POI Pulse September 15, 2014
PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE
Visit www.POInstitute.com
Trends & DevelopmentsHow Location Influences How You Shop Online In terms of practical applications, we used it [in a research study] with Diapers.com. We also used it with another food start-up – I can’t share the name. The idea there was there’s a whole wave toward people being more into food because they’re watching “MasterChef” and such. Learn more Kroger Sees Growing Consumer Confidence “We continue to see positive indicators in customer shopping behavior, both what our customers tell us and what their actual shopping behavior says,” said Rodney McMullen, chief executive officer. “Kroger’s data suggests some greater confidence in the economy and less caution in spending, consistent with what we saw in the first quarter.” Learn more Join 250+ of Your Peers at POI Summit in Dallas! Your next opportunity to learn, network, and advance at the POI Fall Summit is November 2-4 in Dallas, TX. The agenda will once again be advanced (view the updated agenda here), and make your plans now to attend, as the POI April 2014 Summit was sold out! More than 250 CPG and Retailers will join us —
Teams Taking advantage of early registration include: Nestle Waters, Wells Enterprises, Kraft Foods, Pfizer, Coca-Cola, Alcon, Starbucks, Pinnacle Foods, Nestle, Stubbs BBQ, Johnson & Johnson, Utz Quality Foods, Kraft, ACH Foods, Pictsweet, Hormel, Clorox, Tyson, Lowes Foods, Unilever, Turkey Hill, Post Foods, 3M, Kellogg’s, PepsiCo, Philips Consumer, Dannon, 7-Eleven, JM Smucker, Church & Dwight, Busch Bros., Topco, Keurig Green Mountain, Continental Mills, P&G, AAFES, Ventura Foods, Michael Angelos, Hillshire Brands, Campbell Soup, Kroger, Jarden, Tree Top, Hormel, Musco Family Olive, ConAgra, Windsor Foods, Ainsworth Pet Nutrition, Del Monte, Rich Products, Whole Foods Markets, Mckee Foods, Bi Lo Holdings, and many others. POI Webinar – The 2014 Consumer Value Study and How it Affects Your Promotion Optimization Strategy Date: Wednesday, October 8, 2014 Time: 2:00 pm ET/1:00 pm CT/11:00 am PT Duration: 60 minutes (including Q&A) A POI Webinar with TABS Group and Progressive Grocer. Learn more, and Register here Horizon Filling a Niche to Drive Category Growth Mike Ferry, President says Horizon is looking to fill an organic niche in the packaged dinner category that has not been met by Kraft, Helper or other mainstream brands. “If you look at the category, the organic and better-for-you are the segments where you are seeing growth,” he says. “We’re excited about the potential of this business to really build on Horizon’s heritage.” Learn more Candidates Gain Collaboration Skills w/ POI SJU Source: (POI CCM at SJU December 3-4, 2014) Learn from the most experienced Collaborative Marketing faculty in the industry. If you plan to contribute more effectively, lead a customer team, or retail marketing team, you need to know all sides of the desk, and the CCM educational curriculum is the proven experience to ensure you’re skills are current. Enroll today! Trading partners are coming to POI at SJU to learn the skills necessary, and be certified to collaborate effectively… The next orientation begins December 3-4. Learn more, and enroll today!
