KCBS Sales Marketing newlsetter Vol IV December 2011.pptx ...€¦ · Arizona Tea Aims to ride...
Transcript of KCBS Sales Marketing newlsetter Vol IV December 2011.pptx ...€¦ · Arizona Tea Aims to ride...
KCBS KroniclesVolume IV – December 2011
Happy Holidays!
OurKCBSfamilywishesyouandyourfamilyaMerryChristmasanda
BlessedNewYear.OurofficeswillbeclosedfromDecember22throughthe26th andDecember29– January1st …tospendtimewithourfamilyandfriends.Welookforwardtomuchsuccessinthecomingnewyear.
Arizona Tea Aims to ride growth with KCBS welcomes our newest clientsArizona Tea Aims to ride growth with Category, International Expansions
Advertising Age 11/28/11 – Top 25 Hottest Brands in 2011
Don Vultaggio had never been to Arizona. But that didn't stop the Brooklyn native from naming his company after the state nearly 20 years ago. Mr. Vultaggio, a former beer distributor, distinguished Arizona Tea early on. h d l
KCBS welcomes our newest clients
The 99‐cent price was printed on its 23‐ounce cans, so retailers couldn't inflate the tab. And vivid designs distinguished the containers on crowded beverage shelves. While much has stayed the same ‐‐ Communications Director Jackie Harrigan said that Mr. Vultaggio still tastes all products and approves all packaging ‐‐ a lot has changed. The beverage company is now tangling with PepsiCo's Lipton for control of the $5.3 billion ready‐to‐drink iced‐tea category. It's also expanding into other categories such as coconut water and
KCBS shares Shopper Insight Library on K‐TRAK
With the advent of the internet and social media… there are volumes of articles available to us about the consumer, shopper and retail trends . Leslie Hayes has now made it a little easier for our staff and clients by creating a library of these resources on our intranet via K‐TRAK. These insights have been collected from various sources including: Symphony IRI, Ni l P i G Sh T h LEAD KANTARexpanding into other categories such as coconut water and
malt beverage, as well as eyeing international markets. Though Arizona Tea continues to shy away from traditional media and does not have agency relationships, Ms. Harrigan said the new ventures, along with new partnerships in the fashion and art worlds and an active social‐media presence, will keep the company growing for its next 20 years
Nielsen, Progressive Grocer, Shopper Tech LEAD , KANTAR …to name a few. There are over 60 documents on file with the most recently added articles to include: (1) The CPG Basket –IRI Times and Trends, (2) 12 Crucial Consumer Trends for 2012, (3) Nielsen State of the Industry ‐ NFRA 2011, (4) Private Label –Brand Positioning in a New World Order, (5) Shopper Insights to Activation. I will be posting new articles each month and continue to share highlights and educate everyone (including KROGER in our monthly newsletters. If you have any questions or are interested in seeing what is available….contact Leslie Hayes for more information or Mike Green about gainingWhat Christmas TV movie classic
12.7.11 ‐‐ Biggest Kroger Marketplace Opens in Centerville, OhioThe 147,000‐square‐foot store tops the average Marketplace — the company’s largest stores under the Kroger name — by about 20,000 square feet. By comparison, Meijer stores are about 200,000 square feet. The 24‐hour Centerville Kroger Marketplace will include an expanded selection of
Hayes for more information or Mike Green about gaining access to K‐TRAK. The files are located on K‐TRAK in a folder called Shopper Insight Library.
What Christmas TV movie classic starred the Abominable Snow Monster?
Answer: Rudolph the Red‐nosed Reindeer
groceries, home decor, furniture, a Baby World, office supplies, toys, a Starbucks coffee kiosk, sushi and a bistro with chef‐prepared meals. It also offers a Fred Meyer Jewelers, Western Union services and a drive‐through pharmacy window. The store and its recently opened fuel center are built at the site of the former Elder‐Beerman location. This is the 11th Marketplace in the Kroger chain, and it joins the two other Dayton‐area locations . The official ribbon‐cutting for the Marketplace will take place at 8 a.m. Thursday, and the day‐long grand opening will feature many events, officials and local celebrities, including Cincinnati Reds announcers Marty and Thom Brennaman.
