Promotion Optimization Institute

Optimizing sales, marketing, and merchandising strategies.

Home » Industry News » POI Pulse July 31, 2017

POI Pulse July 31, 2017

 

 

Registration is Open for Manufacturers and Retailers!

General Mills’ New CEO: We’re Ready to Grow
Source: (Star Tribune July 30, 2017)

Harmening is also restoring spending on marketing and
increasing investment in new product innovation, which he says were cut too deeply last year. These dollars will be focused on core categories, like yogurt. General Mills will also make a hard push in e-commerce. Learn more

 

Stores try to Simplify Back-To-School Shopping 
Source: (Chicago Tribune July 29, 2017)

Even when a retailer’s website doesn’t get a shopper’s
back-to-school dollars, it’s likely influencing them. About 60 percent of Chicago parents surveyed by Deloitte said they planned to research back-to-school purchases online before buying in stores. Learn more

 

 

Join Shop Rite, Spinmaster, NBTY, Ainsworth Pet Nutrition, Mrs. T’s, Pfizer, Hunt Brothers Pizza, Bayer Consumer, Starbucks, Mars, Premio Brands, Herr Foods, McKee Foods, ConAgra, Giant Eagle, Pfizer,Church & Dwight, Cambell’s, Colgate-Palmolive, Conair, Sears, Kellogg, Mondelez, Coca-Cola, Hershey, Johnson & Johnson, L’Oreal,  Nestle, Dannon, Kimberly-Clark, PepsiCo, Sysco, RB, P&G, Pernod Ricard, Bimbo Bakeries, Goya, Mars, Ahold, Kraft Heinz, Unilever, Energizer, Edgewell, Constellation Brands, Norseland, French’s, and others to learn and engage around critical in-store, Sales Force Automation, On Shelf Availability Strategies and
Pricing Execution success cases, including: Manufacturers and Retailers can follow the links and register here

 

Nestle Moves to Inflate U.S. Sales
Source: (Food Biz News July 28)

“In summary, while the first-half results were soft, I’m
pleased with the overall progress we are making on our value creation agenda,” Ulf Mark Schneider, CEO said. “This includes, in particular: First, improving some of our underperforming assets like Yinlu (in Asia) and our Gerber baby food range in The United States; second,
our cost-reduction efforts; third, portfolio management such as the recently announced review of our U.S. confectionery business; fourth, several small to mid-size acquisition projects that we’re working on in
high-growth areas; and finally, the decision to increase balance sheet efficiency through higher leverage.” Learn more

 

Enrollment for the Next Collaborative Marketing
Certification Class is Open  

Candidates include Nestlé, Keurig Green Mountain, KVAT, Topco, Johnson & Johnson, and others.  Your next chance to becoming a Certified Collaborative Marketer (CCM) begins December 13-14, 2017 at Saint Joseph’s University in Philadelphia, PA. Learn more and enroll today 

 

A Refresher on Marketing ROI
Source: (HBR July 25, 2017)

Deciding what to spend on. MROI is most often
calculated at the program or campaign level so that marketers know which efforts have a higher return and therefore warrant further investment. It also informs future spending levels, allocation of the budget across programs and media, and which messages a marketer
chooses. Learn more

 

POI has published the only Vendor Panorama for Retail Execution and Monitoring in Consumer Goods. Source: (Promotion Optimization Institute)

Market trends are discussed, and designations for
Best-in-Class vendors in specific areas are in the report. Members may access your copy here.

Coca-Cola Improves Field Force Execution

Source: (POI On Demand Webinar Access)

Learn how getting actionable results from retail
activities will produce meaningful insights and other indicators to serve shared shoppers and consumers. Access the recording

Registration is Open!  POI Fall Annual Summit Nov. 1-3, Dallas 

Collaborative Marketing Driven by Advanced Analytics, Back at the Westin Galleria Hotel, Dallas TX.

