POI Putting a Stake in the Ground

POI Putting A Stake in the Ground for TPM-TPO

and Collaborative Marketing

Committing to Customer Relevancy

April 14-16, 2013

Embassy Suites O’Hare

Agenda

The finalized agenda for the "Putting a Stake in the Ground for TPM-TPO and Collaborative Marketing Committing to Customer Relevancy or will be available soon! Here is a sneak preview of the topics that will be addressed at the Summit and a preliminary overview of timing and content for your travel and planning purposes.

Sunday, April 14, 2013
2:00 PM - 6:00 PM	POI CCM (Certified Collaborative Marketer™) Education Advisory Board Meeting by invitation
3:00 PM - 7:00 PM	Registration
6:00 PM - 7:30 PM	Welcome Cocktail Reception *Sponsored by:*
Monday, April 15, 2013
7:00 AM - 5:30 PM	Registration
7:00 AM - 8:00 AM	Networking Breakfast *Sponsored by:*
8:00 AM - 8:15 AM	Welcome Michael Kantor, CEO and Founder, Promotion Optimization Institute, LLC
8:15 AM - 9:15 AM	Keynote: 'Me' Marketing: Get Ready for the Promise of Real-Time, Context-Aware Promotions in Consumer Goods A future is coming where grocery shoppers will get personalized real-time offers while they are in store, powered by what Gartner calls Context-Aware Computing. In this session, Gartner will lay out the ecosystem for this future, the associated benefits and risks, and what you can do to get ready for it. How is the Nexus of Forces shaping consumer goods marketing?; How will companies manage the new realities of building loyalty-based relationships with consumers?; What steps does the business and IT need to take to get ready for this future? Presented by: Dale Hagemeyer Vice President Gartner Don Scheibenreif Vice President Gartner
9:15 AM - 10:15 AM	General Session: "Collaborative Cultures and Strategies that Work" Generally speaking, leading manufacturers have more financial and labor resources required for collaborative planning, and long-term strategic engagement. This is not always the case, as any manufacturer can also collaborate by demonstrating capabilities, enthusiasm, commitment to grow the category, and by keeping mutual goals in mind. Beyond trade dollars and pricing tactics, managing categories efficiently and profitably on shelves requires leveraging the unique knowledge, insights, and resources of the supplier and retailer. Retailers have valuable data to analyze and validate location specific consumer preferences and trend, product adjacency influence on consumer purchase and total store consumer measures. By combining tools and resources in collaboration, Collaborative Marketing helps manufacturers and retailers to align their strategies, systems, processes, and people to provide the best value to shoppers/consumers. Presented by: Tom Burkemper Sr. Director, Merchandising 7-Eleven
10:15 AM - 10:35 AM	Networking Coffee Break *Sponsored by:*
10:40 AM - 11:30 AM	Session A: “Collaborate Deliberately: Integrating TPO Results with S&OP and Retail" As one of Seventh Generation’s core values, “Collaborate Deliberately” includes seamless collaboration between trade planning and execution stakeholders – sales, marketing, operations, finance and customers. In the course of deploying a Sales & Operations Planning (S&OP) process, Seventh Generation recognized the importance of accurate and timely trade promotion information to fully optimize their supply and demand planning discussions. In this session, learn from Seventh Generation’s TPM/TPO journey, including: - “Know Thy Role” - Recognizing the role of trade planning processes and data in the S&OP process - “Crawl – Walk – Run” - Identifying and prioritizing TPM process and system enhancements - “Leading from the Top” - Engaging the right stakeholders and process owners to develop and own the outcome - “Executing from Below” - Harnessing and reconciling massive amounts of data to arrive at the needed inputs to S&OP - “Selling the Baseline” - Managing expectations for baseline accuracy and field sales adjustments - “Marketing the Results” – Showcasing forecast accuracy and better promotions visibility to build and sustain momentum Presented By: Heather Dodge Trade Finance Analyst Seventh Generation, Inc. Session B: Certified Collaborative Marketer (CCM)™ – Modeling - Predictive Analytics Course* Utilizing a disciplined, metrics-driven approach, Collaborative Marketers use data to predict, analyze, and improve pricing/promotion performance by aligning goals, cross-functional understanding, financial and supply chain integration, technology, and customer satisfaction. By attending this session, you will: • Learn about, and define Predictive Analytics • Recall how Predictive Analytics can be used to gain a competitive advantage in business • Apply basic knowledge on simulation and optimization • Utilize pragmatic applications for predictive analytics in annual planning and trade promotion spending • Recognize how Predictive Analytics can be used to collaborate with business partners POI Attendees who participate in this session will receive credit towards their Collaborative Marketing Certification Instructed by:* Mike Bruening Client Director DemandTec an IBM Company