Kent Manor and Becky Wanstrath
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1095 S. Main Street, Centerville, OH
KCBS KroniclesKroger in the NewsKCBS Kronicles
Kroger Personnel Announcements
Kroger Consolidates Store Brands under Simple Truth Label –
11/1/11 ‐‐ StoreBrandsDecisions.comThe Kroger Company’s natural foods products have found a home under one banner, Simple Truth, as the line gets a new cohesive look.“Naturally Preferred and Private Selection Organic are switching to Simple Truth,” according to the grocer’s website announcing the maneuver “So now you can look for one name ” Gone are the Naturally Preferred and Private
Kroger Personnel AnnouncementsDerek LaBeau has been promoted to Coordinator DGM – Assortment Segmentation. His replacement has not been named.
announcing the maneuver. So now you can look for one name. Gone are the Naturally Preferred and Private Selection Organic store brands, as those products now reside under the Simple Truth banner.Kroger has been revamping its various store brands over the past year. The Kroger brand recently got a facelift with new packaging as the chain converts approximately 5,000 SKUs across 276 categories. The new look includes more food photography and lifestyle imagery with many featuring shoppers enjoying the product.In June, Kroger expanded its premium Private Selection brand with a variety of frozen pizzas, lasagna and artisan
breads, as well as fresh meats and seafood. It also reformulated or rebranded the products in its Home Sense Private Label household line.“A highlight of the quarter was the launch of our new homes essentials brand, Kroger Home g g q gSense, with 200 reformulated or rebranded products,” said Rodney McMullen, president and COO about the launch. “The collection of smart simple solutions helps customers get great results everywhere in their home. Store brand market share is growing faster at Kroger than that of national brands. During Kroger’s second quarter of the current fiscal year, Private Label
represented approximately 27 percent of grocery department sales dollars and 34 percent of units sold. This compares to 26 percent and 34 percent, respectively, to the same period last year, McMullen said during a conference call with analysts.“Our multi‐billion dollar corporate brand portfolio is a competitive advantage because it gives our customers more choices, and variety and value to complement the broad assortment of national brand products we offer,” he said. “In addition to assisting customers on h i f l l b d d l di btheir quest for value, we also want our corporate brand products to appeal to a diverse customer base.Kroger has also recently launched its first bilingual website, comfortsforbaby.com, to support the Comforts private label products for infants and toddlers. The Spanish language version of the site even includes content specifically tailored to Hispanic parents.
2012 Kroger Best Customer Direct Communication Calendar nomination Due Dates
HH Est. Nom In‐Home NominationEvent Circ Cost Date Deadline
Honor our Heroes1201 500,000 $43K 5/18/12 12/23/11Home Essentials 1201 500,000 $43K 5/18/12 12/23/11Baby Steps 1202 300,000 $26K 5/25/12 12/30/11
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Refrigerated Foods 1201 750,000 $66K 6/01/12 1/06/12Feeding America 1201 1,000,000 $88K 6/08/12 1/13/12BONUS LCM 1202 TBD TBD 6/12/12 1/20/12
KCBS KroniclesKroger in the NewsKCBS Kronicles
Kroger Overcomes Inflation Pressures ‐‐ For NowBy Tom Ryan, Managing Editor, RetailWire
While its overall third‐quarter earnings were down slightly due to an inventory charge, Kroger Co. managed to beat Wall Street's expectations and raise its full‐year forecast. Even so, officials on the company's conference call with analysts admitted that inflation in the economy has had a more negative effect than expected.Facing higher food prices and a wobbly economy, consumers are buying fewer items and switching to smaller packages and store brand items Kroger officials said With costs rising six percent for the quarter on food and other items in its storesstore brand items, Kroger officials said. With costs rising six percent for the quarter on food and other items in its stores(excluding fuel), the company said it was able to increase its penny profit per item in the grocery category. Tonnage, however — the total amount of goods sold —was down slightly.Kroger's same‐store sales grew an impressive five percent (excluding fuel), its 32nd straight comp increase. Reports lauded the supermarket giant for its increasing emphasis on low prices and loyalty programs. Its expansion of private label, which increased to 35 percent of the grocery department units sold versus 34 percent in the third quarter of 2010, appears to have worked as consumers are looking for cheaper items.In the Q&A session, David Dillon, chairman and CEO of Kroger said that it helps that pricing overall is largely "rational," although several other publicly‐held grocers are seeing notable declines in tonnage amid increased sales."It does help that the sales are positive for nearly every retailer, and even those that aren't, they're close to positive," Mr. Dillon said. "And that helps because that helps make ends meet. It helps you pay the bills. And as long as you can pay the bills, then you can continue to work down the path of rational operating behavior, which is what I think we have.“With basic commodities such as corn and wheat still well above the five‐year moving average, Kroger said price stabilization would not likely arrive until at least the back half of 2012. Still, Mr. Dillon said the biggest impediment is the economy."I think that's the biggest unknown is what that economy is going to look like. And so far, it's going to stay soft for quite a while “
Kroger is championing 5 MEGA Trends and is collaborating with manufacturers to meet the needs and wants of their changing consumer – “FAMILY FIRST”
VALUEPrice ValueCoupons
a while.
