2007 TeamCommissary Council

2007 Commissary

Council

Tom MilksRandy Chandler

Steve LamkinDavid Johnson

CATBill Mehler

Russ Moffett

Consumer TrendsIndustry Trends

InnovationsOutreach

Ops/SystemsDelbert Myrick

Ron RitchieData Accuracy

System ChangesSystem Updates

Virtual Com.

Cat. Mgt / Plan-o-grams

Randy ChandlerLarry Roush

Cat ReviewsTraining

Standards –Templates

PerishablesDave ShawPaul Burke

MeatProduce

Freeze/ChillDairy

Deli-Bakery

Store SupportBob HaydenDennis Black

Vendor StockingExecution

Swell AllowanceCategory ResetsSpeed To Shelf

PromotionsCharlie Dowlen

Pete Murphy

Club PacksDisplays

HBCShippers

ComplianceNew Items

Co-Crew Chief:David McMurtry

Co-Crew Chief:Paul Keating

Co-Crew Chief:Jim Herring

2007 Team Commissary Council(Industry)

Manufacturer Company Distributor Company Broker Company Media/Data CompanyTim Atwood P & G Craig Murphy SuperValu Dennis Black D & S Tim Brown EMPOWER IT

Paul Burke Land O' Lakes Ron Ritchie MDV-NF Kent Blue Webco Tom Fehily CommEx

Tim Buchanan Cadberry Schweppes Don Goetz Highplains

Tommie Draper Overseas Service Corp. Randy Hardee Dixon

Frank Glotfelty General Mills Paul Keating Elite Foods

Jim Herring John Morrell David Johnson C.Lloyd

Bob Hybki ConAgra Russ Moffett Sarvis

Steve Lamkin Campbells Pete Murphy S & K

Billy Mahanes Nestle Richard Walker Alder Foods

David McMurtry Kraft

Mark Orzolek Pepsi Co.

Phil Richardson Coca Cola

Larry Roush Masterfoods

Bill Whaley Kellogg's

% to TotalManufacturer 13 48%Distributor 2 7%Broker 10 37%

NEW MEMBERS Data 2 7%ALA CHAPTER REP 27 100%

2007 ALA Chapter News

ALA Board Member / East Chapter Crew Chief – Tommie DraperALA Board Member / West Chapter Crew Chief – Jeff King

• 23 Local Chapters• Work with all chapters on issues & local events• Attend all POD meetings• Chapter of Excellence Awards coming back – East & West• Working to make Far East chapters stronger thru realignment• Communicating / Updating chapters on base access• E&C News running article on all chapter presidents• Shirts being issued to all chapter presidents

2007 ALA Chapter News

Your Local Chapter Crew Chiefs -

Hampton Roads – Milt Ackerman New York – Denise PassarellaAlamo – John Yannuzzi N. California – Don Spilman South Carolina – Duane Bond Northwest – Brad ColboNorth Carolina – Charles Aldridge Pac. Rim / Korea – Michael DistasioDallas – Richard Krug Okinawa – Jay WentworthEurope – John Bendetson Guam – Connie BeckFlorida – Tom Hack Southwest – John DoreGeorgia – Brenda Nave Washington D.C. – Sam BarnumGreat Plains – Dan CoffeyGulf Area – Glenn HouvinenHawaii – Karen GeorgeMid America – Larry LemmaNew England – Skip MoodyNew Jersey – Fred Christy

2007 Team Consumer Awareness

Members:

Crew Chief* Co-Crew Chief

IndustryRuss Moffett – Sarvis, Inc.*David McMurtry – KraftLance Batson – HersheyJohn Bradbury – Military MediaKaren Chin – AC NeilsenJeff Erickson – P&GAinsley Everhart – Dunham & SmithDeborah Kalas – Empower ITSheila Linn – Campbell’sGinesa Madar – NestleSteve Stella – Maxi SaverKris Stranko - ConAgra

DeCAWilliam MehlerMajor FauberEdna HoogewindJay Hudson

2007 Team Consumer Awareness

Initiatives: Outreach:

• Coupon Booklets 100,000 ea pd (Jan-Jun & Jul-Dec 07)•Used by DeCA outside store to attract non-shoppers•2006 redemption highs of 14% Spring & 9% Fall

• Service Level Enlisted Awards•Provides commissary recognition at senior levels

• Marketing•Ads designed with DeCA•Ads placed in publications non-shoppers read•Working on monthly ads•Ads reach large audience

March Ad – 80,000 Circ.

