Join us in Chicago, then Rotterdam for the
POI 2019 Spring then European Annual Summits!
The presentations from the recently concluded POI Fall Annual Summit in Dallas, TX are available to POI Members here
POI 2019 State of the Industry Report – Early Insights Part 1 of 2:
(part 2 in the December 17 issue):
Pam Brown, POIs Chief Commercial Officer,presented a few early industry insights at the POI November Summit in Dallas. The annual POI Industry report is based on over 100 company respondents and will help you benchmark your company’s Trade Planning and Retail execution capabilities and roadmap against your peer set. Below are a few key headlines that will entice you to read the full report when released in early January 2019:
1) Survey respondents noted that promotion planning effectiveness (What-if & ROI), volume planning accuracy & post event analytics are top improvement categories needed to move the needle on trade promotion efficiency and effectiveness.
2) When asked which of the following TPx technologies will your company be embarking to deploy in 2018/19, respondents noted that 35% of companies will be replacing or deploying new TPM systems, 70% will be deploying TPO, 31% will be implementing ROI capabilities and 25% of the companies will be looking for a Holistic Planning tool that has TPM/TPO/ROI functionality in one tool.
3) Funding to drive incremental sales is always a hot topic. The traditional, shopper and digital funding buckets are shifting, but surprisingly, most are still heavily investing in traditional trade and shopper, while also investing in new digital trade aspects. The digital and eCommerce funding requirements and practices are gaining ground in importance. Many manufacturers are struggling with how to manage and report modern trade. The POI April 2019 Summit will have multiple opportunities to gain knowledge on these and other critical growth elements.
4) Breaking misperceptions: The majority of respondents felt it was over 2 years before Artificial Intelligence (AI) would impact CPG planning. The reality is that AI is already represented well with a few of the vendors in the POI TPx Vendor Panorama. AI advances a company’s “prescriptive planning” ability by using data to propose promotions, timeframes, discounts, pricing etc. for the teams to evaluate. Deductions management efficiency can also be driven with AI. CPG AI planning capabilities are here today.
With so much to look forward to in the coming decade, we appreciate your help in keeping the POI a relevant, vibrant, and active community, and we sincerely invite you to share your thoughts with us by dropping us a note at
Industry News
Frozen Foods Growth Continues to Heat Up
Source: (FoodBizNews November 29, 2018)
“I see years and years and years of runway in frozen,” said Sean M. Connolly, president and chief executive officer of Conagra Brands. “Frozen is a big piece of real estate in the grocery store that just recently is beginning to undergo the kind of modernization that it needs, and I think there’s a long way to go there.” Learn more
BJ’s Makes Moves for Market Share
Source: (GroceryDive Nov. 28, 2018)
Source: (GroceryDive Nov. 28, 2018)
BJ’s Wholesale Club is making an assertive play for new members and a larger market share by lowering prices, expanding its digital offerings, taking a more data-driven approach to site selection and pushing into new markets. Learn more
Enroll Today for the Next CCM Orientation Class
Apply @ Mkantor@p-o-i.org Join Candidates from Nestle, Constellation Brands, Campbell, InnovAsian, Wakefern, J&J, Mondelez, Tillamook, Edgewell, Spectrum Brands and more
“I truly enjoy meeting as a group and learning from the professors and colleagues at the POI Certified Collaborative Marketer program at Saint Joseph’s University. Thanks for putting this certification program together, it’s fantastic!” said Veronica Escalante, Customer Development Manager, Sprout Foods, Inc
Innovation and Profitability – New Unilever CEO
Source: (Fortune, November 29, 2018)
Source: (Fortune, November 29, 2018)
Alan Jope brings a digital sensibility to the CEO suite, having pushed the use of new marketing tools to connect with millennial consumers. Last year, he founded a tech hub in New York’s Tribeca neighborhood to focus on online communications for brands such as Dove and Axe shower gel. Insights gleaned from that team were also used to support new labels such as Love Beauty and Planet, an environmentally friendly personal-care line. Learn more
Generations of Success: Inside Herr’s Snacks
Source: (Main Line Today, December 1, 2018)
Source: (Main Line Today, December 1, 2018)
Herr wants to help people transition to nourishing snacks, and Herr’s has a division committed to producing foods that are healthier for consumers. But there’s a problem. “The supermarkets won’t give us space for them,” Herr says. “They won’t ‘turn.'” Learn more
More Webinars available here
Thanksgiving to Cyber Monday Had Fewer Shoppers
Source: (Internet Retailer, November 30, 2019)
The lower spending for Thanksgiving and the days immediately following isn’t a sign of poor retail demand-instead, it highlights how more shoppers are starting their spending early as retailers pull promotions forward. Walmart Inc. (No. 3 in the Internet Retailer 2018 Top 1000), Best Buy Co. (No. 8) and Target Corp. (No. 17) are among the big retailers that unveiled holiday deals in early November to grab bargain-seeking early shoppers.
Coca-Cola CMO: Create Brands or eRetailers Will Win
Source: (MarketingWeek November 27, 2018)
Coca-Cola has put a focus on scaling new brands to drive growth as it looks to innovation and takes a test-and-learn approach to navigate a rapidly-changing market. Javier Meza, CMO of sparkling at Coca-Cola, says: “The only way to remain in business is creating brands. The moment we stop creating brands then the e-retailers are going to rule.” Learn more
Presentations from the Recently Concluded POI Retail Execution Summit are available to POI Members
POI 2018 TPx Panorama Released – Announces Best in Class!
Source: (POI Pam Brown 2018)
“Consumer buying behavior and the market landscape have dramatically changed in the last few years, which is further fueling a necessary but profound paradigm shift in the CPG ecosystem that calls for manufacturers and retailers to understand not only the consumer but pricing, trade deals, and digital marketing offers in today’s retail marketplace,” said Pam Brown, Chief Commercial Officer of the POI. “What we have found and reported in this year’s report is that vendors have upped their game and are offering predictive analytics, AI, machine learning, in-flight promotion tracking and other leading-edge capabilities that will help drive efficiency and trade.” Learn more, and access the report here
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