POI Pulse – March 20, 2017 - Promotion Optimization Institute

The host hotel is Sold Out! If you need a room please contact Susan McHenry at Susan@HRGinc.net for
options

Trends & Developments

Policinski on Strategy at Land O’Lakes and Success

Source: (Star Tribune March 18, 2017)

It’s probably easiest to see in our food business. We’re
taking consumer insights and putting them into product-based innovations, sometimes in categories that are kind of sleepy. We take butter and all of a sudden you have spreadable butter with canola oil. Or school lunch programs where most folks, including us, sell cheese
products or dairy products and it’s all about price. We’re competitive on price, but we’d rather innovate to remove some salt and fat and make the product healthier and still tasty. Learn more

Coca-Cola Looks to Google to Boost Retail Sales

Source: (Fortune.com March 15, 2017)

“When you walk by an endcap, you’ll get an offer with
no log-on. The shopper can keep moving,” Chambers explained. “The interesting thing is that these offers lift the whole category. They not only mean the store sells more Coca-Cola, but more soft drinks in general.”

Learn more

The 3rd Annual POI European Summit in Amsterdam 9-11, May View the Updated agenda!

Join PepsiCo, RB, ültje, P&G, Barilla,
Pernod Ricard, Friesland Campina, Molson Coors, SCA, Hovis, Delta-Cafe’s, Arla Foods, Sanitarium Foods, LEGO, Arla Foods, Groupe Auchan,
Carlsberg, Mars, Kraft Heinz, Groupe Bel, Bacardi, Perfetti Van Melle, Dr. Oetker, Kellogg’s, Unilever, Diageo, Mondelez, Coca-Cola, Pladis,
Ferrero, Beiersdorf, ABInbev, Ferrero, Energizer, Henkel, Heineken, United Biscuits, Edgewell, P&G, Mars, Albert Heijn, Energizer and others to learn and engage around critical in-store and eCommerce
success cases, including:

Delivering on Perfect Store Objectives – Optimizing Store Shelf Management and Promotional Compliance;

The Look, Feel, and Results of a Successful Trade
Promotion Optimization (TPO) Deployment in Europe;

How Integrated Business Planning Delivers Growth and
Basket Volume;

Strategic Pricing to Achieve Mutual Growth; and more. Manufacturers and Retailers can follow the links and register here

Toler – Hostess Bake Shop Brand for In-store

Source: (Food Biz News March 16, 2017)

The chance for Hostess to sell beyond its traditional
center-of-the-store home in supermarkets is among the reasons Mr. Toler said the company’s hopes for Hostess Bake Shop are so high. Learn more

Not Your Father’s Frozen Foods Assortment

Source: Supermarket News March 17, 2017)

Half of frozen food consumers are buying more frozen
vegetables/side dishes, 40% are buying more packaged frozen pizzas and frozen meals and one-third are buying more packaged frozen snacks/appetizers. Innovations are helping to move the needle. They include new forms of frozen vegetables like Green Giant’s Veggie Tots,
Riced Veggies, Mashed Cauliflower and Roasted Veggies. Learn more

View the Complete World-class POI agenda, and register with over 300 of your CPG and Retailer Peers at the POI Spring Summit in Chicago at the Downtown Marriott. Teams already registered include:

Mapleleaf Foods, Parmalat, Campbell’s, Herr Foods, Sysco Corp, Snyder’s-Lance, Schwan’s, Sargento Foods, Unified Grocers, Inc., Mrs. T’s Pierogies, K-VA-T Food Stores, Lactalis, Brookshire Grocers,
Nutiva, Reckitt Benckiser, Barilla,  Keurig Green
Mountain, Flowers Foods, Reynolds Brands, AB InBev, Dole Foods, Tyson Foods, Duracell, Farmer John, Heineken, General Mills, Smithfield, Nestle, Rx Bar, Perfetti van Melle, McCormick, Pharmavite, Deoleo,
Mars, L’Oreal, Beam Suntory, JBSS, Hershey’s, Hy-Vee Stores, Bic Consumer, Johnsonville Sausage, DPSG, Morton Salt, Newell Brands, Clorox, Organic Valley, Califia Farms, Schreiber Foods, Windsor Farms,
SC Johnson, Bayer, Goya Foods, Kroger, Colgate Palmolive, Mondelez, Kraft-Heinz, Starbucks, Wells Enterprises, ConAgra, Dean Foods, Mondelez,
Walgreen’s, JM Smucker, Del Monte, Church & Dwight, Kellogg, Rich Products, Red Bull, Bimbo Bakeries, MillerCoors, Topco, Constellation Brands, Coca-Cola, Johnson & Johnson, Shopko, Energizer, Musco
Family Olive Co., Windsor Foods, Hormel, PepsiCo, Kimberly-Clark,  Edgewell, Eagle Family Foods, Ainsworth Pet, Pinnacle Foods, Unilever, Meijer, Fernandez Markets, Ventura Foods, and
more.  The POI 2016 Spring Summit was sold out, please register early, as we’d love to see you advance with us!

