POI Pulse February 9, 2015 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE
|Trends & Developments
Brands Break $1 Billion Barrier
As Coca-Cola’s largest brands in the global R.-T.-D. tea category, each of which has been launched since 2006. Coca-Cola said the success of the brands has propelled its tea portfolio to substantially outpace the growth of the category globally over the past two years, while gaining market share on both a volume and value basis. Learn more
Grocery Business is Now Retail’s Hottest Niche
Source: (Twin Cities Business February 2015)
Woodbury may seem like a typical suburb with the usual share of coffee shops, retail outlets and grocery stores. But the east metro enclave is one of the emerging battlegrounds in the intensifying store wars between grocery retailers in the Twin Cities. 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!”
Norseland, Kind Snacks, Hain Celestial, 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
Snyder’s-Lance New Snack Food Division
“With our new Clearview Foods Division, we are in a stronger position to satisfy our consumers’ desire for healthy snack choices that deliver on taste and quality,” said Carl E. Lee Jr., president and CEO of Snyder’s-Lance Inc. “Clearview is uniquely positioned to succeed by leveraging the company’s distribution network, R&D capabilities and manufacturing to drive growth.” 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
A New Perspective on Millennials
Segmenting a Generation for Actionable Insights for Consumer Goods Companies and Retailers
The research was conducted in conjunction with the University of Ohio in Dayton. This research provides thought leadership to consumer good companies and retailers on how to dissect the Millennial generation into sub-segments to best understand how they are relevant to a brand and more importantly how to gain value from them. Learn more
All About the ‘Butts’ in New P&G Charmin Campaign
Charmin is asking consumers to help select 100 firehouses across the nation to receive a year’s supply of toilet paper. Additionally, when consumers claim a coupon on CharminReliefProject.com, Charmin will donate a roll to a firehouse nationwide.
Consumers can visit Charmin on Facebook and Twitter for details on how to nominate a local firehouse in need. Learn more
More Competition for NJ Supermarkets
Supermarket News’ annual ranking of the 75 top grocery retailers in the United States and Canada includes some changes this year that reflect the seismic shifts occurring in how and where Americans buy food to be eaten at home. While the top three names on the list stayed the same, the list for the first time includes three drugstore chains, and e-commerce giant Amazon. Learn more
Gain the Full Benefits of Membership at POI Now
Join/Renew as a member of POI this month, and receive a complimentary pass to the POI Spring Summit, April 12-14, 2015. Reach Mike Kantor, CEO and Founder at POI for more information, or to present, attend, or sponsor at POI Summits at firstname.lastname@example.org
We are helping more members today understand how to make every dollar count when connecting trade promotion to sales, marketing, and merchandising events and activities. As manufacturers and retailers seek to continuously improve their abilities to engage shoppers, and drive profitable growth, POI is leading the way with education, meaningful summits, and focused research to assist trading partners with their efforts to invest trade funds more strategically. Better spending goals are now aided by a process which aligns marketing, sales, supply chain, finance, and promotes greater collaboration to deliver improved performance for those taking bold moves. We learn from the challenges, celebrate the successes of these leaders, and serve on a global basis. The POI Global Summit in Geneva leads the way for Global and European CPG Companies and Retailers utilizing advanced analytics to enable exceptional processes. Leaders who will present in Geneva include Coca-Cola, Premier Foods, Unilever, Premier Foods, and others who are placing a greater focus on measurement, and greater performance accountability across pricing, promotion, retail execution, mobility, and collaboration.
One third of companies now have their Trade Strategy aligned and connected from the field to headquarters, and out to trading partners. They are measuring and analyzing performance through a metrics based approach. More success is found internally at consumer product companies, where 51%
can plan/execute promotions with moderate success; where they are focused on a broader team approach with respect to culture, personnel (Strategic, Financial, Sales, S&OP) with fully Aligned Plans.
The capabilities most critical for the dialogue with cross-functional team members and trading partners include; improving forecast accuracy on promotion, analytically managing the business, and impacting cross-functional roles with analytics to drive better retail execution. However, this is sharply contrasted by the proficiency with which trading partners can do this today.
At the POI Spring Summit in Chicago, IL Trading Partners are coming together in greater numbers, seeking to understand the difference in sales and assortments online and in the store, it becomes critical that the supply chain is integrated with sales and marketing to efficiently meet demand requirements and satisfy financial targets. Register now to learn and profit from sessions demonstrating how using predictive analytics improves account team’s performance. See you in Chicago!
Be sure to register early for these events, as space is limited, and previously 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!!
POI Pulse is read by over 3,000 Retail Merchandising and CPG Marketing Executives.
|Sponsors of this week’s issue of POI Pulse –|
If you have a relevant opportunity, list it in POI Pulse, reach us at firstname.lastname@example.org
If you have a relevant opportunity, list it in POI Pulse, reach us at email@example.com
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/