Publix - NewspaperTMC
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NEWSPAPER TARGET MARKETING COALITION Wednesday, February 5, 2014
THE HISTORY OF PUBLIX AND MR. GEORGE
THE HISTORY OF PUBLIX 1930’s First Publix store in Winter Haven, Fla. Gross annual sales in the early years averaged about $100,000, slowly rising to $120,000 by 1934.
1940’s George Jenkins mortgaged an orange grove he had acquired during the Depression for a down payment on his dream store - Florida's first supermarket. He built his "food palace" of marble, glass and stucco, and equipped it with innovations never seen before in a grocery store. Air conditioning. Fluorescent lighting. Electric-eye doors. Frozen food cases. People traveled from miles to shop there, and Publix prospered.
1950’s Publix began closing its older stores and replacing them with modern ones. In 1951, to help build and supply the stores, a 125,000-square-foot warehouse and headquarters complex was completed in Lakeland. In 1951, the chain's 24 stores grossed more than $18 million. By 1955, gross sales had increased to $49 million with earnings of $830,504. In 1956, Publix recorded its first million-dollar profit year.
THE HISTORY OF PUBLIX 1960’s George Jenkins's reputation was growing along with the business, and he was elected president of the Super Market Institute in 1961. By 1969, there were 150 stores with geographic expansion dominated the state.
1970’s Publix achieved another high mark, recording nearly $500 million in sales - a figure that would double in four short years. Three new stores opened in Jacksonville in the early '70s, laying the foundation for a new division. A bakery plant and a produce distribution center opened in 1973. 1979 was a record-breaking year, with 15 new openings.
1980’s Publix turned 50 in 1980 and celebrated by kicking off a decade of technological innovation. In keeping with the company's penchant for using technology to make shopping more pleasurable, Publix introduced check-out scanning statewide. In the mid-'80s, an Orlando store pioneered the first Publix pharmacy. This also was a decade of evolution, as Howard M. Jenkins assumed the roles of CEO and Chairman of the Board.
THE HISTORY OF PUBLIX 1990’s 1991 saw a milestone in Publix history when the company crossed the state line to open a store in Savannah, Ga. The Atlanta Division soon followed that included stores in South Carolina and Alabama.
2000’s In 2002, Publix expanded to its fifth state by opening stores in Franklin and Hermitage, Tennessee. The Aprons Simple Meals program rolled out to all stores. During this time, Publix introduced several specialty formats: Aprons Cooking Schools, Pix convenience stores, Publix Liquors, Hispanic-themed Sabor stores and Publix GreenWise Market natural food stores.
PUBLIX – TODAY
Publix announced an expansion to North Carolina — it’s sixth state. The first store will open in the Greater Charlotte area in February 2014.
Publix Current Store Count – 1,080 •
Miami Division – 265
Lakeland Division – 269
Jacksonville Division – 254
Charlotte Division – 43
Atlanta - 249
Divisional marketing initiatives include promotions executed within a single division, and usually involve store activity/promotions. Initiatives may include:
Weekly Insert Store Events Competitive Response programs Local Sales & Promotions
Corporate marketing initiatives impact multiple divisions and may include:
Severe Weather Response Specialty Product ads (such as the Publix Pharmacy, At Seasons Peak, Sales Events, ) Vendor Supported Co-Op Programs Holiday Inserts Chain wide Events Select Online efforts supported by Publix.com
THE IMPORTANT ROLE OF NEWSPAPERS IN THE PUBLIX MEDIA PLAN
75% of a person’s waking hours are spent with major media channels. Context drives choice, but even then
90% use multiple screens to accomplish a task over time.
Source: eMarketer August 2013, Google - The Multi-screen world: Understanding Cross-platform Consumer Behavior U.S,, August 2012
42% Look in newspapers for grocery specials
29% Use coupons received in the mail or from newspapers
What are some of the major media influencers on grocery shoppers?
Source: eMarketer February 2013
What are some of the sources “Internet Moms” are using to
Store loyalty card at my local grocery store Newspaper Mail Internet Printed out from a store cash register My smartphone while shopping in store Source: eMarketerJune 2013
What’s the Best Way to Reach the Publix Shopper?
Activate Discovery Look through the client lens...
Get to know the business Embrace the target customer
Use Your Strengths Back to Basics
Use Your Strengths Connecting & Planning for Success
From the ﬁrst day of kindergarten to the last day of high school, Publix is your grocery store for life.
Partner Better & Communicate Success Learn from What Works