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Effective Legitimate Progressive American Logistics Association 1 DeCA/ALA Training Conference Commissary Consumer Awareness Brief Commissary Consumer.

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Presentation on theme: "Effective Legitimate Progressive American Logistics Association 1 DeCA/ALA Training Conference Commissary Consumer Awareness Brief Commissary Consumer."— Presentation transcript:

1 Effective Legitimate Progressive American Logistics Association 1 DeCA/ALA Training Conference Commissary Consumer Awareness Brief Commissary Consumer Awareness Brief

2 Effective Legitimate Progressive American Logistics Association 2 What is the Consumer Awareness Team The Consumer Awareness Team is an active subcommittee of the Commissary Council consisting of industry volunteers working with DeCAs Director of Sales and Director of Corporate Communications to indentify customer outreach programs and projects to help bring non-shoppers to the commissary.

3 Effective Legitimate Progressive American Logistics Association 3 ALA Commissary Consumer Awareness Team Mission Strengthen DeCAs outreach and marketing efforts with the goal of bringing in new customers who may not be using their shopping privileges along with educating young service members about the commissary benefit and making them lifelong commissary shoppers.

4 Effective Legitimate Progressive American Logistics Association 4 Consumer Awareness Team Members Industry Sheila Linn – Campbell Sales Company John Bradbury – Military Media Karen Chin – Nielsen Jeff Erickson – P&G *Ainsley Everhart – Dunham & Smith Christine Huie-Roy – Kraft Ginesa Madar – Nestle USA Randy Meador – Kraft Steve Stella – Maxi Saver Lori Stillman – Webco GP Kris Stranko - ConAgra DeCA William Mehler Ron Kelly Sallie Cauthers Alan Flowers Greg Kochuba ALA Russ Moffett Chairman * Co-Chair

5 Effective Legitimate Progressive American Logistics Association 5 Consumer Awareness Industry 2008/2009 Contributors C. Lloyd Johnson - an Acosta Company *Campbell Soup Company *Coca-Cola North America *ConAgra Foods Del Monte Foods *Dixon Marketing Dunham & Smith Agencies E & C News *Elite Brands *Empower IT, Inc. Eurpac Service Company General Mills Sales, Inc. Hampton Roads ALA Chapter Johnson & Johnson C. Lloyd Johnson - an Acosta Company *Campbell Soup Company *Coca-Cola North America *ConAgra Foods Del Monte Foods *Dixon Marketing Dunham & Smith Agencies E & C News *Elite Brands *Empower IT, Inc. Eurpac Service Company General Mills Sales, Inc. Hampton Roads ALA Chapter Johnson & Johnson *Kellogg Sales Company *Kimberly-Clark Company Kraft Maxi Saver Group MDV Nash Finch Mid Valley *Military Media Inc. Nestle USA Military Sales *Overseas Corporation PepsiCo *Procter & Gamble S & K Sales *Sarvis, Inc. Tyson Foods, Inc. Unilever *Kellogg Sales Company *Kimberly-Clark Company Kraft Maxi Saver Group MDV Nash Finch Mid Valley *Military Media Inc. Nestle USA Military Sales *Overseas Corporation PepsiCo *Procter & Gamble S & K Sales *Sarvis, Inc. Tyson Foods, Inc. Unilever *contributed both 08 & 09

6 Effective Legitimate Progressive American Logistics Association 6 COMMISSARY CONSUMER AWARESS OUTREACH INITIATIVES Commissary Awareness Month Team Leader – Kris Stanko, ConAgra Foods Commissary Commando Competition is set-up for single service member programs to compete for industry prizes. The goal is to attract the new service members to their commissaries for educational tours. Top prizes are awarded based on creativity and the percentage of single service members from that installation who participate in the competition. All prizes are donated by the ALA Consumer Awareness Team and Industry members. Commissary buying rate is up in both market basket size (+0.3%) and frequency by 0.6 trips. Loyalty improved among DeCA shoppers compared to 2007, this is true for both core and occasional shoppers. Commissary Commando Competition is set-up for single service member programs to compete for industry prizes. The goal is to attract the new service members to their commissaries for educational tours. Top prizes are awarded based on creativity and the percentage of single service members from that installation who participate in the competition. All prizes are donated by the ALA Consumer Awareness Team and Industry members. Commissary buying rate is up in both market basket size (+0.3%) and frequency by 0.6 trips. Loyalty improved among DeCA shoppers compared to 2007, this is true for both core and occasional shoppers. Commissary Consumer Awareness Insights Team Leader – Karen Chin, Nielsen

7 Commissaries have a great Basket Size, and grew frequency by 0.6 trips, while most competition declined. Page 7 DeCA 2008 Annual State of the Business Source: Nielsen Homescan 2008 Cross Outlet Facts DeCA 2008 Annual State of the Business Source: Nielsen Homescan 2008 Cross Outlet Facts Confidential & Proprietary Copyright 2009 The Nielsen Company Confidential & Proprietary Copyright 2009 The Nielsen Company

