POI Pulse July 14, 2014 POI July 14, 2014 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE Visit www.P-O-I.org View the Preliminary Agenda Here
Trends & Developments
Walmart’s System Will Buy Media for Suppliers Too
Source: (Ad Age July 11, 2014)
Walmart met recently with around 200 supplier marketing executives in part to discuss the Walmart Exchange, or WMX, which its executives bill as a digital targeting, buying and optimization platform that will bring everything from sales to social-media data to bear on spending plans for Walmart and its suppliers. Learn more
General Mills Keen on International Markets
Source: (Food Bus. News July 11, 2014)Chris O’Leary, VP, COO said General Mills will focus on three things to grow sales and profits for its international segment: Resourcing its emerging markets to lead top-line growth, delivering stable profitable growth from developed markets, and executing with excellence, whether it is in the supply chain with holistic margin management (HMM), in stores with category management and shopper insights, or with consumer-driven news and innovation. Learn more
Join 250+ of Your Peers at POI Summit in Dallas!
Your next opportunity to learn, network, and advance at the POI Fall Summit is November 2-4 in Dallas, TX. The agenda will once again be advanced (view the preliminary agenda here), and make your plans now to attend, as the POI April 2014 Summit was sold out!
More than 250 CPG and Retailers will join us —
Teams Taking advantage of early registration include:
Nestle, Stubbs BBQ, Johnson & Johnson, Utz Quality Foods, Kraft, ACH Foods, Pictsweet, Hormel, Clorox, Tyson, Lowes Foods, Unilever, Turkey Hill, Post Foods, 3M, Kellogg’s, PepsiCo, Philips Consumer, Dannon, 7-Eleven, JM Smucker, Church & Dwight, Busch Bros., Topco, Keurig Green Mountain, Continental Mills, P&G, AAFES, Ventura Foods, Michael Angelos, Hillshire Brands, Campbell Soup, Kroger, Jarden, Tree Top, Hormel, Musco Family Olive, ConAgra, Windsor Foods, Ainsworth Pet Nutrition, Del Monte, Rich Products, Whole Foods Markets, Mckee Foods, Bi Lo Holdings, and many others. By now you should have received your invitation. If not, reach me today at email@example.com
Newell CMO on Marketers & Consumers
He sped up the expansion of the marketing group within emerging markets in Asia and South America. He doubled the ad budget and doubled the market research investment. It’s all toward creating, as Richard Davies said, “a brand- and innovation-led company famous for great design and product performance.” Learn more
Report: Vitamin Sales Slow DownSource: (Retail Leader July 2014)
“It is likely that some retailers refused to increase vitamins space because of the reduction in trade promotion investment from major manufacturers,” Dr. Kurt Jetta says. “And with no meaningful innovation on the horizon it did not make sense to carve out more space.”Learn more
The World Cup & Predictive Analytics
Predicting the outcome of sports events like the World Cup has become a necessary evil for companies, who are increasingly offering promotions tied to who wins or loses. But soccer presents a notable challenge. Learn more
Candidates Gain Collaboration Skills w/ POI at SJU
Source: (POI CCM at SJU December 3-4, 2014)
If you plan to contribute more effectively, lead a customer team, or retail marketing team, you need to know all sides of the desk, and the CCM educational curriculum is the proven experience to ensure you’re skills are current. Enroll today!
Trading partners are coming to POI at SJU to learn the skills necessary, and be certified to collaborate effectively… The next orientation begins December 3-4. Learn more, and enroll today!
Summer is here, and with BTS and Fall Holidays around the corner, many of us are working harder than ever to get the forecasts right! Remembering clearly when my responsibility to get the right product to the right consumer at the right time took painstaking detail, which at the time was state-of-the-art process/technology/teamwork. My team took into account such predictors of demand as general economic indicators, current orders, historic sales data and competitive plans. The team produced forecast numbers for each brand/category that could be passed to manufacturing and sourcing managers to guide how they planned for production capacity. It wasn’t quite the “Holy Grail”, but we knew it was a start, and needed to be organized in thought and process in order to bring in the sales team (who knew exactly what was going on with their accounts). Our “simple” tool was able to give them insights, and ability to forecast more accurately.
Soon, sales managers reviewed each forecast that came in, and generated their personal “summary” reports. Based on account and deviation from the internal forecast, it showed up in the summary reports, allowing for quick action. The result was a much more accurate picture monthly of what our future (inventory position/sales volume/profitability) would look like, translating to more efficient production, and fewer stock-outs (off/on promotion).
Better forecasts made a tough job simpler (if not easier). Not to say that there is a direct correlation to mutual growth, but it made our decisions timely, and course correction simpler, as we all had faith in the numbers.
Today, fully integrated systems are empowering teams and partners to do more internally, and collaboratively.
I’m continually excited to work with several of you, who are making tremendous strides in advancing TPM-TPO-CPO. POI counsels members on their initiatives, whether they areglobal capabilities in Customer Planning and Trade Spend Management; solutions, and technology, or culture/ organizational structure to tap in to the potential that exists within Trade Spend Management and Optimization.
POI Members benefit from POIcounsel, and working with your teams/organizations. Join today!
Additionally, you can experience POI at the next Summit in Dallas Texas, November 2-4, 2014. See information, and testimonials from the last POI Summit here!
Have an outstanding week!
POI Pulse is read by over 3000 Retail Merchandising and CPG Marketing Executives.
|Sponsor of this week’s issue of POI Pulse –|
Client Effectiveness Manager
Reporting to the Vice President, Client effectiveness, the Client effectiveness Manager will act as the primary client liaison to manage the relationships with the existing client base. The ideal candidate will have experience in account management and sales and have a proven track record for successfully attaining revenue objectives. In addition, significant experience within the North American CPG industry is a requirement. Learn more
Schwans Consumer Brands
Director Digital Marketing Director, Digital Marketing
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
Trade Marketing Manager
Channel Marketing Manager
The Company is the US importer / sales & marketing agent for an international food company (speciality cheese). The Company has a strong position as an importer of speciality cheese in the US, which makes them an attractive partner for other cheese manufacturers who are looking for stronger positioning for their brands in the US (they represent several international dairy/cheese companies). The Company has regional sales offices from coast to coast in the US as well as in Canada, with the corporate office in Darien, CT.
The Trade Marketing Manager for the Away From Home Channel (Foodservice, Office Coffee Service, Hospitality, and Convenience Stores) serves as the conduit between Trade Marketing and Field Sales in providing guidance and training on effective management of trade spend within budgets and ensuring compliance in the Trade Promotion Management (TPM) system. The Trade Marketing Associate regularly collaborates with Finance on the trade spend accrual and Sales Planning to develop guidelines for effective promotional programs and helps to develop and deliver the messages to the sales team.
Manager of Strategic Pricing and Promotional Effectiveness