P& G Touts Brand Building Expertise
Procter & Gamble is reinventing brand building from wasteful mass marketing to mass one-to-one building fueled by data and technology, said Jon Moeller, Vice Chairman, COO and CFO of the consumer products giant.
“In the U.S., we have a data management platform covering 90% of the population with anonymous audience data, which we combined with purchase data into a data and analytics learning lab,” he said in a presentation at the recent Consumer Analysts of New York conference in Boca Raton, Fla.
“We’re moving from generic demographic targets like women, ages 18 to 49 to more than 350 precise smart audiences like first time moms, millennial young professionals, first time washing machine owners to reach the right people at the right place at the right time. This is helping us to stop one of the biggest problems in mass marketing and knowing consumers with too many ads.”
Kimberly-Clark Embraces Digital Marketing
Kimberly-Clark has moved to 100 percent digital marketing in a lot of its categories, said Michael Hsu, CEO of the giant personal care company that produces mostly paper-based consumer products under such well-known brands as Huggies, Cottonelle, Scott and others.
“It really plays to our category strengths, where our categories generally in personal care are highly targeted,” he said in a recent interview with Sara Eisen on CNBC’s “Closing Bell” program.
“It’s a small audience we’re going after,” he said. “And so, digital for us can be much more productive than mass vehicles. And then we’re optimizing how we communicate one-on-one with moms or dads to drive and improve performance in the marketing convention.”
CMA to Offer Category Management Training
The Category Management Association (CMA) has entered into an exclusive joint venture with the Category Management Knowledge Group (CMKG) for category management training.
Through the new partnership, the organizations will provide a premier category management training platform and training courses for members and employees. For the first time, the CMA will have the ability to offer best-in-class free training as a part of its membership benefits, providing significant value to all participants.
“We are very excited to become a singular resource for professionals in the field of category management,” says CMA CEO Mike Skillingstad. “We felt CMKG’s training expertise was a natural fit, and that the industry would be best-served by having the benchmarking, best practices, certification and training for category management established by two professional organizations working closely together.”
Best Practices in Grocery Supply Chain Guide Released
A new guide looks at the range of gains generated when supply chain, space planning and workforce optimization work in tandem. The handbook, Winning the Food Fight: Best Practices for Managing Grocery Retail Supply Chains, is available from Relex Solutions, provider of unified retail planning solutions.
The guide provides best practice recommendations for unified planning processes that increase shelf availability and sales, reduce markdown and spoilage by up to 30 percent, and release cash tied up in inventory by cutting stock levels by 20-30 percent.
More Food Recalls Prompt Search for Solutions
There have been more food recalls in recent years. The latest well-publicized example is romaine lettuce in late 2018. Why is this happening?
Randy Evins, an industry advisor at SAP, says it’s in part due to global trade, which expands the risk of cross-contamination and the ability for contaminated food to reach far and wide. At the same time, companies are now better at detecting contamination and making the public aware, adding greatly to the number of recalls issued per year.
He urges companies to create “intelligent recalls” where an issue representing less than 1% of the product does take out 100% of the product and sales value. The Food and Drug Administration “strongly encourages the entire leafy greens supply chain to adopt traceability best practices and state-of-the-art technology to assure quick, accurate and easy access to key data elements from farm to fork when leafy greens are involved in a potential recall or outbreak.”