Industry group names Henkel best marketer for moms
CHICAGO The Marketing to Moms Coalition awarded a laundry detergent brand for honoring, empowering and respecting mothers through its marketing and public relations campaigns.
The Marketing to Moms Coalition said Henkel’s promotion of Purex complete 3-in-1 laundry sheets featured a campaign with insights from moms, generated through online studies, panel studies, ethnographies and a variety of other research methods.
The Purex complete 3-in-1 laundry sheets launch included the following elements:
- Blogger relations campaign with influential mom bloggers, to generate word-of-mouth publicity;
- Social media outreach on Facebook and Twitter;
- Print and television advertising that ran during season finales of shows, including “Desperate Housewives” and “Ugly Betty;”
- Real mom testimonials and viral videos, often featuring a great sense of humor;
- Dedicated website, PurexInsiders.com, showcasing real moms’ opinions of Purex Complete 3-in-1 laundry sheets; and
- A cause-marketing campaign, “Purex Changes Lives,” in which the company donated $50,000 to help 100 global moms pull their families out of poverty.
“Henkel’s launch of Purex Complete 3-in-1 laundry sheets is an entertaining, insightful and powerful demonstration of how to reach modern moms,” said Teri Lucie Thompson, a founding member of the Marketing to Moms Coalition and VP marketing and media at Purdue University. “The company’s campaign was well-executed and delivered outstanding results. It’s a veritable case study on how to reach moms effectively.”
Dollar General reports strong Q1
GOODLETTSVILLE, Tenn. Net income for Dollar General rose nearly 64% for the first quarter of fiscal 2010.
Dollar General reported Tuesday that for the 13 weeks ended April 30, net income rose to $136 million, or 39 cents per diluted share. Conversely, sales increased 11.9% to $3.11 billion in first quarter 2010 compared with $2.78 billion in the 2009 first quarter. Same-store sales increased 6.7% in the 2010 quarter and 13.3% in the 2009 quarter, with customer traffic and average transaction amount contributing to the same-store sales increases in both periods. Sales were strongest in the consumables and seasonal categories.
Meanwhile, operating profit increased by 29% to $290.7 million, or 9.3% of sales, compared with $224.9 million, or 8.1% of sales, in the 2009 first quarter. Excluding the expenses relating to the secondary offering discussed above, first quarter 2010 operating profit would have been $305.8 million, or 9.8% of sales.
“Dollar General’s first-quarter performance marks a great start to the year. Our first-quarter sales were ahead of our expectations. Our same-store sales growth of 6.7% for the quarter was on top of 13.3% growth in the first quarter 2009,” said Rick Dreiling, chairman and CEO. “We generated these positive results by continuing to provide our customers with a convenient shopping experience at everyday low prices. Our strong first-quarter results, coupled with our consistent track record, give us confidence to raise our full-year outlook for 2010.”
Winn-Dixie opens second prototype store in Florida
MIAMI Shortly after Winn-Dixie unveiled its first prototype store in Louisiana, the Florida-based chain has taken the new concept to the Miami area.
The new Winn-Dixie prototype store, which opens its doors in Margate, Fla., this week, features more specialty items than a regular Winn-Dixie supermarket. The location also used to be the home of a Publix store.
“This store really speaks volumes about the fresh and local strategy we’ve been working on,” said Winn-Dixie CEO Peter Lynch to The Miami Herald. “It really gets this new brand image out there with the consumers. As they see these new stores, they can see clearly where we’re heading for the future.”
The Margate store offers upgraded departments and expanded features, as well as products that reflect the neighborhood’s cultural diversity. As the grocer moves forward with its aggressive remodel plan it will continue its focus on neighborhood merchandising. Features specific to the new Margate Winn-Dixie include:
- Wood-burning rotisserie
- Expanded deli department featuring olive and bruschetta bar
- Wing bar
- Wide assortment of specialty desserts, including imported delicacies from Italy and a customizable photo machine for cakes, cupcakes and other baked goods
- Large selection of Hispanic and kosher items
- Traditional frozen foods and dairy departments
- Whole bean coffee station
- Candy shoppe
- Floral department
- Seasonal merchandise and specialty gift section.
The original prototype store, located in Covington, La., opened its doors in February. The 55,000-sq.-ft., state-of-the-art supermarket also was the first store in Louisiana to receive the Environmental Protection Agency’s GreenChill certification.