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Ron Ten Berge Moves to Schering Pharmaceuticals after Kraft Foods


After Kraft Foods, Ron Ten Berge moved to a division of Schering Pharmaceuticals called Schering-Plough Health Care products, a consumer business

unit

of

Schering Pharmaceuticals. There, he learned a number of things.


Ron had been in the consumer food industry for over a decade. At Schering Pharmaceuticals, Ron had to learn the new world of over the counter pharmaceuticals. Schering owned products like Lotion

Coppertone and

Dr.

footcare products

Suntan Scholl’s


It was an extremely intellectually stimulating time for Ron Ten Berge, and even though he was still selling products through the same channels, he had to learn a new part of the store. He had just received his MBA when he got to Schering.


The president of the company took him on a tour and asked him to join him at headquarters to lead a project where he would report directly to him. The project was Maximizing the Value of Promotions (MVP). Typically, companies will spend a large percentage of revenue on trade spending by slotting fees to get products on shelves.


These funds go towards many things like advertisement and trade promotion spending. Schering re-approached the way they managed this spending particularly for Coppertone Suntan Lotion since the product is highly seasonal and returns on seasonal products can cross the profit and loss boundaries.


They designed a new approach and deployed a tech solution to manage it. They implemented one of the first CRM (Customer Relation Management) software tools.


This method is absolutely widespread now, but in 2000, when Ron Ten Berge began this project, it was rare. Schering deployed it to

manage

promotion

trade

spending

and it ended up being extremely successful.

Ron Ten Berge Moves to Schering Pharmaceuticals after Kraft Foods  

Ron Ten Berge Moves to Schering Pharmaceuticals after Kraft Foods Click here - https://twitter.com/rontenberge

Ron Ten Berge Moves to Schering Pharmaceuticals after Kraft Foods  

Ron Ten Berge Moves to Schering Pharmaceuticals after Kraft Foods Click here - https://twitter.com/rontenberge

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