POI Pulse May 18, 2015 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE
|Trends & Developments
Why Smartphones Help Brick & Mortar Stores
Source: (Washington Post May 14, 2015)
The findings offer a clear message to brick-and-mortar retailers: Gadgets aren’t the enemy. In fact, with a great mobile site or app, your customer’s smartphone could be one your most powerful tools for boosting in-store sales. Learn more
Brands Bounce Back from Supermarket De-listings
Saucy Fish Co, known for its colourful, sauce-based fish alternatives, was de-listed from Tesco in March 2013 as the supermarket giant decided to instead push its own-label Fish In A Flash range. However, the supermarket performed a dramatic U-turn and re-listed the Saucy Fish Co range back in September 2013.
“We were back within six months because we used data to prove our worth to the category,” said Saucy Fish Co’ marketing director Amanda Webb. Learn more
Join 250+ of Your Peers at POI Summit in Dallas!
Your next opportunity to learn, network, and advance at the POI Fall Summit is November 4-6 in Dallas, TX. The agenda will once again be advanced, so make your plans now to attend, as the POI April 2015 Summit was sold out!
More than 250 CPG and Retailers will join us —
Teams taking advantage of early registration include:
DairyPure, Mondelez, Mars, PepsiCo, McCormick, Starbucks, Pinnacle Foods,Coca-Cola, Food Lion, Starbucks, Pinnacle Foods, Nestle, Kimberly Clark, Red Gold, DPSG, Johnson & Johnson, Perfetti Van Melle, Kraft Foods, Pictsweet, Hormel, Clorox, Tyson, Kellogg’s, Dannon, 7-Eleven, JM Smucker, Church & Dwight, Busch Bros.,Topco, Keurig Green Mountain, Hillshire Brands, Giant Eagle, Jarden, Hormel, Musco Family Olive, ConAgra, Windsor Foods, Ainsworth Pet Nutrition, Del Monte, Rich Products,, Mckee Foods, Borden Dairy, SC Johnson, and many others. By now you should have received your invitation. If not, reach me today at firstname.lastname@example.org
This week – POI Webinar – TABS Group 8th Annual Vitamin and Sports Nutrition Study May 20
Join the Promotion Optimization Institute, Supermarket News, and TABS Group for an engaging hour that will certainly deliver actionable insights and opportunities as you seek to gain knowledge in the VMS industry and influence shopper/consumer behavior. Register now
Dean Foods to Leverage DairyPure Brand
Source: (Food Bus News May 15, 2015)
“We will be able to achieve national media buying efficiencies allowing us to get a bigger return from our advertising and promotional spend. It also provides a national platform for future innovation and the ability to cross-promote with various C.P.G. (consumer packaged goods) companies for unique marketing opportunities.” Learn more
Candidates Gained Collaboration Skills w/ POISJU Source: (Next Orientation is June 10-11, 2015)
The program began by exploring how organizations develop and implement a collaborative culture and strategy. Next, core functional areas of business were explored -from forecasting, trade marketing, to merchandising, pricing, supply chain and predictive analytics- providing candidates a solid understanding of each function and how it contributes to internal alignment, and trading partner collaboration success.
CCM graduates and candidates included sales, marketing and merchandising executives from Walgreens, Norseland, Inc., Pinnacle Foods, 7-Eleven, ESM Ferolie, Hormel, Delhaize America, Keurig Green Mountain, Wakefern, Campbell Soup, Continental Mills, and others. Learn more
Prestige Brands to Invest More Promotional $
Prestige Brands plans to pour more advertising and promotion dollars behind its pediatric cough/cold brand Little Remedies in the mass marketplace. “And you can see the growth that new products has helped deliver for Little Remedies, as well as we’ve done quite a bit of digital advertising around Little Remedies for really the last five years.” Learn more
Thank you to all CPG and Retail attendees from 17 countries from around the globe who helped make the POI inaugural Global Summit an overwhelming success. Delegates experienced a leadership forum that delivered actionable learning and business growth opportunities: Just want to reach out to you again to say thank you for the great experience at the POI Conference last week in Geneva! It was a pleasure being there and I enjoyed it very much and I hope that I could contribute to the success of the event!”
