October 18, 2021
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Two Weeks to the POI Chicago Hybrid Summit
and POI European Virtual Summit!
The growing POI community is excited to be live in-person in Chicago, and Hybrid via the proven POI platform!
Join your CPG and Retailer Peers at POI Chicago –
the only In-Person 2021 TPx, RGM, RetX, & Analytics Focused Summit
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Experience the Proven POI Platform at the
POI European Virtual Summit, November 2, 2021!
CPG & Retailers: To receive your complimentary pass to the POI European Summit,
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◊ Complimentary POI Live, Hybrid & Virtual Summit Attendance
◊ Full Access to industry research, publications and reports, including the NOW AVAILABLE POI 2021 Enterprise Planning EPx (including TPx and RGM) Vendor Panorama, published on 9-17-21
◊ POI Manufacturer Connect Calls & Resources
◊ Post-Event On-Demand Access to all POI CPG & Retailer presentations and recordings, from all POI live, hybrid and virtual Summits
Bonus with sign-up by November 2, 2021: Receive one Advisory Briefing Call
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Promotion Optimization Institute Releases POI 2021 Enterprise Planning Vendor Panorama, and Names Best-in-Class Across Capabilities:
“The COVID-19 pandemic dramatically accelerated the move to Ecommerce, and nearly two years after the onset of the pandemic, most CPG companies continue to struggle with trade promotion, channel shifts and commodity price increases,” said Pam Brown, Chief Commercial Officer of the POI and author of the report. “Manufacturers and retailers need enabling capabilities that can help their teams process data, gain insights, adjust promotions and pricing and quickly take action. With the CPG paradigm shift taking place, Trade Promotion and Revenue Growth Management are more relevant today than ever before.” Learn more
Bacardi Taps Blockchain Technology
Source: (Mktg Dive October 13, 2021)
While marketing around causes is nothing new to Bacardi, Music Liberates Music sees the rum brand evolving its digital strategy through purpose-driven NFTs. In effect, the collectibles serve as commodified vehicles for the brand's message, which Bacardi can promote and auction. Learn more
Heinz Ketchup Taps into Halloween Trends
Source: (Food & Wine October 12, 2021)
Admittedly, yes, Heinz Tomato Blood Ketchup — which is available in stores nationwide after getting a tiny 570-bottle run last year as part of a sweepstakes — is simply regular Heinz Ketchup with a limited-edition Halloween theme, but whereas previously Heinz suggested putting their ketchup on things like burgers and hot dogs, now the brand is happy to encourage customers to slather it all over their neck like a stabbing victim. Learn more
The POI State of the Industry – 2021-2022 Annual Holistic Enterprise Planning* & Retail Execution Bench-marking Survey:
The Promotion Optimization Institute (POI) is conducting the annual industry survey to help you and your company benchmark and improve Enterprise Planning, Revenue Growth Management, Data Management, Advanced Analytics, In-Store Retail Execution and more.
Retailers and Manufacturers: Please take 15 minutes to complete the confidential survey, which is broken down into two distinct processes: Holistic Enterprise Planning* & Retail Execution. If you are a solutions/services provider, please do not take the survey. Please instead, ask your clients to complete the survey via the following link: https://www.surveymonkey.com/r/2021POIsurvey
* Enterprise Planning Includes: Ecommerce, digital, TPM, TPO, RGM, Advanced Analytics, Data Management etc.
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Register here to Join your peers already registered : PepsiCo, General Mills, Glanbia, Coca Cola Canada Bottling Company, ConAgra Foods, Tyson, Johnson & Johnson, Kimberly Clark, Reynolds American Inc, Molson Coors, Moen, Dairy Farmers of America, Bel Brands, Ajinomoto Foods Inc., Nestle Coffee Partners, McKee Foods, J.M. Smucker Company, Walgreens, Church & Dwight, Co., BJ’s Wholesale Club, Mill Fleet Farm, GSK Consumer, Colgate-Palmolive Company, P&G, Nestle, Unilever, Maple Leaf Foods, Cabot Cheese, Clif Bar, Clorox, Kellogg's, Grupo Bimbo, Bonduelle, GSK, Deoleo, Edgewell Personal Care, Johnsonville, Organic Valley, Post Consumer Brands, Ruiz Foods, Schreiber Foods, Mondelez, KDP, Ocean Spray, Lactalis, Constellation Brands, Save A Lot Food Stores Ltd., Riverside Naturals, LaCroix Sparkling Water, UTZ Brands, Florida’s Natural Growers, Mrs. T’s Pierogies, Nomad Foods, From The Hearth, Juanita's Foods, KeHE, Cabot Creamery, Flowers Foods, Reckitt Benckiser, Bel Brands, Keurig Dr. Pepper, Brown Forman, Furlani Food Corp, Ateeco, BIC International, Greenleaf Foods, Danone , The Master Lock Company, Mission Foods México, Talking Rain, ITG Brands, Rich Products, Newell Brands and many others.
