Marketing Project Supermarket Group Member: Alan Hsu Arthur Lam David Lai Louis Wong Wei Chung Ma
Content Introduction Market Research SWOT Analysis Market Segmentation, Targeting, Positioning Implementation of the marketing plan Product, Pricing, Place, Promotion Additional components of services marketing Relationship Marketing Contingency plan
Market Research Competitors Target customers Multi-branding Use of information technology
Market Research: Target customers Target customer of the competitors: High-income group Not exist Multinational Taste, Citysuper, Log-on General public Parknshop, Welcome, China Resources Vanguard
Market Research: Multibranding Competitors with multi-brands Taste + Parknshop Log-on + Citysuper
Market Research: Use of I. T. Supermarket exists in the market have their own homepages Implementation of the element of relationship marketing Allow different kinds of payment Provide customers with an online-shopping platform
SWOT Analysis: Strengths Clear market segmentation e. g. Multinational/ General/ High Income Multinational bulk purchase/ specific/ convenience Using of IT enhances efficiency No competitor highly specialized in the market of multinational / high-income group market
SWOT Analysis: Weaknesses: Supermarket target in multinational / high income may not be popular Cost maybe higher (e. g. explore fee) Lower degree of specialization
SWOT Analysis: Opportunities: Huge profits from exploring a new market Freshness to customers with our entry to this oligopoly market
SWOT Analysis: Threats: Market saturated (General market) Financial crisis will have destructive impact on “Sky”
Market Segmentation Demographic segmentation Income Psychographic Segmentation Lifestyle
Targeting market WE WANT TO TARGET AT EACH AND EVERY SINGLE MARKET!!!!!!
Positioning: Objectives Be attending to each and every customers Be a multi-branded supermarket Be keeping abreast with the trend of E-commerce
SKY: Positioning Be a peerless high-classed supermarket Be excelled in terms of product quality
Earth: Positioning Be a supermarket specialized in selling diversified, multinational products Be able to let foreigners in Hong Kong buy products from their hometowns
Human: Positioning Be a conventional supermarket Be an complement for “SKY” and “Earth”
Implementation of the marketing plan: Product For physical product: Convenience goods Shopping goods SKY selling high-quality products For example, Wagyu beef Earth selling multinational products
Implementation of the marketing plan: Product For augmented products: Implementation of information technology Online-shopping Self-servicing payment Cooking service Restaurant stick to each supermarket outlet Some dishes are not offered High degree of customized service
Implementation of the marketing plan: Place Exclusive Selective Intensive
Implementation of the marketing plan: Place SKY: Districts where high-income groups are gathered E. g, IFC, Elements
Implementation of the marketing plan: Place Earth: Districts where foreigners are gathered E. g. Tsimshatsui, Causeway bay, Admiralty Human: Wide coverage
Implementation of the marketing plan: Pricing Skimming Penetrative Buyer-based Cost-based Competitor-based
Implementation of the marketing plan: Pricing Sky: Buyer-based pricing Reason: No close substitute. Buyers’ price sensitivity is low. Benefit: High mark-up.
Implementation of the marketing plan: Pricing Earth: Cost-based pricing Reason: No strong competitor existing in the market. Hard to define the income level of target customers. Benefit: Price reasonable to buyers.
Implementation of the marketing plan: Pricing Human: Competitor-based Reason: Intense competition. Customers are price-sensitive. Benefit: Easier to get into the market.
Promotion Advertising Target Means Timing High Income group Newspaper - Normal income group Television 18002000 People with a desire Television for multinational goods 20002200
Additional component of services marking Process MIS order Physical Evidence Wooden design Simple interior design People Experienced Chief Multinational chief Different styles of design
Relationship Marketing Rebate Programme: - $5 cash coupon rebated on every $100 purchase - Retain customers in a long run Delivery service: - guaranteed delivery within 24 hours to door
Relationship Marketing Discount programme (joint with credit card) - offer 10% / 5% discount for certain credit card holders e. g. i) A. E. Platinum & Centurion card holders in SKY ii) HSBC, Hang Seng Bank for Human & Earth
Relationship Marketing Feedback System: - install a machine with buttons of “Satisfaction” and “Dissatisfaction” in front of each cashier - fill out questionnaire, and get cash coupons as complements
Recommendations Jan 10’ - launch of Earth and Human - enough time to prepare - to make sure all I. T. system is workable - to see any possible modification can be applied to SKY.
Recommendations Sept 10’ - launch of SKY - to allow time for economic recovery - to allow time for resources allocation
Contingency Plan Cooked food outlet to restaurants Shut down some outlets of Earth and SKY, and turn the remaining outlets to Human. Sell the whole business to potential buyers
THE END
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