POI Pulse – February 20, 2017 - Promotion Optimization Institute

View the Updated Agenda for the POI Spring Summit April 5-7 2017 Chicago,IL!

Trends & Developments

PepsiCo’s ‘Considerable Progress’- Portfolio Transformation

Source: (FoodBizNews February 16, 2017)

“What we refer to as ‘everyday nutrition products’
account for approximately 25% of our portfolio by net revenue. These are products that include positive nutrients like grains, fruits and vegetables or protein, plus those that are naturally nutritious like
water and unsweetened tea. Learn more

7-Eleven Takes on the On-demand
Invasion
Source: (Dallas News February 17, 2017)

“The landscape is changing so fast. Yes, there’s
Amazon and there’s GrubHub…It’s all about immediate
consumption,” DePinto said. “We have to be prepared and ready in ways that our customers want. And the last four or five years, we’ve had our heads down, grinding it out. And we’re doing a lot of things right.” Learn more

View the updated 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:

K-VA-T Food Stores, Lactalis, Brookshire Grocers, Nutiva, Reckitt Benckiser, Barilla, Keurig Green Mountain, 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, Ventura Foods, and more. The POI 2016 Spring Summit was sold out, please register early, as we’d love to see you advance with us!

Kraft Withdraws Merger Offer with Unilever

Source: (Forbes February 19, 2017)

Kraft had made a surprise offer for Unilever in a bid to
build a global consumer goods behemoth, although it was flatly rejected on Friday by Unilever. Kraft withdrew its offer because it felt it was too difficult to negotiate a deal following the public disclosure of its bid so early following its approach to Unilever, according to
people familiar with the matter who requested anonymity to discuss confidential deliberations.

Learn more

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/

A Fresh Look at Multicultural Consumers

Source: (Nielsen February 16, 2017)
“In order to tap this critical market, retailers need to rethink their delivery and assortment strategies of fresh products being offered to today’s increasingly multicultural shoppers,” said Courtney Jones, VP of Multicultural Growth & Strategy at Nielsen. “To be successful, retailers must understand the importance that culturally relevant, fresh offerings play in the multicultural shopper landscape. 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

L’Oréal Looks to Capitalise with eCommerce Push

Source: (Marketing Week February 2017)

L’Oréal says it wants to take a “pragmatic”
approach to its online selling, as it looks to become “a leader in digital beauty” and have more personalised interactions with consumers. Learn more

More Graduates – POI Certification Class at SJU
Source: (POI Certified Collaborative Marketer)

Leading Companies are investing in their people for
growth. This Class included candidates from Mondelez, K-VA-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)
begins 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

Moving to Personalized Offers

Excerpt from the POI Whitepaper

Personalized Offers: The Cure for Tired, Ineffective Promotions

Dale Hagemeyer, Partner, POI

We at the POI like to think of
personalized offers as the evolution of the trade promotion that has been steadily trying to be more surgical in its ability to move from promoting at the banner level to the store cluster to the individual store, and now to the individual person level. However, this isn’t possible through traditional vehicles such as store circulars, price
promotions, or display programs. Instead, a personalized offer relies on an expanded set of media; including direct mail, email, text, web, social, and mobile technologies.

Because they are multidimensional across
the web, email, paper, and mobile devices, personalized offers have an expanded ability to reach a unique person at a particular moment in time. This is simply because an email address
or mobile device corresponds to an individual person, unlike a blanket offer in an ad circular or at the shelf that is made to everybody who walks by.

Additionally, because personalized offers by definition are targeting an individual through use of a unique identifier, they are fully able to marry up shopper strategies with product loyalty dynamics across in-store and on-line channels.

This means a possibly different offer for a “switcher,” “loyalist,” or person who has never
tried the product. The permutations and options are endless, but the key is that past purchase behavior can be used to trigger an offer and that offer can be extended dynamically by store, day of the week, daypart, or anything else.

However, the retailer needs a mechanism-like a loyalty program or an App or an ecommerce site- to capture the
necessary customer identifier, as well as permissions, to execute
personalized offers on behalf of retailers and manufacturers.

Finally, personalized offers contain feedback loops over time to provide understanding both of offers that lead to purchases as well as those that do not. This allows for testing and refining of offers and segment strategies. It also provides for better understanding of ROI and other benefits that we will explore in
the next section. Within the feedback loops is the ability to make an offer that could be a reward for past purchases, an incentive to purchase product that might not be purchased otherwise, or to do some
other thing like provide some additional personal preferences or make an additional trip. The key lies in the attribution, or
cause-and-effect relationships, that are developed and can be analyzed for future leverage. Request your copy of this thought leadership paper including the 11 steps to succeed regardless of where you are in your journey at mkantor@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

View the updated leading agenda here!

Sponsors of this week’s issue of POI Pulse

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