POI Pulse June 23 2014 POI
June 23, 2014 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE
View the Preliminary Agenda Here
Trends & Developments
Nielsen – Innovative New Products Awards Source: NY Times June 22, 2014)
It’s tough being a consumer products company. Of the nearly 3,500 new consumer goods introduced in 2012, just 14 managed to generate at least $50 million in sales in their first year and sustain that momentum into their second, according to the market research group Nielsen. Learn more
7-Eleven Promo – Exclusive Red Bull Flavor Source: Convenience Store News , 6/20, 2014)
“The Red Bull Summer Edition is another way we can offer a new product, exclusive to us for a limited time only, that makes 7-Eleven a summer destination for our guests,” said Jesus Delgado-Jenkins, 7-Eleven’s executive vice president and chief merchandising officer. “Red Bull is one of our biggest sellers, so this should be an incredible summer offering.” Learn more
You’ll Achieve More at the 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:
Tyson, Lowes Foods, Unilever, Turkey Hill, Post Foods, 3M, Kellogg’s, PepsiCo, Utz Quality Foods, 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 MonteRich Products, Whole Foods Markets, Mckee Foods, Bi Lo Holdings, and many others. Reach me for your pass today at email@example.com
ShopRite Gives BBQ a Tropical Twist Source: (Progressive Grocer June 20,14)
The promotion “encourages consumers to try something new and different on their grill — like plantains,” said Jeanine Thompson, events and promotions manager at Weber-Stephen Products LLC, adding that the events spotlight “healthy eating and being part of a community.” Learn more
Quirky to Create a Smart-Home CP Company
Source: (NY Times June 22, 2014)
For the last year, Quirky has worked with a group of manufacturers, encouraging them to adopt its technology and approach. Fifteen companies plan to offer nearly 60 Wink-enabled products in July. Home Depot, Mr. Epstein said, will have Wink displays in nearly all its 2,000 American stores, starting on July 7. Learn More
POI TPO Challenge: Make Each Dollar Count
Source: Retail Leader Mag June 1, 2014)
Five different solutions providers were given historical sales data from actual retailers and CPG companies, which they used to predict and optimize promotional outcomes.
The five were given wide latitude in interpreting the data, determining its relevance and deciding what kinds of promotions were indicated. Learn more
Fresh & Easy Launches New Marketing Campaign
Source: (SN June 19, 2014)
“Our goal with this marketing campaign is to welcome shoppers to see the new Fresh & Easy,” Mike Evans, Fresh & Easy’s head of marketing, said in a statement.
“We set out to make our stores and our brand fresher, easier and more relevant to modern consumers who are looking for healthy, convenient options.”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!
T Don’t get stuck in the rough! Or else you’ll lose your millennial shoppers/consumers to an antiquated shopping experience. Several of my business colleagues and friends have learned the game of golf, enjoy it, and look forward to the experience. This week we all get to learn from the game of golf, as we (while collaborating/evolving to best serve a new generation of shoppers) attempt to avoid the pitfalls golf has suffered from in recent times. As young people seek faster-moving fun, only 14 new golf courses opened in the U.S. last year, while almost 160 shut down according to this recent article in Business Week magazine. The article gained my interest at first, based on the golf reference, and growth concerns. However, before delving too deep into the article, the analogies to the grocery industry, and our challenges in serving the millennial shopper/customer segment produced clear comparisons. A few excerpts provide example:
Given the sport’s costs and inherent difficulty-while a video game on a smartphone can be mastered in as little as a few hours, golf can require years of practice to play well-that slide is unlikely to end anytime soon. “The game is hard, the game can take a lot of time, and it’s expensive,” says McRedmond Morelli, founder of Boxgroove. Similarly, simplification applies in our industry as well.
TaylorMade, a golf equipment maker owned by Adidas, reported a 34 percent drop in sales in the first quarter. And Callaway Golf delivered its own dim forecast in April, warning that full-year profit could come in at the low end of its previous estimate. “We anticipate a heavy promotional environment while the industry works through excess inventory,” CEO Chip Brewer told investors.
To attract more casual players and expand revenue, particularly among younger people, clubs are rethinking some of the sport’s tenets. The U.S. Golf Association, the PGA of America, and Golf Digest have launched a “Time for Nine” campaign to counter complaints that the traditional 18-hole game takes too much time. And some clubs are adding attractions such as yoga and hovercraft rides.
Craig Carlock, CEO, The Fresh Market covered it well when highlighting the chain’s customer value proposition and its expansion goals: “We look forward to introducing The Fresh Market’s concept of quality perishables, excellent customer service and a unique atmosphere to an expanded customer base, and we look forward to offering neighboring communities a rewarding new food shopping experience.”
I don’t think we’re not ready for hovercrafts, yet retailers and manufacturers are doing some fun and engaging promotions, and increasingly reaching shoppers where they want to be reached. I’m proud that POI Members are taking these challenges head on, and refuse to settle for the status quo!
Have an outstanding week!
CEO & Founder
Promotion Optimization Institute
POI Pulse is read by over 3000 Retail Merchandising and CPG Marketing Executives.
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
Nielsen Consumer 360 June 23-25, San Antonio, TX http://nielsen.com/consumer360
POI Fall Collaborative Promotion Optimization Summit November 2-4, 2014 Westin Galleria Plaza, Dallas, TX https://poinstitute.com/events.html