CONVENIENCE
ETHNICITY e‐retailing“first moment of truth”U scan Snacking Aisle
CouponsDEALER CHIC
Hispanic growth
PERSONALIZATION
AGE & HEALTH
U‐scan, Snacking AisleHispanic growth Ethnic FoodsCulture and Lifestyle
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Sugar Free “DIABETIC”Anti‐oxidantsNostalgia – aging pop
Social MediaDigital MarketingMillenials/Gen Y/Gen C/ iGen
KCBS KroniclesEmployees in the newsKCBS Kronicles
Tim Baker – Senior Business ManagerTim Baker is a Senior Business Manager with KCBS and started with Schipper Brokerage 29 years ago in Muncie, Indiana. He moved several times between Cincinnati and Dayton, OH with Schipper Brokerage before landing in the Middletown, OH area. Tim is one of the few KCBS business managers that is diversified from Kroger…with responsibility for HQ calls on Nash Finch,
Super Valu, Grocers Supply and Marsh on several lines including Chelsea, Wicks and Giorgio Foods. He has Kroger GO responsibility for several national lines including Chelsea Milling (Jiffy), Jelsert (Hawaiian Punch), Melitta Coffee Filters, In‐p y g g ( y), ( ), ,Zone (Tummy Ticklers and Belly Washers). He also handles many o f our regional brands that include Faribault Foods (S&W and Kuner’s), Norpac, Trident Frozen Seafood and Hanover/Castleberry.
Tim has been instrumental in educating our principals on Kroger ‘s Customer First strategy and go‐to‐market by leveraging all of the KCBS resources (analytics, insights, marketing) to grow his businesses year after year. Tim has a long relationship with many of the category managers at Kroger, having grown up with so many of them in the Cincinnati/Dayton KMA area. Tim brings a passion for the business, the products we represent and the people that he deals with at both the client and Kroger.
H i i d t hi if A i h h t b D t I t it L d t K t #383 iHe is married to his wife, Angie, who happens to be a Data Integrity Leader at Kroger store #383 in Westchester. He has a 23 year old son Aaron who is pursuing his Masters in Education at University of Dayton. Tim has been very supportive of our Summer Intern program and providing coaching to our younger team members. He is an avid Indianapolis Colts fan, golfer and loves the casinos, horseracing and playing KENO. He grew up in Indiana and attended Ball State University, but calls Ohio home. He has made all of the KCBS newcomers in the last couple years feel very welcome and part of the team.
KCBS welcomes our newest staff member
KCBS helps others in need for the holidays
Karen Barkey – Account Coordinator (Carlin O’Brien/Batson Associates) Karen does the administrative work for one of our broker affiliates in support of numerous confection clients and retailers based in the Midwest. Karen has recently moved from the West Coast where she worked in the Mortgage Broker industry. She has a 6 month old baby girl named Brooklyn. Please join us in welcoming Karen to our team.
KCBS employees came together In December and sponsored needy families in the Cincinnati and Marion Ohio areas. Through Mike Green’s involvement and leadership in beMinisteries we were able to provide Kroger gift cards to homeless families in need of Christmas presents for their kids
or grandchildren. KCBS also brought canned goods in to support local food bank initiatives.
KCBS wins Bob Evans Broker Contest for November 2011
Congratulations to KCBS for winning the Bob Evans Holiday Display contest for November! Our retail team submitted over 431 display pictures to win the $1,000 award. Tracy Pamer (Cincinnati) won $500 for winning the “best dressed” display and another $200 for having the second best display. Additionally… 4 KCBS retail
$
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associates won another $100 each for having a TOP 30 display – Melissa Mitchell (Mid‐South), Tom Daniels (Michigan), Lorry Sargent (Central) and Becky Wanstrath (Cincinnati). Congrats to KCBS for winning a total of $2,100. Sounds like December will be an even bigger and better month!!
Best Dressed DisplayTracy Pamer (Cincinnati)
KCBS KroniclesValassis in the NewsKCBS Kronicles
V l i d li l K h h d h hValassis delivers value to Kroger consumers ‐ how, when and where they want
Grand Openings
redplum Wrap / Circular Distribution
p g
Look What’s New!
Digital Coupon to card or Secure coupon
i‐media display banner ads
www.redplum.com
Retail Connection
Simple Healthy Living
Pharmacy Coupon BookQuestions? Looking for an idea? Contact Kurt Hanson at [email protected] orKurt Hanson at [email protected] or (614) 403.1792
Kroger ‘s digitalKroger s digital coupon center is getting a lot of momentum as the coupon‐to‐card activity is growing in
l it
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popularity –using different
suppliers