Wisner Marketing Group

eggstra!, the retailer newsletter of the American Egg Board is now in it's 9th year of publication. Produced by Wisner Marketing Group, the quarterly newsletter provides the retail sector of the egg industry with news, promotion strategies, consumer insights, sales trends and other knowledge about the egg category. Wisner Marketing Group has been the retail marketing agency for the American Egg Board since 1999. During that time, retail egg sales in the U.S. have increased by nearly 10 billion eggs annually.

To sign up to receive eggstra! click here.

Scenarion International in India
(December 2006)

WMG/Scenarion International partner Bob Coopman hss been working with the WorldBank in India over the past year developing a network fo pharmacies to serve to the booming India marketplace. Scenarion International provides senior level consulting services throughout the world. Principals of Scenarion international include Jim Wisner, President of Wisner Marketing Group; Robert Neslund, former COO of Dairy Farm International; Bob Coopman, President of RCVA Group; and Peter Netzel, formerly Senior Vice President of Wal-Mart International. For more information about Scenarion International go to www.scenarioninternational.com.

Jim Wisner to Speak at 2007 CDMA Spring Expo
(December 2006)

Jim Wisner will be delivering a two hour workshop at the annual Chain Drug Marketing Association (CDMA) Spring Expo in Chicago at the Hyatt Regency Hotel on March 20th. The workshop, Private Label HBC and the Emerging Self-Care Consumer, will focus on driving increased sales and profits through Private Label HBC. Wisner Marketing Group is a recognized industry leader in self-care and private label HBC retail initiatives. For more information on the 2007 CDMA Spring Expo go to www.chaindrug.com/liveshow/chicago07/.

Jim Wisner Conducts Category Management Workshop for Leading Egg Producers
(December 2006)

Wisner Marketing Group conducted a two day category management workshop in Phoenix, Arizona, November 30th - December 1st, for three leading egg producers. Many retailers are now looking to actively promote the egg as recent research has suggested that it is the most profitable category in the store.

Joanne Ivy Named CEO of American Egg Board
(December 2006)

Longtime WMG client, Joanne C. Ivy was named the second President and CEO of the American Egg Board effective January 1, 2007, succeeding Louis B. Raffel, who retired at the end of 2006. For the past 20 years, she has served the American Egg Board, most recently as Senior Vice President, and is well recognized and respected in the egg industry, both nationally and internationally. In 2005, she was named the International Egg Person of the Year by the International Egg Commission. Wisner Marketing Group has had a successful 8 year relationship with the American Egg Board and Joanne, during which time sales in the U.S. retail channel have increased by nearly 10 billion eggs annually.

Leveraging Private Label to Reenergize Center Store study to be Conducted by Wisner Marketing Group
(November 2006)

Channel blurring and the growth of new perishable food concepts have led many retailers to deemphasize center store activity. However, it still remains as one of the most profitable areas in the supermarket and critical for long-term success. Also, recent increased attention and interest given to private label provides an opportunity to re-energize center store with retailers-owned brands.
In response, Wisner Marketing Group will be conducting a landmark study on behalf of several leading private label manufacturers that reenergizes center store with a focus on driving private label growth in key categories. The published report, Leveraging Private Label to Reenergize Center Store, is expected to be available in mid-2007.

Do Multiple In-Store Kiosk Locations Drive Additional Sales?
(November 2006)

A new study is being conducted by Wisner Marketing Group, on behalf of Healthnotes™, to determine if multiple Healthnotes™ Healthy Living information kiosks located throughout the store drive additional sales. Traditionally located in the Pharmacy section of the store, kiosks are being tested in produce and fresh meat and fish sections of the store. Consumer intercept surveys and kiosk usage information will be used to determine the correlation between the additional kiosk placements and the effect on sales.

Wisner Marketing Group Partnering with MBC to Develop a New Share Group
(November 2006)

Wisner Marketing Group has partnered with MBC to develop a new Private Label HBC share group in the drug and mass channels. The new group will being meeting twice yearly beginning this spring.

Jim Wisner Council of Advisors Leader
(November 2006)

Jim Wisner has achieved the distinction of a Gerson Lehrman Group (GLG) Councils of Advisors Leader, the highest level possible, ranking him in the top 5% of all Members in client satisfaction. GLG Councils Members are recognized as experts in their industry, and GLG CouncilRank™ is a proprietary ranking system that rates Council Member reputation based on implicit indications of value and quality in their interactions with clients. CouncilRank™ heuristically identifies the highest rated Members, allowing GLG and its clients to quickly find the most qualified and relevant experts in key research areas.

