Recently Named Clorox CEO Sets Sights on Trade Marketing
Major Manufacturers Join 1SYNC(TM) Data
Pool
The Media
Is the Merchandise
Career Opportunities
Upcoming Events
Recently Named Clorox CEO
Sets Sights on Trade Marketing
Source: (Aaage.com, September 5, 2006)
In moving from
president of Coca-Cola North America to chairman-CEO of Clorox Co., Donald R.
Knauss, 55, moves to a marketer that might not have the cachet or the iconic
status of Coke, but is a bigger spender in measured media, shelling out $485.5
million to Coca-Cola's $471 million last year, according to TNS Media
Intelligence. Coke spends more on marketing overall, when consumer, trade and
event promotion is added in.
In an interview, Mr. Knauss reveals he already has plans to raise the $4.6
billion Clorox's profile in trade marketing.
AdAge.com: You have a lot of experience in sales and field marketing. Is
that a very different perspective for Clorox, or has there always been a fairly
strong involvement from the sales side in senior management?
Mr. Knauss: I think there has been. ...When Coca-Cola calls on a
retailer, you typically get access. I have a lot of deep relationships with
these retailers and think that I can add value to what they already have at
Clorox.
One of the things I've learned in the past few years is that involving
retailers at a senior level in the innovation-thought process can really drive
innovation. And getting retailers involved and exposing them to what you're
thinking about 18, 24, 36 months down the road is incredibly important. I think
I can bring some of that retailer interest in helping participate with us and
helping us figuring out how to grow categories.
[Retailers] don't care if you swap share with the next guy. What they care
about is, are you growing the category and bringing excitement to their stores
and taking waste out of their supply chain? And if you're doing those things,
they love you. And if you don't, you're probably not going to be on the shelf
very long. Full Story: Click
Here
Major Manufacturers
Join 1SYNC(TM) Data Pool; Multi-Sector Initiative Continues Progress Source: (CNW
August 28, 2006)
The new
companies join 46 major retailers and nearly 4,000 manufacturers and
distributors in the consumer package goods, grocery, general merchandise,
hardlines, and office supplies sectors.
Some of the new leading
manufacturers to join the 1SYNC community, among others, include:
-- Canon
-- Coty, Inc., one of the world's
largest and most successful beauty companies, encompassing
fragrance, color cosmetics, and skincare products
-- McCain Foods, the world's
largest maker of french fries and other potato products
-- Roche Diagnostics, the
world's leading provider of diagnostic systems and decision-oriented health
information for the healthcare industry
Bob Noe, the CEO
of 1SYNC, said, "As major manufacturers continue to join this effort, it
confirms the business case that data synchronization provides value to
retailers and manufacturers alike. By working together to achieve end-to-end
supply chain accuracy, the industry will be able to reduce costs and delays.
Most importantly, it will help them deliver to consumers the 'perfect retail'
experience by providing the end consumer the product when needed."
Full Story: Click
Here
The
Media Is the Merchandise
Source: (Stores
Magazine, September 2006)
CompUSA uses
in-house network to showcase and sell high-tech products
There is a lot more to choosing the programming that plays on in-store video
and audio systems than entertainment. The programming needs to create the right
atmosphere for the store and its customer base. And for those retailers that
sell electronic equipment, the choice of programming is even more critical.
Here, retailers want to select programs that highlight the best features of the
audio and video components sold in the stores.
Dallas-based CompUSA has taken the concept a step further. It has worked with
Seattle-based ScreenPlay and Dallas-based InStore Media Networks to create a
network of programming and advertising that currently runs in 210 stores. This
programming not only entertains customers, but it is used to promote specific
products sold in the store.
The chain tested the concept in a couple of stores by running sports
programming, music videos and movie trailers on plasma TVs. Mixed in with this
entertainment were product clips developed by the manufacturers, which paid
CompUSA to air them.
Following the tests, CompUSA compared the sales of the products that were
promoted in certain stores against the sales of the same products in stores
where there were no promotions. The promoted products saw an average lift of
nearly 40 percent, with some products seeing sales gains of more than 60
percent, Paddock says.
The chain found that such in-store promotions worked best when they were
coordinated with other vendor-sponsored advertisements and offers, such as
newspaper circulars listing store specials. Full story: Click
Here
Product
Manager/Marketing Analyst Cordless Products
If you have a
solid year or two of product marketing and marketing research experience under
your belt, this role is your opportunity to be an important link between
Makita's product development and marketing teams and the end users of our
products. Through research (using both primary and secondary methods), you'll
help us stay on top of trends, understand our customers better, and even drive
design improvements in our market leading tools!
More Information Click
Here
TPMA
Annual Conference: Proving the Value of Trade Promotion Management
VCF
Global Conference – Retail Trading Partners Unite!
TPMA
Annual Conference: Proving the Value of Trade Promotion Management
September
24-27, 2006,
You don’t
want to miss this event!
Join TPMA in
Learn
from:
Wrigley’s
and SAP on
Integrating TPM to Drive Profitable Brand Growth
Pinnacle
Foods and MEI on
Finding Success in Trade Promotion Management
Google on The Effective Use of Trade
Funds in Alternative Media
TPMA and
Gartner on Standardized
Metrics for Trade Promotion Management
JDA on Collaborative Trade Promotion
Management
Of equal
value don’t miss the opportunity to network with your peers (including: Simmons Bedding, Lacrosse
Footwear, Newell Rubbermaid, HH Brown, and Sara Lee Apparel, etc.) to share
successes and build relationships across industries and channels. SAP
will take us out to the ballgame on Tuesday evening as we overlook Wrigley Field
from our private rooftop event.
The first 100
people to register for the TPMA Annual Conference in September receive a
complimentary copy of Bob Houk’s new book “Trade Promotion
Marketing”. Register online now!
PLEASE
REMEMBER to make your room reservations. TPMA has
negotiated special room rates for the conference. These room blocks fill up
quickly so please make your hotel reservations by September 6th,
2006.
To make
reservations at The Renaissance Chicago Hotel, call 1/312-372-7200 and ask for
the TPMA rate. Make your reservations, http://marriott.com/property/propertypage/CHISR
November
5-8, 2006,
Are you
struggling with deductions?
Do you
want to prevent future deductions from occurring?
Then
attend the VCF Global Conference at the Camelback Inn November 5-8,
2006!
Retail trading
partners will unite at the Camelback Inn and create new growth opportunities,
learn how to reduce system disconnects and seamlessly execute their supply
chains to the delight of every consumer they serve, all the while
learning how to prevent future deductions.
Confirmed
retailers attending so far...
- AAFES
- Big Lots
- Dillards
- JCPenney
- Kohl's
- Nordstrom
- Pacific Sunwear
- QVC
- The Sports Authority
and more
are confirming every day!
Register today
and save your spot! Remember, members attend for only $695 - a $1000
savings off the non-member rate. To register for the conference, http://www.vcfww.com/vcf_upcoming_conf.asp?frm1_event_id=28.
Don't forget to
make your hotel reservations now because rooms are already being booked!
To make your hotel reservations, call the Camelback Inn at 1-800-242-2635 for
the negotiated rate of $245/night. Reference the Vendor Compliance
Federation to secure your special rate.
If you have
questions, call Anthony Miano at 646-442-3701 or write to amiano@vcfww.com.
Write to Mike
Kantor at mkantor@tpcww.com
for more information.