POI Pulse September 14, 2015 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE
|Mondelez Raises Targets for Ad Spend/Digital
Source: (Ad Age September 10, 2015)
Chief Growth Officer Mark Clouse said Thursday Mondelez plans to increase advertising and consumer support to over 10% of revenue, which would be up from more than 9% in the second quarter and from more than 8% in 2014. Learn more
Dale Hagemeyer Joins the POI as Partner
View the updated agenda, Which includes Coca-Cola, Mars, Kimberly-Clark, PepsiCo, 7-Eleven, Tyson, Grainger, Del Monte, Bic, and more. Make your plans now, as Early Bird Rates end Tuesday 9-15-15
More than 300 CPG Manufacturers and Retailers will join us —
Innovation Takes Over at Tyson Foods
To capitalize on consumer interest in protein and other trends, Tom Hayes, Chief Commercial Officer said Tyson Foods has created an internal “trends council” that is charged with analyzing and evaluating trends in demographic shifts and changing consumer shopping patterns. Learn more
Kroger Expanding Digital and eCommerce
More CCM Candidates w/ POI SJU
POI Global Summit is Set for Brussels, Belgium
For Grocers, So Cal is Cutthroat Market
Brown is the longtime chief executive of the 168-store Stater Bros. chain, based in San Bernardino, and he’s seen the rise and fall of many supermarkets since his entry into the business as a teenage box boy. Now 77, Brown even keeps a list of the chains that have disappeared – once-familiar names such as Lucky, Alpha Beta and Mayfair. “I have seen everything in the food industry come and go in Southern California,” he said. Learn more
“FRESH” Thinking in Food Marketing” Summit
Thinking in Complete Cycles
When enabling business processes with technology, we often find that the approach consists of, “we need a tool or solution that does X”. While this is a pragmatic approach, it can lead to a disjointed set of capabilities with no consistency or user experience, re-keying data into multiple applications, or supplementing with spreadsheets. A highly abbreviated example will illustrate the many touchpoints and handoffs associated with a promotion:
Naturally it doesn’t always happen just like this. And I’m by no means advocating some Swiss Army Knife that can perform every function. There are some that can perform many of these functions. And in some cases a solution will have to be integrated with others. But I consistently see a project that is focused on enabling a single activity. How it fits with others is often said to be “out of scope”. In other situations the promise of an integrated solution for some functions leads to completely ignoring key functionality for others, which may drive a search for a compensatory point solution. Much of this can be avoided by mapping out the complete cycle, understanding the connection points, avoiding the pitfall of thinking that all solutions must carry a single logo, and having a “sacred cow” in the form of some existing application in the chain that has actually outlived itself. This type of holistic thinking drives a more seamless business process and can vastly improve the productivity and user experience. But you have to map out the connection points of the entire cycle. See how you can learn more – view the revised POI Website, and Member services.
Have an outstanding week!
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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
POI Fall Summit 2015
Collaborative Marketing to Supercharge Profitable Growth Summit November 4-6, 2015
View the preliminary agenda, and register here.