POP as important as brand building

Author: WireSpring on 2008-05-27 14:32:54

From POPAI, the global organization for marketing at-retail, comes this news:

This year’s Spring POPAI meeting in April introduced both Kellogg and Shoppercentric to a near-capacity audience of attendees. Addressing both POPAI members and non-members, each offered their unique standpoint on two very different areas of retail marketing.

Frances Booth, Category Management & Customer Marketing Controller for Kellogg, presented, 'A snacking manufacturer’s perspective on the role of point-of-sale in the marketing mix.’ Making it clear that for Kellogg, P-O-P is every bit as important as traditional brand building especially when it comes to new categories, Frances explored the role P-O-P plays versus other forms of support including above the line. She also explained what Kellogg are learning about the do’s and don’ts of P-O-P.

The presentation concluded with a summary as to how the Company are changing the way in which they work with suppliers and how they are continuing to seek an open dialogue with them in order to generate new ideas and a reciprocal understanding of the Kellogg business.

Our take:

This is not a general conclusion, of course, and indicates that for Kellogg POP is critical to success. However, the findings almost certainly carry over to similar companies (like General Mills or Post, for example), and we've also heard in the past that marketing at retail is critical to CPG manufacturers like P&G and Unilever, and retailers like Wal-Mart.

We've heard a number of times that new product launches that are heavy on the POP tend to do better (especially in light of the fact that a huge percentage of new products fail within the first two years), thus Kellogg's emphasis on product launch seems to fit.

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POP as important as brand building

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