Adapting Listerine to a Global Market “The biggest problem is if you don’t understand consumer needs,” said Alison Lewis, chief marketing officer for Johnson & Johnson. “If you don’t do that well, you don’t win.” In North America, 49 percent of consumers “live comfortably or spend freely,” according to Nielsen’s data, compared with 64 percent in Asia Pacific. Consumers in developing markets are also generally more willing to spend a premium for new, innovative products. Learn more Target’s Leaders to Set a Higher Bar In some of the most candid and spirited remarks at the event, Mulligan, who served as interim CEO from May until new chief Brian Cornell arrived last month, repeatedly noted improvements but insisted that Target should aspire to be better than it was before the troubles of the past year. Learn more Downward Price Pressure Seem Rampant Source: (Marketing Week, Sept 15, 2014) Manufacturers are working with retail partners to push value over price but many supermarkets are involved in price wars of their own. In the UK, the big four supermarkets have responded to the increasing popularity of discounters Aldi and Lidl by slashing base prices. An overwhelming majority (83 per cent) of executives surveyed reported they are facing increasing price pressure with most (58 per cent) stating they were currently engaged in a “price war” with rivals. Learn more |
POI PerspectiveAt POI we put the words “learn more” at the end of the article briefs in POI Pulse as more than just a link to an article. Learning more is at the heart of everything we do, and stand for, along with our Board, Members, and CCM Candidates. From research, certification, training, and world-class Summits that deliver the most relevant, and meaningful educational content. This Fall, learning more extends beyond just the POI Summits, and Certification, as the Promotion Optimization Institute’s Collaborative Marketing Curriculum is the accepted coursework material for Executive MBA Students at Saint Joseph’s University, in Philadelphia, PA. EMBA students who take the course FMK 733 Making Trade Promotions More Effective will graduate with a clear understanding of the strategies and tactics to improve their skills, and their Company’s performance. The course description follows here: Trade Promotion has grown into the biggest, most complex and controversial dilemma facing the food industry today. This course is designed to help sales, marketing, and merchandising executives understand, design, and implement effective and efficient trade promotion programs. The role of trade promotions within the context of Marketing Strategy will be examined as well as advantages and limitations of the most widely used Trade Promotion techniques. (Off Invoice, Bill backs, Scan backs, Scan Based Trading, Advertising allowances, Demonstrations, etc.) Creative strategies to maximize impact and program development/ evaluation will also be discussed. Beyond the required readings, and interactive online sessions, the on campus lectures will be taught by John L. Stanton, PhD at SJU, Michael Kantor, MBA at POI, Kurt Jetta, PhD at TABS Group, Mike Bruening at Nielsen, Ronald Klimberg, PhD at SJU, Elaine Oussoren at BrandAid Digital, and others. We’re proud to be recognized, and bring this type of advanced learning experience to the University, Executive MBA Students, and the Retail/CPG Industry. You will have the opportunity to learn from these instructors, plus Win Weber at Winston Weber Associates, and Retailer/CPG Executive Peers.You can enroll now for the December 3-4 Orientation at Saint Josephs University. The Learning continues in Dallas, TX November 2-4 at the upcoming POI Summit, where you’ll learn more in sessions like: Continuously Improving Your Forecast Accuracy on Promotion and Across Channels and Categories. Presented by: Jeremie Davis, Senior Director of Technology, The Dannon Company See the updated agenda here, and manufacturers/retailers should register today! Have an outstanding week! Michael Kantor |
|
POI Pulse is read by over 3000 Retail Merchandising and CPG Marketing Executives.
|
||
| Sponsors of this week’s issue of POI Pulse – | ||
|
To advertise, reach us at: mkantor@p-o-i.org or call 914-319-7309
|
||
| Career Opportunities |
|
If you have a relevant opportunity, list it in POI Pulse, reach us at info@p-o-i.org
Adesso Solutions
Client Effectiveness Manager
Reporting to the Vice President, Client effectiveness, the Client effectiveness Manager will act as the primary client liaison to manage the relationships with the existing client base. Schwans Consumer Brands
Director Digital Marketing Director, Digital Marketing 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
Trade Marketing Manager
Channel Marketing Manager
The Company is the US importer / sales & marketing agent for an international food company (speciality cheese). The Company has a strong position as an importer of speciality cheese in the US, which makes them an attractive partner for other cheese manufacturers who are looking for stronger positioning for their brands in the US (they represent several international dairy/cheese companies). The Company has regional sales offices from coast to coast in the US as well as in Canada, with the corporate office in Darien, CT.
To learn more, please contact: Amanda Bednar at 773-682-0366 or email her at abednar@talentworx.com Keurig Green Mountain
Trade Marketing Manager – Away From Home Channel
The Trade Marketing Manager for the Away From Home Channel (Foodservice, Office Coffee Service, Hospitality, and Convenience Stores) serves as the conduit between Trade Marketing and Field Sales in providing guidance and training on effective management of trade spend within budgets and ensuring compliance in the Trade Promotion Management (TPM) system. The Trade Marketing Associate regularly collaborates with Finance on the trade spend accrual and Sales Planning to develop guidelines for effective promotional programs and helps to develop and deliver the messages to the sales team.
UTZ Quality Foods
Manager of Strategic Pricing and Promotional Effectiveness
We are currently recruiting for a Manager of Strategic Pricing & Promotional Effectiveness. The primary purpose of this position is to be responsible for strategic pricing, promotional effectiveness, and profitability at UTZ and its brands through pricing actions and promotional optimization. Learn more
|