May/June Ad Placement220,000 Circulation

2007 Team Consumer Awareness

Initiatives: Outreach (continued):•Conventions / Special Events

•Sep 07 Booth at Navy/Air Force Game•Assist DeCA with items for booths at Association’s conventions

• Consumer Awareness Month – May 07•Store level events for single enlisted•Expect over 8,000 active military

•Consumer Trends/Insights•CAT working with DeCA to provide insights on:

•Industry Trends•Who is military shopper•Comparison of military channel with other key channels•Military shopper patterns inside and outside gate•What are opportunity categories to draw customers

•NTT 07-29, Request for Info on Consumer Insights•Need manufacturer submissions

2007 Team Consumer Awareness

Sponsor’s:

Campbell SoupCLloyd JohnsonCoca ColaConAgraCotyCommissary SpecialsHeinzDunham & SmithElite Foods

MARK YOUR CALENDAR…..• CAT Golf Tournament

• Monday, 10 September 2007• Country Club of Petersburg

Empower ITHighplains MarketingJohnson & JohnsonKellogg’sKraftMDV Nash FinchMid-ValleyNestle

Nestle PurinaOverseas Service Corp.PepsiCoP&GS&KSarvis, Inc.Unilever Military FoodsUnilever Military HPC

2007 Team Operating Systems

Members:IndustryRon Ritchie – MDV/Nash FinchBill Anderson – AnstarTim Brown – Empower ITJanel Dunn – P & G Lauren Elkin – L & M MarketingLiz Genes - D & SErica Goetz – Highplains Marketing Pat Johnson – Grocery Supply Co Craig Murphy – Supervalu Tom McFadden – P & GAbel Raad - NestleBrenda Steinberg – MDV/Nash FinchDon Stickles – Bisek & Company Laura Thompson – KraftRob Whitmore – Empower IT

Crew Chief

DeCADelbert MyrickSharon Rahe Mary DeSantisDave Ferguson Ron FreemanGordon Jones John MadarValerie Robillia Carol Ricker Wayne WebbGary Williams Derrick Young

2007 Team Operating Systems

Initiatives:

• Data Accuracy – Ensure Data Quality for Plan-o-grams and DIBS

• System Changes and Updates• CAO – Computer Assisted Ordering• CARTS - Commissary Advanced Resale Transaction System• DEBS – DeCA Enterprise Business System• RFID – Radio Frequency Identification• EDI – Electronic Data Interchange• Data Warehouse – Promotion analysis, plan-o-gram interface• Global Data Synchronization – Establish program interface• Automate promotion and new item process• Update reports for analyzing promotions and new item performance

• Virtual Commissary

Crew Chief

IndustryLarry Roush – M&M MarsMarvin Kenan – Johnson & JohnsonDon Goetz – HighplainsChris Lee – C.Lloyd JohnsonBilly Mahanes – NestleBob Hybki – ConAgraRandy Hardee – Dixon MarketingMark Orsolek – PepsiTim Brown – Empower ITJoe Herbst – P&G

2007 Team

Category Management / Plan-o-gramMembers:

DeCARandy ChandlerSteve SonesAngel RamosBill Wood

2007 Team Category Management /

Plan-o-gramInitiatives:

• Category Review Process• Joint input on category review dates• Establish firm review date publication• Establish format to track resets.• Objective - Have K3-K5 stores reset In 90 days• Develop matrix of categories & stores that have been reset.• Establish process to notify stores when reviews are published• Review Reclama process• Benchmark results

• Training• Quantify industry resources• Develop generic training program • Establish who attends (Buyer, Cat. Mgr., Plan-o-grammers, etc.)• Establish frequency of training

• Release template prior to the start of review identifying review objectives.

