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High-tech alerts lead to arrest at N.J. Home Depot

BY HBSDEALER Staff

AHome Depot employee who worked at the Pro Desk in Colonia, N.J., has been charged with stealing more than $8,000 in cash and store credit, according to an article in the Home News Tribune.

Police say that Michael Nowakowski, 26, randomly picked names out of the store computer and processed phony merchandise returns, pocketing the cash or crediting his own credit card. Nowakowski is also alleged to have taken merchandise and then returned it for cash or store credit.

Nowakowski was arrested after security discovered the thefts through surveillance cameras and computer system alerts, according to the newspaper. Authorities estimate that he took $2,300 in cash and $845 in store credit, and applied about $4,900 to his Home Depot credit card.

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Former exec testifies against KB Home CEO

BY HBSDEALER Staff

According to an article by The Associated Press, a former executive of KB Home has testified against former chairman and CEO Bruce Karatz, who is accused of backdating stock options.

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P&G expands Future Friendly

BY HBSDEALER Staff

New York City — Many consumers are interested in buying products with an environmental benefit, but they are not likely to trade up in price or sacrifice product performance or value. That’s what recent research has shown, and it is that key finding that helped shape the expansion of Procter & Gamble’s major Future Friendly environmental responsibility and educational platform.

In fact, consumer confusion as it relates to “green” is a leading factor as to why consumers don’t purchase more environmentally friendly products. Enter Future Friendly.

Some of the research shared by P&G on green marketing includes the following findings:

• 74% of poll respondents said they would switch to another brand if it helped them conserve resources without having to pay more. 69% said they would recommend the product to others. • 37% point to lack of sufficient information as the top reason preventing people from living a more environmentally friendly lifestyle. • Saving money is the leading reason mentioned (64%) for why consumers would take action to reduce waste, save energy and save water. Preserving resources for future generations is second (56%). 

Future Friendly is an educational platform designed to help educate consumers on how to use such leading P&G products to achieve savings in water, waste and energy. For example, nearly 80% of the energy used in the typical load of laundry is in heating water at the consumer’s home. By washing in cold water with a detergent formula for that application, like Tide Coldwater, consumers can conserve energy and help reduce their utility bills. So now Tide Coldwater will carry a Future Friendly seal to indicate its energy-saving capabilities.

“It is this resurgence, even internally, of how do we start talking about the products that have even been on the shelf for awhile, and we’ve just not talked about their performance in that way. It has always been about cleaner, brighter, faster or smoother but never about what are we doing internally for the last 10 years of impacting the environment in the way we produce products and how do we talk about the way consumers can use our products, and this platform is set for that,” said P&G’s Maurice Coffey, marketing director of Future Friendly. “It is a different tactic than you’ve seen in the marketplace … and we felt we could meet the consumers’ need in a greater way.”

Future Friendly has operated as a multi-brand effort in the United Kingdom and Canada since 2007. It was first introduced to U.S. consumers during a pilot executed in Cedar Rapids, Iowa, that launched on Earth Day in April 2009.

P&G is deploying a full media platform starting the week of March 29, and Future Friendly-labeled products will hit store shelves in early April. More than 15,000 retail locations will participate in the initial phase of the initiative as P&G works toward its goal of providing conservation education to at least 50 million U.S. households by the end of 2010.

ATV campaign will begin airing nationally the week of March 29. P&G’s April edition of its BrandSaver newspaper supplement, delivered to more than 50 million households, will feature information about and coupons for Future Friendly products. A full suite of digital and social media engagement activities, a P&G employee communications campaign, signature event sponsorships and other programs in partnership with experts in conservation education will further supplement the campaign.

In the home channel arena, P&G brands include Tide, Bounty, Dawn, Duracell and Braun, among others.

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