11:30 AM - 12:20 PM	Session A: Leading Your Analytics Driven Customer Team Through Change Integrating smarter analytics, smarter processes, and smarter technologies intelligently enables you to leverage innovative IT solutions to support more effective processes, which in turn allows for the use of detailed, industry-specific analytics to understand your current performance and how to achieve your business goals. In this session, learn how the intelligent enterprise gains the ability to constantly look forward, adapt, and continuously push greater effectiveness. Presented By: Mike Pommer VP Analytics Genpact Nick Sorvillo Former Senior Vice President Customer Insights Kraft Food Inc Session B: CCM™ - Social Media for the Collaborative Marketer: What Everyone Should Know Social Media continues to grow in importance as a channel, but the early adopters and learners have not always been rewarded. In fact, there are many companies who have simply ignored it. As the channel, platforms and offerings have quickly evolved, it is challenging to get management buy-in on Why, How and What you should be doing, nonetheless measuring. During this 45 minute session, we will do a topline review of Social Media, and its role in the marketing mix. Social media is complicated, and we will break down the leading channels, tactics and their corresponding strategies and objectives. Instructed by: Elaine Oussoren President Brand Aid Digital
12:20 PM - 1:35 PM	Networking Lunch *Sponsored by:*
1:40 PM - 2:30 PM	Afternoon Keynote: What's Keeping Top Retail Marketing Executives Up at Night- And What They're Doing About it! In 2013, the world is increasingly global, interconnected, and moving with an inconsistent rhythm that can seem jarring to even the best-prepared leader. Manufacturers and Retailers have become increasingly complex as they are exposed simultaneously to extreme and paradoxical market situations across the globe. It’s enough to lose sleep over, but the best leaders are positioning their teams to thrive even in these uncertain times. Learn the steps you can take to succeed from strategy through execution! Presented by: Dr. John L. Stanton Professor of Food Marketing Saint Joseph's University
2:30 PM - 3:20 PM	General Session: Premier Foods “Optimization for Growth” Having built a solid foundation, Premier Foods is taking the next steps on their "TPM to TPO” Journey. They’re focused on the next step for optimization, including, but not limited to gaining accuracy and continuously improving their ability to deliver business insights. Presented by: Trevor Barrett, SAP CC Logistics Manager Premier Foods, plc
3:20 PM - 3:40 PM	Networking Coffee Break *Sponsored by:*
3:45 PM - 4:30 PM	Session A: Utilizing Available Tools/Data to Course Correct Product Promotional Mix and Improve Profitability The Physicians Formula brand has a loyal and rapidly growing consumer base, and has one of the highest perceived quality images in the masstige market. Their products provide above-average profitability for retailers due to their higher price points and sales per linear foot. Consistently driving profitability goals requires them to continuously adapt, learn, and improve upon promotional effectiveness, and mutual wins with trading partner. Learn how Physicians Formula Cosmetics applies data, tools, and course correction strategies to succeed. Presented by: Jeff Rogers, President Physicians Formula Cosmetics
4:35 PM - 5:25 PM	General Session: Lessons Learned on the TPO Journey, Leading Practices for TPO at Every Stage To achieve benefits from Trade Promotion Optimization, companies need the capabilities to optimize trade promotion, as seen The more mature the TPO capabilities and ability to course correct, the greater the number of benefits. Each panelist has committed to, and taken on the challenge of TPO in an effort to make every dollar count for the trading partner relationship, and continues to achieve results at every stage. Attendees will learn the benefits gained at each phase of implementation. Moderated by: Carey Wong Industry Principal, Retail and Consumer Goods Industry Business Unit Oracle Panelists: Kevin Kroymann National Manager, Trade Marketing Hormel Foods Tom Groff Business Process Manager The Hershey Company Sarah Meyer Trade and Customer Marketing Manager Rich Products Corporation Consumer Brands Division
