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Steve Frenda
Works at The Path to Purchase Institute
Attended University of Arizona
Lived in New York, NY
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The May issue of Shopper Marketing Magazine - The Who's Who in Shopper Marketing & E-Commerce edition. Also an 18 company guide to elite digital solution providers
The May issue of Shopper Marketing Magazine - The Who's Who in Shopper Marketing & E-Commerce edition. Also an 18 company guide to elite digital solution providers
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Steve Frenda

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From the Path to Purchase members only site resource - www.p2pi.org

Mars Inc.'s Royal Canin is running a series of "Stay True to Your Breed" events at PetSmart stores to promote its Breed Health Nutrition line of breed-specific cat and dog food.

At the events, shoppers learn about the nutritional needs of specific breeds and receive discounts on products from Royal Canin as well as services at in-store Banfield Pet Hospital clinics, which Mars operates. The events run from noon to 4 p.m. Saturdays between April 11 and May 2. In stores, account-specific endcap displays merchandise Breed Health Nutrition SKUs and dangle $10 off a future receipt with a $50 brand purchase.

Updates on the brand's Facebook page link to a promotional page within royalcanin.com, which hosts a schedule of events and a printable coupon (via Rogers, AR-based CouponFactory) for $5 off a bag of Breed Health Nutrition at PetSmart.

A recut of one of the "Partners in Pethood" campaign TV spots as well as display ads on consumer websites such as petmd.com both dangle discounts of up to $4 on Royal Canin Breed Health Nutrition.
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From the 3/2 WSJ - Seems Target will shift further away from mainstream grocery - It will be interesting.

Always thought they treated groceries like a hobby, even more now. Big bet as Walmart continues to focus on grocery with Neighborhood Market format.

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Target Revamps Groceries for Millennials - Focus moves from packaged foods to categories including granola, craft beer, coffee

March 2, 2015 9:35 p.m. ETTarget Corp. plans to lean on Greek yogurt, bagged coffee, and craft beers in an effort to make its grocery aisles feel less like Wal-Mart Stores Inc. and to attract younger shoppers.

Target has zeroed in on seven grocery categories—from granola and yogurt to candy and snacks—where it thinks it has the best chance of standing out to urban dwellers, younger families and Hispanics, two people familiar with the matter said. Along with a proclaimed goal of adding more organic, natural and gluten-free foods, Target is showing signs that its food direction will become less reliant on packaged and processed foods that are out of favor with many millennial consumers.

Fixing grocery—which accounts for about a fifth of Target’s $73 billion in annual sales—is a priority for Target’s new chief executive, Brian Cornell. Target expanded its grocery offerings in the hopes that shoppers would come to stores for low-margin food items and then indulge in purchases of higher profit items like a new blouse, a shower curtain or a throw rug. But that plan didn’t entirely pan out. After an initial increase, traffic started to fall and margins narrowed.
Since expanding its grocery offerings in 2008, Target’s selection hasn’t stood out. A survey of Target shoppers by the consultancy Kantar Retail found just 18% of customers felt that the food sold at the retailer matches up with what they like to cook or eat.
Mr. Cornell, whose background includes stints at PepsiCo Inc., Safeway Inc. and Sam’s Club, has made the grocery turnaround his own business. He has been touring rival stores like Trader Joe’s and Wegmans Food Market Inc. to get ideas of how Target can freshen its grocery business, according to one of the people.

Mr. Cornell is also involved in finding a new head for its grocery business, after replacing two executives in the past year. Target is looking to bring in an executive with grocery experience from elsewhere, and Mr. Cornell has personally been interviewing some candidates in recent weeks, a person familiar with the matter said.On Tuesday, the retailer will announce a wide-ranging turnaround strategy to try to recapture some of its former cheap-chic cachet. A Target spokeswoman said Mr. Cornell and Chief Merchandising Officer Kathee Tesija plan to share more details on the grocery plans Tuesday during a meeting with investors in New York.

