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Church & Dwight Co., Inc was founded in 1846 and is the leading U.S producer of sodium bicarbonate, otherwise known as Baking Soda, a natural product that cleans and deodorizes. The company wanted to proactively respond to changing regulatory reporting requirements and improve the effectiveness of trade promotion expenditures. The challenge was to improve the strategic approach to customer planning and identify, analyze, and implement a performance based system for measuring and evaluating KPI's. Church & Dwight has capitalized on the utilization of Siebel CG to manage the TPM process; improving upon KPI metric definition and reporting across its classes of trade, product categories and brands.
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