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L O C A T I O N : 6 4 0 1 A B R A M S R D.

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PRICED ITEMS Heinz Ketchup- $1.79 Cheerios (14 oz instead of 8.9 oz)- $2.79 Yoplait Yogurt- $0.63 Listerine Total Care- $6.99 Cottonelle- $8.69 Coke (8-pack instead of 6-pack)- $2.99 Oscar Mayer (Bun-length hot dogs) -$3.19 Bush Baked Beans- $1.99 Velveeta Mac N Cheese- $2.39 Maxwell House Coffee (Deluxe Roast) - $4.69 DiGiorno Rising Crust- &6.49

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Fancy Feast- $0.69 Garnier Fructis Shampoo- $3.79 Doritos Nacho Cheese- $3.99 Philadelphia Cream Cheese- $2.29 Fresh Bananas- $0.49 Florida Orange Juice (59 oz)- $3.19 Pack of Extra Gum- $0.99 Loaf of Mrs. Bairds Large- $2.79 Lean Cuisine/Caf Cuisine (8 oz.)- $2.99 PRICED ITEMS (CONTINUED)

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Customers are directed in a counter- clockwise direction. Much of the interior dcor, especially in the first 2 aisles, was in Spanish. Fiesta tended to use bright, popping, eye- catching colors to advertise for products. The store was conspicuously missing photos and cutouts, and the lighting, walls, ceiling, and floor were normal. Food was stacked seven shelves high in the aisles. The food was considerably homogeneous on the shelves- the quality didnt necessarily get better or worse nutritiously, it was mainly just different brands of the same type of food. STORE ANALYSIS

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There were about 4 flyers and media enticements per aisle. For instance, on one aisle, we saw ads for Rice Krispy, Minute Maid, Triscuits, and Wheat Thins. Sale items were in stock. There werent any current promotions We couldnt find the manager, but the store appears to be stocked and designed with the most popular items displayed on the front of the aisle so that as a customer browses the aisles from the front of the store, the popular items pop out. STORE ANALYSIS (CONTINUED)

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The piata display was intriguing; there was a vast selection of piatas, which is something unique to Fiesta. The piata display was on the right side of the store, which is where most of the Mexican products were, and included piatas hanging from the ceiling. There was a Fiesta brand to compete with a national brand. There was background music in the store, and it was mainly catchy pop songs. It should be noted, however, that there were no advertisements for Fiesta interrupting this music, which is often what occurs in other grocery stores. There were no ads in shopping baskets or carrying baskets. STORE ANALYSIS (CONTINUED)

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Fiesta, a non-traditional grocery store, taps into its niche of Mexican products to entice customers. We saw this especially on the right side of the store. The first few aisles contained many products wed never seen in a typical grocery store: sugar skulls, a whole aisle of Goya products, a large portion of an aisle devoted to religious candles, mini-sodas with foreign brands, Mexican candy, churros, piatas, Mexican bread, and so on. STORE ANALYSIS (CONTINUED)

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Neighborhood of demographic: Low-middle income The parking lot does not utilize media to entice customers. There didnt appear to be any cross- promotion. The window ads are all in Spanish for Mexican-related products Spanish magazines are displayed at the check-out area. They had the Spanish versions of Cosmopolitan and People, as well as several Spanish-only fitness and cooking magazines and tabloids. STORE ANALYSIS (CONTINUED)

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The Fiesta website was a very informational, colorful website. There are many pictures, events, cooking classes, and much more. The Fiesta website was easy to navigate through and there were ads throughout the page. Although the page was informative and there were many activities and cooking classes to sign up for, the actual store did not follow the website too closely. When we were at the store we did not see any sign- up sheets for cooking classes or any advertisements. Also, the pictures of food on the website looked a lot more appetizing than the food at the store. Over all, the website was very nice but it did not match the store very closely. WEBSITE ANALYSIS

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COMMERCIAL ANALYSIS The Fiesta commercial is interesting and grabs your attention. The commercial is showing the variety of produce and foods they have to offer. It is also showing that is a kid friendly store. Fiesta has food and supplies for children as well as adults. This commercial shows that kids enjoy going to Fiesta. The Fiesta commercial is very bright and happy and makes you want to see what else the store has to offer. http://www.youtube.com/watch?v=T7Nj28_0SA4