Hilary Pulver’s Post

#CAGNY2024 day 2 has now ended!! Companies presenting today included: WK Kellogg Co, PepsiCo, Philip Morris International, Kraft Heinz, Altria, Kellanova, The J.M. Smucker Co., Ingredion Incorporated & Molson Coors Beverage Company. . PVSB's POV: * WK Kellogg Co promoted "next generation media" and gave a shout-out to their AOR at the center of the agency eco-system, touting "omni-eanbling commerce" * Kraft Heinz focused on sustainable growth through omni execution and digital engagement to build brand love * Pepsico highlighted 36% increase in advertising & marketing budget with eCommerce as a driver of ubiquitous availability. they also mentioned advancing digitization & AI to deliver "deep consumer intimacy" * Kellanova highlighted "Advanced analytics & digital" to optimise execution * JM Smucker broke its streak of never referencing eCommerce bay actually dedicating an entire slide to "accelerating growth for eCommerce" but the CEO provided no details * Molson Coors reported a 50% increase in digital media spend . Here is my curated set of downloadable slides mentioning #digital #ecommerce #ai . A link to the Google Drive with ALL of today's presentations may be found here: https://lnkd.in/eypgtVjs . NOTE: Pernod Ricard did not publish a slide deck because the entire presentation was a video behind the CEO. You can watch the video here: https://lnkd.in/ewT2U8D7

Find out what's happening in FMCG today. If you're thinking about a next step and want to know how the industry is, what's moving and shaking or how certain categories and businesses are doing, get in touch. You can book a call in with POET here: https://buff.ly/3G7tk2c FMCG Marketing, Digital and Insights roles wearepoet.com

Last week, thought leaders from General Mills, Kraft Heinz, Land O'Lakes, Inc., Mars Petcare and Nestlé gathered for our Consumer goods Council at the OMP Atlanta office. Some of the key takeaways were: 📌 𝗖𝗵𝗮𝗻𝗴𝗲 𝗮𝗻𝗱 𝘂𝗽𝗽𝗲𝗿-𝗹𝗲𝘃𝗲𝗹 𝘀𝘂𝗽𝗽𝗼𝗿𝘁: driving change within the organization and securing the necessary upper-level support are crucial for IBP's success. 📌 𝗖𝗿𝗼𝘀𝘀-𝗳𝘂𝗻𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗰𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗳𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹 𝘃𝗶𝘀𝗶𝗼𝗻: cross-functional collaboration and a clear financialized vision maximize profit and loss impacts through IBP. 📌 𝗗𝗮𝘁𝗮-𝗱𝗿𝗶𝘃𝗲𝗻 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵: IBP's effectiveness lies in consolidating multi-sourced data enabling informed decision-making for the organization's advancement. 📌 𝗖𝗼𝗻𝘁𝗶𝗻𝘂𝗼𝘂𝘀 𝗮𝗻𝗱 𝗮𝗱𝗮𝗽𝘁𝗶𝘃𝗲 𝗽𝗿𝗼𝗰𝗲𝘀𝘀: IBP should be adaptable and capable of capturing disruptions, operating in a more continuous mode to address challenges with agility. 📌 𝗧𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗮𝗻𝗱 𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝘁𝘄𝗶𝗻: a digital twin accurately modeling the real-world network plays a significant role in achieving IBP success. 👏 A big thank you to all contributors for their valuable input! #consumergoods #supplychain #integratedbusinessplanning

Who is the Curious Puffin Category Management Data Workbook for? Category Teams If you are a sole Category Manager in a business with limited people to discuss your work with and bounce ideas off. Category Managers and Category Executives developing their skills and ways of working. Still finding the templates and tools that work best for their needs. Senior Category Managers and Controllers looking for a resource to provide their team members to help develop their delivery of category stories. Commercial Teams and Product Development Teams Commercial and Account Managers undertaking some category responsibilities where there is no category resource in their business. These templates can be a go to guide when you need to bring market data and insight into trade conversations. NPD Managers and Developers looking to build and summarise the rationale of a new product and review the performance of launches. You can find it here. ➡️ https://lnkd.in/eJtQY_Bv #categorymanagement #data #fmcg

My data does not care about your opinion. A great discussion about the role of the insight function at Pepsico. The old-school, step-by-step approach to functions like marketing is a thing of the past. The modern insight function needs to keep pace with these changes. “In our business, the drivers of competitive advantage used to be related to physical scale. But those advantages have melted away… Today, competitive advantage is about who has the most data, and who can leverage it the best for increased consumer understanding and better commercial decision-making.” https://lnkd.in/ds2kJr-S

Why did PepsiCo find current MR surveys insufficient for their needs in a fast-paced market?  1. Not in-moment, memory-plagued, not precise: Current quant research approach does not capture the full range of consumer preferences & behaviours. It relies on typical standard questions to gather what people consciously report retrospectively, much after they took those actions or made those decisions, which might not always reflect their true feelings or actions. 2. Slow Turnaround: Typical quant studies can be time-consuming to design, execute and analyse. This hindered PepsiCo's ability to gather real-time insights needed for their quick decision-making in highly competitive markets. 3. Bias & Non-representative: Surveys are susceptible to bias, either from the way questions are phrased or from the sample which is constituted of professional respondents chosen from a very limited part of the population. This can lead to inaccurate or misleading data. These challenges are not just specific to PepsiCo but is valid for all research buyers. Why not choose a modern breakthrough approach to quantitative research that addresses all the above concerns and delivers real insights from real people in real time? https://lnkd.in/gu6tGn_H #marketresearch #quality #restech #mr #mrx