Walmart’s AI Push Drives Google Cloud Deeper into Its Organization
Source: (Yahoo Finance October 12, 2021)
Walmart runs its most data-intensive, critical “decisioning” processes on BigQuery, so it can act on practical insights and make its operation more efficient. Its digital rivalry with mega e-tailer Amazon makes the initiatives fundamentally important, and so far, it has seen concrete results. Learn more
Hershey Wakes up to the Power of Morning Snacking
Source: (Food Dive October 12, 2021)
Anthony Campagna, director of research at ISS ESG, said the decision to "think a little bit more outside the box" is already "paying dividends" by helping Hershey increase sales, boost margins and access consumers who are staying closer to home. The expansion into the morning also is particularly attractive for Hershey because new product launches have a lesser chance of cannibalizing existing offerings since they would be located in a different part of the store versus the traditional confection aisle. Learn more
Estée Lauder Taps Gen Z, Millennials with Snapchat AR Campaign
Source: (Mobile Mktg Mag October 12, 2021)
Nicola Casey, Marketing Director Estée Lauder UK & Ireland, said “Augmented reality has proven to be a successful strategy for Estée Lauder to engage with Gen Z and Millennials who are both willing to experiment with, and then purchase, beauty and fragrance products through Snapchat - with engagement results exceeding platform benchmarks”… For Estée Lauder, this is the latest in a series of AR campaigns that engages its target audience of Gen Z and Millennials on Snapchat. Learn more
CPG Brands see Ad Opportunities with DoorDash
Source: (Grocery Dive October 13, 2021)
DoorDash is rolling out ad opportunities for CPG brands of all sizes to capitalize on its expansion into grocery, convenience, alcohol, pets and other categories. Brands can now boost placement in convenience and grocery categories with Featured Listings… DoorDash's new ad capabilities allow restaurants and CPG brands to easily reach its 20 million monthly users, while generating additional revenue for the delivery platform. Learn more
The POI 2021 State of the Industry Report: Reset & Re-Plan:
All year as POI connects with industry manufacturers, retailers, solutions providers we are gathering insights to share with you. These best practices are strategic, yet tactical for action and ROI. Understand the Best Practices of Highly Effective CPG Organizations & What Steps They Are Taking to Proactively Respond to Covid & Transform Their Organization For The Next Generation of Holistic Enterprise Planning
Bisto’s £4m Push to Reach Next Generation
Source: (Mktg Week October 11, 2021)
The brand’s success under lockdown is in the context of “strong double-digit” growth across the company, which as a whole has attracted 4.5 million new households since the onset of Covid. With Premier Foods having committed to creating “emotionally engaging” advertising for its core brands, the new campaign is designed to promote Bisto’s relevance to a new generation of consumers, particularly young families, over the “key winter season”. Learn more
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POI Complimentary AI WHITEPAPER:
The Evolution of Revenue Growth Management: What a global CPG company gained from an integrated RGM solution
On the way to achieve financial targets, CPG companies manage two major levers, costs and revenue growth. Recently, there’s a renewed focus on Revenue Growth Management. Why? Because traditional approaches to achieve price and market share increases are not producing results.
Coca-Cola and PepsiCo Taking Measured Approach to Alcohol Products
Source: (Food Dive October 14, 2021_
For alcohol makers like Molson Coors, AB InBev and Boston Beer, their decades of experience navigating the convoluted system has proven useful in attracting new partners to the space. It's also provided them with opportunities to add to their portfolio a potentially lucrative brand with instant market recognition and minimal upfront investment. Learn more
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A history lesson will NOT help you advance your TPx, RGM, or Planning.
The Future of Trade Promotion, Revenue Growth Management, Advanced Analytics, and Enterprise Planning begins today!
Historically consumer behavior has been highly predictable. Yet, due to upheaval caused by COVID-19, where consumers are and what they are doing at particular times of the day has shifted dramatically as work and social aspects of their lives have changed. Consumer purchases that have been based on habits and drivers such as when, where, what, and with whom, have been completely disrupted.
The Promotion Optimization Institute (POI) continues to focus on improving the trade promotion process and wrap-around capabilities (e.g., Data Management, S&OP/IBP, Advanced Analytics, etc.). This year we are continuing to expand the POI Vendor Panorama report from TPx to Holistic Enterprise Planning including revenue growth management, pricing, forecasting, and other enabling technologies.
COVID-19 has accelerated advancements in technology. All the while, E-commerce has been our go-to outlet for products when out of stocks and social distancing prevented us from shopping at our favorite brick-and-mortar stores. Click and collect and Instacart deliveries have become regular occurrences in many households.
As families have multiple Amazon orders per week, we need to prioritize bundling order shipments, as cardboard and car emissions needed for each delivery will impact sustainability. New habits have consequences, whether positive or negative.