Pharmacy Education Program Continues Successful
(October 2006)

The Role of Store Brand OTC in Patient Self-Care, a continuing pharmacy education program managed by Wisner Marketing Group, has been conducted for more than 20 companies and over 10,000 pharmacists since its inception. The program receives an average score for quality of 5.5 on a 6 point scale. Accredited through the University of Illinois at Chicago, the pharmacy education program is funded by an educational grant from the Perrigo Company.

Jim Wisner to Conduct Trade Seminar in India
(October 2006)

RA Knowledge Group has contracted Jim Wisner to conduct two, two-day trade seminars in India; February 19-20 in Dehli, and February 22-23 in Mumbai. The seminars will focus on trade promotion and marketing.

American Egg Board Releases Room for Improvement: Making the Space for Eggs Study
(September 2006)

A new study, Room for Improvement: Making the Space for Eggs, conducted by Wisner Marketing Group for the American Egg Board (AEB) and its retail task force, was published and released this fall. The study highlights the state of the egg category in the dairy case, finding that most stores are underallocating space and SKUs to this highly profitable category. Increasing egg case space increases sales and profits, and it will also reduce out-of-stocks and handling costs. Also, the study found that specialty eggs represent a significant opportunity for sales growth as they now account for over 20% of egg category sales dollars. The 12-page report details the findings from sales analysis, in-store dairy case audits, dairy manager interviews, and customer interviews.

To obtain a copy of Room for Improvement: Making the Space for Eggs, contact AEB, your egg supplier, or click here.

Jim Wisner to Conduct Trade Marketing Seminars in Australia and New Zealand this August
(June 2006)

Marcus Evans, the world's premiere business and technical training and education company, has contracted Jim Wisner to conduct a series of trade marketing seminars in Australia and New Zealand this August. Seminars will be conducted August 14-15 in Sydney, August 17-18 in Melbourne, and August 21-22 in Aukland, New Zealand. For complete course description and information about registering for these programs contact Marcus Evans at http://www.marcusevans.com/offices/sydney.asp.

Announcing! Scenarion International
(June 2006)

Wisner Marketing Group announces the formation of Scenarion International, a new organization that offers senior level consulting, marketing, and management services for the global marketplace. Principals of Scenarion International are not just consultants, but hands-on and knowledgeable executives with practical real-world experience from leading multi-national retailers. Scenarion can provide retailers and CPG organizations with not only ideas and strategies, but the ways to get them accomplished most effectively within each company's unique organization. Principals of Scenarion international include Jim Wisner, President of Wisner Marketing Group; Robert Neslund, former COO of Dairy Farm International; Bob Coopman, President of RCVA Group; and Peter Netzel, formerly Senior Vice President of Wal-Mart International. For more information about Scenarion International log on at www.scenarioninternational.com.

Jim Wisner to Speak at United Egg Producers Conference in San Antonio October 11-13
(June 2006)

Jim Wisner will be delivering a keynote presentation at the annual UEP Conference in San Antonio this fall. Entitled "Making the Line Go Up," this program will feature processes and new tools to assist the egg industry in marketing to its retail customers. Wisner Marketing Group has been the retail marketing agency for the American Egg Board since 1999. During that time, retail egg sales in the U.S. have increased by nearly 10 billion eggs annually.

Bootcamp for Buyers a Big Success at This Year's FMI Show
(May 2006)

This year's FMI Show featured a 2-day learning laboratory entitled, The Bootcamp for Buyers: Private Label developed by Wisner Marketing Group, Inc. in conjunction with Daymon Worldwide. The program, conducted on two successive mornings, provided an in-depth look at applying category management principles to marketing of store brands and a best practices approach to shelf merchandising and promotion.

Jim Wisner to Speak at McKesson Health Conference
(May 2006)

On June 28, Jim Wisner will be presenting The Role of Store Brand OTC in Patient Self-Care at the McKesson Empowering Healthcare Conference in Las Vegas at the Venetian Hotel. Additional information can be found at the McKesson website http://www.mckessontradeshow.com/

Jim Wisner To Speak At International Egg Commission Conference In London
(March 2006)

On March 27, Jim Wisner will be addressing the annual meeting of the International Egg Commission (IEC) in London. Delegates representing more than 25 countries around the world will be in attendance. Jim's presentation is entitled "How U.S. Retailers are Embracing the Egg Category". He will be discussing some of the retail trends and changes in the egg category that have increased retail shell egg sales over the past 7 years by nearly 1 billion dozen eggs annually. WMG has served as the retail marketing agency for the American Egg Board since 1999.