8 DeCA has improved Loyalty among their shoppers compared to 2007, and WMSC has slightly declined Page 8 DeCA 2008 Annual State of the Business Source: Nielsen Homescan 2008 Cross Outlet Facts DeCA 2008 Annual State of the Business Source: Nielsen Homescan 2008 Cross Outlet Facts Confidential & Proprietary Copyright 2009 The Nielsen Company Confidential & Proprietary Copyright 2009 The Nielsen Company

9 Effective Legitimate Progressive American Logistics Association 9 Commissary Consumer Awareness Outreach Initiatives Commissary Consumer Awareness Outreach Team Leaders – Ainsley Everhart, Dunham & Smith Agencies/ Sheila Linn, Campbell Soup Coordinated industry support of AUSA luncheon held at Ft. Lee Club– 23 companies contributed various products as giveaways. Sponsored supplies for Microwave 101 barracks cooking show. The show will air on the Pentagon network educating microwave cooking to young service members. Sponsored the purchasing of pens, kitchen magnets and luggage tags w/ The Commissary Its Worth the Trip tag line for use at DeCA outreach events. Sponsors top enlisted award programs – Sailors, Airmen, Soldier and Marines of the Year. Coordinated collection of donated certifichecks that were provided to NGB Chief for the Thanksgiving Holiday. Worked with media partners to consider using one of many Commissary Benefit messages in any distressed space that may become available. Looking into Army 10-miler outreach support. Coordinated industry support of AUSA luncheon held at Ft. Lee Club– 23 companies contributed various products as giveaways. Sponsored supplies for Microwave 101 barracks cooking show. The show will air on the Pentagon network educating microwave cooking to young service members. Sponsored the purchasing of pens, kitchen magnets and luggage tags w/ The Commissary Its Worth the Trip tag line for use at DeCA outreach events. Sponsors top enlisted award programs – Sailors, Airmen, Soldier and Marines of the Year. Coordinated collection of donated certifichecks that were provided to NGB Chief for the Thanksgiving Holiday. Worked with media partners to consider using one of many Commissary Benefit messages in any distressed space that may become available. Looking into Army 10-miler outreach support.

10 2009 Marketing - CAT Feb – Military Spouse Mar – Guard & Reserve ½ page Commissary Consumer Awareness Marketing Team Leader – Ginesa Madar, Nestle USA Sponsors ad space in military publications for DeCA, to reach potential shoppers not currently using the commissary benefit. Ex: Guard & Reserve, Military Spouse, NCOA and FRA to name a few. Sponsored ads to Launch Moms Day and Lil Heroes DeCA programs and announce Guard & Reserve on- site sales. Ads are coordinated with DeCA Corporate Communication Sponsors ad space in military publications for DeCA, to reach potential shoppers not currently using the commissary benefit. Ex: Guard & Reserve, Military Spouse, NCOA and FRA to name a few. Sponsored ads to Launch Moms Day and Lil Heroes DeCA programs and announce Guard & Reserve on- site sales. Ads are coordinated with DeCA Corporate Communication

11 2009 Marketing - CAT Mar – Guard & Reserve ½ page July – Military Spouse

12 Effective Legitimate Progressive American Logistics Association 12 COMMISSARY CONSUMER AWARESS OUTREACH INITIATIVES Commissary Awareness Outreach Coupon Book Team Leaders – Christine Huie-Roy / Randy Meador, Kraft Food Used for outreach - not for hand out in stores. Ex: Guard and Reserve Family Services within 100 miles radius of Commissary, outreach conventions books - No participation cost / looked for high value coupons and redemption cost from industry partners. Spring books (100,000) – FULL Twenty (20) coupons participating. Provided to DeCA for distribution mid-December. Fall Books (100,000) - Thirteen (13) coupons participating. Will be ready and provided to DeCA for distribution early June Coupon books – Looking at shorter expiration dates and researching the possibility of producing quarterly or 3xs a year. More to come on this later. SPRING COUPON COVER FALL COUPON COVER

13 Effective Legitimate Progressive American Logistics Association 13 Consumer Awareness Team (CAT) Plan to participate in the 9 th annual ALA Commissary Consumer Awareness Golf Event – August 10, 2009 at the Country Club of Petersburg For additional information regarding supporting CAT initiatives – see Sheila Linn – CAT Chair, Ainsley Everhart – Co-Chair or any of the Consumer Awareness Team members. Plan to participate in the 9 th annual ALA Commissary Consumer Awareness Golf Event – August 10, 2009 at the Country Club of Petersburg For additional information regarding supporting CAT initiatives – see Sheila Linn – CAT Chair, Ainsley Everhart – Co-Chair or any of the Consumer Awareness Team members. THANKS AGAIN TO THE CONSUMER AWARENESS TEAM FOR THEIR HARD WORK AND VOLUNTEERING THEIR TIME AND THANKS TO ALL OF THE INDUSTRY COMPANIES THAT HAVE CONTRIBUTED AND SUPPORTED THE COMMISSARY CONSUMER AWARENESS OUTREACH EFFORTS. THANKS AGAIN TO THE CONSUMER AWARENESS TEAM FOR THEIR HARD WORK AND VOLUNTEERING THEIR TIME AND THANKS TO ALL OF THE INDUSTRY COMPANIES THAT HAVE CONTRIBUTED AND SUPPORTED THE COMMISSARY CONSUMER AWARENESS OUTREACH EFFORTS.


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