Calculating Promo Budget

After reviewing the customer’s request, Promo Specialist will need to check the budget for the promo. First find the margin of this order, click “Sales Order”:

Scroll down to the bottom and copy the Margin amount:

Then open Promotional Material Status Table ", find the budget template:

https://docs.google.com/spreadsheets/d/1mxwQlm-VhFvmT2WSE1APHxu70vrm2LmZRXJE5iXTPAs/edit#gid=1981322561

Duplicate the template, fill out the order number and customer code first.

The format of the name of this duplicated tab should be: “XXX-[Customer Code]-SOXXX”.

The following fields have to be filled in:

Order Number: SOXXXX

Customer Code: [XXX]

Date: XX.XX.XX

US Ex Rate: set the exchange rate -0.2 of the current exchange rate noted in Odoo. For example, if the current exchange rate is ¥7.236512. Take the rounded exchange rate of ¥7.23 and -0.2. The exchange rate to input is ¥7.03.

Then Promo Specialist will be able to see the budget for this promo.

IMPORTANT:

There are times, when one customer would have a few orders happening at the same time. In this case, every order will still have a separate Promotional Task, however, we can consider combining the marketing budget of a few orders into one budget. If the customer is fine with consolidating the promotional materials from multiple orders into one promo order covering the multiple ongoing orders, the following has to be done:

1. Budget is combined
2. All discussion has to be happening in 1 order promo task, and in all relevant promo tasks there should be a task sent by Promo Specialist:

India Orders

As promotional tasks are created for every order placed by Customer no matter the origin of the products, being China or India, the promotional materials are always being produced in China. Therefore, in case the promo task is created for the order in India, we have the following options:

1. Check if Distributor has any ongoing orders or orders about to start coming from China. Promo Specialist is to send task to Account Manager to learn if any upcoming orders are to start for the same Customer.

In this case, we will combine the promotional material budget of the India order with the ongoing or next China order, and deliver the promotional materials together with the China order.

2. If Distributor only orders from India, consider if:
1. Sending promotional materials by LCL from China is acceptable by Customer and if the Customer agrees to cover the shipping cost. In rare cases, we can consider covering the shipping cost from the promo budget. Send a task to the Sales Manager to know if the promotional budget is to include the LCL shipping cost or would need to be increased to include the LCL shipping cost.
Note: For more context about why we would cover the LCL shipping cost of promotional materials from China for an India order, it is a case by case basis depending on the strategic importance of the Customer or order. If it is important that we get promotional materials to the Customer, for example it is the first order or the product(s) are important to push into the market, approval must come from the Sales Manager as the Sales Manager knows the strategic importance of the customer or order.
2. Digital promotional materials are acceptable and sufficient to meet the marketing needs and objectives of the Customer and acceptable to the Customer.

Based on the budget and Customer’s requests, Promo Specialist will need to carefully choose the items from the list that Customer sent. For most orders, promo should be composed of both physical items and printed materials.

However, the decision of what promo materials shall be included for the order is not to depend solely on the customer’s requested items. When determining the most effective promo items for an order, Promo Specialist should first check on the distribution channels and target audience for the products of the order. It is the responsibility of the Promo Specialist to ensure the most effective promotional materials are included in the order.

At this point, we need to combine the following information:

1. Which promotional materials were already produced for the customer in the past by checking:
1. Internal Notes tab in the contact card
2. Feedback Forms
3. Distributor promo folder

The above MUST be reviewed to determine how effective the past promo materials were and ensure we are not providing too much of the same promotional materials in the current order.

2. The current requested promotional materials received from the Customer by email (after getting a reply to Promo email 1);
3. If the promo materials the Customer requested are most effective for the distribution channel and the target audience, and fulfill the aim of the promo order.

In order to complete step 3, Promo Specialist MUST refer to the link below:

https://support.advacarepharma.com/standard-operating-procedures/marketing-dept/reference/distribution-channels

Once all 3 steps are completed and the promo list is prepared, Promo Specialist will send a task to Marketing Manager to confirm the items are approved for the promo order. Marketing Manager needs to check and confirm the promo items list and budget.

When assessing the budget for an order’s promo, use the Reference tab to estimate the mix of possible promotional material items by using the estimated cost and MOQs for each item being considered.

IMPORTANT:

It is important to always get the most value for the allocated budget by including the promotional items that meet the following criteria:

• fulfill the needs of the identified distribution channels
• fulfill the needs of the identified target audiences
• meet the optimal needs of the Distributor
• serve in the best interests of AdvaCare Pharma
• stretch the budget to include promotional items that provide the greatest visibility of our brand for the least cost