POI Pulse December 11, 2017

Next Orientation is December 13-14, 2017 Enroll Today

How Amazon Picks “Random” Deals of the Day

Source: (Wall Street Journal December 10, 2017)

“For us, the deal of the day is a game changer,”
said Jurgen Nebelung, VP of e-commerce and digital for Tea Forté. By sacrificing 35% of revenue per unit for the Cyber Monday discount on Amazon, Tea Forté did 6.5 times its normal sales volume on the site.

Learn more

What’s Driving Walmart’s Digital Focus?
Source: (Fortune December 7,2017)

“For us, a big part of it is being paranoid,”
said Walmart chairman Greg Penner on Thursday at
the Fortune Global Forum in Guangzhou, China. “We’re at our best when we’ve got a competitor that’s really challenging us.” Learn more

One Scholarship Remains for the Next Collaborative Marketing Certification Class

Candidates include Aldi, Nestlé, Windsor Foods, Keurig
Green Mountain, KVAT, Topco, Johnson & Johnson, Sprout Organic, Ahold, and others. Your next chance to becoming a Certified Collaborative Marketer (CCM) begins December 13-14, 2017 at Saint Joseph’s University in Philadelphia, PA. Learn more and enroll today

POI Spring Annual Summit April 11-13,
Chicago Collaborative Marketing Success via Next Generation Trade and Revenue Optimization

“Winning with TPx, Retail Execution, and Advanced
Analytics Capabilities Across Channels”

For information, contact Mike Kantor at mkantor@p-o-i.org or (914) 319-7309

Register for this next world-class agenda,

Attendees already registered include:

CLIF Bar,Clorox, SCA, Pinnacle Foods, Hershey, Coca-Cola, Brookshire Grocery, Ahold, Pacific Foods, Mars, Marzetti, Johnsonville Sausage, Califia Farms, Ventura Foods, RXBAR, Tyson Foods, FLNA,
Edgewell, Grupo Lala, Whirlpool, Dole Foods, Unilever, Bush Bros., Tree Top Foods, Welch’s, Snyder’s-Lance, Farmer John, General Mills, Kraft-Heinz, Diageo, Pernnod-Ricard, Sargento, PepsiCo, Windsor Foods,
Deoleo, L’Oreal, ACH Foods, Colgate-Palmolive, Walgreen’s, Hormel, Dean Foods, Constellation Brands, Blue Buffalo, Energizer, Borden Dairy,
Bellisio Foods, Bimbo Bakeries, Sysco, Nestle, Kimberly Clark, Johnson & Johnson, Perfetti Van Melle, Kellogg’s, JM Smucker, Church & Dwight, Keurig Green Mountain, Musco Family Olive, ConAgra,
Ainsworth Pet Nutrition, Del Monte, Rich Products, and many others. By now you should have received your invitation. If not, reach me today at mkantor@p-o-i.org

Tyson CEO Hayes Selected as Food Exec of the Year
Source: (Food Dive December 9, 2017)

Tom Hayes, who first took on the title of president
last June before becoming CEO six months later, has made a clear commitment to long-term growth and transforming the company – especially “doubling down” its presence in protein. Global demand is surging, and the meat giant wants to fortify its position to
be able to capitalize on this trend and grow along with it. Learn more

InnovAsian Cuisine Optimizes In-Store Promotions
Source: (Press Release December, 2017)

“We’ve always had a high-level of interest in various
trade promotion management tools, but often companies lacked the capabilities of accurately distilling the data that was important to
us,” said Joe Kent, Vice President, Consumer Brands, at InnovAsian Cuisine. “What drew us to T-Pro is the optimization service and post-promotional analytics. These tools are exactly what helps us to create impact for our brand and trade promotions.” Learn more

MillerCoors CEO on Global and Local Growth
Source: (Chicago BizJournal Dec. 10, 2017)

MillerCoors CEO Gavin Hattersley reaffirmed
the brewer’s commitment to the Milwaukee area Friday, saying the company may be international in scope, but it is still pursuing more growth in its area operations. Learn more

Perfecting Retail Execution: Turning Field Insights into Action to Drive Business Outcomes

Although Spin Master, a top-10 global toy company, and Carlsberg Baltics, a global brand and the largest brewery in the Baltics, couldn’t appear more different, they each approach retail execution as a core competency to win at the shelf.

Access the recording here

POI TPx and RE 2017-2018 Survey – Opportunity

Be part of the dialogue at the POI Summit in 2018-
Complete the survey for the chance to win one of 3 American Express gift certificates valued at $500.00 each. In addition to getting a copy, time with the Author, Dale Hagemeyer, and insights on
promotional performance improvement (including Digital, AI, and Advanced Analytics), plus you will have the opportunity to earn one of the 3 $500.00 Amex gift certificate left…the first two have been given out already!