Jim Wisner named a Council of Advisors Scholar
(December 2005)

Jim Wisner has achieved the distinction of a Gerson Lehrman Group (GLG) Councils of Advisors Member Scholar, ranking him in the top 20% of all Members. GLG Councils Members are recognized as experts in their industry, and GLG CouncilRank™ is a proprietary ranking system that rates Council Member reputation based on implicit indications of value and quality in their interactions with clients. CouncilRank™ heuristically identifies the highest rated Members, allowing GLG and its clients to quickly find the most qualified and relevant experts in key research areas.

American Egg Board to Conduct Egg Space Study with WMG
(December 2005)

The American Egg Board and its Retail Task Force have asked Wisner Marketing Group (WMG) to develop a research project that will help retailers optimize the amount of space that is devoted to the egg category. The study will conduct a complete analysis of egg category sales in relation to space, stocking levels, and shelf conditions, with the overall goal of determining how to optimize egg category space for maximum sales. The final report is scheduled for completion in July 2006. Preliminary results will be available at the May FMI Show.

WMG "Makes the Line Go Up." for the American Egg Board...800 million dozen up!
(November 2005)

Since WMG was appointed as retail marketing agency for the American Egg Board beginning in 1999, the retail segment of the egg industry has grown from 54% to 61% of total production and annual sales to retailers have increased by over 800 million dozen eggs. The motto and commitment of WMG is to "Make the Line Go Up" for our clients…and their customers. During that same time, gross margins in the egg category have nearly doubled and eggs are now one of the most profitable categories in the store.

To learn how we can help your line go up, click here and drop us a line.

AEB to Visit With Supermarket Trade Press
(October 2005)

In early December, the American Egg Board, accompanied by Wisner Marketing Group, will be visiting with major supermarket industry publications including Supermarket News, Progressive Grocer, and Grocery Headquarters. Jim Wisner of WMG will be presenting the "big news" about the egg category and its impact on retailer profits. The recently released Grocery Superstudy indicates that eggs are one of the most profitable categories in the store confirming research conducted on behalf of the American Egg Board by WMG over the past seven years.

Jessica Wisner Joins Wisner Marketing Group
(October 2005)

WMG welcomes Jessica Wisner to the company effective October 10. Jessica is the daughter of company founder, Jim Wisner. Most recently, she has been with Advanced Technology Services, a firm providing technical and plant maintenance services to large manufacturers, where she developed and conducted training seminars in Excel and Powerpoint among other assignments. Jessica had previously been with WMG as a project analyst and research specialist, and was actively involved in field research and data analysis on several WMG projects over the past several years. Jessica is a summa cum laude graduate of Bradley University, where she studied music and advertising/multimedia communications. She also has a Masters Degree in Music from DePaul University and is a classically trained professional singer. Jessica will be appearing in the Opera Illinois production of Puccini's Suor Angelica in the spring of 2006. At WMG, Jessica will be involved with field research, project analysis, worksite wellness projects, training programs, and marketing communications.

Grocery Superstudy Highlights the Egg Category as the Store Superstar
(October 2005)

An analysis of the recently released grocery superstudy conducted by Willard Bishop Consulting paints an extraordinarily strong picture for the egg category. Wisner Marketing Group has been the retail marketing agency for the American Egg Board since 1999. A new report entitled, Superstudy Superstar: Why Eggs May be the Most Profitable Category in the Store is being prepared by the Wisner Marketing Group and being released by the American Egg Board this November. Interested retailers should contact the American Egg Board for copy.

Wisner Marketing Group Study Demonstrates the Value of Health and Wellness Information
(September 2005)

A study recently conducted by Wisner Marketing Group addressed the economic value of providing consumers with readily accessible health and wellness information. Healthnotes™ Healthy Living information kiosks were placed in three drug stores in the Pacific Northwest with sales results monitored over a period of twelve weeks. Store employees and 150 customers were also interviewed to obtain their assessment of the value of offering this information. The study indicated that:

providing information through Healthnotes™ kiosks directly lead to new sales.

having a consumer-accessible information resource improves both pharmacy and total store productivity.

making health and wellness information available can significantly enhance customer loyalty, improve patient care, and reduce the risk of adverse drug reactions.

