Notable Work Done
Driven impactful transformations across diverse business environments—from pharma-to-FMCG transitions and e-commerce scale-ups to trade spend optimisation and field force efficiency. Our interventions have enabled business turnarounds, rural expansion, and urban retail optimisation through data-led insights. By introducing gamification for product launches, cold-chain distribution audits, and DMS automation, LBC helps organisations modernise operations, boost profitability, and build agile, performance-driven sales ecosystems
Case Study
Trade Spends Optimization & PRGM Efficiency
Company
A Medium Sized MNC
Sector
Pharma
Project
Plugging the leaks — turning trade spends into growth fuel.
The company wanted to plough back trade spends to brand building activities and drive demand
COMPANY CHALLENGES
The company was operating with trade spends exceeding 6.5% of revenue, constraining its ability to reinvest behind consumer demand and marketing initiatives. The spend structure had evolved without clear ROI benchmarks and varied widely across channels and geographies. With profitability under pressure, the need was to rationalize trade investments while maintaining competitive presence and growth momentum.
OUR APPROACH
As Director of Sales, led an initiative with Trade Marketing & Finance to overhaul trade investment management and embed Performance & Revenue Growth Management (PRGM) discipline.
- Conducted competitive benchmarking to assess category-level trade spends & identify optimal investment norms across channels & SKUs.
- Undertook a detailed channel-, pack-, and geography-wise analysis to understand return profiles & align spends to actual business potential.
- Re-designed wholesale & retail loyalty programs to link payouts to measurable performance outcomes.
- Streamlined distributor-linked field-force expenses & transitioned certain cost elements to partners for higher efficiency.
- Developed a reinvestment framework that redirected savings toward in store execution, visibility, and trial-generation programs, ensuring business growth was not compromised.