Oracle Demand Signal Repository - Not Just for CPG Anymore

Manufacturers of consumer products must differentiate their products in a world where sales channels have fractured, mass media has become less effective and major retail customers have increasingly featured their private label merchandise. Brand leaders recognize that they must understand consumers better than ever to survive. Increasingly, they use demand signal repositories to link store-level demand insights with product development, trade promotion management and supply chain planning. The result? improved time to market, consumer retention and retail service levels.

Oracle's Demand Signal Repository product has evolved significantly since its initial release in 2008. It began with category management analytics that combined retailer-direct and syndicated data sources. In 2009, Oracle DSR added store-level supply chain exception management. For 2010, the just-released version 12.1.3 introduces three new capabilities:


  1. Manufacturer promotion analysis - Brand owners can monitor sellthrough for their in-flight promotions, and identify store compliance and distribution issues. Detailed analysis of promotion effectiveness can also enhance future promotion plans.

  2. Manufacturer shipment analysis - Manufacturers can review retail sales in the context of manufacturer shipments to highlight logistical bottlenecks and product diversion, as well as create a complete demand picture that includes customers that do not provide direct retail data.

  3. Indirect distribution - Companies can trace the source of sales across third-party distributors to determine the throughput and effectiveness of multiple channels..


As a result, manufacturers the consumer electronics, telecommunications and media and entertainment industries can benefit from demand signal repository technologies that have traditionally been restricted to the CPG market. We're pleased that customers in each of these industries have recently chosen Oracle DSR as their solution.

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Oracle Value Chain Planning enables best in class processes including demand sensing, shaping for profitability, fast event-driven scenario simulation, supply chain risk management, sales and operations and integrated business planning, comprehensive trade management, integrated order orchestration and promising, and multi-enterprise planning and collaboration.

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