Pushing Forward 7.5oz Mini Cans

Coke Life

PUBLIX 681 TO PUBLIX 780

Permanent Mini Can End Cap Using my success from another Publix I was able close another permanent

placement. Utilizing Margin Minder and RDDM report through SFA I shared the growth on this

package at Publix 681 for 2014. I had a 77% increase vs. prior year, equaling out to approximately 1900 additional

cases and totaling out to roughly 4300 cases in 2014! Knowing that my customer is margin driven, I shared that at retail price, it’s a 20%

margin using Publix system TC-73. I shared that this package fit’s the demographic (middle age 50- 65+) and the

overall growth this package has had not only in this region but the Lakeland division (region 25%, Lakeland (19%).

We reviewed additional Publix’s in the district and I showed that even with minimal support (ties in, and occasional end caps) Publix 780 was still up 16.5%.

More Tools I took this one step further. I wanted to share the impact this package has not only

on a regional level but on a market unit level. After sharing that Publix 681 was #6 in volume for the CFMU for 2014, because of

the permanent placement end cap, I was able to capitalize on another permanent placement for Publix 780!

Coke Life- Publix 1004

• With the help of Margin Minder, and using stewardship I’ve been able to maintain this 1st position placement.

• In order to land this real estate, I sat back and watched the flow of customer traffic, then asking what the busiest aisle was.

• I recently shared some numbers with Christina (store manager) to reinforce how well this package has been doing.

• What’s great is that this package has been a success for Publix across the board. Most importantly, it’s done great for 1004.

• From the day this package was introduced into Publix, Publix 1004 has sold 88 cases , landing the #1 spot in Sarasota.

• After sharing these numbers with Christina, she has all the plans to make this a permanent placement!

Success Story

Competitive Information• I noticed at Walmart Red bull has gained a permanent Red Bull shadow box with

Walmart Logo’s on it. I was told this is a corporate agreement so keep a look out at other Walmart’s.

• It seems that some flavors of 16.oz Fuze are being discontinued so guard you’re shelf space from the competitor. Most flavors of have been removed from the set at Publix so this is more directly towards Winn Dixie.