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KROGER CUTS COST OF HEALTH AND BEAUTY CARE ITEMS

 KROGER CUTS COST OF HEALTH AND BEAUTY CARE ITEMS
 Company Introduces 'The Kroger Drugstore'
 ATLANTA, July 17 /PRNewswire/ -- The Kroger Co. (NYSE: KR) announced today it is lowering prices on hundreds of health and beauty care products in its 121 supermarkets in Georgia and South Carolina effective Sunday, July 19.
 The price reductions are part of Kroger's renewed commitment to improve the value of health and beauty products for its customers.
 Prices will be reduced on a wide variety of the health and beauty items Kroger customers buy most often, including headache remedies, shampoos, cold and cough medicines, deodorants and dental products. Kroger will continue to offer 20 percent discounts off manufacturers' suggested retail prices for cosmetic products.
 The focus of this effort is "The Kroger Drugstore," a new in-store drugstore concept that will be in place by July 19.
 The Kroger Drugstore will be supported with a new logo and a print and broadcast advertising campaign that includes Sunday newspaper inserts, television and radio commercials and outdoor signage. In addition, aisle signage, price comparison tags, shelf tags and banners will differentiate The Kroger Drugstore from the rest of the store.
 "The Kroger Drugstore will offer customers low prices and variety on health and beauty care items every day," said Lisa Holsclaw, merchandiser for health and drug products for Kroger. "Additionally, Kroger will continue to offer a discount on prestige fragrances such as Red, Giorgio and Polo.
 "Our strategy is to offer our everyday Kroger food shoppers more value in health, beauty and pharmacy products," Holsclaw added. "Currently, many of our everyday food shoppers shop our stores for their health and beauty needs. This gives us an excellent opportunity to convert all of the shoppers already in our stores."
 Part of the new program includes continued emphasis on the services provided by Kroger pharmacies. The Kroger pharmacies are the cornerstone of the new Kroger Drugstore and will continue to guarantee the lowest price on pharmaceuticals while offering a wide selection of prescription products.
 Since its introduction in the mid 1970s, the Kroger combination store concept -- with its expanded perishables, pharmacies and drug/general merchandise departments -- has been a key factor in the company's success. Currently, Kroger has 99 combination stores, 97 pharmacies, 93 cosmetic and fragrance centers and 49 video departments in Georgia, South Carolina and Alabama.
 "Our customers have responded favorably to the one-stop shopping opportunities at our combo stores. The missing link, however, has been our pricing on health and beauty items. We intend to address that need immediately and permanently with this new program," Holsclaw said.
 The Kroger Co.'s Atlanta Marketing Area operates a network of 121 stores employing more than 21,000 people throughout Georgia, Alabama and South Carolina. The 109-year-old, American-owned food retailer, with more than 1,255 stores nationwide, is headquartered in Cincinnati.
 -0- 7/17/92
 /CONTACT: Ellen Hartman or Claudia D'Avanzo of Fleishman-Hillard, 404-659-4446, for Kroger/
 (KR) CO: The Kroger Co. ST: Georgia, South Carolina IN: REA SU:


EA-BR -- AT012 -- 0305 07/17/92 14:14 EDT
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Publication:PR Newswire
Date:Jul 17, 1992
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