POI Pulse July 28, 2014 POI July 28, 2014 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE Visit www.P-O-I.org View the Preliminary Agenda Here
Trends & Developments
Unilever – Innovation to Drive Pricing Strategy
Chief Executive Paul Polman said Unilever is embarking on an “innovation drive” to improve its pricing mix and boost sales across its business. He said pricing, particularly in Southern Europe, has been affected by factors including weak consumer confidence, the rise of discount chains and the aggressive promotional response by other retailers. Learn more
PepsiCo Sees Growth via Innovation/Capabilities
PepsiCo CEO Indra Nooyi says the company is positioning itself as the highest growth food and beverage manufacturer in a ‘relatively low growth’ US retail landscape where fresh food is trending strongly. Learn more
Join 250+ of Your Peers at POI Summit in Dallas!
Teams Taking advantage of early registration include:
Overcoming Barriers to Promotion ROI
Given the large number of promotional programs that a manufacturer executes across categories, retailers and geographies, a consistent approach to promotional management is needed to ensure the right product is in the right store at the right time, even if the retailer changes its mind at the last minute and chooses to change the time, scope and support of the promotion.
Over half of out-of-stocks are caused by poor price and promotion management. Learn more
Reviving the Romance’ of Coca-Cola
“The growth of brand Coca-Cola in North America in the second quarter gives us confidence that our focus on driving incidents, delivering best-in-class marketing and evolving our price pack architecture is setting the foundation for well-balanced growth in our flagship market,” Mr. Kent said. Learn more
Candidates Gain Collaboration Skills w/ POI at SJU
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!
Clinique’s New Approach & Marketing Playbook
Its #StartBetter digital and social-media branding campaign makes no references to hope in a bottle-only to the sort of hope embodied in a fresh start, be it a new job, new relationship or simply a new day.
“We didn’t want to make it about selling product,” said Clinique Senior VP-Global Marketing Agnes Landau. “That was a very conscious decision and a super controversial one. There were a lot of naysayers.” Learn more.
By now, many of you who have joined POI, or attended our unique and in depth summits are experiencing how your operations should be forming, and understanding/ improving trade promotion performance. You are achieving benefits for both your organization, and trading partner relationships. As POI continues to advance the agenda, it is important to revisit, and “check off” what we should be accomplishing, and how process still remains king! So, over the next two weeks (as you make your plans to attend the POI Fall Summit), perhaps meet with your teams to take stock of your trade promotion optimization journey. Here are a few items to check off your list to ensure (or identify for improvement/scale) that you are progressing as desired through your maturity process. Starting with Eight initial goals (not all will apply to your unique situation):
1. Generate an immediate improvement in overall trade spend efficiency for your organization.
Once you are able to internally agree and align on these goals, you can then move to ensuring you have a solid foundation across disciplines to move from TPM to TPO:
Most of you are clear on the fact that spending control and accountability is a critical success factor, accomplishing this via mastering and consistently performing the basics. Having defined a common language across sales, marketing, finance, supply chain, and IT to define roles and responsibilities. Once these basics are in place you’ll move on to ROI based planning by automating several manual tasks, standardizing and ensuring a closed loop process, and move from functional teams to process teams. Many at POI are maturing beyond this to include predictive trade planning by performing precise customer segmentation, and performance based resource pools, leading to better account profit planning.
I’m most proud that progressively more of you are moving to performance driven Trade Promotion Optimization and becoming true process centered organizations. Our discussions include the design of new event types to drive consumer buying behavior, enabled through planning events at the store/consumer level. By now you are ready to develop retailer and consumer algorithms to continuously improve your outcomes.
View the updated agenda for the next Summit in Dallas Texas, November 2-4, 2014.See information, and testimonials from the last POI Summit here!
Reach me with questions, and have a sensational 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.
Learn More, contact:
Keurig Green Mountain
Trade Marketing Manager – Away From Home Channel
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.
UTZ Quality Foods
Manager of Strategic Pricing and Promotional Effectiveness
We are currently recruiting for a Manager of Strategic Pricing & Promotional Effectiveness. The primary purpose of this position is to be responsible for strategic pricing, promotional effectiveness, and profitability at UTZ and its brands through pricing actions and promotional optimization. Learn more
POI Fall Collaborative Promotion Optimization Summit November 2-4, 2014 Westin Galleria Plaza, Dallas, TX https://poinstitute.com/events.html