POI Pulse – February 13, 2017 - Promotion Optimization Institute

Trends & Developments

See What’s New at the POI – More Resources

Source: (Poinstitute.com Feb 13, 2017)

Access the new Promotion Optimization Institute website for even more resources on Trade Promotion Management, Trade Promotion Optimization,
Retail Execution, Advanced Analytics, and Collaborative Marketing at https://poinstitute.com/

Mondelez More ‘Disciplined’ with
Marketing Spend

Source: (The Drum February 8, 2017)

“There’s a lot of trade spending dollars. It didn’t do very much to drive the category and, in fact, all it did was sort of margin down the business,” said Irene B. Rosenfeld, Mondelez’s CEO. “And again, we chose to participate in that to defend our shares, but that’s not the right way to build the business for the long term.”
Learn more

View the next World-class POI agenda,

and register with over 300 of your CPG and Retailer Peers at the POI Spring Summit in Chicago at the Downtown Marriott.
Teams already registered include:

Reckitt Benckiser, Flowers Foods, Reynolds Brands, AB InBev, Dole Foods, Tyson Foods, Duracell, Farmer John, Heineken,General Mills, Smithfield, Nestle, Rx Bar, Perfetti van Melle, McCormick, Pharmavite, Deoleo, Mars, L’Oreal, Beam Suntory, JBSS,
Hershey’s, Hy-Vee Stores, Bic Consumer, Johnsonville Sausage, DPSG, Morton Salt, Newell Brands, Clorox, Organic Valley, Califia Farms, Schreiber Foods, Windsor Farms, SC Johnson, Bayer, Goya Foods, Kroger, Colgate Palmolive, Mondelez, Kraft-Heinz, Starbucks, Wells Enterprises,ConAgra, Dean Foods, Mondelez, Walgreen’s, JM Smucker, Del Monte,
Church & Dwight, Kellogg, Rich Products, Red Bull, Bimbo Bakeries, MillerCoors, Topco, Constellation Brands, Coca-Cola, Johnson & Johnson, Shopko, Energizer, Musco Family Olive Co., Windsor Foods,
Hormel, PepsiCo, Kimberly-Clark, Edgewell, Eagle Family Foods, Ainsworth Pet, Pinnacle Foods, Unilever, Meijer, Fernandez Markets, and more. The POI 2016 Spring Summit was sold out, please register early, as we’d love to see you advance with us!

How Wegmans Inspired their Fan-base

Source: (The Thrillist February 10, 2017)

Wegmans also manages to succeed at doing what its
competitors are still trying to figure out: turning grocery shopping into a social experience. The stores will regularly host bands — like jazz quartets and classical pianists — along with tastings with local farmers and culinary demonstrations. Learn more

FedEx’s New Service Takes Aim at Amazon

Source: (CNN Money Feb. 7, 2017)
The global shipping giant announced Tuesday the launch of

FedEx Fulfillment, a logistics network for small and medium-sized businesses. Participating businesses will store their products at FedEx warehouses in the United States and Canada. FedEx will package and ship the products to customers. Learn more

Registration is Open for the 3rd Annual
POI European Summit in Amsterdam 9-11, May

Join Perfetti Van Melle, Dr. Oetker, Kellogg’s, Unilever,
Diageo, Mondelez, Coca-Cola, Pladis, Ferrero, Beiersdorf, ABInbev, Ferrero, Energizer, Henkel, Heineken, United Biscuits, Edgewell, P&G, Mars, Albert Heijn, and others to learn and engage around
critical in-store and eCommerce success cases, including:

Delivering on Perfect Store Objectives – Optimizing Store Shelf Management and Promotional Compliance;

The Look, Feel, and Results of a Successful Trade
Promotion Optimization (TPO) Deployment in Europe;

How Integrated Business Planning Delivers Growth and
Basket Volume;

Strategic Pricing to Achieve Mutual Growth; and more. Manufacturers and Retailers can register here

Kellogg’s Moves from DSD to Warehouse
Source: (Supermarket News Feb. 11, 2017)

“Because our customers’ and our own warehouse distribution systems have become more efficient and effective, we can now redeploy resources previously tied to DSD and direct them to the kinds of brand
investments that drive greater demand with today’s consumers – ultimately growing our business and our retailers’ businesses,”
Kellogg’s CEO John Bryant said in a statement.

