Next Orientation is December 13-14, 2017 Enroll Today
Coca-Cola Pushes Digital Impulse Buys
Source: (FoodableTV Dec. 1, 2017)
Because of a large percentage of Coca-Cola’s sales are from impulse buys, the brand is experimenting with ways to promote these actions digitally like by offering its beverages as pairings with meal kits and as a last-minute add-ons to voice-ordering systems.
Insights From Most Trusted Food Retailers
Source: Grocery HQ, December 1, 2017)
Besides Walmart and Kroger, shoppers who visited H-E-B, Kroger, Publix, and Wegmans (with their companies’ renowned reputation for top notch service and merchandising consider these four North
American retailers to be the most trusted among 32 of their peers, with scores above 45%. 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”
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 firstname.lastname@example.org
Gillette Introduces New Blades to Priced to Compete
Source: (Fortune November 29, 2017)
Gillette’s new products include the Gillette5 five-blade
cartridge that is less expensive than its higher-priced Fusion5, and on par with similar products by Dollar Shave Club, Harry’s, and Schick. Other new items will include two new products for less than $10 and
improvements to three products with more of a focus on medium and lower prices. Learn more
Hormel Outlines 6 Steps for Growth Strategy
Source: (FoodBizNews November 22, 2017)
James Snee, Chairman, President, and CEO of Hormel
outlined six steps on Hormel’s path to growth in 2018. First, he said, “we’ll continue to evolve to a broader food company.” Second, the company plans to expand and accelerate its food service business, Hormel’s third priority is expanding its global footprint. Other initiatives will include divesting nonstrategic assets and reorganizing the supply chain. 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.
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!
Kroger offers digital savings for 25 Merry Days
Source: (Int’l Supermarket News Dec. 1, 2017)
“This season, Kroger is excited to further integrate
our digital platform with our in-store experience to help our customers save even more on items for holiday gatherings and gifting,” said Jody Kalmbach, Kroger’s VP of digital experience. Learn more
View the Recording – Zero-Based Trade
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!
Hostess Brands teamed up with Nestle USA to launch a new multi-textured treat. A trio of textures comes together in General Mills, Inc.’s new Nature Valley Layered Bars. Chobani is combining crunchy toppings
with creamy Greek yogurt in its two new Chobani Flip varieties. Learn more
Overcoming the biggest
hurdles in moving from TPM to TPO: It’s not all about the technology!
On Data, TPM, and Time
Data: The 2017 POI survey also cast some light on issues
with the internal workings and viability of a TPO system, specifically data quality. In this case, when data is distorted for any reason it reduces the accuracy of the prediction. This may be part of what drives trust issues in what is seen by users in a TPO system, but most certainly it will gain no credibility from manufactures or retailers if
it has accuracy issues. Without going into how predictive models work, think of it as mixing up weather data from Iceland with that of Israel.
What our survey data shows is that 85% of respondents said that they have issues with the quality of external data. This is usually tied to point of sale (POS) data, which has many
inherent issues with accuracy, time period alignment and so forth.
There are several companies that offer services for acquiring, cleansing, harmonizing data, and staging this type of analysis. There
are also capabilities for doing it yourself with more of a toolkit
approach. Nevetheless, we don’t recommend proceeding with a TPO initiative until 2-3 years of clean “sell out” data are available.
Getting TPM Right First: While this might seem valid as part of a stepwise approach, we have seen many TPO capabilities being groomed by
a few power users on a few key accounts while the TPM system is still ramping up. On the one hand, it can keep you from asking too much
change management from your organization. On the other, you can argue
that the cost of waiting and seeing all that inefficient trade spending happen is just too much. Only you can make that determination. However,
we tend to lean towards having a wave of users begin to work with TPO while the latter waves of TPM users are still getting up to speed. We
have seen this work well provided it is managed appropriately. We also
see that having a partner that offers services that wrap around the software (data management, cleansing, analysis services, training, help desk) can make it easier than it might appear on the surface.
Time: We fully recognize that everyone who took our survey
has a full-time job. We haven’t seen companies carelessly adding headcount in our careers spanning 30+ years. It is just a reality. The paradox is that it takes time to ferret out all the reports that nobody
really reads and the processes that nobody is sure why they still do.
It is always an aim to reduce non-value added processes, but hard to get traction. We offer no bromide here. But what we can say is that
being able to free up even a modest amount of time to improve promotional outcomes should have a high value placed on it. Perhaps only and executive mandate will make it happen so we recommend that you start there. And besides, any TPO project without executive sponsorship
will likely never get off the ground anyway. Find the time. Find the support. The benefits are well beyond worth it. Learn more, and 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. Please take the survey here.
The POI TPx Vendor
Panorama is Published!
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
Reach us with any needs, questions, or requests to further engage with POI at:
If you have a relevant opportunity, list it in POI Pulse, reach us at email@example.com
Senior Director, Revenue Management (Neenah, WI)
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 firstname.lastname@example.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
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