For more information about this study, click here

General Merchandise Distributors Council Releases Multicultural Marketing Study
(September 2005)

A new study, Multicultural Marketing: a plan for growth in GM and HBC, conducted by Wisner Marketing Group for the GMDC Educational Foundation, was presented at the GMDC Health and Beauty Care Marketing Conference September 23rd in Orlando, Florida. The study highlights the increasing importance of Hispanic, Asian, and African-American customers and outlines a retailer strategy for approaching multicultural customers. The 56-page report summary includes not only a "blueprint" from which you can "build a culture for your store" but also has many tools and reference items including: recommended products, category analyses for all leading General Merchandise and HBC categories, an ethnic holiday calendar outlining merchandising opportunities, a Best Practices checklist, and sources for additional information.

To view a copy of Multicultural Marketing, click here

Food Marketing Institute Selects Wisner Marketing Group to Develop Private Label Pavilion at the 2006 FMI Show
(September 2005)

The major sub-theme of next year's FMI Show, at Chicago's McCormick Place May 7-9, is "The Power of Private Label." WMG has been selected by FMI to develop its Private Label initiatives and a special Pavilion at the show. Many activities are being scheduled to make the focus on Private Label a cornerstone, making it the most unique and distinctive FMI Show ever.

In the two days prior to the show, Daymon Worldwide, the multinational private label broker, will be conducting a 2-day forum for senior level private label manufacturers and supermarket executives. Daymon will also be the principle sponsor of a Private Label Pavilion that highlights the role of retailer owned brands in building sales and market share. WMG will develop the Pavilion concept and coordinate activity among the private label sponsors and others participating in this event.

The Private Label initiative consists of three main components:

a central pavilion area within the show featuring ongoing events, information, advertising displays, presentations, seminars, and other activities.

a curriculum-based education program in Private Label marketing at which attendees will be able to receive FMI educational certificates. This is a unique and new approach to education being tested by FMI this year as a means of increasing appeal to category managers, directors, and others with direct product responsibilities among the retail chains.

FMI Show scholarships that will enable exhibitors and private label sponsors to host retailers as their guests at the show. Scholarship recipients will be given special recognition and provided additional educational opportunities in their specific areas of responsibility.

FMI will be releasing the information to exhibitors and retailers about these programs beginning in early November.

If you wish to learn more, click here

Jim Wisner Discusses Store Brands at the Amerisource Healthcare Conference
(July 2005)

Jim Wisner presented an expanded version of The Role of Store Brand OTC in Patient Self-Care at the Amerisource Healthcare Conference on July 15th, 2005 at the Paris Hotel in Las Vegas. The annual Amerisource/Bergen Show attracts several thousand pharmacists from around the country.

Store Brand Continuing Pharmacy Education Program Continues To Get Rave Reviews
(July 2005)

The Role of Store Brand OTC in Patient Self-Care, a pharmacy continuing education program developed by Wisner Marketing Group, has now been delivered to more than 20 companies and organizations around the country. Additionally, CVS has conducted the program for all of its pharmacists via a special DVD and teleconference education held in all regions. This program is funded through an unrestricted educational grant from the Perrigo Company and is accredited through University of Illinois at Chicago College of Pharmacy.

Participants have awarded an average score for overall quality of 5.5 on a 6.0 scale, extraordinarily strong for a pharmacy program. Some of the comments from attendees include:

"very well presented"; "interesting and fun!"

"an on-target message for pharmacists to hear how they can impart financial health and patient care!"

"educational, informative, and humorous".

A web-based version of this program is now available on-line at the University of Illinois at Chicago Website at www.uic.edu/pharmacy/conted.

Organizations interested in more information about this program should either contact Jim Wisner at the Wisner Marketing Group or Tom Cotter at Perrigo Company (269-686-1689).

Jim Wisner to Present at the SHOPA/Paperworld Show in Las Vegas this November
(June 2005)

At the School and Home Office Products Association Show being held in Las Vegas November 9-11, Jim Wisner will be delivering two presentations on Thursday morning, November 10. The first is entitled Do Channels Make a Difference? It explores how consumer buying behavior regarding channel selection has changed and why traditional category management definitions and concepts may no longer apply. A second presentation, The Private Label Opportunity, describes the rapidly growing impact of store brands and private label on the school and home office products industry. Private Label has grown significantly in almost every category in recent years and home office products are among those showing the greatest amount of new growth.

Jim Wisner to Speak at FMI Conference
(January 2005)

Jim Wisner of the Wisner Marketing Group will be conducting two category close-ups at this year's FMI Show to be held in Chicago, May 1-3. This year FMI will be doing a focus area for General Merchandise and Health and Beauty Care.

