POI Pulse August 11, 2014 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE Visit www.P-O-I.org View the Preliminary Agenda Here
Trends & Developments
Prestige Brands Social & Digital for Branding
Looking forward, Prestige plans to employ new real-time mobile marketing technology that will push out offers to consumers in proximity of a retail pharmacy outlet at the time a cold is going viral, literally. “Some of the things that we’re looking at is, your smartphone eventually is going to be able to proactively tell you that there’s a red alert in terms of FAN flu says that cough-cold incidences are up X% in your region of the country,” CEO Matthew Mannelly said. Learn more
Retailers’ Marketing, and How Brands Adapt
With the growing ability to target, deliver and measure media, brands should rethink their strategies with a focus on three transformational approaches: Invest in loyalty; Develop one-to-one marketing plans with individual consumers at the center; Rethink the role of retailers and partner with them. 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!
Teams Taking advantage of early registration include:
Americans Cannot Stop Snacking – Nielsen
91 percent of people said they snack daily. Such companies as General Mills (GIS) are eager to understand and exploit our snacking behaviors. In a new survey of 1,139 people by Nielsen (NLSN), 91 percent of people said they snack daily, including 25 percent who snack three to five times a day and 3 percent who are “always snacking.” About 8 percent say they “always” binge snack, and another 31 percent do so occasionally. Learn more
Keurig’s K-Cups Runneth Over – Priorities
Heading into the holiday season, Keurig Green Mountain, Inc. is focused on three priorities, which include the imminent launch of the new Keurig 2.0 brewer, a transition to portion packs that are compatible with the new platform, and adding more unlicensed brands to the system. Brian Kelley, president and chief executive officer, discussed the initiatives. Learn more
Candidates Gain Collaboration Skills w/ POI SJU
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!
As I speak with POI Members about promotion management, optimization, and improving capabilities to create and deliver relevant offers we begin to quickly move to the age old quality versus quantity argument. When it comes to dealing with shared customers and what is uniquely expected and demanded from them, we agree that quality (by utilizing better processes, data, tools) is rapidly overshadowing quantity. The results are compelling, and the scorecards are proving the value of disciplined trade investment versus a path of least resistance approach.
It’s long held true by senior executives that most of our organizations value quality over quantity when creating products and services, but when concerned with internal and external demands, the tide has previously been slow to turn when it comes to trade marketing, strategic pricing, and revenue management standards/execution. Today, quantity has no or little value if the quality is not there, and the promotion is not deemed effective from the cash to cash cycle. Fantastic lessons are being learned/applied, and POI Members are proud to share their successes as they have made the decisions, and laid the groundwork for change, process, and measurement .(notwithstanding pushing a few project elements over internal hurdles)!
Resources continue to be scarce, as growth is tough to come by. The quest for quality and efficiency remains ever-present in our do-more-with-less environment of CPG/Retail today. Everyone I come in contact with strives for improved promotion effectiveness, as we take on the challenge of overall optimization (volume, profitability, share, etc.) and mutual business growth.
Reach me with questions, and have a sensational week!
POI Pulse is read by over 3000 Retail Merchandising and CPG Marketing Executives.
|Sponsor of this week’s issue of POI Pulse –
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. The ideal candidate will have experience in account management and sales and have a proven track record for successfully attaining revenue objectives. In addition, significant experience within the North American CPG industry is a requirement. Learn more
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.
Learn More, contact:
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.