| How Diageo is Proving Marketing Effectiveness
Source: (Marketing Week Jan. 25, 2018) A new digital interface developed with partners to provide instant data helping Diageo’s marketers make strategic and planning decisions. Savings have been made across most marketing activities, including everything from media and experiential to point of sale, the drinks giant said in its interim trading statement for the six months to 31 December 2017. Learn more Keurig to Buy DPSG Forms Beverage Form Giant Source: (CNBC January 29, 2018) K-cup maker Keurig Green Mountain will buy soda maker Dr. Pepper Snapple to form a beverage company with $11 billion in annual revenue. The combined company, which will be called Keurig Dr. Pepper. Learn more View the Updated Agenda – POI Spring Annual Summit April 11-13, Chicago – Learn from PepsiCo, Mondelez, Del Monte, Walgreen’s, Colgate-Palmolive, etc. For information, contact Mike Kantor at mkantor@p-o-i.org or (914) 319-7309 Register for this next world-class agenda, Attendees already registered include: Keurig-Dr. Pepper, Parmalat, Diageo, Jack Links, Furlani Foods, Fererro, MTD Products, Nestle, Mondelez, Mrs. T’s, Wells Enterprises, Starbucks, Kimberly-Clark, Mars, Barilla, SCJ, VitaminShoppe, Organic Valley, Delicato Vinyards, Del Monte, Daisy Brand, CLIF Bar,Clorox, SCA, Pinnacle Foods, Hershey, Coca-Cola, Brookshire Grocery, Ahold, Pacific Foods, 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, Rich Products, and many others. By now you should have received your invitation. If not, reach me today at mkantor@p-o-i.org POI Webinar – Last Chance to Register In this one hour webinar, we will review the results of the survey, identify the top challenges, and offer practical solutions seen from client engagements including: Improving post event analysis Using Customer Segmentation within Trade Investment decision making. Better managing funds allocation across segments Arm teams to better deal with retailer mandates Register today for this informative session, and clear takeaways Albertsons Service to Track Digital Ad Performance Source: (Drug Store News Jan 25, 2018) The technology will create more targeted and relevant ad campaigns that will be shared across mobile, social and web channels. These could be digital coupons, in-store specials, and “add-to-cart” incentives for online purchases. Brands that use the service will deliver campaigns across Albertsons’ digital properties. Learn more Presentations from the just concluded POI Fall Annual Summit are available to Attendees and POI Members now at http://bit.ly/Dallas17Presos Technology, & Service Food Retailing: Ahold CEO Source: (Supermarket News Jan 24, 2017) Ahold believes technology will play an important role, however, particularly in the areas of store checkout, e-commerce and personalization through loyalty programs, he said. Asked about the benefits of tax reform in the U.S., Ahold CEO,Dick Boer said the savings could be used to benefit Ahold Delhaize customers, a hint that the company could choose to invest in pricing. Learn more Mintel Report on Specialty Food Growth Source: (FoodBizNews Jan. 24, 2018) The largest specialty food categories are cheese and plant-based cheese, frozen and refrigerated meat, poultry and seafood, and chips, pretzels and snacks. “Salty snacks never stops growing”. Learn More POI 2018 TPx and Retail Execution State of the Industry Report New Finding: Aligning Digital and Traditional Promotion. As part of the research process, POI is constantly testing hypotheses and looking for new data points that may indicate trends or provide deeper insights. In the 2017/2018 survey we asked some additional questions in order to do just that. We now present the results in four categories based on the topic areas that we believe will be of most interest to you. They are: aligning digital and traditional promotion, the state of e-commerce, cloud hype versus cloud reality, and the dawning of artificial intelligence. In last year’s report we noted that most companies believe that they are behind their peers “at the intersection of digital promotion.” This is still the case, although the perception has changed slightly. We present this data again to show how it has changed and, more importantly, to set the stage for a deeper dive into how CG companies are actually evolving. What continues to stand out from the data is that it is by no means a normal distribution. One would expect ‘on par’ to be the center of the bell curve with a lot more leaders. However, it is very lopsided because respondents have the perception that their competitors are far ahead of them. We do not believe this to be the case. We are encouraged that the perception is improving. We will continue to have content at our POI events to help you with benchmarking and accelerated evolution. Obviously, what we want to see is that they are two prongs of a single effort. However, we are encouraged that there is some linkage and that coordination is taking place with some brands and customers. This accounts for better than half of the responses so it represents solid progress. What is particularly telling is what the 25% with no linkage reveals beyond what outwardly appears in their responses. The fact that they are separate efforts indicates they are executing both types of promotions, as opposed to saying that they only do one kind of promotion or the other. This is very telling and indicates the potential number of competitors that you can possibly leave in the dust as you move to visibility, partial, and then complete linkage. We won’t do significant analysis of the 10% percent that ‘don’t know,’ but we do assume that if the average employee doesn’t know about a major initiative such as this, there is a good possibility that nothing is happening. That means the size of the prize is about a third of the market, as ‘don’t know’ plus ‘no linkage’ equals 35%. Write to Mike Kantor at Promotion Optimization Institute mkantor@p-o-i.org for your copy of this leading compendium on Trade Promotion, Retail Execution, Collaborative Marketing, and Advanced Analytics. Reach us with any needs, questions, or requests to further engage with POI at: MKantor@P-O-I.org Have a sensational week! Michael Kantor, CEO and Founder |
POI Pulse January 22, 2018
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