Unilever to Increase Spend on Digital
Shopper Marketing after Proving Display ROI
Source: (Marketing Week March 16, 2017)

Unilever is planning to shift more of its shopper
marketing budget for its homecare division into digital display after taking part in a study that has helped it prove the ROI of spending money online. Learn more

More Graduates – POI
Certification Class at SJU

Source: (POI Certified Collaborative Marketer)

Leading Companies are investing in their people for
growth. This Class included candidates from Mondelez, K-VA-T, Nestle, Sysco, Fernandez Markets, Keurig Green Mountain, Topco, Hormel, Ventura Foods, Constellation Brands, and others.

Your next chance to becoming a Certified
Collaborative Marketer (CCM) begins June 14-15, or December 13-14, 2017 at Saint Joseph’s University in Philadelphia, PA. Achieving the CCM allows you to think differently, and gain essential skills sought after by your company, and other successful CPG/Retail executive team leaders. Learn more and enroll today

How the Supermarket Has Changed Over 30 Years
Source: (Fortune March 15, 2017)

More than any other section over the past three decades, the perimeter-the area where fresh goods like produce and dairy have traditionally been on display-has evolved the most.

In recent years, this has become the battleground for food retailers as they fight to retain customers who are seeking more fresh and healthy options, can buy food pretty much anywhere, and are spending more online. Learn more

POI Perspective

“I believe in process. I believe in four seasons. I believe that winter’s tough, but spring’s coming. I believe that there’s a growing season. And I think that you realize that in life, you grow. You get better.”

Steve Southerland

Steve’s quote embodies the meaning, and opportunity that surrounds the POI Spring Summit! With its advanced and deep sessions, the Spring Summit is guaranteed to meet
your goals for personal and professional growth. As we approach the POI Summit, and am reviewing the presentations, I realize more than ever before that those of you attending are in for a rare treat. An immersion in new strategies, processes, and tools to take your career
and company to the next level. This is your last chance to register. Please make every effort to join 300 of us in Chicago on April 5-7, 2017. Here is the agenda to make the case for attending
http://bit.ly/2mUTECA

Personalized Offers:
The Cure for Tired, Ineffective Promotions

Dale Hagemeyer, Partner, POI

We at the Promotion Optimization Institute (POI) believe personalized offers are a compelling complement to traditional promotional strategies that, once operating at scale, can greatly augment your bottom line, generate greater levels of shopper loyalty, and create lasting competitive differentiation by making the right offer to the right person at the right point in time, and for a long period of time. Retailers and CPGs should collaborate to accelerate progress towards making this a quickly-delivered and long-lasting reality. As personalized offers are a very new area within consumer goods, we teamed up with Precima to describe some
of the best practices, case examples, and benefits for retailers and manufacturers.

Now is the time for retailers and manufacturers to start taking steps towards personalized offers. The competition is already moving forward and they are not about to reverse course. Shoppers’ expectations for personalization are only going to increase. Trade promotion
performance is largely not improving. The retailers and manufacturers that will win are those that are bold enough to start the journey in a meaningful way, are willing to start the soonest, and are
most open to learning rapidly. Get a copy of the complete report here

In addition to this April’s Deep and Meaningful agenda, Manufacturers and Retailers arriving early on Wednesday can sign up now for a POI Pre-conference
Workshop for Consumer Goods (2 slots left):

Insight Driven Promotion Effectiveness
During this facilitated Share Session we will look at how the traditional and digital promotion landscape is evolving, which insights
need to be injected into the process, and share fresh thinking about what it might look like in 18 months. Contact Dale Hagemeyer for more
information at dhagemeyer@p-o-i.org or as a Manufacturer or Retailer contact Susan McHenry at POI to reserve
your place at this session as space is limited at susan@hrginc.net

Participants in this session will have the opportunity to learn, discuss, and share:

-Which insights are currently missing from the promotional cycle, how they need to be brought to bear, and at which step(s).
-How companies are aligning account plans with customer-specific insights, objectives and strategies.
-How shopper insights can best be leveraged in strategic account planning.
-The role that “big data” analytics can play in optimizing
promotional investments.
-How to better integrate traditional and digital promotions to maximize
shopper engagement.
-How best-in-class companies are transforming their talent, tools and training for the future.
Facilitated by: Dale Hagemeyer, Partner, Promotion Optimization Institute, LLC

View the complete April agenda:

http://bit.ly/2mUTECA

Have a sensational week!

Michael Kantor, CEO and Founder

Promotion Optimization Institute, LLC

mkantor@p-o-i.org

View the new POI Website

www.POInstitute.com

Sponsors of this week’s issue of POI Pulse

To advertise, reach us at: mkantor@p-o-i.org or call 914-319-7309

View the Complete Agenda! Last Year was Sold Out – Reserve Your Spot Now!

Career Opportunities

If you have a relevant opportunity, list it in POI Pulse, reach us at info@p-o-i.org

Ajinomoto Windsor

Director of Trade Management

The Director of Trade Management will lead the sales planning and trade
promotion management activities within the sales organization. In this
position, the Director of Trade Management will facilitate profitable
sales growth by ensuring trade promotions return maximum ROI. The
position is located in the corporate offices in Ontario,California. Learn more