“Just a quick note post a great POI (event/location both raised the bar) – I thought the mix and schedule of sessions worked well and the hotel quality brought a great feel to both the event and the attendee experience.”
There were noticeable differences in content, approach, and utilization of data to deliver promotional effectiveness. I was proud to have POI Global Members and attendees experience our work in their environment. The noticeable similarities were the fact that we are a passionate group, focused on excellence, and continuous improvement! The networking and engagement was strong, and similar to our POI Summits here in North America.
One of the most popular sessions was delivered passionately through the Experience shared by Alex Suciu TI&P Center of Excellence Global Lead, entitled “Simplify in the Complex World of Price and Promotions Management!” Unilever globally engages extensively in Professional Trade Promotions management to support its business strategy, to meet its Brands marketing and sales objectives, and achieve top-line and bottom-line growth. TPM and JBP tools are fundamental to support core business application for Unilever for funds management, approvals, planning and evaluation of promotions. Simplification trough standardization was the strategy adopted.
Alex and his team have profoundly affected their trade effectiveness by boiling their processes (not the ocean) down to meaningful and manageable steps. Stay tuned for your next opportunity to attend the POI Global Summit!
Presentations from the POI Global Summit will be available next week on the POI Website.
POI Summit Presentations are Available Now
The presentations from the POI Spring 2015 Summit are now available on the POI website here. Retailers, and CPG Teams can register for the POI Fall Summit in Dallas, TX and the next advanced agenda here.
The next CCM Orientation in June 2015, enroll today and reserve your spot
Join today as a member of POI.
Have a sensational week!
CEO & Founder
POI Pulse is read by over 3,000 Retail Merchandising and CPG Marketing Executives.
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Sr. Financial Analyst, Revenue Mgmt
Provides highly complex and comprehensive analysis on items related to Dean Foods’ product pricing strategies. Conducts statistical based analyses of price lists, architecture and price strategy, promotions strategy and effectiveness, and/or trade operations within the branded and private label portfolios. Analyzes market trends, product volume, margin and competitive prices, and/or promotional tactics and strategies and provides recommendations to management. Learn more
Schwans Consumer Brands
Director Digital Marketing Director, Digital Marketing
The Director, Digital Marketing is responsible for developing the vision, strategies, goals and objectives that when executed will accelerate Schwan’s capabilities in digital marketing and dramatically enhance consumer engagement with our brands. Learn more
POI Leads with Global Summit in Geneva
There was nothing like the Promotion Optimization Institute 6 years ago, nor today in North America. Now POI is leading the way for TPM/TPO, Pricing, Retail Execution, and Collaborative Marketing in Europe. Following the 2015 POI Spring Summit in April in Chicago, IL, we will be in Geneva, Switzerland in May for The “POI Collaborate Globally and Execute Locally” Summit. As you make your plans to attend the POI April TPM-TPO-Collaborative Marketing Summit in Chicago, advise your Global peers of your experience with POI, as they can now benefit from the experience. Learn more – POI Chicago POI Geneva, Switzerland
POI Webinar – TABS Group 8th Annual Vitamin and Sports Nutrition Study
Join the Promotion Optimization Institute, Supermarket News, and TABS Group for an engaging hour that will certainly deliver actionable insights and opportunities as you seek to gain knowledge in the VMS industry and influence shopper/consumer behavior.
Since 2005, TABS Group has been fielding research among American adults to gauge their usage of Vitamins overall, what types they purchased and where they were purchasing these products. And, for the first time, TABS will now begin tracking the dynamic Sports Nutrition category as part of the overall study. Learn more, and register today!
POI Fall Summit 2015
Collaborative Marketing to Supercharge Profitable Growth Summit November 4-6, 2015. View the preliminary agenda, and register here