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Hi-value supermarkets (organization (stores (north fairview (oldest,…

- - - - older than those of major competitors
    - - oldest
      - located two blocs from Missouri mart
      - 20% customers comes from outside town
    - - mini-deli
      - harrison and grand american across street
    - - bakery
      - no close competitors
  - - - increasing sales last three years
      - divided by product category
        
        grocery
        
        fresh meat, poultry and seafood
        
        produce
        
        seasonal and general merc
        
        bakery
        
        deli
    - - 28.8 % (2002)
      - industry 26.4%
  - - - comparatively overall ad expo with Harrison and Missouri mart, more expo than grand american
        
        spent .89 % of sales in ad
      - newspaper, radio, and outdoor
    - - highest priced based on market-basket studies
      - high-volume items ad loss leaders
        
        soft drinks
        
        bread
        
        eggs
        
        flour
- - - - product portfolio
        
        general merchandise and small pharmacy
        
        balanced variety of groceries, quality meat and produce
      - customer
        
        middle and upper income
        
        extreamly favorable customer image
      - store experience
        
        well managed
        
        clean
        
        orderly, easy to shop
        
        attractive
        
        warm decor, friendly staff,
      - marketing mix
        
        every day low prices
        
        slogan
        
        save on the total
      - finanscial
        
        second highest sales
    - - store experience
        
        finest fixtures and decor
        
        relatively easy to shop
        
        highly regimented and lacks innovative merchandising appeal
        
        most modern
      - product portfolio
        
        highly regarded dairy department
        
        moderate variate, meats, produce, and groceries
        
        skeleton variety of general merchandise
        
        small pharmacy
      - marketing mix
        
        emphasizing high-volume items
        
        tries to create low-price image by highlighting competitive prices on items listed in each ad
        
        use of coupons and specials
    - - food sales volume leader
      - customers
        
        middle aged older families
      - product portfolio
        
        60% allotted to general merchandise
        
        40% food items
      - SWOT
        
        S
        
        groceries
        
        special purchase displays
        
        W
        
        low on orderliness and cleanliness
        
        lacks quality and freshness
      - Marketing mix
        
        ads featuring very low prices on particular items, displayed in large quantities end of aisles
  - - - research
        
        objecties
        
        develop an updated profile of hi-value shoppers (target segment)
        
        determining shopping behavior of target segment
        
        use research to guide decision regarding managing merchandise and store renovation
        
        discover projected retail image
        
        studies
        
        telephone survay
        
        30% considered hi-value prices above average
        
        20% considered below average
        
        Harrison was thought to have everyday lowest prices
        
        focus groups
        
        discussion topics and findings
        
        meat
        
        produce
        
        shopping convenience
        
        stores in general
        
        Missouri mart
        
        grand american
        
        harrissons
        
        hi-value
        
        price
        
        personal interviews
        
        findings
        
        improvments
        
        greater variety
        
        1 more item...
        
        cleaner dairy section
        
        lower overall prices
        
        1 more item...
        
        improved out of stock situation in PL
        
        increased quality and freshness of produce
        
        positive aspects
        
        appearance and cleanliness
        
        friendlyness
        
        service
        
        convenient close to home/work
- - - - price knowledge
        
        tended to be category dependent
        
        new parents has price knowledge in baby foods
      - across the board or select categories
        
        across the board
        
        greater ompact on shopper perceptions
        
        select categories
        
        grocery and seasonal and general merchandise
      - how much should the prices be lowered?