Estee takes a wake-up call

Article Abstract:

Estee Corp, a producer of specialty foods for diabetics, has a new marketing plan devised by its chief executive Steve Silk. Components of this new plan include a revamped product line, redesigned packaging, a new sales force, increased shelf space, and access to scanner-generated sales data. Another aspect of the plan is the assembly of a database for diabetics. Now Estee can target customers instead of waiting for them to visit the supermarket's specialty foods section. Estee hit $1 million in profits for 1991, a turnaround from the $4 million loss of the previous year.

Food preparations, not elsewhere classified, Candy & other confectionery products, Management, Food industry, Diabetics, Silk, Steve, Estee Corp.

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P&G takes back the supermarket

Article Abstract:

Procter and Gamble Co (P&G) will get more control over supermarket promotions when Advanced Promotion Technologies Inc (APT), which P&G partially owns, makes the 1992 introduction of its in-store electronic marketing system called Vision System (VS). The VS consists of an interactive color monitor, a coupon dispenser, and a credit-card-purchase module. With the VS, consumers are also able to use a smart card to accrue points based on the merchandise they purchase. Smart-card use will allow APT to develop databases on specific shoppers.

Sanitary paper products, Soap and other detergents, Commercial physical research, Innovations, Product information, Cover Story, Procter & Gamble Co., PG, Point of sale systems, Point-of-sale systems, Advanced Promotion Technologies Inc.

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Re-store brands: private labels shed their downscale roots

Article Abstract:

The packaging transformation of Lucerne, Safeway Stores' private label dairy brand, illustrates the progress that store brands have made since the 1970s, when they featured bland labels and were largely ignored by consumers. Because of the recession, store brands are now in a position to challenge national brands. They are 10% to 20% cheaper - due to low advertising costs - and they provide supermarkets with a perfect opportunity to differentiate themselves from the competition.

Drug stores and proprietary stores, Safeway Inc., Private labeling, Private label products, Dominick's Finer Foods Inc.

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