POI Guest Column
“Improving forecast accuracy with an Advanced TPM Platform”
In response to competitive pressures and rising cost, an iconic beverage company partnered with
an Integrated Trade Promotion Management Platform with machine learning capability for managing their trade spend. The company had a diverse portfolio of over 400 brands with 100,000 plus distinct SKU
spread across small and large retailers and distributors across Australia.
The platform expectations included
a) multi-causal prediction capability built on machine learning framework with ability to also forecast baseline sales with limited data or ex-factory data,
b) ability to support extensive data transformation requirements
c) Capability to seamlessly Integrate with existing Trade promotion system.
The Platform enabled the organisation to enhance their forecast accuracy while providing tighter Inventory control.
The case study describes the challenges faced in implementing
the machine learning platform and also the proprietary modelling approaches to alleviate the challenges.
The client decided on a 6 months’ proof of concept as part of their deployment plan, initially to support one of their largest retailers and distributors, and then sequentially
add more retailers/distributors over time.
Based on the fantastic response in
the proof of concept the customer is moving forward for a larger roll-out.
Next Week in Toronto!
Join POI next at our Canadian Summit with over 200 CPG and Retailer peers
June 12-13, 2019
Don’t miss this Session as part of a world-class agenda:
Growth! By Definition… How and Manufacturers and Retailers Can Prepare for the Innovative Impact Delivered by Canopy Growth Cannabis Products
As the Director of Sales Strategy at Canopy Growth, Cyrus Sadaghiani is leading the world’s largest legal cannabis producer to navigate the complicated and fast-changing marketplace for cannabis in Canada. With the legalization of cannabis for recreational consumption in Canada, and support for broader scale legalization in the United States the reality of cannabis becoming a part of mainstream society is fast approaching.
Join Cyrus for a discussion on how the end of cannabis prohibition impacts the status quo across the consumer packaged goods landscape. Topics will include how the legal cannabis framework has changed the CPG and retail sector in Canada and what that might mean for the US in the coming years; what CPGs and retailers can do to prepare for how cannabis may or may not impact their current business; the journey of building sales support functions in a brand new industry; and the role branding can play in educating consumers and promoting responsible consumption.
Presented by: Cyrus Sadaghiani, Director of Sales Strategy, Canopy Growth
Save the Dates and make plans to attend the POI Northeast Regional Summit in Morristown, NJ, September 25-27, 2019 and, the POI Fall Annual Summit in Dallas, November 6-8, 2019
Interested in Retail Execution Excellence?
More information about upcoming 2019 POI events can be found at: http://poinstitute.com/events/
Mondelez CEO: Adapting to Changing Consumer Tastes
Source: (CNBC May 28, 2019)
But the packaged food company has found success by adapting to changing consumer tastes, especially those of millennials, said Van de Put, CEO. We try to get local insight and talk to [consumers], listen to them, observe their snacking behaviors and they will tell you if they like it or they don’t like it and from there we develop our product.” Learn more
Achieve Commercial Excellence at POI Canada – June 12-13, 2019 in Toronto – Register today!
Manufacturers & Retailers: Contact Joanie at Jhampto@p-o-i.org for your complimentary pass
Join 200+ Executives already registered from Bonduelle Canada, Canopy Growth, Lindt & Sprungli, Suncor Energy, Atterra Canada, Canadian Tire Corp., Staples Canada, Sofina Foods, J & J, Coca-Cola, Upfield Foods, General Mills, Red Bull, Ocean Spray, Wellness Foods Canada, Clif Bar, P & G, Nestle Waters, Wells Enterprises, McCain Foods, Bag Balm, Kraft Heinz, Dare Foods, Unilever, SC Johnson, GSK, Kruger Products, Edgewell, Nestle, Sanofi, Tiger Brands, Maple Leaf Foods, Philip Morris Int’l, Church & Dwight, Smucker Foods, Fiera Foods, Materne, PepsiCo, Ricola, Tree of Life, Bimbo Bakeries, Kimberly Clark, Edgewell, Dr. Oetker, Agropur, High Liner Foods, Campbell’s, Clover Leaf Foods, The Clorox Company, Conagra and more. Register Here
Blue Buffalo Boosts General Mills’ Sales
Source: (Food Dive May 30, 2019)
General Mills released preliminary fiscal 2019 results for its pet food segment on Wednesday showing net sales up 38% for the fourth quarter on a pro-forma basis, and up 11% for the full year, Seeking Alpha reported. Learn more
Walmart Lands ex-Google, Amazon Exec as CTO
Source: (Reuters May 28, 2019)
Kumar’s appointment comes as Walmart is undertaking massive investments in its e-commerce business to compete more effectively with Amazon and preparing for a big splash in the world of advertising. Walmart’s e-commerce success has been erratic over the years, but sales growth in the past few quarters has shown signs of consistency. Learn more
Advance your Skills and Career as a Collaborative Marketer!
One Scholarship Available! Reach firstname.lastname@example.org
Next Orientation Class – June 19-20, 2019 Details & Enroll Here
Hershey’s “Gaming” Influencer Campaign
Source: (Mobile Mktr May 28, 2019)
Hershey in the past year has made a bigger push into gaming and esports to reach younger consumers who are the biggest consumers of candy, especially during special occasions. Their engagement with gaming content is appealing to advertisers like Hershey that are trying to reach younger audiences who are more likely than older cohorts to rely on their smartphones for media consumption.
CPG Ad Dollars Focused on Online Grocers
Source: (Digi Day May 29, 2019)
While online grocery shopping currently accounts for roughly 5% of grocery sales, the Food Marketing Institute and Nielsen predict that in the next five to seven years 70% of consumers will do their grocery shopping online. Learn more
VR and AR Opportunities for Marketers
Source: (The Drum May 28, 2019)
AR/VR interactions between marketers and consumers are becoming not only more common and scaled but also more meaningful – creating experiences that are practical, entertaining and educational.
Retail Turns More and More to Machines
Source: (Boston Globe May 26, 2019)
Walmart, for example, is deploying hundreds of machines to scrub the floors of its stores and take inventory by scanning the shelves. Companies such as Starship Technologies and Amazon.com are testing robots that roll down sidewalks delivering pizzas and soda pop in Seattle, London, Beijing, and other cities. Learn more
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