POI Pulse February 16, 2015 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE
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| Trends & Developments
Innovation Paying Off for PepsiCo Record Attendance Expected at POI Summit in 2015! The most advanced and relevant agenda is taking shape. Capacity will be limited, so register for the POI Spring Summit “Collaborative Marketing to Execute at the Rate of Change” Summit – Predicting promotional outcomes in-Store, online, and everywhere!” Tyson, Flowers Foods, Norseland, Kind Snacks, Hain Celestial, Diageo, Land O’ Frost, Red Gold, Pilgrims, Kao USA, Kraft Foods, Prestige Brands, Pictsweet, Jennie-O Turkey Store, Pacific Foods, Wells Enterprises, White Wave, Mars, Carl Buddig, Pfizer, Pinnacle Foods, CVS Health, Topco, Organic Valley, Morton Salt, Danone, Energizer, Red Bull, MillerCoors, Keurig Green Mountain, Norseland, Walgreen’s, JM Smucker. DPSG, Windsor Foods, Bush Brothers, Coca-Cola, Kellogg’s, Johnson & Johnson, JBSS, Musco Olives, Unilever, Del Monte, Popcorn Indiana, Post Foods, Starbucks, Giant Eagle, Hormel Foods, PepsiCo, Ainsworth Pet, Grupo Bimbo, Dean Foods, 7-Eleven, Michael Angelos, and many more. April 12-14, 2015 — Learn more New Shopping Behavior Creating Big Challenges In its annual shopping survey, PwC asked shoppers how likely they are to conduct research before making specific types of purchases, including everything from jewelry to toys to clothes. In many of the categories above, including grocery, sports equipment and even consumer electronics, more than half of consumers want to visit a store at some point in their path to purchase. And so even in the digital era, those expensive store leases are still playing a critical role in driving sales. Learn more Candidates Gained Collaboration Skills w/ POI SJU Source: (Next Orientation is June 10-11, 2015) The program began by exploring how organizations develop and implement a collaborative culture and strategy. Next, core functional areas of business were explored -from forecasting, trade marketing, to merchandising, pricing, supply chain and predictive analytics- providing candidates a solid understanding of each function and how it contributes to internal alignment, and trading partner collaboration success.CCM graduates and candidates included sales, marketing and merchandising executives from Walgreens, Norseland, Inc., Pinnacle Foods, 7-Eleven, ESM Ferolie, Hormel, Delhaize America, Keurig Green Mountain, Wakefern, Campbell Soup, Continental Mills, and others. Learn more
A New Perspective on Millennials Segmenting a Generation for Actionable Insights for Consumer Goods Companies and Retailers The research was conducted in conjunction with the University of Ohio in Dayton. This research provides thought leadership to consumer good companies and retailers on how to dissect the Millennial generation into sub-segments to best understand how they are relevant to a brand and more importantly how to gain value from them. Learn more
Gain the Full Benefits of Membership at POI Now Facebook determines an ad’s relevance by measuring how positively or negatively its target audience may respond to it. Positive measurements include video views, shares and clicks, and negative measurements include the number of times people click to hide an ad or report it as spam. Learn more New products from Campbell, Hillshire, Kellogg Top brands are delivering on the growing demand for natural and organic products. Campbell Soup Co., for example, is rolling out six premium ready-to-eat soups made with U.S.D.A.-certified organic ingredients. Learn more |
POI Perspective
You are understanding, and improving the components of successful promotion optimization, and collaboration, including the critical sales, marketing, and merchandising collaborative skills. These skill sets create and optimize promotional plans, assortments, and pricing that drives brand, category, store sales and profits. As an Attendee at the upcoming POI Summit, you will benefit from the advanced proceedings with clear takeaways for ROI, and will network with your peers around the most current practices, research, proven strategies and actionable advice.” Here’s an example of one extremely relevant session at POI April for leading manufacturers and retailers… POI Session: Innovation and Promotion Optimization Through Predictive Analytics The advent of ubiquitous digital technologies in the analytics and mobile application space is empowering CPG companies to place predictive analytics in the hands of the salesforce, and thereby allowing their front-end sales teams to make better planning decisions and be more effective in their sales discussions with key customers. While front-end sales teams in most consumer goods companies have been performing ad-hoc spreadsheet analysis using market measurement and POS data for making trade promotion event decisions, they have traditionally not been able to use this data to power predictive analytics applications that are intuitive, easy to use, and available on a mobile platform for effective use in the field. A pilot conducted at Frito-Lay North America as part of the Go-To-Market Innovation and Analytics program has shown how predictive trade promotion models with customer POS data can be used to build a simple, intuitive application that can be accessed from a workstation or a tablet. These models helped evaluate multiple events across products, weeks, customer segments, tactics and price points in terms of key volumetric and financial performance metrics for both the manufacturer and the retailer in order to create granular fine-tuned win-win trade plans that can be communicated effectively as a selling story to the customer. Account teams were provided the capability to create scenarios and choose the most effective one thereby allowing for efficiency and granular growth across store clusters. The ability to arm the company sales force with the power of predictive analytics has finally arrived. Registration for POI Summits is available at POI Event Registration. Follow the links, view the preliminary agenda, and as a manufacturer or retailer register today. Space is limited, as our previous events have sold out!
Reach me at mkantor@p-o-i.orgto express how you’d like to participate at POI this year!
Travel safe, and have a sensational week!!
Michael Kantor |
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POI Pulse is read by over 3,000 Retail Merchandising and CPG Marketing Executives. |
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| Sponsors of this week’s issue of POI Pulse – | ||
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To advertise, reach us at: mkantor@p-o-i.org or call 914-319-7309
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| Career Opportunities |
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If you have a relevant opportunity, list it in POI Pulse, reach us at info@p-o-i.org
If you have a relevant opportunity, list it in POI Pulse, reach us at info@p-o-i.org Dean Foods Provides highly complex and comprehensive analysis on items related to Dean Foods’ product pricing strategies. Conducts statistical based analyses of price lists, architecture and price strategy, promotions strategy and effectiveness, and/or trade operations within the branded and private label portfolios. Analyzes market trends, product volume, margin and competitive prices, and/or promotional tactics and strategies and provides recommendations to management. Learn more Schwans Consumer Brands The Director, Digital Marketing is responsible for developing the vision, strategies, goals and objectives that when executed will accelerate Schwan’s capabilities in digital marketing and dramatically enhance consumer engagement with our brands. Learn more Upcoming Events Collaborative Marketing to Execute at the Rate of Change Summit April 12-14, 2014. View the preliminary agenda, and register here – https://poinstitute.com/events.html POI Leads with Global Summit in Geneva There was nothing like the Promotion Optimization Institute 6 years ago, nor today in North America. Now POI is leading the way for TPM/TPO, Pricing, Retail Execution, and Collaborative Marketing in Europe. Following the 2015 POI Spring Summit in April in Chicago, IL, we will be in Geneva, Switzerland in May for The “POI Collaborate Globally and Execute Locally” Summit. As you make your plans to attend the POI April TPM-TPO-Collaborative Marketing Summit in Chicago, advise your Global peers of your experience with POI, as they can now benefit from the experience. Learn more – POI Chicago POI Geneva, Switzerland
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Upcoming Events
POI Spring Summit 2015
Collaborative Marketing to Execute at the Rate of Change Summit April 12-14, 2014. View the preliminary agenda, and register here – https://poinstitute.com/