POI Pulse - January 30, 2017 - Promotion Optimization Institute

Trends & Developments

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,
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

Diageo Shifts Marketing Spend – Drive ‘Future
Profit’

Source: (The Drum January 26, 2017)

The maker of Guinness and Captain Morgan said that it also
plans to launch a new ‘growth driver module’ that identifies the
marketing activities that have the highest ROI, to allow Diageo
“to execute the optimal mix of activities that will drive growth
for our brands faster”. 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:

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!

Thinking About Online Versus In-Store
Pricing
Source: (Harvard Bus. Review Jan 26, 2017)

The worry is that consumers will be put off by knowing that prices
differ based on channel or experience. But this hasn’t been the case
with airlines (prices differ if booked online versus over the phone),
gas stations (self versus full serve), and retail (regular versus
outlet stores). Learn more

Time to Reimagine Trade Management
Source: (Digitalist Mag Jan 25, 2017)

Only sales leaders with accountability
for all volume can develop effective plans that can drive
customers’ category growth and build baseline volume to drive their own
margin growth. When sales leaders own the entire P&L for each
retail customer, CP companies can prioritize investments and
opportunities for long-term growth – ultimately driving customer value
and profitability. Learn more

Tostitos’ Bag Knows Drinking & Can
Get Uber
Source: (Ad Week January 25, 2017)

The chip maker’s Tostitos brand has made a limited-edition
“Party Safe” bag that can tell when you’ve been drinking, and
will help you get home safely from that Super Bowl party. Learn more

Walmart Pilots New Scan and Go Option
Source: (IR Tech January 2017)

Walmart has announced that it is re-launching a pilot of
its own “Scan and Go” mobile app option at its Rogers,
Arkansas stores. The app allows users to scan products while they shop,
pay from their phones, and just go! Learn more

Welch’s Adds TPO Capabilities for results

Source: (T-Pro Analytics Jan.2017)

Upon identifying the opportunity to innovate trade
promotion practices and performance, Welch’s selected T-Pro Solutions
in part due to “T-Pro’s clear focus on optimization and ability to
integrate Best of Class thinking into the full trade investment cycle
to improve results for both Welch’s and our customers,” according
to John Clement, Director of Sales Planning and Innovation. Learn more

Pepsi and DPSG Super Bowl Ads Healthy
Tilt

Source: (Fortune January 27, 2017)

PepsiCo is placing a spotlight on two
zero-calorie products, Pepsi Zero Sugar and LIFEWTR. Dr Pepper is
planning a 30-second spot that focuses on Bai Brands. “We are
listening to consumers and we are watching the choices they are
making,” said Seth Kaufman, chief marketing officer of PepsiCo
North America Beverages. Learn more

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

Join 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

POI Perspective

The POI Mid-cycle

Update, Identifies Enablers to TPx

TPX Enablers:

Another emerging enabler to TPx that we
at POI find very valuable is with respect to the data and related
services required to do in-flight promotional monitoring, post-event
analytics and predictive modeling. The POI currently has research under
way in an area that we are calling “Data-driven TPM”, which
specifically identifies areas where robust causal data can enhance
promotional outcomes during the collaboration, planning, execution,
evaluation and optimization of promotions. This research is being done
in conjunction with Retail Velocity, a leading provider in this area.
We expect to publish this analysis in February of 2017.

The 2016/2017 version of the POI TPx and
Retail Execution survey is now closed at this writing and actually
shows that 85% of respondents are not satisfied with their ability to
manage promotions so based on responses thus far, things have actually
gotten worse. Furthermore, 5% now say that they are extremely dissatisfied
and 44% are dissatisfied.

We have become aware of a custom-build
TPM project by a services firm for a multinational food company. This
is the first time we have seen this in at least a decade so we are
watching it closely to glean information about cost and development
time as compared to off-the-shelf software.

Offering data and related services in
support of TPx is a growing trend as CG companies seek to deepen their
post event analytics and predictive capabilities. This includes data
acquisition, enrichment, cleansing, harmonization and staging. We have
seen many companies in recent months working on their data capabilities
as a precursor to focusing on TPx.

For the Mid-cycle Update all of the
Evaluation Criteria remain the same. We continue to include them in
this update because they are relevant as selection criteria for TPx
solutions. However, the “Harvey Ball” Vendor Assessment charts
need a more complete analysis with respect to several vendors and
criteria. This will be done later in the year as part of the 2017 POI
Vendor Panorama for TPx. In the meantime, we have removed the Harvey
Ball portion of the report until such time as it is fully updated. View the complete POI Mid-cycle report with TPx
Vendor updates here.

Meet the vendors at the POI Spring
Summits: April 5-7, 2017 in Chicago, IL and May 9-11, May in
Amsterdam, The Netherlands. Learn more

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

Thanks Roger and Rafa for the epic match
and class act! 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

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