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BUT SOME PARTIES RELUCTANT TO BASE ALL ON ONE EXCHANGE
The world's largest consumer packaged goods companies are slowly pulling back the curtains on Transora, unquestionably one of the most ambitious e-marketplace projects to date.
Transora executives are in the midst of a global road show, debuting the company and its capabilities to its more than 50 investor companies-- among them some of the most marketing-savvy organizations on the planet.
Transora's investors include Procter & Gamble Co., Coca-Cola Co., General Mills Ins., Kellogg Co., Kraft Foods Ins., Nabisco Ins., Nestle Holdings Ins. and Quaker Oats Co. These CPG giants have funded Transom to the tune of $250 million.
Also invited to the tour stops are suppliers, many of whom are eager to assess how Transora will affect their b-to-b marketing and sales relationships with CPG customers.
"There's no doubt there will be some weeding out; ' Judith Sprieser, CEO of Transom told BtoB at the Chicago event late last month. "What will be left are the top quality, most capable suppliers."
"Suppliers are all over the map" on how they view Transom, said Shaw Skillings, VP-product supply and purchasing at Procter & Gamble, and one of the early architects of Transora.
"Some suppliers look at it as a huge opportunity to get access to business they feel they've not had a shot at in the past;' Skillings said. "Others feel it's just an attempt by CPG buyers to cut supplier margins."
Not moving in tock-step
In fact, Transora...