effective legitimate progressive american logistics association 1 deca/ala training conference...
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Effective Legitimate ProgressiveEffective Legitimate ProgressiveAmerican Logistics AssociationAmerican Logistics Association
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DeCA/ALA Training ConferenceDeCA/ALA Training Conference
Commissary Consumer Awareness Brief
Commissary Consumer Awareness Brief
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What is the Consumer Awareness TeamWhat is the Consumer Awareness Team
The Consumer Awareness Team is an active subcommittee of the Commissary Council consisting of
industry volunteers working with DeCA’s Director of Sales and Director of Corporate Communications to
indentify customer outreach programs and projects to help bring non-shoppers to the commissary.
The Consumer Awareness Team is an active subcommittee of the Commissary Council consisting of
industry volunteers working with DeCA’s Director of Sales and Director of Corporate Communications to
indentify customer outreach programs and projects to help bring non-shoppers to the commissary.
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ALA Commissary Consumer Awareness Team MissionALA Commissary Consumer Awareness Team Mission
Strengthen DeCA’s 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.
Strengthen DeCA’s 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.
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Consumer Awareness Team MembersConsumer Awareness Team Members
IndustrySheila Linn – Campbell Sales CompanyJohn Bradbury – Military MediaKaren Chin – NielsenJeff Erickson – P&G*Ainsley Everhart – Dunham & SmithChristine Huie-Roy – KraftGinesa Madar – Nestle USARandy Meador – KraftSteve Stella – Maxi SaverLori Stillman – Webco GPKris Stranko - ConAgra
DeCAWilliam MehlerRon KellySallie CauthersAlan FlowersGreg Kochuba
ALARuss Moffett
Chairman* Co-Chair
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Consumer Awareness Industry 2008/2009 ContributorsConsumer 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*contributed both ’08 & “09
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COMMISSARY CONSUMER AWARESS OUTREACH INITIATIVESCOMMISSARY CONSUMER AWARESS OUTREACH INITIATIVES
Commissary Awareness Month Team Leader – Kris Stanko, ConAgra FoodsCommissary 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, NielsenCommissary Consumer Awareness Insights Team Leader – Karen Chin, Nielsen
Frequency
16.0
23.0
17.7
13.0
23.0
15.7
24.8
18.2
19.0
24.6
16.3
25.4
17.4
18.3
24.2
COMMISSARY
KROGERGROCERY-
CORP
SAFEWAY-CORP
SUPERVALURETAIL
WM SUPERS
Basket Size
$59
$29
$29
$25
$36
$62
$32
$32
$34
$40
$64
$34
$33
$34
$43
COMMISSARY
KROGERGROCERY-
CORP
SAFEWAY-CORP
SUPERVALURETAIL
WM SUPERS2006
2007
2008
Commissaries have a great Basket Size, and grew frequency by 0.6 trips, while most competition declined.
Page 7DeCA 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
DeCA has improved Loyalty among their shoppers compared to 2007, and WMSC has slightly declined
CHANNEL LOYALTYTotal US Market - 2008
41.1
7.85.0
2.2
39.338.6
8.45.4 4.8
40.040.2
8.15.3 6.2
39.2
COMMISSARY KROGER GROCERY-CORP
SAFEWAY- CORP SUPERVALU RETAILTOTAL- CORP
WAL- MART- SUPER
2006 2007 2008
Page 8DeCA 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
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Commissary Consumer Awareness Outreach Initiatives Commissary Consumer Awareness Outreach Initiatives
Commissary Consumer Awareness Outreach Team Leaders – Ainsley Everhart, Dunham & Smith Agencies/ Sheila Linn, Campbell Soup
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 It’s 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 It’s 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.
2009 Marketing - CAT
Feb – Military Spouse Mar – Guard & Reserve ½ page
Commissary Consumer Awareness Marketing Team Leader – Ginesa Madar, Nestle USACommissary 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 “Mom’s 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 “Mom’s Day” and “Lil’ Heroes” DeCA programs and announce Guard & Reserve on-site sales.
• Ads are coordinated with DeCA Corporate Communication
2009 Marketing - CAT
Mar – Guard & Reserve ½ page
July – Military Spouse
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COMMISSARY CONSUMER AWARESS OUTREACH INITIATIVESCOMMISSARY CONSUMER AWARESS OUTREACH INITIATIVES
Commissary Awareness Outreach Coupon Book Team Leaders – Christine Huie-Roy / Randy Meador, Kraft Food
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.• 2009 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.• 2010 Coupon books – Looking at shorter expiration dates and researching the possibility
of producing quarterly or 3x’s a year. More to come on this later.
SPRING COUPON COVERSPRING COUPON COVER FALL COUPON COVERFALL COUPON COVER
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Consumer Awareness Team (CAT)Consumer Awareness Team (CAT)
• Plan to participate in the 9th 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 9th 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.