POI Pulse September 22, 2014 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE
Visit www.POInstitute.com
Trends & DevelopmentsSmall Victories Add Up for ConAgra and Brands Highlights during the first quarter included market share gains and increased distribution in club, dollar and convenience stores, which are growing faster than traditional grocers, according to the company. “A really intense focus on the fundamentals – we call it Perfect at Retail – is gaining traction and it’s demonstrating its power in Consumer Foods,” Gary Rodkin, CEO, ConAgra said. Learn more POI Webinar – The 2014 Consumer Value Study and How it Affects Your Promotion Optimization Strategy. A POI Webinar with TABS Group and Progressive Grocer. Learn more, and Register here Shrinking Middle Class Takes a Toll on Retailers Container Store chief executive Kip Tindall talked about a retail “funk” as the industry was beginning to report second-quarter results last month. Others have been just as downbeat. “The consumer has not bounced back with the confidence we were all looking for,” Macy’s CEO Terry Lundgren said earlier this month. “We don’t need our customers to spend more; we need them to spend more with us.” Learn more View the Updated Agenda – Join 250+ of Your Peers! Your next opportunity to learn, network, and advance at the POI Fall Summit is November 2-4 in Dallas, TX. The agenda will once again be advanced (view the updated agenda here), and make your plans now to attend, as the POI April 2014 Summit was sold out! Teams Taking advantage of early registration include: Wells Enterprises, Kraft Foods, Pfizer, Coca-Cola, Alcon, Starbucks, Pinnacle Foods, Nestle, Stubbs BBQ, Johnson & Johnson, Utz Quality Foods, Kraft, ACH Foods, Pictsweet, Hormel, Clorox, Tyson, Lowes Foods, Unilever, Turkey Hill, Post Foods, 3M, Kellogg’s, PepsiCo, Philips Consumer, Dannon, 7-Eleven, JM Smucker, Church & Dwight, Busch Bros., Topco, Keurig Green Mountain, Continental Mills, P&G, AAFES, Ventura Foods, Michael Angelos, Hillshire Brands, Campbell Soup, Kroger, Jarden, Tree Top, Hormel, Musco Family Olive, ConAgra, Windsor Foods, Ainsworth Pet Nutrition, Del Monte, Rich Products, Whole Foods Markets, Mckee Foods, Bi Lo Holdings, and many others. By now you should have received your invitation. If not, reach me today at mkantor@p-o-i.org Keurig Brews Experiences to Promote Brand Keurig is embracing social and experiential tactics to promote the brand on campuses, featuring a tailgate tour, product sampling and discounts. Thirty students at 15 universities promote the brand, running events, and demos, creating targeted social promotions, offering sampling opportunities and dropping off “surprise and delight” brewers in dorm kitchens. Learn more Candidates Gain Collaboration Skills w/ POI SJU Source: (POI CCM at SJU December 3-4, 2014) Learn from the most experienced Collaborative Marketing faculty in the industry. If you plan to contribute more effectively, lead a customer team, or retail marketing team, you need to know all sides of the desk, and the CCM educational curriculum is the proven experience to ensure you’re skills are current. Enroll today! Trading partners are coming to POI at SJU to learn the skills necessary, and be certified to collaborate effectively… The next orientation begins December 3-4. Learn more, and enroll today! Mars and Wrigley Helping Grocers Light up Sales David Kennedy, vice president of U.S. grocery at Wrigley, added: “The front end is critical – it’s a retailer’s last chance to make a good impression with shoppers. These bright racks look more inviting and appealing. Our goal is to help retailers increase sales and profit in the confection category. We’re always seeking and developing new tools to help lift the category, whether it’s a new front-end rack, shopper insights or merchandising strategies.” Learn more Kroger Uses House Brands – Differentiation/ Growth Retailers Express Cautious Optimism -Holiday Sales Many companies are shifting their holiday promotions earlier in the year. Fifty-three percent of retailers will begin promotions in either September or October this year. Nearly half (47%) of retailers surveyed in 2014 have a clearly articulated omnichannel strategy, compared to only 14% in 2013. The majority of retailers (71%) will be relying, at least in part, on their mobile platform to help drive holiday sales. Learn more