Make your plans now, as we are building another world-class agenda,

Attendees already registered include: 

PepsiCo, California Olive Ranch, Windsor Foods, Deoleo, L’Oreal, ACH Foods, Colgate-Palmolive, Walgreen’s, Galderma, Hormel, Dean Foods, Constellation Brands, Blue Buffalo, Energizer, Borden
Dairy,  Hershey’s, Bellisio Foods, Bimbo Bakeries,  AAFES, Mondelez, Sysco, Coca-Cola, Nestle, Kimberly Clark, DPSG, Johnson & Johnson, Perfetti Van Melle, Kellogg’s, JM Smucker, Church & Dwight, Keurig Green Mountain, Musco Family Olive, ConAgra,
Ainsworth Pet Nutrition, Del Monte, Rich Products,  and many others.  By now you should have received your invitation. If not, reach me today at mkantor@p-o-i.org


Realizing Benefits from Trade Improvement: On Demand Webinar Source:
(POI, July 19, 2017)

ACH Food’s Transformation Trade Planning Journey on July 19, 2017 at 2pm will deliver actionable advice.  ACH Food has gone through a transformational program to reinvent business planning and trade management which included the implementation of an integrated business planning solution.Learn more, and view the recording here

 POI Perspective
POI Custom Research – Winning through More

 

Case Study

Situation:

A top household cleaning products manufacturer was merchandising a seasonal quarter pallet display
program in Target stores and wanted to evaluate the in-store execution of the vehicle as well as measure its effectiveness when executed
properly.

Approach:

– Program Design Define goal: understand true display compliance to promotion planner and the effectiveness of the quarter pallet vs. other
display types 

– Align on key metrics: Display compliance, sales lift, Promotional Program Value (PPV – Lift off of display vehicle as compared to the
cost of the vehicle itself)

– Program Implementation Measured display compliance on various display vehicles in 2015

– Performed promotional insights assessment to understand sales impact of
the display when executed properly

 

– Modeled a PPV analysis to demonstrate the value of each types of display vehicles, with the quarter pallet in particular

 

– Manufacturer utilized all data analysis (display compliance %, sales lift impact, and PPV) to secure the retailer’s commitment for additional focus on the quarter pallet display program for the 2016 season

Results:

– Display compliance on the quarter pallet display vehicle in 2015 was 32%

– When the quarter pallet was executed to plan, it generated a 227% sales lift over stores that did not execute the
display


– The quarter pallet generated a higher lift than other display vehicle types (161% sales lift)

Quarter pallet ROI equated to $7.25 for every dollar invested on the display vehicle


– Based on this compelling anecdotal evidence, the retail buyer authorized an incremental quarter pallet in all store locations

 

– In addition to the authorization, the retailer heightened focus with store
operators in 2016 and as a result, display execution increased YOY from
32% to 73% on that particular quarter pallet

Next Steps:

Extending the same analysis for all top SKUs within the company to drive improved performance in additional
categories

The ability to show the buyer at Target Stores where the opportunities were in advance and then effectively manage against them was not only successful on an increased ROI basis for the 2016 season, but will also set the stage for more collaborative
merchandising efforts later on. Access the full report here!

 

Learn more about the POI Retail Execution Summit here

 

Reach us with any needs, questions, or requests to further engage with POI at:

Have a sensational week!  

Michael Kantor, CEO and Founder

Promotion Optimization Institute, LLC  mkantor@p-o-i.org

     

POI Retail Execution Summit 2017

Learn from Coca-Cola, Herr Foods, Hunt Brothers, Spinmaster, and Network w/ Over 150 Retailer, and CPG Peers – Register Today!

 

Sponsors of this week’s issue  of POI Pulse


EY Logo       SAP LogoStrategy and


     Trax 
Sequoya    Salesforce

 

 

 

Career Opportunities

If you have a relevant opportunity, list it in POI Pulse, reach us at info@p-o-i.org 

 

Strategic Revenue Management Manager

Pharmavite

The Manager of Strategic Revenue Management supports the strategic revenue
management function, which seeks to maximize profitable revenue for the
portfolio while ensuring competitiveness in the market place.  Helps
to develop and execute portfolio pricing and promotional strategy across
the portfolio/channels/customers.  Establish and develop long-term
relationships with both internal and external customers. Learn more

 

 

Digital Analytics Manager, Europe

The Digital Commerce team is responsible for driving and influencing every
online sale of our brands either directly through accounts such as
Amazon, or indirectly with our account teams in Grocery, RTM and On
Trade. Our purpose as an industry leading team is to embed Digital
Commerce into the DNA of the business, delivering accelerated growth by
being relevant to today’s digital shoppers in key moments. Learn more

 

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Enroll now!
Next Classes are on December 13 and 14, 2017

 

Upcoming Events

 

Realizing Benefits from Trade Improvement:
ACH Food’s Transformation Trade Planning Journey

Hosted by Promotion Optimization Institute

This business transformation has touched all areas of people,
process and technology. Within the first year of going live, ACH has
realized benefits in many areas. Register Complimentary Here

POI Fall Summit 2017 Westin Galleria, Dallas, TX –

Registration is Open!

 

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