Archive for February 9th, 2010

More unionized government employees … here’s the so what.

February 9, 2010

Last week, we posted the increase in the number of government jobs (to over 2 million — not counting contractors) and the increase in unionization of government employees (to over 37% of the government payroll).  Here’s why you should care.

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Excerpted from: DC Examiner: Public-Sector Unions Bleed Taxpayers to Help Dems, February 8, 2010

But union membership is growing by leaps & bounds in the public sector. Last year, 37.4 percent of public sector employees were union members.  For the first time in history, a majority of union members are government employees.

In my view, the outlook for both private- and public-sector unionism is problematic.

Public-sector unionism is a very different animal from private-sector unionism. It is not adversarial but collusive.

Public-sector unions strive to elect their management, which in turn can extract money from taxpayers to increase wages and benefits — and can promise pensions that future taxpayers will have to fund.

The results are plain to see. States like New York, New Jersey and California, where public-sector unions are strong, now face enormous budget deficits and pension liabilities. In such states, the public sector has become a parasite sucking the life out of the private-sector economy. Not surprisingly, Americans have been steadily migrating out of such states and into states like Texas, where public-sector unions are weak and taxes are much lower.

President Obama is … doing his best to increase the power — and dues income — of public-sector unions.

Democrats have used the financial crisis to expand the public sector and the public-sector unions. One-third of last year’s $787 billion stimulus package was aid to state and local governments — an obvious attempt to bolster public-sector unions.

And it was a successful one: While the private sector has lost 7 million jobs, the number of public-sector jobs has risen. The number of federal government jobs has been increasing by 10,000 a month, and the percentage of federal employees earning over $100,000 has jumped to 19 percent during the recession.

Unions contributed something like $400,000,000 to Democrats in the 2008 campaign cycle. Public-sector unionism tends to be a self-perpetuating machine that extracts money from taxpayers and then puts it on a conveyor belt to the Democratic Party.

But it may not turn out to be a perpetual-motion machine. Public-sector employees are still heavily outnumbered by those who depend on the private sector for their livelihoods.

The next Congress may not be as willing as this one has been to bail out state governments dominated by public-sector unions.

Voters may bridle at the higher taxes needed to pay for $100,000-plus pensions for public employees who retire in their 50s. Or they may move, as so many have already done, to states like Texas.

Obama’s But voters seem to be saying, “Enough.”

Full article:
http://www.realclearpolitics.com/articles/2010/02/08/public-sector_unions_bleed_taxpayers_to_help_dems_100206.html

Tropicana customers squeeze more out of OJ

February 9, 2010

Takeaway: When consumers think of loyalty programs, airlines and credit card companies are usually top-of-mind. However, Pepsi recently launched a points program on its Tropicana brand.

Perhaps consumer products marketers should reexamine how these programs could reward them. 

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Excerpt from BrandWeek, “Tropicana Starts Offering ‘Juicy Rewards’” by Elaine Wong, February 1, 2010. 

Freebies are always appreciated, but even more so in a downturn. That’s why PepsiCo rolled out its Juicy Rewards program for Tropicana last week, a move the company characterizes as the largest marketing investment for its orange juice brand. The program offers incentives through a points-based system for every purchase of qualifying Tropicana juice. Rewards include Adidas shoes, TaylorMade golf balls and a trip to the local zoo, said Tropicana chief marketing officer Andy Horrow. In an interview with Brandweek, Harrow, the former global marketing officer for PepsiCo International, discussed how Tropicana hopes to shake up the OJ category with the new rewards program.

Brandweek: What are you looking to accomplish with Juicy Rewards?
Horrow:
The campaign is a really big marketing platform for Tropicana. Juicy Rewards is a first of its kind opportunity to give consumers something more from their orange juice. We’re not only giving people the best opportunity to get the best-tasting and highest-quality orange juice, but 20,000 different ways they can get more value from their orange juice via healthy rewards. It’s an opportunity for us to really engage with our consumer and get them excited about Tropicana.

BW: Juicy Rewards, at its core, is an incentive-based marketing program. But how penny-pinched are consumers when it comes to buying OJ?
Horrow:
I don’t know that it’s about getting people to buy more orange juice. It’s about giving people more value for the OJ they are buying. We’re already America’s favorite orange juice. We have been and always will be. It’s about giving consumers more value and that is what they want right now. We did a survey that helped inspire the development of this program, and 98 percent of participants said they wanted more value from the products and services that they buy. They expected more from us, and [programs like Juicy Rewards] are one of the ways that Tropicana will continue to go to market in the future. It’s not just about talking with consumers. It’s about engaging with them and building a relationship with them, which is important for any marketer.

BW: How much are you spending on this campaign for Tropicana?
Horrow:
We’re taking a big bet on this. We think it’s the right way for us to go going forward and we’re putting a lot of marketing muscle behind it. We’re being very bold about it and very proud of what this program will stand for. That’s the view going forward. This is the biggest marketing campaign that this brand, I daresay, has ever had—certainly in recent memory—and I don’t like to think of it as a marketing campaign, but as a platform that supports everything we’re doing. It’s a great way for us to get our customers engaged and our retailers excited.

Edit by BHC 

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Full Article:

http://www.brandweek.com/bw/content_display/news-and-features/promotion-incentive/e3i757c960f9ac5b913ba87f344ecbb79ac

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