Sentrana Announces Trade Management and Analytics Solution for Foodservice Manufacturers

A Quantitative Approach to Turn Trade Spend into Trade Investment

Washington, DC, February 05, 2011 --( Sentrana, Inc., a Washington DC-based leader in scientific marketing solutions for the foodservice industry, announced today the development of a Trade Management and Analytics solution to help foodservice manufacturers plan, develop, execute, and track trade promotion programs to reduce costs and improve revenue performance. Sentrana’s solution employs data analytics to better align trade investment decisions with related pricing, promotion, and campaign marketing levers, and provides the ability to develop, execute and monitor targeted product campaigns for highly scalable revenue growth.

In the food-away-from-home (FAFH) industry, over 75% of foodservice manufacturers regard their trade spend practices as inefficient, and an even larger number (over 85%) do not currently employ business intelligence or analytical tools to improve the effectiveness of their trade spend initiatives according to the Market Intelligence 2010 Foodservice Trade Survey.

“Current trade promotion practices in the FAFH sector don’t take full advantage of available information. In general, today’s trade programs fail to effectively utilize trade performance data and inefficiently match and promote products to operator demand. Manufacturers are taking the equivalent of a shotgun approach to trade promotion planning and allocation which results in unnecessarily high trade promotion costs and sub-optimal performance,” says Chris Ritchie, Sentrana’s Director of Solutions and Services.

Sid Mansur, Sentrana CEO, notes: “A paradox exists in the way in which trade investment decisions are made today. Generally speaking, trade expenditure is commensurate with proof of performance provided by downstream partners. Those partners that have a large number of receipts and get the lion’s share of trade spend are precisely the partners who will do little with the trade spend because they already have the lion’s share of the market. Trade spend can only become trade investment if trade partners mobilize it to actively promote products and expand market share.”

By more precisely aligning trade investment decisions with downstream demand signals, Sentrana's Trade Management & Analytics solution enables trade partners to better identify and capture growth opportunities with reduced costs.

About Sentrana

Sentrana is a scientific marketing company. We help our clients make more informed and accurate decisions about product assortment, promotions & advertising, pricing, and sales force alignment with the data and capabilities they already possess. Our scientific marketing solutions integrate advanced predictive technology with the qualitative insights derived from human knowledge and experience. Sentrana’s SAP-certified MarketMoverTM platform illuminates opportunities at the micromarket level of each customer and each product, enabling organizations to actively drive demand for their products and services. For more information, please visit

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