I have always been good at planning ahead I had a big birthday recently. As a treat for the occasion we stayed at a lighthouse (in the cottages not actually in it). We’d had this booked for almost three years…… because I’m all about planning ahead. I had realised (years ago) we would potentially have school terms/Easter/ bank holidays all falling around a high demand accommodation. So we got it booked three years in advance. Last year I told two of my clients I suspected UPF was going to stick this time as there was more sustained noise this time round. I raised their awareness well before we are where we are now. When I worked in a manufacturer I would have all the suppliers I needed for retailer strategy days pencilled In for time months in advance. (Data agencies/Research agencies/Designers). Making sure I would get the outputs I needed from the pool of resource available to make the day a success. And now I can see there is a gap between sustainability goals the food industry must hit aligning with forward planning and decision making in commercial teams in food manufacturers. That’s why I’m working with Andy Young - Sustainability Expert to bring insight and information to use in business planning, category planning and product development. ----------------------------------------------------------------------------------- I'm Charlie, I have worked in the food industry for 17 years in Category, Insight and Shopper Marketing in food manufacturers and now as a consultant working on projects. Drop me a DM, always happy to chat #consulting #fmcg #categorymanagement #innovation #netzero

Our 2023 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐒𝐡𝐞𝐥𝐟 𝐎𝐩𝐭𝐢𝐦𝐢𝐬𝐚𝐭𝐢𝐨𝐧 ('DSO') benchmark was our inaugural global benchmark. The response (participation level) exceeded our expectations, and the results delivered material insights that enabled participating brand manufacturers to make strategic decisions. Difficult to believe it's a year later, and tomorrow we will launch our 2nd year of the DSO annual benchmark 🚀. What drives me most, in terms of our benchmarking mission, is our 𝐢𝐧𝐝𝐞𝐩𝐞𝐧𝐝𝐞𝐧𝐜𝐞. We have no commercial or strategic relationship with any digital commerce data/ tech/ solution/ service providers, or any related consulting firms. We also happen to have quite extensive 𝐠𝐥𝐨𝐛𝐚𝐥 𝐝𝐢𝐠𝐢𝐭𝐚𝐥 𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐞𝐱𝐩𝐞𝐫𝐭𝐢𝐬𝐞 in our business - not 'consultants' on a mission to upsell to you, but experts who have 'been there, done that'. Just have a look at our various testimonials to get a sense of the value of the output of our benchmarking. The result of independence and expertise: DCG's output is free from influence, based on facts, and delivered in ways that empower the right decisions. While we have various 'paid for' versions of our benchmarks, this year we have also made it very easy to participate in 'free' versions, with significant benefits... Looking forward to seeing, and sharing, the results of the 2024 benchmark. #digitalcommerce #benchmarking #digitalshelf #ecommerce #independence #cpgindustry

🚀 Excited to Share My Latest Marketing Research Project with PepsiCo! 🚀 Over the past few weeks, I had the incredible opportunity to dive deep into the world of consumer insights and market trends by conducting on-the-ground marketing research for PepsiCo. Here’s a glimpse into what I’ve been working on: 🔍 Project Overview: I conducted comprehensive store-to-store visits to gather valuable data and insights on PepsiCo products. My objective was to analyze consumer behavior, product performance, and market dynamics across different locations. 📊 Data Collection & Analysis: - Store Visits: Conducted detailed visits to multiple retail outlets, noting down key observations and gathering firsthand insights. - Sales Data: Collected and analyzed sales figures to identify trends and patterns in product performance. - Customer Feedback: Engaged with customers to understand their preferences, purchasing habits, and feedback on PepsiCo products. 📈 Key Insights: - Identified top-performing products and emerging market trends. - Analyzed customer demographics to tailor marketing strategies. - Highlighted strengths, opportunities, and areas for improvement through a detailed SWOT analysis. 📋 Outcome: My research has provided actionable insights that will aid in refining PepsiCo’s marketing strategies, enhancing product placement, and ultimately driving sales growth. I’m thrilled to have contributed to such a dynamic project and look forward to leveraging these insights to make a tangible impact on PepsiCo’s market presence. A big thank you to the PepsiCo team for this opportunity and to all the store managers and customers for their cooperation and valuable feedback! #MarketingResearch #ConsumerInsights #MarketTrends #PepsiCo #DataAnalysis #CustomerEngagement #SalesGrowth #SWOTAnalysis

Find out what's happening in FMCG today. If you're thinking about a next step and want to know how the industry is, what's moving and shaking or how certain categories and businesses are doing, get in touch. You can book a call in with POET here: https://buff.ly/47prRjF FMCG Marketing, Commercial and Insights roles wearepoet.com