Manufacturer’s and Retailers please take this
survey today!

Grocers Revenue Boost-Penny Rounding
Models
Source: (CBC News December 7, 2017)

She found 60.8 per cent of grocery store prices ended in 8 or 9. “I simulated [grocery purchases] depending on what province you’re in, what tax rate you have, and how many items you buy,” she said. She excluded the volume of credit and debit card transactions, which aren’t affected by penny rounding. She then made a discovery: a typical grocery store would earn an additional $157 of revenue from rounding each year. Learn more

View the Recording – Zero-Based Trade Optimization
Source: (POI Webinar Series On-Demand

Attendees learned what a performance-based funding
structure is, and how it ensures manufacturers are investing with winning retailers. Also, how strategic pricing is a disciplined approach and how to translate list prices into differentiated retail prices by channel / customer.

View the recording of this detailed discussion, with
lessons learned on how to succeed in today’s challenging environment from strategy, through analytical planning, and post event analytics to
drive growth. Learn more, and View the recording!

Presentations from the just concluded POI Fall Annual Summit are available to Attendees and POI Members now at http://bit.ly/Dallas17Presos

As you assess Trade
Marketing Technologies, consider the following as core criteria:

Product Aptness and Flexibility

This is the vendor’s approach to product development and delivery that emphasizes differentiation, functionality, methodology, and feature sets as they map to current and
future requirements. This also includes web and mobile technology that is scalable and can support internal sales personnel, as well as partner sales agents. The data model can support appropriate
hierarchies of customers and products (e.g., product family, brand, and SKUs). The product also supports appropriate platforms, such as
laptops, tablet devices, and relevant forms of handheld devices.

The vendor’s technology can be expanded to integrate with other company legacy solutions, best-of-breed
offerings, or syndicated data sources. These criteria also include important enablers, such as content management, contract management,
reporting and analysis, and online/offline capabilities as required.

Delivery Flexibility

This is the vendor’s ability to provide its solutions in multiple fashions: on-premises, third-party hosted, cloud and SaaS.

TPM FunctionalityThe vendor offering TPx must enable five

key customer-planning functions, with a complete solution that meets market requirements for each function:

– Strategic and account planning.

– Promotion planning and budgeting.

– Simulation of financials and other KPIs for both manufacturer and retailer.

– Promotion execution and monitoring.

– Settlement.

– Post event analysis.

This analysis does not cover vendors that specialize in enabling any one of the above, but as a more complete
approach to managing trade promotions.

The Promotion Optimization
Institute (POI), the leading resource for trade marketing and merchandising executives, today released its 2017 POI TPx Vendor Panorama, an annual analysis of the trade promotion management/
optimization market (TPx) that was developed to help guide consumer goods companies to successfully execute trade promotions at the
headquarters level. Access the full report here

*The POI 2017-2018 TPx
and Retail Execution Survey went live, and we are asking CPG Manufacturers’ to take the 9 minute survey. There is on $500.00 Amex Gift card left (77th respondant) Please take the survey here.

Reach us with any needs, questions, or requests to further engage with POI at:

DHagemeyer@P-O-I.org

MKantor@P-O-I.org

Have a sensational
week!

Michael Kantor, CEO and Founder

Promotion Optimization Institute, LLC

Sponsors of this week’s issue of POI Pulse

Career Opportunities

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

Director of Revenue Management Del Monte

PRIMARY RESPONSIBILITIES:

Partner with Sales and Finance leadership to establish promotional spend strategies and evaluate customer and program level spending to support the achievement of the AOP and LRP.

Responsible for developing and implementing portfolio Revenue Management objectives of ideal product/ business mix, achieving trade rate efficiency targets and forecasting accuracy.

Lead the development of regional/ channel financial goals. Communicate and clarify targets to Sales management and teams. Learn more

CPG Project Manager

Looking for a project manager in the Chicago area. Must be highly experienced in
change management, TPM processes, and project management. Moderate level
of experience in technology. Having previously implemented TPM would be
necessary; same for experience with SAP systems. Forward resume to Joanie
Hampton at jhampto@p-o-i.org

Senior Director, Revenue Management (Neenah, WI)

Kimberly-Clark:

Serve as working center of excellence to support pricing and trade
strategies. Team collectively would have expertise in key areas
that would be leveraged by Brand and internal Sales teams as they develop
pricing strategies. Team would also conduct diagnostics and monitor
overall market pricing to help identify new opportunities and / or
mitigate emerging competitive threats. Contact megan.madge@kcc.com