DemandTec and Cannondale Associates Featured at TPMA Conference July 21, 2009 in San Francisco

Presentation to highlight retailer insights on trade promotion effectiveness

SAN CARLOS, Calif., July 9 /PRNewswire-FirstCall/ -- DemandTec, Inc. (Nasdaq: DMAN), a leading provider of on-demand optimization solutions for retailers and consumer products manufacturers, today announced it will participate in the Trade Promotion Management Associates Reinventing Collaboration in a Digital World conference being held at the Stanford Court Hotel in San Francisco July 20 to 21, 2009. Armen Najarian, Senior Director of Consumer Products Industry Marketing at DemandTec, and Todd Bortel, Senior Consultant at Cannondale Associates, will present a session entitled Trade Promotion Planning and Analysis: A Game That Needs Changing on July 21 at 8:30 AM PDT.

The session will provide an assessment of retailers' current trade promotion practices with respect to both planning and analysis, and will identify barriers to improvement. The session will also give specific recommendations for both manufacturers and retailers on how to overcome these barriers.

"Cannondale's direct, primary research with retailers has elicited valuable insights for manufacturers on the important topic of trade promotion effectiveness. One theme that resonated across the interviews is that achieving trade effectiveness isn't a one way street - it requires a deliberate, coordinated effort from both the manufacturer sales organization and the retail category manager," said DemandTec's Najarian.

Cannondale Associates recently interviewed several grocery executives on the subject of promotion effectiveness, focusing on:

• how retailers incorporate analytics into their planning processes,
• which consumer products manufacturers exhibit trade planning best practices, and
• where opportunities exist for improvement.

In the TPMA session, Bortel will give an overview of the results of the survey and Najarian will provide DemandTec's perspective on what these insights mean for consumer products manufacturers.

"Our survey showed that retailer category managers are overwhelmed with executing the volume of promotions in their category, leaving them with little opportunity to think and act strategically. As a result, manufacturers can position themselves as vendors of choice if they deliver resources to support the category manager's objectives," said Cannondale's Bortel.

The TPMA Reinventing Collaboration in a Digital World conference is designed to give attendees the tools to create a competitive advantage in a very difficult operating environment, according to event organizers.

"TPMA is looking forward to attendees gaining the strategic insights to collaboratively address the new and more complex marketing channels within this unsettled economy," said Bob Houk, executive director of Trade Promotion Management Associates. "As TPMA members have always benefited from learning retailers' perspective on the current state of trade promotion effectiveness, we're looking forward to Cannondale Associates and DemandTec providing an understanding of how manufacturers can mobilize the findings from the research into their day-to-day activities."

For more information about the conference, visit: http://www.tpmaww.com/vcf/client/brand/tpma/eventDetail.jsp?eventId=166

About Trade Promotion Management Associates (TPMA)

TPMA is a think-tank and educational resource for Consumer Goods Trading Partners. It is the leading membership organization dedicated specifically to the practice of trade promotion marketing in all its forms - co-op/MDF, in-store marketing, online promotion, rebates, pricing, slotting, and all the other practices within trade promotion. TPMA fosters, promotes and provides platforms for collaboration in the trading partner relationship to drive best-in-class processes for trade promotion management and optimization. It is dedicated to the effective and efficient use of trade promotion dollars and serves as a collaborative resource for research and metrics for companies such as Dial, Land O'Lakes, Audiovox, Sony BMG, and Johnson & Johnson among others. Learn more at www.tpmaww.com.

About Cannondale Associates

Cannondale Associates is a leading sales and marketing management consulting firm with offices in Wilton, CT and Evanston, IL, and is part of Kantar and WPP. In addition to the PoweRanking(R) study, Cannondale publishes benchmarking studies on trade promotion spending strategies, category management/consumer marketing at retail (CMAR) and foodservice.

About DemandTec

DemandTec (NASDAQ: DMAN) enables retailers and consumer products companies to optimize merchandising and marketing decisions, individually or collaboratively, to achieve their sales volume, revenue, and profitability objectives. DemandTec nextGEN software services utilize DemandTec's science-based software platform to model and understand consumer behavior. DemandTec customers include more than 195 leading retail and consumer products manufacturers such as Ahold USA, Best Buy, ConAgra Foods, Delhaize America, General Mills,, H-E-B Grocery Co., Hormel Foods, Monoprix, PETCO, Safeway, Sara Lee, The Home Depot, Walmart and WH Smith. Connected via the DemandTec TradePoint Network(TM), DemandTec customers have collaborated online with over 2.3 million trade deals. For more information, please visit www.demandtec.com.

DemandTec Safe Harbor

This press release contains forward-looking statements regarding DemandTec's expectations, hopes, plans, intentions or strategies, including statements about the benefits and effectiveness of DemandTec's solutions. These forward-looking statements involve risks and uncertainties, as well as assumptions that, if they do not fully materialize or prove incorrect, could cause our results to differ materially from those expressed or implied by such forward-looking statements. The risks and uncertainties include those described in DemandTec's documents filed with or furnished to the Securities and Exchange Commission. All forward-looking statements in this press release are based on information available to DemandTec as of the date hereof, and DemandTec assumes no obligation to update these forward-looking statements.

    Media Contact:
    Mitch Kristofferson, DemandTec, Inc.
    (650) 226-4630
    mitch.kristofferson@demandtec.com

    DemandTec Investor Contact:
    Tim Shanahan, DemandTec, Inc.
    (650) 226-4603
    tim.shanahan@demandtec.com

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SOURCE DemandTec, Inc.