POI Pulse May 26, 2015 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE
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| Trends & DevelopmentsMondelez Bets Big on Ecommerce – Buy Button
Source: (Adweek May 20, 2015) Now, Mondelez plans to convert all its digital media in 25 countries into shoppable ads with “buy now” buttons to drive sales through retailers like Walmart and Amazon. For example, an ad served in New York might link to online grocery-shopping site Peapod, while a promo viewed in Chicago could direct potential customers to Walmart.com. Learn more Hain Looks to Add Scale in U.K. One way it has added scale has been through partnerships with retailers such as Sainsbury. “We do a lot of their (Sainsbury) desserts,” Irwin Simon, CEO said. “You wouldn’t see us doing a cheesecake in the U.S., but a big part of our business with Sainsbury is doing a lot of their desserts, plus a lot of their other owned label. Learn more Join 300+ of Your Peers at POI Summit in Dallas! More than 300 CPG and Retailers will join us — 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 mkantor@p-o-i.org Governing Customer Identity Data/Experience Digital business initiatives are driving more customer-facing applications and systems of engagement across an expanding array of channels. Companies have marketing automation and CRM systems requiring data access to run promotions and campaigns. Customers themselves want self-service access to change their opt-in/-out and privacy settings. Learn more Candidates Gained Collaboration Skills w/ POI SJU 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 Hershey Hits Sweet Spot in Innovation “We’ve also established an infrastructure around what we’re calling snacks and adjacencies, so we’ve invested significant resources to make sure we’ve got the ability to launch and scale up over time,” said Anthony Tyree, vice-president of snacks and adjacencies. “Whether it be advertising, whether it be incremental sales, we’ve essentially put a pretty hefty investment in it because we recognize that’s the future of our company.”Learn more |
POI PerspectiveThe challenges we face today in the food industry are many, and new challenge surface weekly. I am proud to work in an industry where the leaders’, and professionals take these challenges head on with strategic plans, and steady action. One of the challenges we face in sales, marketing, and merchandising is the evolving consumer preference for health and wellness when it comes to their choices for food. Now, this does not mean all consumers, and research has pointed out specific areas needing attention more than others. There have been discussions on the shifts in tastes, and articles written that speak to doom and gloom. The truth is that we have solved challenges like this throughout our history as an industry (food safety, great recession, etc.).Many of the lessons, and solutions to adapting to the consumers requests, and the need to produce, and market foods that meet consumers evolving needs have already been solved for in other industries including Big Pharma, Big Tobacco, and Alcohol and Spirits, Retail Pharmacy, and others. When food safety was trending as an issue, I counseled, and wrote how food manufacturers should turn to specific Big Pharma examples to navigate through processes, changes, and stay ahead of new regulations. I’ve written about evolving practices in trade marketing, taking on foodservice with a focus on branding, and worked with some of you in previous wins.
We have some of the best, brightest, and most persistent people in our industry that feed the world. It’s a daunting task to succeed at doing this consistently right for all stakeholders, yet we continue to find new ways, and deliver. Right now we are creating some new ways with collaborative marketing that will reshape the way manufacturers and retailers will engage, and drive profitable growth. This output of this is experienced through the POI Certified Collaborative Marketer, Research, and global events. Reach me to discuss any or all of the above in detail at mkantor@p-o-i.org Presentations from the POI Global Summit will be available the week of June 1 on the POI Website. The next CCM Orientation is June 2015, enroll today and reserve your spot Join today as a member of POI. Have a sensational week! Michael Kantor
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Dean Foods 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 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 |
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