POI Pulse, April 18, 2016

POI Pulse April 18, 2016 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE

Trends & Developments

Nestle Winning with Premium Positioning

Source: Food Bus News April 14, 2016)

Products with a premium positioning, such as Häagen-Dazs super premium ice cream and Coffee-mate Natural Bliss coffee creamer, have driven growth in the United States, where Nestle said it has pared down its promotional activity recently. “I would say that we had quite a lot of promotion in the past; we have a little bit less today,” Mr. Roger said. “So we are really focusing on building value for consumers in terms of benefit and innovation. Learn more

UK Number 1 Supermarket Back on Track
Source: (Int’l Supermarket News April 15, 16)

Our process of transformation has generated broad-based positive momentum in the UK and internationally. We set out to start rebuilding profitability whilst reinvesting in the customer offer, and we have done this. Learn more

POI European Summit is Growing Strong

Source: (POI 10-11, May 2016)

View the preliminary agenda for POI Brussels. Building on the success of the inaugural POI European Summit in Geneva, CH on 12-13, May 2015 leading global companies like Heineken, dunnhumby, Henkel, Coca-Cola, and Mondelez are advancing their understanding, and associated benefits of Trade Effectiveness, Retail Execution, Mobility, and the components of successful promotion collaboration. register now!

Omnichannel Grocery Has Room for Growth Source: (Retailing Today April 15, 2016)

A survey of 1,000 shoppers by Market Track shows that 26% have purchased groceries online. However, half of shoppers said they would purchase groceries online instead of in-store if shipping were free. And 84% of survey respondents would order groceries online instead of in-store if digital prices were cheaper. The highest percentage, 31%, would only need online prices to be 10% cheaper to shift their purchase behavior. The top reasons shoppers prefer to buy groceries online are that it saves time (54%), is easier than in-store (29%) and saves money (11%). Learn more

Heineken: A Framework for a New Creative Process Source: (Marketing Week April 15, 2016)

We are moving towards a future where data is the foundation for all our marketing activities. It’s about the quality of the data we are able to collect and our ability to utilize that data to become increasingly granular in the way you talk to consumers. Learn more

Enroll Today and Become Certified as a Collaborative Marketer w/ POI at Saint Joseph’s University
Source: (POI-Next Orientation is June 16-17, 2016)During this 16-week self directed program, expert faculty expose participants to the key management levers that drive organizational success. The program begins by exploring how organizations develop and implement strategy. Then, core functional areas of business are explored – from sales to marketing, to supply chain and inance -teaching candidates a solid understanding of each function and how it contributes to trading partner collaboration success. Learn more and enroll today

View the Full Lineup of POI 5 Leading Events for 2016

Please take a look at what is next on the full POI Summit schedule on our upcoming events page. Save the dates, and advise your cross-functional team members.

POI Webinar – Trade Promotion Analytics:
Know the 50% Promotions That Work

Hosted by Promotion Optimization Institute,

Just as the old Wannamaker adage goes with “half of my advertising works… companies today know that nearly half of their trade promotions work, but they can now apply data and analytics to know which half. That figure may be higher or lower for CPG companies, yet today, companies can begin to measure it precisely.Presented by Dale Hagemeyer, and Jody Jordan. Learn more, and register today

Heinz Aims to Heat Up the BBQ Sauce Category
Source: (Ad Age April 18, 2016)

Heinz is starting to promote its five new barbecue sauces, making a grilling-season push to stand out in a category that has been heating up with entries from smaller food makers. The push may help packaged foods behemoth Kraft Heinz draw attention away from pricier regional varieties in the crowded category. Learn more

POI Perspective

We are excited about the positive feedback from attendees (content-learning’s, networking, overall POI Summit experience, etc.). I was especially proud when our Certified Collaborative Marketers’ from Starbucks, and Keurig Green Mountain took the stage along with Dr. John Stanton to share their experiences, and how the program has positively impacted their personal and professional growth. Following up on POI’s sold out North American Spring Summit in Chicago, we are gearing up for a full calendar of engagement with you, including the first event in the POI 2016

Webinar Series – Trade Promotion Analytics: Know the 50% Promotions That Work

with Dale Hagemeyer and Jody Jordan, CPG Analytics Expert on April 27, 2016 at 2PMEastern Time. Register today

We are equally excited about the agenda, and growth of the POI European Summit coming up

on 10-11, May. The agenda is strong, and focused on TPx, Retail Execution, Analytics, and Sales Effectiveness (Mobile). Sessions include:

Collaborating to Win with Customer First Promotions

Customer first promotions – How suppliers and retailers can collaborate using customer science to untap new opportunities and unlock marginal gains for bigger ROI using the latest insight from customer science.
Presented by: Howard Langer, Global Capability MD – Price & Promotions, dunnhumby

How Coca Cola Icecek is Advancing Revenue Growth Management Capabilities through Big Data, Advanced Technology and Effective Business Processes

Presented by: A. Sitki Özcan, Value Growth Manager, Coca-Cola Icecek
Murat Yildirim, Revenue Management and Analytics Cunsultancy Leader, Nielsen

“The Future Direction of Trade Promotion – Why Previous Approaches May No Longer Be Enough. What’s next?”

Zero-based budgeting (ZBB) and other similar initiatives have historically focused on areas like supply chain, back office functions, etc.; yet, we believe the next area of focus will be commercial spending and specifically trade promotion. This session will address why these issues can no longer be handled with traditional approaches and the direction some companies are taking to get ahead of this phenomenon.
Moderator: Jean-Albert Nyssens, Partner EMEIA Advisory Center CP & Retail Group
CPG and Retail Panelists

“Executing Predictive Analytics in the Field to Drive Profitable & Mutual Growth with Our Customers”

Presented by: David Dickerson, Senior Category Development Manager Retail and Foodservice, Mars Inc.

If you did not receive your invitation to attend POI Brussels,

please reach me at

mkantor@p-o-i.org for your invitation. If you did, please register today.

Have a sensational Week!

Michael Kantor, CEO & Founder

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

www.POInstitute.com

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Starbucks
Pricing Manager – CPG

This position contributes to Starbucks success by developing Channel Development’s business strategies involving base and promotional pricing and trade funds management to deliver profitable volume, revenue and share growth for the company. This position is responsible for participating in the development, delivery and execution of headquarters standards, policies and architecture that are aligned to corporate and brand strategies. Learn more

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