At that time, Target will lay out plans to focus on yogurt and granola; coffee and tea; candy; snacks; beer and wine; fresh meat, and produce, the people said. The categories won’t necessarily get extra space at Target, but will get more focus from merchandising teams, and receive greater prominence in displays and marketing, they said.

Target executives still expect several months to pass before any major changes are rolled out to stores, a person familiar with the matter said.

“We recognize we have a lot of work to do in food,” Mr. Cornell told investors last week. “We won’t get there overnight.”

The changes will likely build on an earlier pledge to add more organic, natural and gluten-free foods to its selection—a change that would mean less shelf space for some of the large packaged food companies like Campbell Soup Co., General Mills Inc. and Kraft Foods Group Inc. that have been starving for growth of late as consumer tastes change.

The new selection is skewing toward an assortment favored by so-called millennial consumers—those born in the 1980s and 1990s—who increasingly prefer a healthy lifestyle and have largely shunned the processed foods that their parents grew up with. Those younger families are making up a greater share of Target’s customer base, rivaling the spending power of baby boomers.

Beyond grocery, Mr. Cornell plans to convey his broad plans for Target to investors at Tuesday’s event. The starting points of his strategy have included a decision to focus on a half dozen signature categories like home, apparel, children’s and wellness products. Among his other areas of focus: opening smaller format stores, improving Target’s digital sales, and having a more localized assortment in stores around the country.

The plan will require more investment. Mr. Cornell is seeking more cost cuts from the corporate level eliminating management layers also to help expedite decision making.

Target’s has already started that process by consolidating merchandising departments, leading to the departure of some senior buyers. Employees in Target’s Minneapolis headquarters are already bracing for another round of layoffs, following the 550 layoffs last month that were tied to its shuttered Canadian operations.

Write to Paul Ziobro at Paul.Ziobro@wsj.com
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Bob McDonald, ex-CEO of Procter & Gamble is now the VA Secretary talking about homeless vets on MTP

I'm posting these links because Bob McDonald came from our world of CPG and is 6 months as VA Secretary.

I think we'd all agree that our vets deserve much more. 

I was impressed with Bob, but fascinated comments while largely positive careen all over the spectrum when we introduce the politics of it all.

Listen to the Brokaw piece first, then McDonald.
MEET THE PRESS

Tom Brokaw Reports: Where Are We On Ending Veteran Homelessness? http://goo.gl/Hnquh2

Bob McDonald, ex-CEO of Procter & Gamble in his first Sunday interview since taking office, the VA Secretary talks about the big task of rebuilding the agency. http://goo.gl/ywRprC
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Very funny!
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Here's the pics from our event celebrating the Who's Who on Walmart / Sam's Teams.
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In his circles
175 people
Have him in circles
157 people
Jan Davis's profile photo
Cindy Hahn's profile photo
Ted File's profile photo
Ron Margulis's profile photo
Esther Strom's profile photo
Mark Mallardi's profile photo
Peter Bond's profile photo
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Stephen Webster's profile photo

Steve Frenda

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Call for Entries – Design of the Times Awards Entry Deadline is June 5.

The Design of the Times Awards Competition honors the most effective in-store activations, displays and campaigns, and recognizes their critical role in any successful shopper marketing initiative. For more than 20 years, this competition has celebrated hundreds of leading brand manufacturers, retailers, agencies, P-O-P design firms and path-to-purchase companies for their outstanding in-store solutions.

For detailed information, visit www.dot-awards.com. View the eight retail channels (http://dot-awards.com/retail_categories.php) and 16 activation tactics (http://dot-awards.com/campaign_types.php) eligible for entry.

Finalists will be invited to display their winning entries in the Design of the Times Gallery at the Shopper Marketing Conference & Expo (http://www.shoppermarketexpo.com/) to gain exposure in front of thousands of brand marketers, agency creatives and retail executives attending the Expo.