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POI PerspectivePerhaps the NFL should be talking about the MLB, in other words’ Baseball! For as long as I remember (and before that) my Colleagues (plus my Dad) and I could always find something uplifting in baseball to talk about in troubling times. Today, the NFL is experiencing some difficult circumstances of their own. Thanks this week go out to Gatorade for allowing us to “talk Baseball” by producing an outstanding tribute to one of the best in the business – Derek Jeter. Molly Carter, the senior director of consumer engagement at Gatorade, provided some backstage scoop on working with the Captain. Along with the tribute/spot here. There are many other greats of the game throughout the years, but Jeter is “today’s news” and has been most of all consistent, clutch, a leader, inspiring, and a team player. At POI, we continue to surround ourselves with people who have these qualities in Retail and CPG. Finding growth today is tough, but we’re not changing the subject to baseball, nor 2025. We’re focused on Collaborative Marketing that delivers results today, and in the next 3-5 years. And, right now, we’re rounding out our agenda with All Stars who continue lead with their outstanding people, that are improving processes (with enabling technology), and outcomes that are consistently measured, and inspire collaboration plus improvement. Continuously Improving to Perform: Prioritizing Industry Drivers in Changing and Challenging Times The People, Processes, and Tools You Need Next to Understand, and Reach Your Best Shoppers/ Consumers! The Journey is Global, and the Destination is Optimization The Energizer team will discuss the roadmap they developed to help guide their multi-year Trade Investment journey. They will share the new “closed loop” process model that was developed and is now shaping Customer Planning and Trade Spend Management around the globe. You will also learn how they are leveraging the process work to develop new global systems and tools, and to shape their organizational structures and future capabilities. Hear about the results they’ve delivered to date and opportunities they see in front of them as they continue to work for optimization of their trade investments. Presented by: Andy Wiggins, Vice President – Global Trade Investment, Energizer Holdings, Inc. View the entire agenda here, and (manufacturers’/ Retailers’) register today to join us in Dallas! Have an outstanding week! Michael Kantor |
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| Career Opportunities |
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If you have a relevant opportunity, list it in POI Pulse, reach us at info@p-o-i.org
Adesso Solutions Reporting to the Vice President, Client effectiveness, the Client effectiveness Manager will act as the primary client liaison to manage the relationships with the existing client base. The ideal candidate will have experience in account management and sales and have a proven track record for successfully attaining revenue objectives. In addition, significant experience within the North American CPG industry is a requirement. 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
Trade Marketing Manager The Company is the US importer / sales & marketing agent for an international food company (speciality cheese). The Company has a strong position as an importer of speciality cheese in the US, which makes them an attractive partner for other cheese manufacturers who are looking for stronger positioning for their brands in the US (they represent several international dairy/cheese companies). The Company has regional sales offices from coast to coast in the US as well as in Canada, with the corporate office in Darien, CT. To learn more, please contact: Amanda Bednar Keurig Green Mountain The Trade Marketing Manager for the Away From Home Channel (Foodservice, Office Coffee Service, Hospitality, and Convenience Stores) serves as the conduit between Trade Marketing and Field Sales in providing guidance and training on effective management of trade spend within budgets and ensuring compliance in the Trade Promotion Management (TPM) system. The Trade Marketing Associate regularly collaborates with Finance on the trade spend accrual and Sales Planning to develop guidelines for effective promotional programs and helps to develop and deliver the messages to the sales team. UTZ Quality Foods Manager of Strategic Pricing and Promotional Effectiveness We are currently recruiting for a Manager of Strategic Pricing & Promotional Effectiveness. The primary purpose of this position is to be responsible for strategic pricing, promotional effectiveness, and profitability at UTZ and its brands through pricing actions and promotional optimization. Learn more
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Upcoming Events
Webinar
The 2014 Consumer Value Study and How it Affects Your Promotion Optimization Strategy
Date: Wednesday, October 8, 2014
Time: 2:00 pm ET/1:00 pm CT/11:00 am PT
Duration: 60 minutes (including Q&A)
Sponsored by POI and TABS Group and hosted by
Progressive Grocer
In the 2nd Annual Consumer Value Study for Consumables TABS Group looks at how shopping behavior and attitudes have changed vs. last year with respect to consumer’s use of promotional offers. Further we analyze how these promotional search behaviors affect their choices of outlets including Walmart, Target, Walgreen’s, Costco, etc. This research seeks to answer three key questions:
1) Why is the overall CPG market so soft,
2) How much of a role do promotions have in this weakness, and
3) What you can do about it?