Coca-Cola Accelerates Growth from HQ Strategy to the Field
Source: (POI Webinar Series 11am EDT June 29, 2017)
Advanced processes and tools enables their participating bottlers to focus on local customers while using a powerful national system to better service their communities, customers and consumers Gaining actionable results from retail activities produces meaningful insights and other indicators to serve shared shoppers and consumers. Learn more, and register for this free webinar today
Danone Repositioning Brand for the Future of Food
Source: (Marketing Week June 23, 2017)
The business is embracing what it sees as a revolution among consumers to reclaim their connection with food, breaking down the barriers to establish what global CEO Emmanuel Faber calls
“food sovereignty”. Faber’s aim is to return Danone to
“strong profitable and sustainable growth” by 2020 by cutting spending on marketing and “general expenses”.Learn more
Join McKee Foods, ConAgra, Giant Eagle, Pfizer, Church & Dwight, Cambell’s, Colgate-Palmolive, Conair, Sears, Kellogg, Mondelez, Coca-Cola, Hershey, Johnson & Johnson, L’Oreal, Nestle, Dannon, Kimberly-Clark, PepsiCo, Sysco,
RB, P&G, Pernod Ricard, Bimbo Bakeries, Goya, Mars, Ahold, Kraft Heinz, Unilever, Energizer, Edgewell, Constellation Brands, Norseland, French’s, and others to learn and engage around critical
in-store, Sales Force Automation, On Shelf Availability Strategies and Pricing Execution success cases, including: Manufacturers and Retailers can follow the links and register here
Ebay Now Match Amazon’s, Walmart’s and
Source: (Tech Crunch June 21, 2017)
The company this morning announced a new Price Match Guarantee for over 50,000 items across its site – promising that it will have the best deal online, or it will match the lowest price of a competitor. Learn more
Enrollment for the Next Collaborative Marketing
Certification Class is Open
Candidates include Nestlé, Keurig Green Mountain, KVAT, Topco, Johnson & Johnson, and others. Your next chance to becoming a Certified Collaborative Marketer (CCM) begins December 13-14, 2017 at Saint Joseph’s University in Philadelphia, PA. Learn more and enroll today
Hormel — Inside the Company’s Growth Strategy
Source: (FoodBizNews June 19, 2017)
On the retail side, he said Hormel has identified six
strategic categories ripe for growth: ground turkey; protein beverages, bars and powders; nut butters; meat snacks; sauces and condiments; and
natural and organic meats. They represent almost $13 billion in retail sales and Hormel owns a very impressive 17% share of these categories,” Mr. Splinter said. “Collectively, these categories have been growing at a compound annual growth rate of 6% for the last 5 years. Learn more
POI Webinar Series: Realizing Benefits
from Trade Improvement: ACH Food’s Transformation Trade Planning Journey
Source: (POI Webinar Series July 12, 2017)
ACH Food has gone through a transformational program to reinvent business planning and trade management which included the implementation of an integrated business planning solution. This business transformation has touched all areas of people, process and technology. Within the first year of going live, ACH has realized benefits in many areas including:
– Strengthened customer relationships
– Reduced planning lead time and manual effort through integrated systems
– Improved visibility into the trade P&L for all functional areas.
AI is Profoundly Transforming Enterprise Software
Source: (ZDNet June,2017)
Areas of the enterprise to be impacted first by AI include digital marketing/marketing automation, salesforce automation, CRM and data analytics, the Cowen study, based on interviews with 146 leading
AI researchers, entrepreneurs and VC executives, finds. “The potential exists for enterprise apps to change selling and buying behavior, tailoring specific responses based on real-time data to optimize
discounting, pricing, proposal and quoting decisions.” Learn more
Lidl Opens First U.S. Stores – Inside Look
Source: (Phil Lempert Blog June 26, 2017)
On June 15 Lidl’s first stores in the United States, six
locations in North Carolina, opened and just about every retailer I know has already hopped on a plane and checked them out. The German chain is doing its utmost to shed the Aldi “me-too” image. Learn more
As we approach the half way mark of 2017, and with the recent news of AZN acquiring WFM, let’s revisit recommendations’
from the 2017 POI The State of TPx and Retail Execution for Global Consumer Goods and Retail Report and identify which should be prioritized for your team’s efforts now, as we compete against an “endless aisle”.
We see many opportunities to improve the promotion and distribution of consumer products, both on a relative
basis as well as by looking at changes year over year. We hope that consumer goods companies and retailers will take stock in the fact that
many of their struggles are shared by both peers and competitors. But ultimately, we sincerely hope that identifying these opportunities and
steadily working against them as part of strategic and tactical
planning will yield ever-improving benefits.
Recommendations related to retailer data, store access, and compliance:
Have a candid conversation with existing data suppliers, whether it is the retailer or a third party, about data quality.
Document instances where you are not given adequate access to stores. Open a dialog on why this is
happening. Ask what it would take to get better access. Better retail coverage? More sharing of insights?
Build a joint business case around data sharing. But you have to ask for data. Many European retailers did not
provide data until they were specifically asked and engaged through a business case.
Tie promotional non-compliance into post-event analysis to demonstrate how compliance drives mutually beneficial ROI.
Use simulation tools to show how various compliance scenarios will drive levels of ROI.
Segment customers based on compliance and profitability, not the traditional ACV, where the biggest retailers get the most attention.
Establish accuracy thresholds. Do some root cause analysis on what is driving inaccuracies.
Do a pilot with a retailer that currently does not provide data. Set expectations about the value of collaboration and insight sharing.
Be prepared to change suppliers if necessary.
There are multiple options and multiple methodologies for harmonizing, scrubbing, and making data available.
Continue to press forward with the “sell more” capabilities that enable field sales personnel to better serve the retailer and to improve decisions at the store level.
Register now for this
complimentary Webinar on TPx. All registrants will receive a copy of
Sponsors of this week’s issue of POI Pulse
If you have a relevant opportunity, list it in POI Pulse, reach us at email@example.com
Strategic Revenue Management Manager
The Manager of Strategic Revenue Management supports the strategic revenue
management function, which seeks to maximize profitable revenue for the
portfolio while ensuring competitiveness in the market place. Helps
to develop and execute portfolio pricing and promotional strategy across
the portfolio/channels/customers. Establish and develop long-term
relationships with both internal and external customers. Learn more
Digital Analytics Manager, Europe
The Digital Commerce team is responsible for driving and influencing every
online sale of our brands either directly through accounts such as
Amazon, or indirectly with our account teams in Grocery, RTM and On
Trade. Our purpose as an industry leading team is to embed Digital
Commerce into the DNA of the business, delivering accelerated growth by
being relevant to today’s digital shoppers in key moments. Learn more
Next Classes are on December 13 and 14, 2017
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