Economic rebound timing continues to be uncertain. Some consumers continue to be hesitant to spend, but a large percentage of consumers have unleashed their pent-up demand and have begun to spend at pre-COVID levels. The big questions on everyone’s mind are: will consumers permanently change their consumption habits? How do we anticipate consumer needs as the COVID pendulum swings between re-opening and re-closing amenities due to COVID resurgence? What will be the impact as inflationary pressures build up? All the while, how does the CPG industry price, promote, and supply our brands as consumer behavior is shifting?
The immediate answers can be found in 3 places available to CPG Manufacturers and Retailers
1. The POI EPx Vendor Panorama – Complete with the latest insights and the technology advancements to help you and your organization succeed https://poinstitute.com/portal/
2. The POI Chicago Hybrid Summit – An essential agenda and in-person plus virtual gathering of the best and brightest professionals, taking action today https://bit.ly/POI_FallChicagoLive2021
Technology suppliers have been innovating their solutions to support manufacturers and retailers that need to quickly analyze and optimize pricing, promotion, assortment, and distribution strategies & tactics. Some have measurably advanced while others took a less evolutionary approach. The Enterprise Planning Vendor Panorama will be your guide to evaluating these solutions and understanding the benefits for your organization.
The good news is that our industry is strong and our world is innovating fast. We are resilient. We use new technological advances every day to make life simpler and, at times, easier. With COVID-19 we need to continue to apply the same principles.
The time is now. POI is a firm believer that with the CPG paradigm shift taking place and COVID-19 implications, the strengths, analytical expertise, and partnerships between retailers and manufacturers need to be fully optimized to seize opportunities, while stemming the negative impact of the industry change.
Trade Promotion (or TPx, which is inclusive of trade promotion management, trade promotion optimization, trade promotion effectiveness, and trade promotion analytics) is more relevant today than ever before. As the industry evolves with COVID-19, E-commerce, click & collect, DTC, etc., brick & mortar experiences are still valued by the consumer, and organizations need to have the visibility, robust insights, and ability to balance the portfolio, costs, and entire ecosystem.
Yours sincerely,
Mike Kantor, Pam Brown, and the entire POI Team
Have a sensational week!
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Sponsors of this week's POI Pulse |
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If you have a relevant opportunity, list it in POI Pulse, reach us at info@p-o-i.org
-Customer Engagement Manager USA | FMCG Industry, Visualfabriq
Build positive client relationships, Oversee the customer service operations within a business, dealing with customers directly and often as their first point of contact, Assess the clients’ needs, identify customer requirements, and develop cohesive projects that improve the operations of a business through more efficient procedures and systems. Learn more
-Trade Promotion Analyst, McKee Foods Corporation
McKee Foods Corporation is seeking a Trade Promotion Analyst to join our Marketing Services team. Learn more
-Senior Analyst, SRGM - Trade Strategy, The Hershey Company
The Sr. Analyst, SRGM Trade Strategy will support the development of customer investment strategy and tactical trade promotion optimization recommendations for Sales teams supporting Hershey’s U.S. Large Format, Small Format, and Walmart/Club customer base.
-Sr Manager, Global NRM - Next Gen Transformation (PFNA), PepsiCo
The main purpose of this role is to define and implement a long-term NEXT GEN - transformation & innovation Strategy, creating advanced analytics capabilities across geographies and PEP functions – with help from Tech teams (CDO/IT). The role will leverage expertise form Tech teams in Advanced Analytics AI/Machine Learning practices across Pricing, Promo, Assortment and Commercial Investments Analytics etc. to deliver sustainable revenue improvement and digital capabilities adoption for PepsiCo, driving impact across all NRM Sector, BU’s and Categories. Learn more
-The Sheryl Sandberg and David Goldberg Family Foundation
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Senior Manager, Brand Marketing: Builds Strategy/plans, leads cross-functional partner and channel managers to drive awareness, acquisition, engagement & loyalty. This role has 1-2 direct reports.
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Senior Manager, B2B Marketing –Same as above with a B2B playbook. This role has 1-2 direct reports.
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Head of Design: A role for someone with deep digital/website design chops (UX genes). They will run our creative services department and be stewards of the brand and lead projects ranging from rebranding to video development to marketing campaigns etc. This role has 2 direct reports + freelancers.
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VP of Communications and VP of People and Operations.
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Contact: Rosa Ziebell @ rosa@ziebell.co
-US Head of Sales, Wise Athena
Wise Athena is currently seeking a US Sales Director who will be responsible for establishing and driving sales activities for our ATHENA Product in the USA. Learn more
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POI Upcoming Events:
November 3-5, 2021
Next Class - December 15-16, 2021
St. Joseph's University
5600 City Avenue
Philadelphia, Pennsylvania
POI On-Demand Events:
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Two Weeks to the POI European Summit! |
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