Promotion Optimization Institute

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POI Pulse November 20, 2017

 

 

POI Spring Summit 2018

April 11-13th, 2018 Save the Date


POI TPx and RE 2017-2018 Survey – Opportunity

Be part of the dialogue at the POI Summit in 2018-
Complete the survey for the chance to win one of 3 American Express gift certificates valued at $500.00 each.  In addition to getting a copy, time with the Author, Dale Hagemeyer, and insights on promotional
performance improvement (including Digital, AI, and Advanced Analytics), those entering will have the opportunity to earn one of the 3 $500.00 Amex gift certificate left…the first two have been given
out already! 

 

Coca-Cola’s New India Strategy – New Categories

Source: (Knowledge@Wharton Nov. 17, 2017)

“For Coca-Cola to boost its growth it needs to
recruit more consumers at the front-end and at a much faster pace than it is doing at present. It needs to bring them into the fold of packaged beverages and then work at moving them up the value chain. One
answer to this is product innovation. You have to create new and exciting products which offer high value for money.” Learn more

  

POI Spring Annual Summit April 11-13, Chicago 
Collaborative Marketing Success via Next Generation Trade and Revenue Optimization

“Winning with TPx, Retail Execution, and Advanced
Analytics Capabilities Across Channels”

 

For information, contact Mike Kantor at mkantor@p-o-i.org or (914) 319-7309


Register for this world-class agenda,

Attendees already registered include: 

Clorox, SCA, Pinnacle Foods, Hershey, Coca-Cola,
Brookshire Grocery, Ahold, Pacific Foods,  Mars, Marzetti, Johnsonville Sausage, Califia Farms, Ventura Foods, RXBAR, Tyson Foods, FLNA, Edgewell, Grupo Lala, Whirlpool, Dole Foods, Unilever, Bush
Bros., Tree Top Foods, Welch’s, Snyder’s-Lance, Farmer John, General Mills, Kraft-Heinz, Diageo, Pernnod-Ricard, Sargento, PepsiCo, Windsor Foods, Deoleo, L’Oreal, ACH Foods, Colgate-Palmolive, Walgreen’s, Hormel, Dean Foods, Constellation Brands, Blue Buffalo, Energizer, Borden Dairy, Bellisio Foods, Bimbo Bakeries,  Sysco, Nestle, Kimberly Clark, 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  

 

Walmart Food Sales – Why Amazon had to Buy WFM
Source: (Yahoo Finance November 16, 2017)

Online sales were also a boon for the company during the quarter, with grocery boosting performance here as well. Walmart CFO Brett Biggs said, U.S. eCommerce growth was up 50% in the third quarter with Walmart.com, which includes online grocery sales, are “responsible for the majority of the growth in the period.” Learn more

 

Perfecting Retail Execution: Turning Field Insights into Action to Drive Business Outcomes

Although Spin Master, a top-10 global toy company, and Carlsberg Baltics, a global brand and the largest brewery in the Baltics, couldn’t appear more different, they each approach retail execution as a core competency to win at the shelf.   

 

Post Returns to Profitability in Fiscal 2017
Source: (FoodBizNews Nov. 20, 2017)

“Finally, and most critically, we must continue to
deliver taste and value propositions that enable us to defend our share. We expect modest growth in EBITDA to result from flat volumes and ongoing cost reductions, which are partially offset by increases in
advertising and commodity costs.” Learn more

 

Enrollment for the Next Collaborative Marketing
Certification Class is Open  

Candidates include Nestlé, Windsor Foods, Keurig Green Mountain, KVAT, Topco, Johnson & Johnson, Sprout Organic, 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 

 

Stores Offer Deals Earlier – Black November
Source: (St. Louis Dispatch 11-19-17)

“Black Friday has become Black November,” said
Steve Barr, PwC’s U.S. consumer markets leader. “As soon as the calendar flips to November, many of the retailers have begun to promote a significant portion of their deals. We’ve had this highly competitive
environment since the recession and many retailers are fighting for their own survival.” Learn more

 

View the Recording – Zero-Based Trade
Optimization
Source: (POI Webinar Series On-Demand)

Attendees learned what a performance-based funding
structure is, and how it ensures manufacturers are investing with winning retailers. Also, how strategic pricing is a disciplined approach and how to translate list prices into differentiated retail prices by channel / customer.

