POI Pulse February 2, 2015 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE
|Trends & Developments
Whole Foods, Half Off, and Other Value
Dangling over the displays are a series of SALE! placards in red letters. The company was once reluctant to compete with rivals purely on price, but here are signs proclaiming that organic broccoli is marked down to $1.48 a pound and two boxes of Driscoll blackberries are $3. Mackey points out a sign across the aisle: The seedless navel oranges and green kale are “responsibly grown.” Learn more
Changes at Campbell for Growth and Value
In a move designed to “unlock the value” of its brands, Campbell Soup Co. plans to implement a new enterprise structure that will align the organization of the company’s business operations with its core growth strategies. The three divisions are Americas Simple Meals and Beverages, Global Biscuits and Snacks, and Packaged Fresh. Learn more
Record Attendance Expected at POI Summit in 2015!
The most advanced and relevant agenda is taking shape. Capacity will be limited, so register for the POI Spring Summit “Collaborative Marketing to Execute at the Rate of Change” Summit – Predicting promotional outcomes in-Store, online, and everywhere!”
Diageo, Land O’ Frost, Red Gold, Pilgrims, Kao USA, Kraft Foods, Prestige Brands, Pictsweet, Jennie-O Turkey Store, Pacific Foods, Wells Enterprises, White Wave, Mars, Carl Buddig, Pfizer, Pinnacle Foods, CVS Health, Topco, Organic Valley, Morton Salt, Danone, Energizer, Red Bull, MillerCoors, Keurig Green Mountain, Norseland, Walgreen’s, JM Smucker. DPSG, Windsor Foods, Bush Brothers, Coca-Cola, Kellogg’s, Johnson & Johnson, JBSS, Musco Olives, Unilever, Del Monte, Popcorn Indiana, Post Foods, Starbucks, Giant Eagle, Hormel Foods, PepsiCo, Ainsworth Pet, Grupo Bimbo, Dean Foods, 7-Eleven, Michael Angelos, and many more. April 12-14, 2015 — Learn more
3 Ways to Linking Online/Offline Experiences
Ahold, the Dutch grocery chain, developed home delivery but soon realized the limitations, such as the fact that customers had to be home to receive the delivery. In order to further improve the customer experience, the company piloted three stand-alone pickup points near highway exits in the Netherlands. Customers place their order online or via the mobile phone. When the order is ready for pickup, they receive a message, along with a code. When they arrive at the pickup point, they punch in the code and the system tells them which parking space to park their car in. An employee comes to the car with their groceries. They are done with the entire transaction in two or three minutes. Learn more
Candidates Gained Collaboration Skills w/ POI SJU Source: (Next Orientation is June 10-11, 2015)
The program began by exploring how organizations develop and implement a collaborative culture and strategy. Next, core functional areas of business were explored -from forecasting, trade marketing, to merchandising, pricing, supply chain and predictive analytics- providing candidates a solid understanding of each function and how it contributes to internal alignment, and trading partner collaboration success.
CCM graduates and candidates included sales, marketing and merchandising executives from Walgreens, Norseland, Inc., Pinnacle Foods, 7-Eleven, ESM Ferolie, Hormel, Delhaize America, Keurig Green Mountain, Wakefern, Campbell Soup, Continental Mills, and others. Learn more
Hershey to Acquire KRAVE Jerky
Hershey intends to leverage its best-in-class supply chain capabilities, consumer insights and retail relationships to accelerate growth and access to KRAVE products. Hershey will also partner with KRAVE’s talented team to continue to drive excitement and awareness of KRAVE jerky. Learn more
Gain the Full Benefits of Membership at POI Now
Coca-Cola to Open Innovation Center at GT
At the innovation center, Atlanta-based CCE will focus on emerging technologies and Big Data products for grocery retailers such as Tesco and Carrefour, which will help them decrease costs, increase sales and improve efficiencies. CCE will develop business apps for product ordering, supply chain and consumer insights. Learn more
Guest Column -Mintel Research – Recession-scarred consumers are almost constantly redefining their definition of “value” by the occasion, category and more. Their ongoing search for good deals forces brands, as well as private labels, to choose between affordability or premium positioning.
One true constant for US consumers is the ever changing definition of ‘value’, with the only certainty being that ‘value’ is not always just about lowest price. Instead, it can be private label in some scenarios and premium brands in other occasions or categories. In the year ahead, brands have to navigate between being affordable options or attainable luxuries in order to capture the benefit, not brand loyal shopper. Value will continue to drive consumer choice in 2015 as the influence of private label products will be more noticeable. Between January and November 2014, 30 percent of US food and drink launches were private label.
Today, US consumers do not always associate private labels as store brands. In fact, a hefty 87 percent of US consumers when tested got at least one store or name brand identification wrong, although just 13 percent say they have trouble differentiating branded from private label products. In addition, ‘Value’ does not always mean ‘inexpensive’. Manufacturers will cater to consumers’ quests for value in 2015 by offering affordable options that also have added amenities.
E-commerce was an estimated $301.3 billion industry in the US in 2014 (Online Shopping – US – 2014). Yet, purchasing groceries online is still more of an intrigue rather than a habit. Thirty-one percent of men in the US age 18-34 have bought groceries online in the past 12 months and would do so again, while only 21 percent of women age 18-34 have done so. In comparison, 18 percent of men age 35-54 have bought groceries online in the past 12 months and would do so again, while only 13 percent of women age 35-54 have done so. However, certain consumer sets view the internet as a resource for the hard-to-find, not an everyday shopping tool. Thirty-five percent of US consumers age 65 and older agree that price is not the most important factor when shopping online, rather getting what they want. Only about half of US consumers age 18-24 agree with that statement. Learn more
Make your plans now to join 250+ retailer and manufacturer executives April 12-14 in Chicago to identify, understand, and achieve Promotion Optimization .
Be sure to register early for these events, as space is limited, and previous have been sold out. join us in April in Chicago, or May in Geneva, Switzerland – Registration is open!
Reach me at email@example.com to express how you’d like to participate at POI this year!
Travel safe, and have a sensational week!!
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Provides highly complex and comprehensive analysis on items related to Dean Foods’ product pricing strategies. Conducts statistical based analyses of price lists, architecture and price strategy, promotions strategy and effectiveness, and/or trade operations within the branded and private label portfolios. Analyzes market trends, product volume, margin and competitive prices, and/or promotional tactics and strategies and provides recommendations to management. Learn more
Schwans Consumer Brands
The Director, Digital Marketing is responsible for developing the vision, strategies, goals and objectives that when executed will accelerate Schwan’s capabilities in digital marketing and dramatically enhance consumer engagement with our brands. Learn more
Collaborative Marketing to Execute at the Rate of Change Summit April 12-14, 2014. View the preliminary agenda, and register here – https://poinstitute.com/events.html
POI Leads with Global Summit in Geneva
There was nothing like the Promotion Optimization Institute 6 years ago, nor today in North America. Now POI is leading the way for TPM/TPO, Pricing, Retail Execution, and Collaborative Marketing in Europe. Following the 2015 POI Spring Summit in April in Chicago, IL, we will be in Geneva, Switzerland in May for The “POI Collaborate Globally and Execute Locally” Summit. As you make your plans to attend the POI April TPM-TPO-Collaborative Marketing Summit in Chicago, advise your Global peers of your experience with POI, as they can now benefit from the experience. Learn more – POI Chicago POI Geneva, Switzerland
POI Spring Summit 2015
Collaborative Marketing to Execute at the Rate of Change Summit April 12-14, 2014. View the preliminary agenda, and register here – https://poinstitute.com/