POI Pulse November 17, 2014 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE
|Trends & DevelopmentsFacebook Cuts Brands’ Reach Once Again
Source: (Ad Age, November 14, 2014)
Facebook announced Friday afternoon that it would begin curtailing the reach of brands’ unpaid, or organic, posts that the social network’s algorithms consider “overly promotional.” The new change will conceivably increase marketers’ demand for Facebook ads to compensate for the shorter reach of their unpaid posts. Learn more
Pinnacle Purchases Plant Protein Brand
“By bringing Gardein under the Birds Eye umbrella, we will accelerate growth through expanded distribution, marketing and innovation. We believe that plant-based protein is at the tipping point of becoming mainstream, making Gardein an exciting new growth platform for the Birds Eye business.” Learn more
Kellogg’s Line-up Has 7 On-trend New Offerings
Kellogg Company announced plans for seven new cereals from some of the company’s most-beloved U.S. brands, reflecting what many of today’s consumers are seeking in their breakfast choice: great taste, innovative ingredients, more protein, less sugar, and options that are gluten-free. Learn more
Food Lion Refreshed Stores – Shopping Experience
The renovated stores now feature an expanded product assortment, including a dedicated gluten-free section, K-cup coffee pods, Greek yogurt multipacks, a new Taste of Inspirations premium line of deli meats and cheeses, and a range of convenient grab-and-go items, as well as pre-sliced deli meats and cheeses that are sliced fresh daily and available for customer pick-up. Learn more
Analysts – Cheap Gas to Improve Spending by 6%
Falling gas prices could light a fire under holiday spending. US motorists are set to save $52 billion as pump prices tumble to an average of $2.92 a gallon — with a lot of the added cash being spent between now and Christmas, according to one Wall Street forecast. Learn more
Presentations are Available – POI Fall Summit
Nothing takes the place of interacting with these leaders at the POI Summit, and experiencing the advanced dialogue with POI Members who are achieving results with their teams and trading partners. No other gathering has the depth of content, nor the high level engagement found at the POI. We expect you to learn from this library, and invite you to join our growing community via membership, engage live at the POI Spring Summit, participate in our ongoing research, ask us questions, and advance your journey with TPM, TPO, and Collaborative Marketing. Learn more
Smart & Final’s Brand-awareness Effort
Smart & Final does not intend to boost its marketing budget beyond the current level of 1% of sales, Dave Hirz, CEO added, pointing out the company was able to eliminate 1.5 million weekly mailers — 15% of the total — during the third quarter, “and we will use that money to invest in our branding and digital effort.” Learn more
In an age where Facebook-fast startups are lionized, the company remains, decade after decade after decade, a powerful testament to the virtues of sheer scale and stolid, steady management. “They have a very much long-term view of the world, and it’s all built around, as corny as it sounds, feeding a 7 billion-, 8 billion-, 9 billion-person world,” says Michael Boland, an agricultural economist at the University of Minnesota. “Taking a long-term view, looking out to 2025, 2050, 2075, the world needs more food–plain and simple.” Learn more
|POI PerspectivePOI Guest Column
Dale Neely, Genpact
A carefully planned, phased, and blended TPM transformation is best positioned to succeed and will deliver the strongest results, combining:
-Rigorous up-front analysis and planning at the outset of the initiative
-Inclusion of field sales at each step, including adjusting MBOs to recognize the individuals accepting additional responsibilities
-Passionate commitment to process improvement, harmonization, and simplification with a clearly defined owner for each process area
-Assessment of what is critical in a TPM package and what can be accomplished in other ways
-Evaluation of business process outsourcing (BPO) and managed services options, fully integrated into the transformation and interwoven with the software deployment—reducing complexity in the package, providing opportunities to phase changes more easily, driving process and change initiatives, and relieving the stress points that burden TPM packaged software projects
These considerations have the same transformation potential for companies that have long since completed a TPM project as for those just starting one. Implementing more transparent and efficient TPM processes, supported by strong technology and analytics provides a significant increase in predictive accuracy, higher promotion order fill rates, and greater retailer satisfaction and cooperation. Cost to serve goes down; revenue increases.
However, such transformation is not an overnight journey and is best approached by looking at the overall business process and related operations, not just the technology component. The creation of a solid operating model, likely leveraging the scale and specialized operating skills of shared services, outsourcing, or more mature Global Business Service (GBS), can be a foundational element to a successful TPM. While some parts of the process must stay close to the business, the scalability, cost effectiveness and predictability of advanced “industrialized” operations as well as the ability of respective Global Process Owners to redesign and manage an end-to-end process can constitute a significant asset.
Only then can the enterprise reap the very compelling ROI achievable with the right TPM tools, backed by effective processes and analytics that drive more accurate forecasting, highly targeted promotions, and increased sales. Learn more, and access a copy of the POI Charting Your Course to Trade Promotion Optimization II Benchmarking Report here.
Have a sensational week!
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