View the recording of this detailed discussion, with
lessons learned on how to succeed in today’s challenging environment from strategy, through analytical planning, and post event analytics to
drive growth. Learn more, and View the recording! 

 

Presentations from the just concluded POI Fall Annual Summit are available to Attendees and POI Members now at http://bit.ly/Dallas17Presos  

 POI Perspective
POI FOCAL POINT. THE THIRD IN A SIX PART SERIES: 

 

 

By Dale Hagemeyer, Partner, Promotion Optimization Institute, LLC

 

We at the POI are big believers that the ability to predict the outcome of a promotion, or series of them, is a serious rallying point for manufacturer/ retailer collaboration. Ultimately, it is the means of getting buy-in from retailers that will stem increases in trade spend, reduce promotional non-compliance, and lead to better business results for both parties. However, being able
to optimize a promotion is not just about having a predictive solution. There is much more to it than that. We must point out that the POI 2017 TPx and Retail Execution Survey found that 67% of respondents have no ability to simulate  promotional outcomes. Thus, it is still a very worthwhile aim and can yield competitive advantage for those who can do so.

 

We fully recognize that everyone who took
our survey has a full-time job. We haven’t seen companies carelessly adding headcount in our careers spanning 30+ years. It is just a reality. The paradox is that it takes time to ferret out all the reports that nobody really reads and the processes that nobody is sure
why they still do. It is always an aim to reduce non-value added processes, but hard to get traction. We offer no bromide here. But what
we can say is that being able to free up even a modest amount of time to improve promotional outcomes should have a high value placed on it.
Perhaps only and executive mandate will make it happen so we recommend
that you start there. And besides, any TPO project without executive
sponsorship will likely never get off the ground anyway. Find the time. Find the support. The benefits are well beyond worth it. 

 

Merely purchasing a TPO capability without considering the human element is just not wise.The change management data clearly points to this. Ignoring this fact is to waste

your money. The same for having the clean data that will be required to power the models. Outside of that, give some thought to how to build
your business case. We have found various consulting firms with proprietary approaches that can help. If you want to do it yourself, take note of the three key items we highlighted above on business case
development. Then find the time to keep pressing forward. Given that about two thirds of promotions don’t break even, it will be vastly worth it just to reduce this number by 10 or so percentage points.
Reach out to us and let’s talk about your situation. We have toolkits, ability to leverage peers, best practices, and academic training we can
help you with. Access the full report here

 

Presentations from the
just concluded POI Fall Annual Summit are available to Attendees and POI Members now at 

The POI TPx Vendor
Panorama is Published!

The Promotion Optimization
Institute (POI), the leading resource for trade marketing and
merchandising executives, today released its 2017 POI TPx Vendor
Panorama, an annual analysis of the trade promotion management/
optimization market (TPx) that was developed to help guide consumer goods companies to successfully execute trade promotions at the headquarters level. Access the full report here

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

Have a sensational
week and a very Happy Thanksgiving Holiday!  

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Save the Date!

Sponsors of this week’s issue of POI Pulse


SAP Logo        Spring Mobile         

          

         Upclear 2015 TPG

      Strategy and

Exceedra 2016Sequoya 

 

 

Career Opportunities

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

 

Senior Director, Revenue Management (Neenah, WI)

Kimberly-Clark:  

Serve as working center of excellence to support pricing and trade
strategies.  Team collectively would have expertise in key areas
that would be leveraged by Brand and internal Sales teams as they develop
pricing strategies.  Team would also conduct diagnostics and monitor
overall market pricing to help identify new opportunities and / or
mitigate emerging competitive threats. Contact megan.madge@kcc.com  

 

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 Begin Dec. 13-14, 2017

 

Upcoming Events

Registration is Open! Learn from Ahold US, Kellogg, Snyder’s-Lance, Blue Buffalo, Church & Dwight, plus a pre-conference workshop on Advanced Analytics for Omnichannel Success

 

 

POI European Summit 2018, Budapest, Hungary, 14-16, May, Save the Date!

 

 

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