Preview of what’s new in the upcoming POI 2020 TPx Vendor Panorama: Market Overview & Solution AdvancementsOur Global CPG marketplace is changing and many ongoing issues like effectively managing trade promotions, pricing, forecasts, revenue growth, analytics dislocations etc. still persist. Additionally, there are changes in market dynamics as per the Covid-19 implications including increased blurring of channels covered in detail in the upcoming POI 2020 TPx Vendor Panorama report. We experience, with our growing POI membership, some of the following trends, which merit focus from CG manufacturers:
We at POI have seen multiple merger/acquisitions and also partnerships develop among the vendors in the last two years. While there is an adjustment period and fine-tuning of strategy, in these specific instances the merging businesses are well fit and driving forward with Holistic Enterprise Planning capabilities.
We continue to have a few “localized” solutions that focus on specific geographies, such as Europe or North America, yet we are also seeing growth with vendors that can service global deployments.
Deeper analytics, better user experience, and capabilities for optimizing promotions through ML, AI, and predictive models are key differentiators that are highly sought after. We consistently see this in case studies of success.
Post event analysis and automated what-if capabilities are often overlooked or are an afterthought when considering the entire trade promotion cycle. However, as these capabilities are incorporated seamlessly in most of the TPx planning and optimization platforms, they enable fast and extensive promotion evaluation across categories at the time of planning, which is a competitive advantage.
RGM analytics in the areas of pricing, promotion and assortment are being incorporated into many of the solutions. Again, as stated in the POI report, a new section dedicated to reporting on each vendor’s RGM capabilities has been added as a subset of the analytics section where applicable. The incorporation of RGM and other HQ specific capabilities into holistic TPx platforms is transforming historical sales planning solutions and advancing them to become enterprise planning systems. Having the enterprise on one planning system helps organizations realize the “one version of the truth” that teams need to drive analytics & insights, as well as internal processes like joint customer business planning and integrated business planning.
Whether your organization’s system business requirements are average, advanced or leading edge there is a solution available to meet your enterprise needs. If the requirements are average on the spectrum and are focused on sales planning aspects, you will find numerous solutions to meet the organization’s needs. As organizations advance and require additional features to manage enterprise planning, RGM and analytics with advanced modeling (ML/AI), the vendor selection narrows, but there are still many options to evaluate.
POI is here to help your organization through this journey. Please reach out to our POI team as you have questions and need support. We can help your organization understand the current state of the industry, move quickly through understanding what problems you are trying to solve, business requirements gathering, and vendor selection based on your organization’s strategies and pain points. We are seasoned industry experts here to serve you with the guidance we needed when we were executing these enterprise systems over the last 15 years.
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P & G Posts Biggest Yearly Sales Gain Since 2006Source: (WSJ July 30, 2020) Price increases continued to help drive sales gains in the most recent quarter, with sales volumes also growing stronger in recent months. Before the pandemic, consumers proved willing to buy without discounts the more-expensive products it has developed. Those price increases continued through the most recent quarter and helped offset losses due to currency moves. Learn more
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Join Already registered: All POI Members and CPG Companies registered for Chicago and Dallas:General Mills, Unilever, Kimberly-Clark, Campbell’s Soup, Colgate Palmolive,Conagra, Grupo Bimbo, Deloleo, Duracell, Keurig Dr Pepper, Kimberly Clark, Nestle Coffee Partners, Hostess Brands, Hormel, Johnsonville, Nestle, Mars, Kraft Heinz, Mondelez, Kellogg, PepsiCo, Mondelez, Simply Good Foods , Perrigo, Coca-Cola, KIND Snacks, Apex Global, Mattel, Perfetti Van Melle, Mrs. T’s Pierogies, Iris Nova, Hershey, Henkel, Reynolds Consumer Products, Kao, Barilla, Land O’ Lakes, SC Johnson, Morton Salt, Eagle Foods, Walgreen’s, Dollar General, P&G, Interstate Batteries, Rich Products, Talking Rain, Ocean Spray, Riverside Naturals, AAFES, Palermo’s Pizza, Gortons, Clorox, Bel Brands, JM Smucker, Church & Dwight, Hometown Foods, Constellation Brands, J&J, Musco Family Olive, American Tire Distributors, Richardson International, and more.
Data-Driven: Global Brands Advance with DTC Initiatives
Source: (The Economist July 26, 2020) A number of the world’s best-known brands, hitherto content to rely offline on traditional retailers and online on e-commerce giants, have in recent months built their own direct-selling operations. Others that have long had in-house e-commerce platforms are now relying on them far more heavily to make up for sagging in-store purchases. Learn more
In case you missed this webinar: POI members can access the recording on-demand now. Answers, approach, and action related to the pandemic, and impact on trade planning, promotions, and Revenue Management.
Pepsi Taps AR, Targets Young AudienceSource: (Mktg Dive July 29, 2020) While the U.S. audience for the tournament is in the low millions, the event generates a massive audience of more than a billion viewers in Europe and worldwide, giving Pepsi a global stage for its promotional efforts. Pepsi also has developed campaigns using augmented reality (AR) technology to engage with mobile consumers. Those activations have included a campaign in February that used QR codes on packaging to unlock soccer-focused AR experiences and the introduction of AR filters on photo-sharing app Instagram last year. Learn more
How Design Thinking and Collaboration Accelerates Innovation
Source: (Disrupt Idea August 2020)Collaboration with retailers is a key element of our process. They are rich with consumer information, so we work to align on the key consumer needs and spaces where we would merchandise those solutions. We share ideas earlier to align on the opportunity and to identify any merchandising requirements. Learn more
Inside Ferrara’s Transformation of Keebler CookiesSource: (Food Biz News July 30, 2020) Natalie Hagstrom, general manager of cookies at Ferrara said “In a post-COVID world, we want to make sure our messaging is relevant to the consumer, so we did a lot of social listening to how consumers were responding … and it made us feel good that the path we were on was the one we should keep”. A comprehensive marketing campaign launching in August will highlight the ingredient changes and brand story through digital and social channels and in-store displays. Learn more
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What Online Shoppers Want Right NowSource: (Retail Dive July 28, 2020) Customer expectations for the last two decades have been set by Amazon – speedy delivery, cheap prices and an endless array of goods – and retailers have followed, or tried. But many consumers, left to think about climate change and the viability of their local retailers, plus learning to live with delivery delays even from Amazon, may emerge from the pandemic with new priorities. Learn more.
Walmart, Target & Best Buy Closing Thanksgiving DaySource: (CNBC July 30, 2020) The closures on Thanksgiving are yet another way retailers are adjusting operations as the coronavirus pandemic changes customers’ shopping habits and heightens safety concerns. Now, sales that typically draw big crowds and jump-start holiday shopping could present safety risks as stores try to encourage social distancing. Learn more
Michelob Ultra Taps VideoconferencingSource: (Mobile Mktr July 27, 2020) By offering fans a chance to participate in the videoconferencing activation, Michelob Ultra can engage the most ardent NBA fans over social media with a digital experience that also showcases its branding. Its logo will be featured prominently on giant videoconferencing screens that show fans virtually “attending” the games while the stands are empty of people. Learn more
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