HBC and GM: More Important Than You Think
The rise of supercenters and club stores has drastically changed the landscape upon which supermarkets must compete in order to be successful in HBC and GM. New research suggests that HBC and GM are playing a more important role in describing discretionary trips among food shoppers. This presentation would explain category dynamics across channels and define how retailers can select right drivers to build their business. It will explore not only what supermarkets must do to recapture lost business in HBC and GM, but how to turn channel blurring into a competitive advantage.

Meeting the Ethnic Challenge of HBC and GM
Increasing diversity will have a profound impact in how retailers must market General Merchandise and HBC. This presentation will lay out an approach from which retailers can quickly and easily develop strategies to address the cultural, physiological, and purchase behavior differences among various ethnic groups, specifically African American, Hispanic, and Asian. ACNielsen panel and scan data will be used to highlight differences in ethnic purchase behavior and define the merchandising and marketing efforts that are likely to be most effective in driving sales within each ethnic group. Best Practice approaches will be defined and illustrated with examples from retailers around the country.

GMDC Announces New Ethnic Study in HBC and GM
(January 2005)

By 2050 diversity in the American marketplace will have reached the point where minorities constitute the majority of the population. Although much attention has been given to the opportunity for ethnic food products, very little research and information has been available to retailers defining the impact upon General Merchandise and Health and Beauty Care categories. The results of this study will be a blueprint for retailers describing how increased customer diversity can be leveraged to drive additional sales and increase customer satisfaction. The study will be conducted by ACNielsen in collaboration with Wisner Marketing Group. Results are scheduled to be presented at the GMDC GM and HBC Marketing Conferences in May and September of 2005.

Nature Wash™ Extends the Shelf Life of Fresh Cut Produce
(November 2004)

Praxair Food Technologies patented Nature Wash™ ozone wash and dry system will extend the life of fresh cut produce from 30% to 100%. This new technology is completely unlike any other ozone system and promises to enable retailers to offer consistently better product with a longer shelf life and substantially less shrink. Wisner Marketing Group is currently working with Praxair to introduce this new technology to the market.

For more information contact Sam Johnston at Praxair 203-837-2542.

Store Brand Pharmacy Education Program Launched
(September 2004)

Perrigo Company has announced the release of its accredited Pharmacy Education Program, The Role of Store Brand OTC in Patient Self-Care. The program was authored by Jim Wisner and has been accredited through the University of Illinois at Chicago College of Pharmacy. This program will be presented by Wisner Marketing Group on behalf of Perrigo to retailers throughout the country including Kroger, CVS, and others.

For more information contact Dick Fortner at Perrigo (616) 698-0060.

American Egg Board Holds Retail Workshop
(December 2004)

In early December, egg suppliers from around the country gathered in Chicago to attend the AEB Retail Workshop 2004. This workshop, developed and moderated by Jim Wisner of the Wisner Marketing Group, was developed to assist egg suppliers in acquiring a better understanding of their retail customers. The two-day program featured presentations on egg nutrition, egg consumer research, category economics, and a best practice review for building successful egg programs at retail. As part of the program Jim Wisner moderated both an open consumer focus group and a retailer panel featuring participants from Wal-Mart, HEB, Kroger, and Giant Eagle. The session concluded with a workshop in which participants addressed several key issues affecting the egg category. Over the past five years the retail share of the egg industry has increased from 55% to 61% of total production. Wisner Marketing Group has been proud to serve as the retail consulting organization for the American Egg Board during this period of unprecedented growth.

WMG Joins Councils of Advisors
(October 2004)

Wisner Marketing Group has joined the Gerson Lehrman Council of Advisors, a group that provides industry insight and consulting advice to the investment banking community. WMG's experience in both the retail and consumer packaged goods segment has made them increasingly sought after as a consultant on current market trends, conditions, and outlooks for specific industry segments.

GMDC Releases Merchandising For Success Study
(September 2004)

The GMDC Educational Foundation has released its latest study, Merchandising For Success. Research for this project was conducted for GMDC by Wisner Marketing Group. Jim Wisner, along with James Dodge from ACNielsen presented results at the GMDC HBC Marketing Conference in Scottsdale, Arizona on September 12, 2004. Leadership sponsors for this project included Johnson & Johnson, Revlon, ACNielsen, Energizer, and World Kitchen among others.

Merchandising For Success broke new ground by uncovering that channels are far less important to customers than previously thought, and that GM and HBC may play a more significant role in driving trips and traffic to individual stores. This study also featured an extensive multi-regression analysis of sales data conducted for WMG by Dr. Sanjay Dhar from the University of Chicago Graduate School of Business. Copies of the report may be obtained from the GMDC Educational Foundation.

For more information contact Roy White at www.gmdc.org