5:30 PM - 7:00 PM	Networking Cocktail Reception *Sponsored by:*
Tuesday, April 16, 2013
7:00 AM - 12:30 PM	Registration
7:00 AM - 8:00 AM	Networking Breakfast *Sponsored by:*
8:05 AM - 8:10 AM	Welcome Michael Kantor CEO and Founder Promotion Optimization Institute, LLC
8:10 AM - 9:00 AM	General Session: Driving Business Insights and Results through DSR-Sourced Analytics By sharing and integrating previously untapped customer and loyalty insights, retailers are taking a completely new approach to the way assortments are created. "The insights derived from proper store clustering and assortment/space allocation provides retailers and manufacturers with the ability to manage collaborative efforts, from planning, to implementation, to the customer. In the end, using these insights will create a better shopping experience that best serves customers by generating improved business results through customer relevancy. This ensures that the customer remains at the center of the business planning process, thereby increasing shopper satisfaction and long-term loyalty and profitability. Presented by: Robert Hannah Managing Partner Data Ventures, Inc.
9:00 AM - 9:50 AM	General Session: Chicken or Egg – which comes first standardizing the processes, or moving to a standard system? As many companies look at their trade fund spending practices around the globe, and/or product lines, what typically comes up is how standard can we be? How much differentiation is needed to still achieve the business objectives? Can I standardize the system and not the work processes? We will look to have an interactive discussion amongst the attending companies facilitated by Procter & Gamble’s journey over the last several years. Presented by: Craig Brinkman Global Trade Funds Finance Manager Procter & Gamble
9:50 AM - 10:10 AM	Networking Coffee Break *Sponsored by:*
10:15 AM - 11:00 AM	General Session: Transforming Sales & Operations Planning into a Competitive Advantage A robust and mature sales & operations planning (S&OP) process is essential for creating and sustaining competitive advantage. However, what was once a periodic exercise in simply balancing supply and demand has now transformed into a highly collaborative real-time exercise in reconciling varying perspectives on inter- and intra-enterprise demand to dramatically improve both demand and supply side forecasting and fulfillment. In this session, learn how Kraft is leveraging recent technology innovations to address the challenges of consensus demand building, what-if scenario development, and process management along with broader issues of globalized S&OP and financial integration. Presented by: John Buckley Director of Integrated Business Planning Kraft Foods
11:00 AM - 11:45 AM	General Session: From Collaboration to Competitive Advantage: Leveraging a Managed Service Approach to Optimizing Promotions More than ever before, marketers are challenged to drive increasing ROI while implementing more frequent and complex promotions. Learn how a large QSR, a large beverage company, and a major CPG company create a competitive advantage leveraging downstream data, mobile couponing, consumer insight and customized account team reporting to understand and improve performance. Presented by: Don Patchell Vice President Business Analytics
11:45 AM - 12:30 PM	Closing Keynote: The Consistent Results We’ve Achieved Through Applying Shared Insights In order to achieve sustainable results, the culture of the Merchandising Department must become one of more collaborative work with suppliers. Strategic Top-to-Top planning sessions with suppliers include sharing key strategies and goals, and ensuring that representatives for all areas of the business participated — including marketing, operations, space planning, as well as the COO. Learn how this has enabled Tops to elevate its presence in the marketplace and develop the right strategic plans to deliver high-growth business platforms. Presented by: Jim Hertel Managing Partner Willard Bishop Cathy Shifflett VP Center Store Tops Markets, LLC
12:30 PM - 12:35 PM	Closing/Action Items - Michael Kantor, CEO and Founder Promotion Optimization Institute, LLC June 5-6, 2013: Certified Collaborative Marketer Oreintation, at Saint Joseph's University November 3-5, 2013: POI Collaborative Marketing for Competitive Advanced Summit