Promotion Optimization Institute

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Home » Industry News » POI Pulse – April 10, 2017

POI Pulse – April 10, 2017

POI European Summit 9-11

Trends & Developments

Nestle’s CEO Challenges Cost-Cutting Mantra

Source: (Bloomberg April 6, 2017)

While focusing on efficiency, Nestle also plans to boost
investment in the company’s fastest-growing businesses, said the 51-year-old German, who became CEO on Jan. 1. Nestle also plans to expand e-commerce, where sales are rising 20 percent, and digital ventures. Learn more

 

Unilever Plots Big Cuts to Marketing but not Effectiveness
Source: (MarketingWeek April 6, 2017) 

Pitkethly said the company has identified savings
including 15% in warehousing, 10% in transport and 10% in repacking products for promotions all spotted by using ZBB.  “We have seen many savings from the ZBB programme, from synergies in procurement
to ROI of our marketing spend,” he explained.  Learn more

 

Join KAO Group, Starbucks, Colgate Palmolive, Lactalis, SCJ, Premier Foods, Nestle, Danone,
Kimberly-Clark, PepsiCo, RB, ültje, P&G, Barilla, Pernod Ricard, Friesland Campina, Molson Coors, SCA,  Hovis, Delta-Cafe’s, Arla Foods, Sanitarium Foods, LEGO, Arla Foods, Groupe Auchan, Carlsberg, Mars, Kraft Heinz, Groupe Bel, Bacardi, Perfetti Van
Melle, Dr. Oetker, Kellogg’s, Unilever, Diageo, Mondelez, Coca-Cola, Pladis, Ferrero, Beiersdorf, ABInbev, Ferrero, Energizer, Henkel, Heineken, United Biscuits, Edgewell, P&G, Mars, Albert Heijn,
Energizer and others to learn and engage around critical in-store and eCommerce success cases, including:

Delivering on Perfect Store Objectives – Optimizing Store Shelf Management and Promotional Compliance;

The Look, Feel, and Results of a Successful Trade
Promotion Optimization (TPO) Deployment in Europe;

How Integrated Business Planning Delivers Growth and
Basket Volume;

Strategic Pricing to Achieve Mutual Growth; and more. Manufacturers and Retailers can follow the links
and register here

 

POI European Pre-Conference Workshop
for Consumer Goods: Trade Promotion Optimization (TPO) 

Facilitated by: Nielsen 

During this session, we will:

·  Review foundational best practices in Trade
Promotion Optimization 

·  Discover TPO opportunities within your
specific brands

·  Practice using predictive analytics in TPO

·  Simulate events on your brands for price and
promotion planning 

The number of participants in the TPO Workshop is limited. Spots will be reserved on a first come, first served basis. Write to Susan McHenry at susan@hrginc.net to secure your spot at this Pre-conference Session

View the new POI Website – www.POInstitute.com     

7 Leadership Lessons From the CEO of a Multibillion-Dollar Company

Source: (Inc.com April 3, 2017)


1. Lead with a higher purpose

2. Surround yourself with better people

3. Learn from others, but be authentic

4. Don’t mess up the business strategy

5. Make trust as the linchpin

6. Focus on the root cause of success

7. Remember, it’s a work in progress.  Learn more

 

Is Digital an Effective Mass Market Medium?
Source: Marketing week, April 10, 2017) 

 

Concerns continue to persist over how effectiveness should be measured in the digital age. Facebook fuelled the fire last year after revealing a number of errors in the way it measures audiences, admitting it overstated for how long users watch videos on its site by up to 80%. Learn more

 

POI Research – Growth via Performance
Driven Merchandising™
Source: (Yahoo Finance April 6, 2017)

Early adopting consumer goods manufacturers, including adult beverage manufacturers, who go to market through a complex network of distributors, are now beating their competitors by directing their field force(s) efficiently to rapidly seize opportunities at the
store-level. For example, POI’s research paper includes a case study illustrating ROI of nearly $14M USD in a 3-month period. Learn more

Personalized Offers: The Cure for
Tired, Ineffective Promotions – Report
Source: (RetailWire March 23, 2017)

Personalization is being broadly acknowledged as a leading strategy in the evolution of trade promotion with its promise of a “unique offer to a unique person at a specific point in time,” and yet many marketers are unsure how to begin. Learn more

More Graduates –  POI Certification Class at SJU

Source: (POI Certified Collaborative Marketer)


Leading Companies are investing in their people for growth. This Class included candidates from Mondelez, K-VA-T, Nestle, Sysco, Fernandez Markets, Keurig Green Mountain, Topco, Hormel, Ventura Foods,
Constellation Brands, and others.  

