Shopper Marketing - May 2016 - 42


HALL OF FAME PROFILE: TONY DUNNING

that involved a lot of operational and corporate support and that, when executed at store
level, really made a difference. The shoppers
loved it, Walmart loved it, sales went crazy,
and then, guess what: People started to realize that you can turn a store into an absolute
bonanza.
It actually got to the point where it was
getting pretty disruptive - which honestly,
was part of the appeal. Contests, and sampling sometimes, but usually a game was involved that instilled a purpose for purchase.
Things like the Oreo cookie-stacking contest.
Pepsi started doing things under the "Power
of One" with Frito and Quaker. But then other
CPGs started jumping in and all of a sudden,
it wasn't uncommon for three or four of these
things to be going on over a weekend. Eventually, some people became concerned that
they were losing control of the operation. But
it was magical and a lot of fun.
What motivated you to move to KimberlyClark?
DUNNING: I'd had a conversation with [then
Walmart executive, later CEO] Mike Duke who
said what I needed was an understanding of
the warehouse and supply-chain side of the
business. Everything I'd done up to that point
was in DSD, but the majority of the business
was by then going through warehouse. So I
had an opportunity to move over to KimberlyClark and run their Walmart global business.
My first four years with Kimberly-Clark were
in Bentonville. I'd inherited a team of roughly
20-25 people. We had no shopper marketing
or on-the-ground supply chain finance - all
of the cross- and multi-functional aspects of
42

y SHOPPER MARKETING MAY 2016

a true high performing team that you need
in Bentonville. We grew it really fast to about
40-45.

It was an awesome experience. Kimberly-Clark is an "everyday essentials" business,
which is quite different from a high-impulse
expandable consumption model, so the
growth algorithm relative to my Pepsi and
PepsiCo experience was quite different. But
the growth opportunity was extraordinary,
relatively speaking.
What's it like going head to head with a
company like P&G?



Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
Shopper Marketing - May 2016 - 12
Shopper Marketing - May 2016 - 13
Shopper Marketing - May 2016 - 14
Shopper Marketing - May 2016 - 15
Shopper Marketing - May 2016 - 16
Shopper Marketing - May 2016 - 17
Shopper Marketing - May 2016 - 18
Shopper Marketing - May 2016 - 19
Shopper Marketing - May 2016 - 20
Shopper Marketing - May 2016 - 21
Shopper Marketing - May 2016 - 22
Shopper Marketing - May 2016 - 23
Shopper Marketing - May 2016 - 24
Shopper Marketing - May 2016 - 25
Shopper Marketing - May 2016 - 26
Shopper Marketing - May 2016 - 27
Shopper Marketing - May 2016 - 28
Shopper Marketing - May 2016 - 29
Shopper Marketing - May 2016 - 30
Shopper Marketing - May 2016 - 31
Shopper Marketing - May 2016 - 32
Shopper Marketing - May 2016 - 33
Shopper Marketing - May 2016 - 34
Shopper Marketing - May 2016 - 35
Shopper Marketing - May 2016 - 36
Shopper Marketing - May 2016 - 37
Shopper Marketing - May 2016 - 38
Shopper Marketing - May 2016 - 39
Shopper Marketing - May 2016 - 40
Shopper Marketing - May 2016 - 41
Shopper Marketing - May 2016 - 42
Shopper Marketing - May 2016 - 43
Shopper Marketing - May 2016 - 44
Shopper Marketing - May 2016 - 45
Shopper Marketing - May 2016 - 46
Shopper Marketing - May 2016 - 47
Shopper Marketing - May 2016 - 48
Shopper Marketing - May 2016 - 49
Shopper Marketing - May 2016 - 50
Shopper Marketing - May 2016 - 51
Shopper Marketing - May 2016 - 52
Shopper Marketing - May 2016 - 53
Shopper Marketing - May 2016 - 54
Shopper Marketing - May 2016 - 55
Shopper Marketing - May 2016 - 56
Shopper Marketing - May 2016 - 57
Shopper Marketing - May 2016 - 58
Shopper Marketing - May 2016 - 59
Shopper Marketing - May 2016 - 60
Shopper Marketing - May 2016 - 61
Shopper Marketing - May 2016 - 62
Shopper Marketing - May 2016 - 63
Shopper Marketing - May 2016 - 64
Shopper Marketing - May 2016 - 65
Shopper Marketing - May 2016 - 66
Shopper Marketing - May 2016 - 67
Shopper Marketing - May 2016 - 68
Shopper Marketing - May 2016 - 69
Shopper Marketing - May 2016 - 70
Shopper Marketing - May 2016 - 71
Shopper Marketing - May 2016 - 72
Shopper Marketing - May 2016 - 73
Shopper Marketing - May 2016 - 74
Shopper Marketing - May 2016 - 75
Shopper Marketing - May 2016 - 76
Shopper Marketing - May 2016 - 77
Shopper Marketing - May 2016 - 78
Shopper Marketing - May 2016 - 79
Shopper Marketing - May 2016 - 80
Shopper Marketing - May 2016 - 81
Shopper Marketing - May 2016 - 82
Shopper Marketing - May 2016 - 83
Shopper Marketing - May 2016 - 84
Shopper Marketing - May 2016 - 85
Shopper Marketing - May 2016 - 86
Shopper Marketing - May 2016 - 87
Shopper Marketing - May 2016 - 88
Shopper Marketing - May 2016 - 89
Shopper Marketing - May 2016 - 90
Shopper Marketing - May 2016 - 91
Shopper Marketing - May 2016 - 92
Shopper Marketing - May 2016 - 93
Shopper Marketing - May 2016 - 94
Shopper Marketing - May 2016 - 95
Shopper Marketing - May 2016 - 96
Shopper Marketing - May 2016 - 97
Shopper Marketing - May 2016 - 98
Shopper Marketing - May 2016 - 99
Shopper Marketing - May 2016 - 100
Shopper Marketing - May 2016 - 101
Shopper Marketing - May 2016 - 102
Shopper Marketing - May 2016 - 103
Shopper Marketing - May 2016 - 104
Shopper Marketing - May 2016 - 105
Shopper Marketing - May 2016 - 106
Shopper Marketing - May 2016 - 107
Shopper Marketing - May 2016 - 108
Shopper Marketing - May 2016 - 109
Shopper Marketing - May 2016 - 110
Shopper Marketing - May 2016 - 111
Shopper Marketing - May 2016 - 112
Shopper Marketing - May 2016 - 113
Shopper Marketing - May 2016 - 114
Shopper Marketing - May 2016 - 115
Shopper Marketing - May 2016 - 116
Shopper Marketing - May 2016 - 117
Shopper Marketing - May 2016 - 118
Shopper Marketing - May 2016 - 119
Shopper Marketing - May 2016 - 120
Shopper Marketing - May 2016 - 121
Shopper Marketing - May 2016 - 122
Shopper Marketing - May 2016 - 123
Shopper Marketing - May 2016 - 124
Shopper Marketing - May 2016 - 125
Shopper Marketing - May 2016 - 126
Shopper Marketing - May 2016 - 127
Shopper Marketing - May 2016 - 128
Shopper Marketing - May 2016 - 129
Shopper Marketing - May 2016 - 130
Shopper Marketing - May 2016 - 131
Shopper Marketing - May 2016 - 132
Shopper Marketing - May 2016 - 133
Shopper Marketing - May 2016 - 134
Shopper Marketing - May 2016 - 135
Shopper Marketing - May 2016 - 136
Shopper Marketing - May 2016 - 137
Shopper Marketing - May 2016 - 138
Shopper Marketing - May 2016 - 139
Shopper Marketing - May 2016 - 140
Shopper Marketing - May 2016 - 141
Shopper Marketing - May 2016 - 142
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com