products to maximize revenue while maintaining customer loyalty.  

Trade contracts  

The bonds between CPG companies and retailers are forged through trade contracts which determine everything from promotional activities to shelf space allocation. As annual planning approaches, CPG companies theoretically have a unique opportunity to revisit and refine these contractual arrangements, although this isn't always a straightforward process. In reality, changing the structure of a contract can sometimes lead to significant conflicts with retailers. Moreover, it's essential to consider an assessment at the channel level. By reassessing the terms of engagement, both parties can realign their objectives, ensuring that trade contracts are mutually beneficial. This meticulous process not only fosters stronger relationships but also sets the stage for collaborative growth. In essence, the CPG AOP cycle serves as a forum for renegotiating contracts, underpinning a harmonious partnership through the year ahead.  

Trade promotions 

Trade promotion management (TPM) is central to engaging consumers and driving sales in the CPG world. However, orchestrating effective promotions and managing associated trade spend is a multifaceted challenge. As the annual operating planning process unfolds, CPG companies take the opportunity to fine-tune their TPM strategies. This involves analyzing past performance, consumer behavior trends, and market dynamics. By aligning these insights with the broader annual operating plan, CPG companies can craft promotions that resonate with consumers and yield substantial returns. Finetuning TPM during annual CPG business planning ensures that promotional activities are strategically positioned to maximize impact, bolster sales, and enhance brand visibility.  

Pain points in the traditional AOP planning process

While developing an annual operating plan is crucial for CPG companies to set the course for the year ahead, the traditional planning process is riddled with inefficiencies. 

One major issue is the heavy reliance on spreadsheets and manual data entry. A significant amount of time is spent creating templates, distributing them across the organization, retrieving and entering data, and then collecting and checking the data. This process is not only time-consuming but also prone to errors and rapid obsolescence. 

Additionally, there is a lack of alignment between different teams and levels in the organization. Different functional teams and business units often work on operational plans and budgets in silos, unaware that corporate finance and strategy teams are developing alternate targets and budgets. This approach leads to ineffective AOPs, as there is no clear understanding of each other’s context and no shared ownership of business targets and resource allocation. 

Another critical problem is the scattered nature of data across the organization, leading to tribal knowledge where each team has its own perspective. Data is not centralized and harmonized, resulting in no single source of truth. This fragmentation leads to excessive time spent on data collection and validation, leaving little time for analysis and cohesive presentation. Endless hours are wasted trawling through spreadsheets or digging through emails to find the necessary data, instead of leveraging data-driven insights for better-informed decision-making. 

In short, unconnected and unreliable data, inefficient workflows, and a lack of collaboration in the traditional CPG account planning process severely limit the business's ability to create effective and aligned operating plans. 
 

Streamlining the CPG AOP cycle with technology 

Utilizing the best CPG planning tools  

Technology has emerged as the compass that guides CPG companies through the intricacies of creating an AOP. Planning tools streamline this process, replacing manual spreadsheets with efficient, automated solutions. This shift not only saves time but also ensures accuracy and consistency across the CPG business planning landscape.  

Single source of truth with AI-enhanced software  

Data is gold, and AI-enhanced software is the alchemist that turns data into insights. Such software serves as a single source of truth, providing accurate, and actionable data for decision-making. With a reliable outlook, CPG companies can confidently navigate the complex waters of annual planning.  

Empowering informed decision-making 

Think of annual operating planning in CPG like mapping out a road trip. A clear roadmap frees teams to focus on strategy rather than battling uncertainties. This is what the "one-number principle" is all about—instead of spending time debating whether the numbers are right, everyone agrees on a single set of figures, just as fellow travelers agree on which route to take. This means the team can move on from discussing the truth to planning for the future. With this approach, businesses can concentrate on strategic initiatives that push them forward rather than getting stuck in endless debates about details.  

And that's where technology comes in. It not only provides decision-makers with tools to optimize but also with information that helps them make smart choices. This kind of agility is crucial in a fast-changing market where adaptability is obviously key. Just as a good map makes a road trip smoother, technology makes navigating the business landscape easier and more effective.  

Visualfabriq: revolutionizing the annual operating planning cycle in the CPG industry

Performance enhancement  

Visualfabriq's software revolutionizes the performance landscape for CPG companies. It provides commercial leaders with a comprehensive view of their Profit and Loss (P&L), spanning volume and value aspects. This panoramic view equips them to make data-driven decisions that align with overarching business objectives.  

Process optimization  

In the intricate dance of trade contracts, promotional strategies, and pricing, Visualfabriq takes the lead. The software enables commercial teams to optimize promotional, marketing, and contractual spend, while also introducing a meticulous, audit-proof workflow. This process optimization translates to heightened efficiency and compliance, all within a seamless user experience.  

AI-driven decision-making  

Visualfabriq's unique power lies in its AI-driven expertise. It combines advanced data integration and AI-powered predictions to provide insights that help in understanding upcoming market trends, consumer behavior, and demand patterns. This predictive capability of Visualfabriq empowers organizations to make well-informed decisions that are oriented toward the future. As a result, uncertainty is diminished, and decisions become more insightful.  

Read more: How advanced analytics and AI are changing the game in CPG 

AOP planning to achieve growth and efficiency in CPG

During annual planning in CPG companies, the equation for success is simple yet profound: growth and efficiency. Visualfabriq's software paves the way for organizations to achieve both. By enhancing performance, optimizing processes, and harnessing the power of AI, CPG companies unlock the potential for predictable, long-term revenue and profit growth, all while maximizing operational efficiency.  

As CPG companies embark on their annual planning journey, tradition and technology converge. Trade pricing, trade contract planning, TPM planning, and demand volume planning are the cornerstones of strategic decision-making. Through the lens of technology, annual planning is elevated, becoming not just a routine but a transformational event.  

With tools like Visualfabriq's software, the path to success becomes clearer, the destination achievable, and the future promising. In the consumer-packaged goods landscape, technology is the compass that guides CPG companies towards growth, efficiency, and prosperity.  

Explore Visualfabriq's solutions: Trade Promotion Master, Trade Spend Master, Demand Forecasting, and Revenue Management. Alternatively, request a consultation with one of our experts.