A few of you have asked how the POI Northeast Summit differs from other events. POI research (survey from over 100 top consumer goods companies) demonstrates that the lack of connectivity between trade promotion systems and retail execution systems is severely impacting execution and revenue gains by millions of dollars.
Execution is everything, and the inability to pass pricing and promotion tactic changes to the field and monitor in-flight activity is costing manufacturers and retailers’ money. Here at the Northeast Summit, where strategies are wrapped around execution, CPG’s and Retailers will learn how to improve on shelf availability, innovative merchandising, and effective pricing and promotions including RGM, and advanced analytics leading to mutual growth.
According to the POI 2019 Trade Promotion and a Retail Execution Survey many retailers and manufacturers are continuing to organizationally structure themselves based on old paradigms. Our number one focus is the consumer, yet roles, processes, and systems are still internally focused, not optimal, and in many cases broken. Organizations need to step back and create a “Holistic Enterprise,” de-siloed approach.
The lack of linkage between digital and traditional promotion is substantial. Integration of consumer and loyalty shopper data is helping to see who our target consumer is and cater store and eCommerce layouts, offers, promotions, etc. based on these preferences. Ensure your company is on a journey to ‘full integration,’ which will benefit you as the manufacturer and what you can share with your retail partners at the POI Northeast Regional Summit.
CPG companies are beginning to understand the multitude of benefits provided to their entire company through attendance at this focused TPx, RGM, and Execution Summit, and from highly successful collaboration. At the POI Northeast Summit, these preeminent industry leaders connect through learning and networking around the critical HQ Strategy, field force execution, and merchandising collaborative skills to create and optimize necessary KPI’s like on shelf availability, strategic pricing and promotional effectiveness, digital and in-store execution that drives brand/category/store sales and profits.
This event is perfectly catered to anyone charged with strategy, sales force enablement, pricing execution, brand marketing, category management, merchandising, IT, sales leadership, promotions, or shopper marketing. At the 2019 Northeast Summit, you will have abounding opportunities for networking around the most current practices, research, proven strategies and actionable advice.
You’ll leave this summit knowing:
1. How to achieve greater profits through improved planning and greater execution capabilities
2. Mobile strategies to target offers to shoppers where they want to be reached
3. A clear understanding of how guided selling, image recognition, and gamification drives sales effectiveness and trading partner results
4. Advanced analytics for effective pricing/promotion/retail execution strategies refined through better use of data and AI
5. How to integrate mobile marketing into your promotional results and shopper loyalty efforts
6. To what extent a shared responsibility on promotion and retail execution improves profitability and mutual results
7. How trading partners can get started with analytics-based strategies and the benefits of enabling technology.
1. How to achieve greater profits through improved planning and greater execution capabilities
2. Mobile strategies to target offers to shoppers where they want to be reached
3. A clear understanding of how guided selling, image recognition, and gamification drives sales effectiveness and trading partner results
4. Advanced analytics for effective pricing/promotion/retail execution strategies refined through better use of data and AI
