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Chief SupermarketsThe emergence of the premier fresh supermarket
Cornell University
Nathaniel Drake Josh
Brown
Stephanie Ko Emily
D’Agostino
Problem Statement
Chief Supermarkets is surrounded by low price,
value oriented competitors in a saturated
market. Its positioning has led to declining
customer counts and low brand perception in
the community.
Demographic Takeaways-Mosaic Studies
• High concentration of value-focused customers
• Customers find advertisements helpful
• Strong brand loyalty
• 50% of Families in Motion have 2-3 children
• Favor local entertainment, outdoor activities, and sporting events
MissionTo delight our customers with great food and
experiences.
Current Tactics
Family Traditio
nChief, through product and service, will
promote family values and traditions within its
communities.
• Wine tasting• Fresh market
salads• Smokehouse
• Chief University
• Specialty Cookies
• Premium Meats
Experience
Chief will strive to provide a warm and friendly
shopping experience for
all its customers.
Great Food
Chief will be the premier
provider in its market of the
freshest perishables &
prepared foods.
Value
Chief will price itself at a level
that is accessible and affordable for
all its customers, on
the items they use most.
.
Recommendation Chief’s Brand Pillars
Great Foods • Require more frequent produce quality and
expiration date checks in stores to avoid consumer backlash
• Become 1st store in area to have key fresh items
• Product line extension in bakery—Chief Signature Items
• Incorporate local sourcing of produce and perishables
Experience• Implement employee incentive program
• Vent bakery aromas into vestibule—would cost approximately $2000 per store
• Provide meal solution samples, and cost would include labor and food supplies
• Leverage Chief University to increase employee knowledge about perishable freshness
Family TraditionSponsoring Local Sporting Events
Creating a stronger bonds
with the community will
strengthen Chief’s brand and
customer base.
Creating a stronger bonds
with the community will
strengthen Chief’s brand and
customer base.
Building strong
relationships
Building strong
relationships
Family TraditionMeal Deals and “Camper’s Corner”
Meal Deal
• Provide affordable bundled meals to support eating dinner together at home
“Camper’s Corner”
• Families enjoy outdoor activities like camping and hiking
Leverage the extended enterprise network with Spartan
Working with local suppliers to provide locally based
products.
Transfer best practices from Spartan and its
subsidiary, D&W Fresh Market, creating supply
chain synergies.
Work with the manufacturer to ensure that Chief will
never be beaten on price on the cover of their weekly
specials.
Exploiting the relationship
between Chief and Spartan will ensure
Chief stays competitive in a
saturated market.
Exploiting the relationship
between Chief and Spartan will ensure
Chief stays competitive in a
saturated market.
Conclusion • Chief’s improved produce
department, stronger ties to the community, superior customer service, and highly utilized supply chain will provide a competitive advantage for the foreseeable future
• Chief’s new Brand Pillars provide flexibility that is unrivaled by competitors, allowing customers to enjoy great food and experiences
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