 

Your next chance to becoming a Certified
Collaborative Marketer (CCM) begins June 14-15, or December 13-14, 2017 at Saint Joseph’s University in Philadelphia, PA.  Achieving the CCM allows you to think differently, and gain essential skills sought after by your company, and other successful CPG/Retail executive team leaders. Learn more and enroll today 

 

 POI Perspective
The Promotion Optimization Institute

(POI), the leading resource for trade marketing and merchandising executives, released the POI 2017 TPx and Retail Execution Report at
the POI Spring Summit being held in Chicago and attended by 301 consumer goods and retail executives. The annual report provides a detailed analysis on the intersection of the people, processes and technologies required in order to be a suitable collaboration partner in the promotion and distribution of consumer products.

The POI 2017 TPx and Retail Execution Report utilizes the data and insights from the POI 2016-2017 POI TPx and Retail Execution survey by identifying where consumer goods
manufacturers are succeeding and struggling in the promotion and distribution of consumer products.

The POI’s survey analyzes 1) trade promotion management –particularly, how manufacturers sell at the headquarters level of retailers-and 2) retail execution –which focuses on selling and executing programs at the individual store level.

Key Findings:

  • Satisfaction around the
    ability to manage trade promotions and to execute at retail has
    declined from last year’s survey and now stands at 14 percent and
    19 percent, respectively.
  • Retailers, as evaluated by
    manufacturers, have declined in key collaborative measures: data quality, data access, and store access.
  • Retail execution capabilities show the most dramatic

improvement of any areas surveyed as
consumer goods companies put more emphasis on the “sell-more”
functionalities and being able to do more off-line.

  • Change management is still a huge challenge, both for existing users and when bringing new ones on board.
  • There is solid progress in
    becoming more analytical and having the tools to do so, despite change management headwinds.

In preparing the POI 2017 TPx and Retail Execution Report, POI also reviewed eight key implications based on the
findings of the POI 2015-2016 TPx and Retail Execution
survey

. POI found a mix of improvements as well
as declines:

1.    Manufacturer and retailer collaboration is strained. Eighty-six percent surveyed reported having data issues and 90 percent reported having compliance issues.

2.    There is still too much focus on software and solutions, not enough on best practices.
Sixty-seven percent reported that they did not receive best practices during TPx implementation and 36 percent reported they only somewhat
received best practices during retail execution deployment.

3.    User organizations select wrong tools for the job. Fifty-one percent said that off-line capabilities are insufficient in their retail execution solution. Sixty-three percent do not have the option to bring their own
device in retail execution.

4.  Change management issues abound for solution users. Ninety-one percent have
challenges training and supporting new TPx users and 78 percent report have difficulties getting TPx users to trust what they see in the system.

5.    Shortfall in analytical capabilities (both on the people and tool aspects). Ninety-two percent have challenges moving capabilities from transaction
to analytical and 60 percent do not have post-event analytics.
6.    User experience
(UX) not meeting expectations according to 93 percent surveyed.
7.    Integration issues are still a big problem with 90 percent saying they have issues.

8.     Lack of future focus among consumer good companies. Sixty-one percent have

challenges selling to Walmart and 68 percent are concerned with doing business with Amazon. Learn more

 

 

Have a sensational week!

 

Michael Kantor, CEO and Founder

Promotion Optimization Institute, LLC

 

View the New POI Website and library of resources here: 

       

Spring Mobile

Sponsors of this week’s issue of POI Pulse


SAP Logo              Sequoya

   Periscope 2017MindtreeWipro Promax

AFS New Logo Strategy andUpclear 2015

 

 To advertise, reach us at: mkantor@p-o-i.org or call 914-319-7309

                                                                                                            

POI Retail Execution Summit 2017

Save the Date!

Career Opportunities

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

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

POI and EY Webinar

Access the On Demand Recording Here

Upcoming Events

 

Fusing Digital and Trade Strategies to Drive Mutual Growth Summit April 5-7, 2017. View the agenda, and register here 

 

 

 

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