NEWSPAPER TARGET MARKETING COALITION

Wednesday, February 5, 2014

THE HISTORY OF PUBLIX AND MR. GEORGE

THE HISTORY OF PUBLIX

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.

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.

1930’sFirst Publix store in Winter

Haven, Fla. Gross annual sales in the early years averaged

about $100,000, slowly rising to $120,000 by 1934.

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’sPublix 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’sPublix 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’s1991 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’sIn 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

PUBLIX FOOTPRINT

DIVISIONAL STRUCTURE

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

CORPORATE STRUCTURE

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

Source: eMarketer February 2013

29% Use coupons

received in the mail or from newspapers

42% Look in newspapers for

grocery specials

What are some of the

major media influencers

on grocery shoppers?

Source: eMarketerJune 2013

Store loyalty card at my local grocery store

Newspaper

Mail

Internet

Printed out from a store cash register

My smartphone while shopping in store

What are some of the sources “Internet Moms” are using to

What’s the Best Way to Reach the Publix Shopper?

Activate Discovery

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Embrace the target customer

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Use Your StrengthsConnecting & Planning for Success

From the first day of kindergarten to the last day of high school, Publix is your grocery store for life.

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