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Home » Industry News » POI Pulse – March 6, 2017

POI Pulse – March 6, 2017

spring-summit-2017

 

   

Trends & Developments

Nestlé: Digital Leaders Must Be Restless

Source: (Marketing Week, March 1, 2017)

Pete Blackshaw, global head of digital and social media at Nestlé, says he sometimes wakes up in “a cold sweat” because he’s “worried” about whether he can keep up in today’s environment. And he thinks other digital leaders should feel the
same way. Learn more

 

Constellation Brands Continues Growth & Ad Spend

Source: (Ad Age March 3, 2017)

“We’ve been able to invest year-on-year more and more every single year because of our growth,” said Jim Sabia, chief marketing officer for the beer division at Constellation Brands. Without revealing specific figures, he estimated increasing media spend by a
double-digit percentage in 2017. 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: 

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!

 

Target’s Cornell Speaks to EDLP Approach

Source: (Star Tribune, February 28, 2017)

 

After a major data breach in 2013, Target increasingly has relied on promotions and sales to highlight value and bring shoppers into its stores. But now, Cornell said, Target will lower prices across the board in more of an everyday low price approach. The focus on
price comes as Wal-Mart has been doubling down on lowering prices.  Learn more

 

Access the Recording from the February
23, 2017  POI and EY Webinar with CPG Panelists advancing their capabilities.  At the end of this session, you’ll better understand how to use price and promotion to create ‘win-wins’ for the
manufacturer, retailer and ultimately, shoppers. 

 

Registration is Open for the 3rd Annual
POI European Summit in Amsterdam 9-11, May

Join 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, 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 register here

 

Kroger, Technology, Changing Shopping
Experience
Source: (MarketWatch March 2, 2017)

We’re helping customers create “favorites” lists
on our mobile app. We want to make sure they’re taking advantage of digital coupons. We’re expanding ClickList, which is a system to let you order online and pick up in a store. It’s in 441 stores now. We just launched same-day order and pickup. We’re testing delivery, as well. The digital shelf…Learn more

 

POI Chicago – Pre-conference Workshop Insight Driven Promotion April 5, 3-5:30pm 

 

Whether it is the new genre of digital promotions or the
traditional trade promotions, it takes insights to truly make them work. During this facilitated Pre-conference 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 

 

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 

 

L’Oréal Paris Releases Botanicals Fresh
Care Shampoo Line
Source: (ESM Magazine March 5, 2017)

 

“Our goal is to offer a premium experience and
high-quality products inspired by nature to the largest number of people as possible, especially devotees of a healthy lifestyle – those who, if given the option, would choose their bike over a moped and organic food over junk food – as well as eco-conscious consumers,”
said Anne Machet, deputy CEO international of the French company. Learn more

 POI Perspective
The POI State of the

Industry – 2017 Annual POI TPx and Retail Execution Benchmarking Survey

Introduction

By Dale Hagemeyer

The POI benchmarking survey for 2017 continues to focus on the intersection of people, processes, and technologies required to be a suitable collaboration partner in the
promotion and distribution of consumer products. The POI Vendor Panoramas for both TPx and Retail Execution take a deeper dive into capabilities and vendor offerings so here we focus exclusively on where consumer goods manufacturers are succeeding and struggling. We also incorporate longitudinal data, which looks at how the benchmarking changes over

time.

Summary

The POI survey probes various dimensions within two separate but related capabilities: trade promotion
management, particularly, how manufacturers sell at the headquarters level of retailers, and, retail execution, which focuses on selling and
executing programs at the individual store level. At a high level, the survey found that:

–   Satisfaction around
the ability to manage trade promotions and to execute at retail has declined and now stands at 14% and 19%, respectively.

– Retailers, as evaluated by
manufacturers, have declined in key collaborative measures: data quality, data access and store access.

– Retail execution capabilities show the most dramatic improvement of any areas we survey as CG companies
put more emphasis on the “sell-more” functionalities and
being able to do more off-line.

– Change management is still a huge challenge both for existing users and when bringing new ones on board.
As many as 91% of users point to struggles in this area.

– There is solid progress in
becoming more analytical and having tools to do so, despite change management headwinds.

We fully acknowledge that CG companies typically keep their technologies for many years so it is difficult to capture much year-over-year improvement. Nevertheless, we do see some
very telling shifts as well as real challenges that persist and will continue to point to results and trends, both favorable and unfavorable

POI Members can
request your copy of
this thought leadership paper including the 8 Value Areas to succeed regardless of where you are in your journey at mkantor@p-o-i.org

In addition to this April’s World-class agenda,
Manufacturers and Retailers arriving early on Wednesday can sign up for a POI Pre-conference Workshop for Consumer Goods: 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 atsusan@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 

Have a sensational week!

Michael Kantor, CEO and Founder

Promotion Optimization Institute, LLC

       
    

Sponsors of this week’s issue of POI Pulse


          

       

     SAP LogoMindtree

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

                                                                                                            

 

POI European Summit 9-11 

 

Last Year’s Spring Summit 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

 

Church & Dwight

Manager, Pricing Analytics

The successful candidate will support the development of a best practice approach to maximizing profit/sales across the Church & Dwight portfolio through price
analyses and recommendations that will achieve identified objectives by
Brand. The Manager, Pricing Analytics will work internally across
C&D functional groups to support the development of a sustainable
model for Pricing Excellence. Learn more

  

 

 

POI and EY Webinar

Access the On Demand Recording Here

 

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