Kenny Smith Alana Gates David Ludden Ioannis Ikosipentarhos Salman Vakil Marzena Zelazowska Created...
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Kenny Smith Alana Gates David Ludden Ioannis Ikosipentarhos Salman Vakil Marzena Zelazowska Created By Team Details A Grocery for the Digit Age Semester: Fall 2011 Course: Marketing 351 Day Class Meets: Wednesday, 7pm Product/Business Name: ShopToUs
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Transcript of Kenny Smith Alana Gates David Ludden Ioannis Ikosipentarhos Salman Vakil Marzena Zelazowska Created...
Kenny SmithAlana GatesDavid Ludden
Ioannis IkosipentarhosSalman VakilMarzena Zelazowska
Created By
Team Details
A Grocery for the Digital Age
Semester: Fall 2011Course: Marketing 351Day Class Meets: Wednesday, 7pmProduct/Business Name: ShopToUs
• Situation Analysis
• Target Market
• SWOT
• Objectives
• Marketing Mix
• Marketing Research
• Financials
• ShopToUs
Agenda
The Supermarket Industry
Situation Analysis
Large Market Chain Dominated
2010 Sales = $1.32 trillion sales 2010 Sales = $1.32 trillion sales
Small Format Stores on the Rise
‣Online ordering systems‣Reward/loyalty programs‣Established social media presence
Generation Y
Target Market
Strengths
Opportunities
First mover advantage
WeaknessesNo existing
technology
Threats
Growth of Gen Y Imitation
SWOT
Year 1
Year 2
‣Become primary grocer for early adopters‣Gain favorable band recognition‣Become occasional grocery for all
‣Increase brand recognition‣Become primary grocer for 50% of target market
Goals
Industry standard pricing
Price
PromotionGen Y, customer service
PlaceSmall format, convenient location
Marketing Mix
ProductShopToUs experience
The ShopToUs experience1. Convenience2. Customer satisfaction
The Plan
1. Minimize in-store wait time2. Empower employees3. Solicit customer feedback
Product Strategy
Generation Y
Convenience
Dedication
Positioning
Industry Standard Pricing
Expedited Delivery/Pickup
Flat Rate Delivery
Pricing Strategy
Selective distribution
Convenient store locations
Continuous improvement
Distribution Strategy
1. Advertising2. Public Relations3. Sales Promotions
3 Channels
Marketing Communications
1. AdvertisingOnline AdvertisingOnline Advertising Direct MailDirect Mail
Marketing Communications
2. Public RelationsSocial MediaSocial Media DonationsDonations
Marketing Communications
3. Sales Promotions
Marketing Communications
CouponsCoupons 2-for-1 Deals2-for-1 Deals
Focus Groups
Market Research
Focus Groups
Traditional Research
Ongoing Market Research
Financials
Marketing plan increases profit
Convenient Dedicated Gen Y
A Grocery for the Digital Age
Questions?
A Grocery for the Digital Age