• Full category access (adds and deletes for entire category)

• Publish category review 45 days after review• Work to reset all K 3-5 stores 90 days after review

published• Establish process to monitor implementation• Develop category benchmarks to measure results• Implement DeCA category personnel training program

2007 Team

Category Management / Plan-o-gram

Goals:

Crew Chief* Co-Crew Chief

2007 Team Perishable

Members:Industry Members• Paul Burke – Land O’Lakes• *Jim Herring – John Morrell & Co.• Ainsley Everhart – D & S• Andrea Masch – US Nestle• Bill Horschel – Kraft• Bob Hill – Sarvis• Dave Eley – DMI• Gary Beaupre – Butterball • Joe Briguccia – ConAgra• Joe Kovac –Alder Foods• Julian Stovall – S & K• Keith Eubank – Sara Lee• Kent Blue – Webco• Milt Ackerman – Elite Foods• Paul Blocker – General Mills• Rusty Crenshaw – OSC• Sandy Ferguson – CLJ

DeCA Members

• Dave Shaw

• Steve Arland

• Dana Nickless

• Fred Watts

• Jon Sanders

• LaRue Smith

• Leslie Simpson

• Max Goldfarb

2007 Team Perishable

Initiatives:• Elevate Perishable Promotions

– Group will look into increasing perishable Power Buys, Primaries, & Manager Specials and recommend the best mix for effectively increasing sales.

– Group will also look at ways to improve how we promote perishable categories to Patrons.

• Club Pack & Case Lot Promotions– Group will research and recommend perishable club pack

promotional structure– Group will look at ways to increase perishable participation in

case lot sales

2007 Team Perishable

Initiatives:• Industry Promotions/Cross Merchandising

– Group will research available industry funding for promoting perishable categories and recommend how DeCA can take advantage of these industry programs.

– Group will look at how we increase DeCA’s participation in industry merchandising contests to increase sales and promote these categories.

– Group will also research ways to formalize cross merchandising efforts between perishable & semi perishable categories

• Merchandising Investments– Group will research ways for DeCA to improve the quality and

quantity of perishable display cases.– Group will use financial discipline in order to qualify any possible

recommendations

Crew Chief

IndustryDennis Black – Dunham & SmithLarry Roush – MasterfoodsTommie Draper – OverseasBill Whaley – KelloggsTom Fehily – EmpowerITCraig Murphy – SupervaluHarry Ledgerwood – Sara LeeMark Carpenter – P&GRhonda Arnold – Dunham & Smith

2007 Team Store Support

Members:

DeCABob HaydenEdna HoogewindMary DeSantisValerie RobilliaChris Burns

2007 Team Store Support

Initiatives:

• Vendor Stocking – Emphasize current policy• Execution – Improved store support on all

merchandising programs throughout entire display period.

• Resets – Develop process to set sections quicker & maintain these sets once reset.

• Swell Allowance

Crew Chief* Co-Crew Chief

IndustryPete Murphy – S&K Sales*Paul Keating – Elite FoodsBilly Mahanes – NestleFrank Glotfelty – General MillsChris Lee – C.LloydRichard Walker – Alder FoodsGary Duell – Empower ITTim Atwood – P&GCindy Dulik – QuakerJD Fennessy – SarvisJoe Kimosh – ConAgraLaura Thompson - Kraft

2007 Team Promotions

Members:DeCACharlie DowlenTom Muehlbauer

2007 Team Promotions

Initiatives:• Signage Program – New look for EDLP & Extra $avings; Multiples; Colored labels.• 2008 Themes – Add new & exciting themes Highlighting nutritional and “Health & Wellness” Dollar Days Promotions – DP3 Super Bowl, DP12 Summer Savings, DP16 Back To School, DP20 Fall Savings• 2008 Matrix – Continue to develop best matrix in excel format • Display Periods – Adding 1 week to #24 so #1 starts in January.• Presentation Form – New form will include a section for Far East & Alaska item

selection; Secondary Pricing: GTIN’s!!!• Club Pack / Special Packs – Continue to develop promo opportunities & include in promo package. Summer/Winter? or Quarterly?• Seasonal Holiday Program- As segments completed (gift packs, chill/frozen, baking/misc.), will be released for better planning (by mid-June).• Super Bowl – Certain holiday items extended to Super Bowl and not marked down

until after.• Promo Package Changes – More K2/K3 PB’s & MS’s• Promotional Performance – Tracking promo sales vs EDLP sales to help achieve greater level of patron savings. • Price Changes – Working to eliminate $.01-$.02 price changes.

Thanks For Your Continued Support!!!