This week we are proudly hosting Advancing CG Executives at Saint Joseph’s University for the POI Certified Collaborative Marketer (CCM)™ curriculum, and certification.
Leading companies including Land O’ Lakes, Wawa, Mckee Foods, Kind Snacks, Constellation Brands, Wakefern, Mars, and others are here to advance skills. Your next chance to becoming a Certified Collaborative Marketer (CCM) is June 17-18, at Saint Joseph’s University in Philadelphia, PA. Achieving the CCM allows you to think differently, and gain essential skills sought after by your company, and other successful CPG/Retail
executive team leaders. Every CCM Graduate has gone on to advance practices and teams at their companies, as well as advancing their own careers.
The Promotion Optimization Institute (POI), in partnership with Dr. John L. Stanton at St. Joseph’s University in Philadelphia, offers an educational program leading to a certificate as a Certified Collaborative Marketer (CCM)™. The Certified Collaborative Marketer – CCM™, Executive Certification Program is specifically designed to develop the skills of current and future leaders in food and consumer packaged goods – CPG industries. To succeed in business, individuals must be able to see beyond their own functional area and understand how the organization operates as a whole.
During this 16-week self-directed program, expert faculty expose participants to the key management levers that drive organizational success. The program begins by exploring how organizations develop and implement strategy. Then, core functional areas of business are explored – from sales to marketing, to merchandising, pricing, supply chain and finance -teaching candidates a solid understanding of each function and how it contributes to trading partner collaboration success. https://poinstitute.com/certification-ccm/
CCM training will teach you the techniques, tools and approach for analyzing and building effective TPM-TPO marketing, promotions, eCommerce, Advanced Analytics, sales and merchandising strategies to propel your organization and your career forward. Throughout the 16 week program, you will discover exceptional opportunities for broadening your perspective, collaborating with a group of retailer and manufacturer peers and analyzing the TPM and TPO activities in your company. Ultimately, you will attain lasting satisfaction from creating the improved strategies, and approach for
analyzing and building cost effective marketing, promotions, sales and merchandising, you’ll implement them into your job and for your company.
Who Should Attend
The CCM certificate is right for anyone looking to further pursue their Trading Partner Collaborative business knowledge and skills on a convenient, flexible schedule (90% online). Learn more and enroll today. Also, inquire about our two remaining scholarships for the next session by writing mkantor@p-o-i.org
The CCM certificate is right for anyone looking to further pursue their Trading Partner Collaborative business knowledge and skills on a convenient, flexible schedule (90% online). Learn more and enroll today. Also, inquire about our two remaining scholarships for the next session by writing mkantor@p-o-i.org
Thank you to all who have filled out our annual SOI survey. To those who have not, we kindly ask you to complete the survey by Wednesday close of business this week, as we will then be preparing the insights and report to return to you.
The POI State of the Industry – 2019-2020 Annual TPx and Retail Execution Benchmarking Survey Linked here:
The Promotion Optimization Institute (POI) is conducting the annual industry survey to help you and your company improve promotion effectiveness and efficiency in retail execution and to understand your business successes and challenges. Additionally, the survey will help us to deliver research, best practices, and POI Summit events that serve your advancement needs.
Please take 15 minutes to complete the confidential survey, which is broken down into two distinct yet related business processes: Trade Promotion Management (TPx– which includes trade promotion management and trade promotion optimization) and Retail Execution.
Registration is open: April 1-3 for the POI Spring Annual Summit – Fusing Digital and Trade Strategies to Drive Mutual Growth. Downtown Marriott, Chicago, IL View more here
Michael Kantor, CEO and Founder, Pam Brown, Chief Commercial Officer
Have a sensational week!
Reach us with any needs, questions, or requests
to further engage with POI at:
Industry News
Clorox Execs: The Purpose Behind a Brand Redesign
Source: (cloroxcompany.com December 4, 2019)
Elena Otero, VP, International Marketing, said, “We first changed our advertising, and now it’s time to modernize our label and packaging design, to bring in the more emotional aspect of our brand purpose.