Winners will be recognized from the stage at the Design of the Times Awards Reception and Ceremony in Minneapolis. They will also be featured in the Design of the Times winners book and the December issue of Shopper Marketing magazine.

Remember, the entry deadline is Friday, June 5. The late (and more expensive) deadline is Friday, June 12.

To enter online, visit www.dot-awards.com.

If you have any questions, contact Peggy Milbrandt at (773) 992-4412 or at peggy@p2pi.org.
SUBMIT YOUR STELLAR CREATIVE AND INNOVATIVE IN-STORE EXECUTIONS Bringing an idea to life in-store is no small feat. If you are involved with marketing and merchandising products in bricks and mortar, enter your best efforts in the Design of the Times Awards Competition for a chance to be ...
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For all of you PetParents... Store pix from a PetSmart in Suburban Chicago.
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Wow more for. Ralphie
Nah.....
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Interesting move by Walmart and their savings catcher program. I received this note Saturday.

Only thing I can think of is the aggressive promotion of key front page items like CSDs were too costly.

Also, the confounding pricing schemes by drug chains and their reward programs with terms like "it's like paying" might have generated too many complaints.

Savings Catcher terms have changed.
Walmart Savings Catcher
Visit Walmart.com Frequently Asked Questions My Account

Dear Customer, 

Thank you for using Savings Catcher. We wanted to share with you an update on some changes to the program. Beginning February 14, 2015, we are removing some departments consisting mostly of items that do not have a like for like match at other retailers, such as produce and bakery items. Additionally, we are limiting our comparisons to offers of other mass market retailers, grocery and dollar stores, removing comparisons with drug stores. 

Thanks again for using Savings Catcher and shopping with us. We are dedicated to providing customers like you with Everyday Low Prices. It's a mission we're proud of and we'll continue to work hard to deliver for you. 

For details on these and other changes, please visit our Terms of Use or FAQs. 

Sincerely, 
Your Walmart Savings Catcher Team
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Albertsons had introduced MyMixx last summer in August at their Acme Division in Philadelphia... Mommy Blogger post: http://www.livingrichwithcoupons.com/2014/08/introducing-mymixx-new-way-save-acme.html

Now the program has been expanded to Chicago's Jewel on Wednesday. Interestingly, it has not been expanded to other Albertson's banners as of yet... Albertson's, Star Markets and Shaws.

Of course the significance of this is the return to a "loyalty lite" program. You have a personal identifier which is your phone number and a "click to cloud" coupon program - this is joining the likes of Publix, Dollar General and later this year, Walmart and HEB in these new programs.

Also, begins to raise the question of the future of Safeway's "Just for U" which of course is a full loyalty program with discounts, personalized offers and click to card coupons.

When you review the pictures - Not sure I've ever seen a program that was so aggressively promoted in-store previously.

Stay tuned, SF
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Some pix from my hotel in Miami, South Beach today... nice change from Chicago!
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People
In his circles
175 people
Have him in circles
157 people
Jan Davis's profile photo
Cindy Hahn's profile photo
Ted File's profile photo
Ron Margulis's profile photo
Esther Strom's profile photo
Mark Mallardi's profile photo
Peter Bond's profile photo
Gary Muzyka's profile photo
Stephen Webster's profile photo
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Employment
  • The Path to Purchase Institute
    Managing Director, 2007 - present
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New York, NY - Tucson, AZ - Sandy, UT - Wayne, PA - Pleasanton, Ca - Long Grove, IL - Danville, CA - Palatine, IL
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Introduction

Above all, I care about family, friends, country and humanity. Additionally, being a part of the consumer goods industry and the Path to Purchase Institute is an integral part of my life. What do you need to know about me.

1. I care deeply about my family, friends and associates and their well being.

2. I’m a risk taker, I encourage failure if we are pushing the envelope.

3. I don’t take myself too seriously. I’m energized by conversations where someone takes a good humored “shot” at me. But beware, I do get even.

Education
  • University of Arizona
    BSBA Marketing, 1973
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