Dendrite Partners with Synectics Group to Deliver Integrated Trade Promotions Management Solution

March 1, 2004
Morristown, N.J., February 4, 2004Broadening its portfolio of leading-edge solutions for the consumer goods (CG) industry, Dendrite International, Inc.

Morristown, N.J., February 4, 2004–Broadening its portfolio of leading-edge solutions for the consumer goods (CG) industry, Dendrite International, Inc. (NASDAQ: DRTE) today announced it has entered into a strategic agreement with Synectics Group, Inc., a leading provider of Trade Promotions Management (TPM) solutions and services. The two companies have integrated Dendrite’s WebForceCG™ sales force effectiveness (SFE) solution with Synectics Group’s industry-leading TPM Account Review™ solution, which will be marketed as AccountReviewCG™.

Traditionally, CG companies have managed trade promotions and retail execution data via a laborious, inefficient, and often-inaccurate paper-based approach, or through the use of disparate, non-integrated sales and marketing solutions from various providers.

To streamline this process, Dendrite and Synectics Group have recently completed integration of Account Reviewwith each of WebForceCG’s component applications, including ForceCG™, a laptop, desktop, and tablet-based SFE application; ForceMobileCG ™, a PDA-based application; and ForceAnalyzerCG™, a decision support software and business intelligence reporting tool.

AccountReviewCG provides a comprehensive closed-loop TPM solution for managing all aspects of the trade promotions process using a single tool that can also operate as a standalone application. Automated capabilities include pre- and post-promotion analysis, budgeting, planning, payments, and deduction resolution. Integrated with WebForceCG, it manages trade promotion informationin a unified database, with automated links to internal client systems, third-party syndicated data sources, and additional point-of-sale data. Data may now be presented across the enterprise via a series of intuitive, real-time dashboards provided by Dendrite’s SFE solutions.

“AccountReviewCG enables organizations to quickly and proactively communicate and execute cross-functional sales and marketing campaigns using key performance alerts and metrics,” said Stephane Coumau, Global General Manager of Dendrite's CG Division. “The combination of our proven industry-leading technology provides CG clients with the ultimate solution to collect and present data in a way that enables them to sell more effectively while maximizing ROI on their marketing and trade promotion investments.”

Added Alex Ring, President of Synectics Group, “This joint solution will simplify a CG company’s SFE and TPM solution integration and provide the customer with a more comprehensive package. Furthermore, by joining forces, both companies can deliver a broader, more closely integrated array of CG solutions and extend our reach into a number of growing global markets.”

Dendrite currently provides knowledge-based, technology-driven solutions to more than 30 leading companies, including PepsiCo, Tropicana, Gillette, and JTI MacDonald. In addition, Dendrite serves five of the world’s top 10 over-the-counter/consumer health care sales forces.

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