The 2019 Spring Summit was sold out!
Reserve your spot now with 400+ CPG/Retail Peers,
April 1-3, 2020 in Chicago!
Already registered: Sargento, PepsiCo, Interstate Batteries, Rich Products, Talking Rain, Ocean Spray, Riverside Naturals, AAFES, Johnsonville, Palermo’s Pizza, Gortons, Clorox, Bel Brands, JM Smucker, Kimberly Clark, Walgreens, Campbell’s Soup, Church & Dwight, Hormel, Mondelez, Pfizer, Dole Foods, Colgate Palmolive, Hometown Foods, Nestle, P&G, Constellation Brands, Ferraro, J&J, Unilever, Mars, Kraft Heinz, Musco Family Olive, Kellogg, Tillamook, American Tire Distributors, and more. Register here
POI Members, Reach jhampto@p-o-i.org for your complimentary passes now!
Unilever to Prioritize Digital and Become ‘Future-Fit’
Source: (Mktg Dive December 3, 2019)
Centering more business around e-commerce has also become another priority for Unilever in the Amazon era – a shift that’s had a heavy impact on its marketing. Unilever CEO Alan Jope cited online retail as Unilever’s “most important growth channel” and a large factor motivating its focus on “a data-driven marketing approach.” Learn more
Amazon Web Services CEO’s ‘Very Ambitious Plan’
Source: (CRN December 3, 2019)
Jassy plans to keep AWS at the top of the computing pyramid by “iterating at a faster clip than anybody” and adding ever more technology services and functionality, continuing to pass on cost savings to customers — AWS has lowered prices 75 times since its 2006 launch, “largely in the absence of competitive pressure to do so” — and expanding its AWS Partner Network (APN) commitment with offerings that include a new startup program. Learn more
Walmart CEO: “There is a ‘Magic’ in Being Different”
Source: (Talk Biz December 4, 2019)
Walmart President and CEO Doug McMillon envisions a time when Walmart will look more like a service to customers than a retailer. McMillon said Walmart will always be a retailer but adding a suite of service offerings that make life better for customers is also part of a winning strategy. Learn more
Starbucks Keeps Its Customers Coming Back
Source: (Motley Fool December 4, 2019)
By combining AI with marketing, Starbucks has managed to grow and expand its Starbucks Rewards program. In its Q3 2019 earnings call, management announced that the program now has 17.2 million active members, and the growth of 90-day active rewards members was 14% year over year. Learn more
If you missed this live webinar on Trade Promotion Efficiency, POI members can Access Recording Here
J.M. Smucker Brews Marketing Refresh
Source: (Mktg Dive December 4, 2019)
J.M. Smucker has shifted its marketing strategy to increase awareness and drive brand growth among digitally savvy consumers. These two campaigns are part of the approach to targeting consumers with entertaining and humorous content through both broadcast and digital channels. Learn more
Kantar’s 2020 Media Trends & Predictions Report
Source: (Best Media Info December 4, 2019)
Kantar, predicts there will be a digital paradox-while new and evolving media channels will create opportunities, the deluge of digital touch-points will make it more difficult to connect with consumers. Marketers will also need to navigate the ‘data dilemma,’ meeting consumer demand for relevant, personalized content, without breaching trust and privacy.
POI 2019 Solutions Landscape Read Full Report Here
AR and VR are about to Change the Way you Work
Source: (ZD Net December 4, 2019)
PwC’s report predicts that almost 23.5 million jobs worldwide will be using AR and VR by 2030 – about 27 times more than currently. And so, as the economy grows more productive thanks to both technologies, just as many jobs will go through fundamental shifts. PwC also forecasts that AR and VR will affect workers at all stages of the career ladder, as the technologies change processes within the enterprise, ranging from design to operations and through marketing and sales. Learn more
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