Learn more

Lidl Top Spender On Advertising in France

Source: (European Supermarket News 2-11)

This is the result of a massive 40% like-for-like increase
in its advertising budget, with a total of €415 million spend on its
promotional activity for the year. The next-largest budget for a
supermarket chain was E.Leclerc, with €325 million, while Lidl France’s
expenditure also makes it the top-spending company in all sectors, with
the exception of Renault. Learn more

RB to Acquire Mead Johnson Nutrition

Source: (FoodBizNews Feb. 10, 2017)

Reckitt Benckiser valued the infant and children’s
nutrition category as worth approximately $46 billion, and management
expects the category to grow at 3% to 5% annually in the medium and
long term. The growth projection is underpinned by demographic trends
in developing markets, according to the company. Learn more

The February POI Certification Class at SJU is Full
Source: (POI Certified Collaborative Marketer)

Leading Companies investing in their people for
growth. This Class includes candidates from Mondelez, K-V-A-T, Nestle, Sysco, Fernandez Markets, Keurig Green Mountain, Topco, Hormel,Ventura Foods, Constellation Brands, and others. Your next chance
to becoming a Certified Collaborative Marketer (CCM) is June 14-15, or December 13-14, 2017 at Saint Joseph’s University in Philadelphia, PA. Achieving the CCM allows you to think differently, and gain essential skills sought after by your company, and other successful CPG/Retail executive team leaders.

Learn more and enroll today

POI Perspective

The Quest for Best Practices

In the wake of the 2016/2017 POI TPx and
Retail Execution Survey that closed just a couple of weeks ago there is
one statistic that still stands out. It has to do with users of CG
companies wanting to receive best practices from their vendors or service providers, but not getting them. For retail execution the survey found that only 26% “agree” that they got help with
best practices when deploying their solution and none saying they “strongly agree”. For TPx it is a bit better with 27% saying
that they “agree” and 6% that they “strongly agree”. Nevertheless, the percentage of respondents that expressed
a desire for best practices based on our surveys runs above 96%.

Thus, the gap is still staggering. There are many fine vendors and service providers that deliver best
practices. However, the POI was founded on the principle of

fostering collaboration through collaboration. We meet several times each year in
various places to learn and share best practices. At our upcoming
meetings for the first half of 2017, namely Chicago and Amsterdam, we will once again provide a one-of-a-kind venue where CG manufacturers
see case studies, network with peers, and build relationships with vendors.

In addition to offering industry events, webinars, and written research, we offer the following best practices to help in your “quest for best practices” from your software or services providers:

– Check the credentials of the
person(s) who are tasked with delivering the best practices. Make sure
they have the industry experience and that they will be full-time on
the project, not just checking in from time to time.

– Specifically request
examples of some best practices that your shortlist of vendors has been able to provide during other implementations.

– Check references carefully
to understand the “additional value add” areas that were
brought to bear in past deployments.

– Budget sufficient time
during implementation for a possible discussion about “have you thought about doing it this way?” as this is often when and how a best practice can be brought to the surface. However, if your timeline is overly aggressive or your project calls for merely getting the solution

live based on an initial set of scoping requirements, you may lose the opportunity.

– Always recognize that software is not the automatic answer to a problem. Instead, it is the enablement of an underlying business process with appropriate technology that can
deliver results. Merely buying some software package and installing it is not the answer, despite all the marketing hype to the contrary.

See you soon at a POI Summit, where we can talk best practices. If you are a manufacturer with some experiences that you would like to share at a POI event, please contact me at dhagemeyer@P-O-i.org

POI Pre-conference Workshop

Insight Driven Promotion April 5, 3-5:30pm

Whether it is the new genre of digital
promotions or the traditional trade promotions, it takes insights to truly make them work. During this facilitated Session we will look at how the traditional and digital promotion landscape is evolving, which insights need to be injected into the process, and share fresh thinking about what it might look like in 18 months. Contact Dale Hagemeyer for
more information at dhagemeyer@p-o-i.org or
as a Manufacturer or Retailer contact Susan McHenry at POI to reserve your place at this session as space is limited at susan@hrginc.net

Join us on February

23, 2017 at 11am EDT for a Webinar with CPG
Panelists advancing their capabilities. At the end of this
session, you’ll better understand how to use price and promotion to
create ‘win-wins’ for the manufacturer, retailer and ultimately,
shoppers.

Register Here

Have a sensational week!

Michael Kantor, CEO and Founder

Promotion Optimization Institute, LLC

mkantor@p-o-i.org

www.POInstitute.com

Sponsors of this week’s issue
of POI Pulse

Sequoya
To advertise, reach us at: mkantor@p-o-i.org or call 914-319-7309

Last Year’s Spring Summit was Sold Out – Reserve Your Spot Now!

Career
Opportunities

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

FedEx
Careers
Revenue Management
& Pricing Analyst

The Revenue Management and Pricing Analyst is expected to execute
strategic plans, influence change and foster accountability to ensure the
revenue and pricing goals of FedEx Custom Critical (FCC) are
accomplished. The analyst provides meaningful analyses which guide
the organization in maintaining and improving its competitive position in
the marketplace while enhancing profitability and creates actionable
reports to measure initiatives. Learn more

Church & Dwight

Manager, Pricing Analytics

The successful
candidate will support the development of a best practice approach to
maximizing profit/sales across the Church & Dwight portfolio through
price analyses and recommendations that will achieve identified
objectives by Brand. The Manager, Pricing Analytics will work
internally across C&D functional groups to support the development of
a sustainable model for Pricing Excellence. Learn more