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IWAKUNI MARINE CORPS AIR STATION, Japan — Marine Corps Exchange officials here are unveiling a new logo, catchy slogan and recharged customer service attitudes in a campaign beginning in early September.

As part of the effort they’re also promising some items will cost less than at Navy Exchange and Army and Air Force Exchange Services facilities in Japan.

The eye-catching logo and fresh slogan — “Core Brands, Corps Value” — are designed to embody a renewed focus on customer service, said Doriann Geller, Iwakuni Marine Corps Community Services marketing director.

The new Iwakuni MCX logo is blue with a red stripe to represent the dress blues pants with the honored blood stripe.

Iwakuni’s MCX is the only Marine Corps Exchange outside the contiguous United States.

“The Marine Corps board of directors and MCX wanted to differentiate itself from other stores by creating a recognizable logo that shows its commitment to Marines and Marine families,” said David Lewis, retail branch officer for Iwakuni’s MCX.

As part of the program, customers are directed to look for signs that say “Another Corps Value.”

“Not all items in the store will fall under this program,” Lewis said.

“The items selected for Core Brands, Corps Value will be based on popularity and demand. Additionally, Core Brand, Corps Value items will display two prices: the ‘mall price’ and MCX price, so consumers know how much they are saving,” Lewis said.

NEX and AAFES prices also may be less than prices in commercial malls.

Still, if customers find a Core Brands, Corps Value product for less at an NEX or AAFES store in Japan, “they may receive cash back for the price difference,” Lewis said.

He said program items would include brand name clothing such as Ralph Lauren, Polo and Chaps, as well as Revlon cosmetics and certain brands of giftware and shoes.

“Throughout the year we will continuously expand our inventory of Core Brand, Corps Value items,” he added.

“Surveys have shown that brand names are very important to our customers,” Lewis said. “We are trying to provide these brand names at the lowest possible prices.”

For about two years the Iwakuni MCX has offered a 30-day price match guarantee, which still will apply during the new campaign, Geller noted.

Here’s how it works: If a customer finds an MCX item selling for less at an NEX or AAFES facility in Japan, the Iwakuni MCX will match the competitor’s current price during a 30-day period.

Funds from MCX sales are earmarked to provide community support through Marine Corps Community Services activities, such as youth, sports, aquatics, auto skills, tours and theaters.

For more information about the new MCX programs, call Lewis at DSN 253-5641.


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