5. How to integrate mobile marketing into your promotional results and shopper loyalty efforts
6. To what extent a shared responsibility on promotion and retail execution improves profitability and mutual results
7. How trading partners can get started with analytics-based strategies and the benefits of enabling technology.
8. How to implement the right processes and tools to build skills and achieve results across teams
To view testimonials from previous POI Summits, please visit: http://bit.ly/POI-Testimonials
For information on receiving up to 2 complimentary passes, reach Joanie Hampton at jhampto@P-O-I.org
More information about upcoming 2019 POI events can be found at: http://poinstitute.com/events/
Industry News
Diageo’s Three-Pronged Marketing Strategy
Source: (Mktg Week July 2, 2019)
Diageo is ramping up marketing spend to ensure it makes the most of innovations it already has in the market. Scaling spend while slowing launches is part of a three-pronged consumer-centric strategy that aims to hone innovation around “recruit, re-recruit and disruption”. Learn more
General Mills Strategy Emerges as Winner
Source: (Star Tribune, July 4, 2019)”There was a period of time in the whole industry where sales growth wasn’t always appreciated. It’s more than pretty clear: that absolutely doesn’t work for the long-term,” Jeff Harmening, General Mills chief executive, said in an interview last month. “The biggest driver for long-term sustainability of a food company is organic sales growth.”Learn more
Source: (Star Tribune, July 4, 2019)”There was a period of time in the whole industry where sales growth wasn’t always appreciated. It’s more than pretty clear: that absolutely doesn’t work for the long-term,” Jeff Harmening, General Mills chief executive, said in an interview last month. “The biggest driver for long-term sustainability of a food company is organic sales growth.”Learn more
Registration for the POI Northeast Regional Summit is Open
September 25-27 Hyatt Morristown, Morristown, NJ
View the preliminary POI Northeast Retail, RGM, and Collaborative Marketing Agenda and Register Here
Companies already registered for the POI Northeast Regional Summit include: KCC, JM Smucker, Danone, Dole Foods, Hormel, Mondelez, Mill Fleet Farm, Kimberly-Clark, Pinnacle Foods, Walgreens, Campbell Soup, Blue Buffalo, BJ’s, Mars, Atkins Nutritionals, Ajinomoto Foods, Colgate Palmolive , Wakefern, Bonduelle, J&J, Bimbo Bakeries, Campbell’s, Conagra, PepsiCo, Philip Morris Int’l, Premio Foods, Pfizer, Church and Dwight, Sysco Foods, Herr Foods, Aramark, Price Chopper, Kellogg’s, RB, Ferrero, Tata Global Beverages, GSK, Utz Foods, Hain Celestial and more
Mars Boosts Targeted Nutrition Profile
Source: (Food Dive July 1, 2019)
Foodspring offers consumers data-driven products with specific needs involving sports performance, healthy living and shape. This could help Mars attract shoppers interested in personalized nutrition. In addition, 71% of millennials are trying to enhance their health, which is a higher percentage than either baby boomers or Generation X. Learn more
L’Oréal’s Conversion Rates Triple with AR
Source: (The Drum July 2, 2019)
“We have 1.3 billion visitors to our website – but the more scale ModiFace achieves the better the technology will become. It’s a win-win for us and consumers,” Lubomira Rochet, L’Oréal’s global chief digital officer said.
Make Plans to Attend the POI Fall Annual Summit
November 6-8, 2019 in Dallas, TX
Diet Coke Drops Its Label for Diversity
Source: (Biz Journals July 2, 2019)
The [unlabeled] campaign features a silver Diet Coke can stripped of everything but its vertical red stripe, and Coca Cola (NYSE: KO) says the point of the redesign is to represent “creating more space” for people to be themselves. Learn more
Constellation Brands Sales See Q1 boost
Source: (FoodBev July 1, 2019)
Constellation Brands CFO David Klein added: “In Q1, we continued to deliver strong operating results. We achieved operating cash flow growth of almost 20% and increased our EPS and cash flow projections due to the revised timing of the wine and spirits transaction.” Learn more
Soylent Expands Reach in Brick-and-Mortar
Source: (Food Biz News July 2, 2019)
After making the jump from e-commerce early last year, the company has continued to find success in traditional brick-and-mortar channels. The alliance with Dot Foods follows the company’s national expansion with Walmart, which boosted its distribution of Soylent products from 400 stores to 4,378 in less than a year. Learn more
POI and Symphony CPGAI-Revenue-Growth-Management Whitepaper: New Strategies for CPG Revenue Growth Management: Harnessing AI to Change the Game
Access the paper here
KP Snacks Becoming Marketing-Led
Source: (Mktg Week July 1, 2019)
With barriers to entry in the FMCG market coming down, KP Snacks’s marketing director Kevin McNair believes creativity “must be at the heart of the company”. “I have seen with bigger FMCG companies, particularly with food and drink, that they can be relatively slow from an innovation perspective because they haven’t been creative. Learn more
Walmart Broadens Specialty Food
Source: (Food Biz July 2, 2019)
The “everyday low prices” chain is broadening its assortment to match evolving consumer tastes, said Laura Rush, Walmart’s vp and division manager of frozen brands. “Our customer is asking for change, asking for innovation, wanting access to top brands as well as different types of food that they’ve never even experienced in a Walmart store,” she said. Learn more
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