by Catherine Fennessy Katherine Garrity Tess Estep Heleena Begum
Amanda Macdonald Slide 2 An Introduction to Dig-in Dig-in aims to
become a not-for-profit, community owned greengrocer in
Bruntsfield, Edinburgh (Dig-in, 2014). They are currently in the
stage of selling shares, in order to raise enough money to
establish and run their shop. Dig-in seeks to be a community based
effort to strengthen community spirit and reconnect Bruntsfield
people with the food they buy (Dig-in, 2014). They will hire two
full-time staff members, with one vacancy currently advertised; the
rest of the employees will be made up of volunteers. Slide 3 PEST
Analysis Political If Scotland were to gain independence, the
Common Agricultural Policy will provide them greater financial
support (Scottish Government, 2013) Economic The economic recession
of 2008 has led to many economic challenges. Recently retail sales
have experienced an economic downturn (Allen, 2014). Social
Consumers are less trusting of food retailers, following the Tesco
horsemeat scandal, with 7 out of 10 consumers stating they now care
more about the origin of their food (Lawrence, 2013) Technological
There is currently no technology in the Dig-in store. In the UK,
90% of face-to- face transactions are made using chip and pin cards
(Nilson Report, 2013). Slide 4 Location Slide 5 Location: Facts and
Figures Dig-in is located in Bruntsfield, twenty minutes South-West
of the city centre by foot. There are pay-and-display parking
charges in Bruntsfield from Monday to Saturday. The high street is
a main bus route that can be accessed by five regular services
(Lothian Buses, 2014). Bruntsfield falls in to ward 10 of the
Edinburgh City Council Boundaries. The neighbouring villages in
this ward include: Merchiston, Marchmount, Greenhill, Morningside
and Lauriston (Edinburgh City Council, 2014). Slide 6 The Retail
Marketing Mix Retail Marketing Mix Brand Image Product Design
Logistics Customer Service Online/In- store Presence (Lazer and
Kelley, 1961) Slide 7 The Retail Marketing Mix: Information
Segmentation Segmentation involves analysing the market environment
(Jenkins and McDonald, 1997) The average household in 2012 had a
disposable income of 17,253. Just less than London (Edinburgh City
Council, 2013). The EH10 postcode has a mixed demographic. There is
a large middle class population in certain villages, but there is
also a large student and elderly population, particularly in
Bruntsfield (Edinburgh City Council, 2013). This will influence the
pricing strategy. Slide 8 The Retail Marketing Mix: Logistics and
Product Design Different seasons in a year determines the
availability for fresh produce of fruit and vegetables for a green
grocer like Dig-In, as fruit and vegetables cannot be in stock all
the time. In solving the problem we have decided to promote the
seasonal vegetables that we do have as "Seasonal Veg of the month".
There are various storage problems associated with fresh produce as
there is an issue of deterioration. Therefore there can never be a
surplus of produce in store. (Food and Agriculture Organization of
the United Nations, 1989) Stock Delivery issues are also common
with fresh produce as there would need to be a regular stock check
carried out in order to know what needs to be delivered. (Food and
Agriculture Organization of the United Nations, 1989) Slide 9 The
Retail Marketing Mix: Signs and Symbols Symbols are "shorthanded
statements about reality" (Lazer and Kelley, 1973) The colors we
have chosen to use are green and a warm yellow. The color green
promotes health, eco-friendly caring and compassionate values. The
color yellow promotes happy, light hearted and creative values.
Colour is an important aspect as 90% of judgements are based on
colour (Singh, 1967). Slide 10 The Retail Marketing Mix: Store
Layout Slide 11 Dig-In uses a spine layout of the store which helps
them utilize their space efficiently and allows consumers to be
able to have a better exposure of the products displayed. (Newman
and Cullen, 2002) The store layout needs to be spacious as it can
help genrate consumer satisfaction of their shopping experience. It
can also motivate consumers to move around the store and thus spend
more time shopping. (Rompay, Tanja- Dijkstra, Verhoeven, Annemeik,
2011) The Service Scape model analyzes consumer behaviour and
attitudes created from a service experience. Therefore an
effective, open store layout will help create a positive consumer
behaviour. (Surabaya, 2012) The use of bright lighting and colours
can help engage a positive environment for consumers. Such as a
pastel yellow colour. (Wilson, 1925, p.49) Shelf spacing can help
promote the main products such as the fresh vegetables by
allocating them at eye level. So consumers can see the produce
easier. (Suarez, 2005) Slide 12 The Retail Marketing Mix:
Merchandising 'The Merchandising Offering' is a well-planned
balance variety of merchandise. As we have found research from a
trip to Whitmuir Farm, we have decided to take their idea of
'Veggie Bags' and use it in the Dig-In store. The use of
promotional merchandising will help target new potential customers
as the pre-designed selection of vegetables, therefore guiding
shoppers what to buy. (Branwell, 2012) The 'Veggie Bags' could also
help to promote different vegetables such as Mooli as a unique
selling point, making it educational for consumers. (Whitmuir Farm,
2014) Slide 13 The Retail Marketing Mix: Brand Image Brand image is
defined as 'the set of beliefs held about a particular brand'
(Kotler, 1988) Dig-In is currently promoting itself as an community
run greengrocer " (Dig-In Bruntsfield: Community Green Grocer,
2014) Our strapline idea that we created for the brand is "being
rooted in the community. We have taken the idea of roots as it is
defined as being the basic cause of a family, cultural origins and
origin and ethnic. (Oxforddictionaries.com, 2014) The added element
of people around the tree shows the integral role that community
has in Dig-In. Slide 14 The Retail Marketing Mix: Customer Service
Customer Relationship Management "CRM is the comprehensive approach
for creating, maintaining, and expanding customer relationships"
(Anderson, K. & Kerr, C., 2002) Applying the customer
relationship management theory to Dig In, employees need to be
knowledgeable, passionate, and enthusiastic about Dig-In. This can
be represented through its products and their customer service
skills. Dig In has started to practice CRM through having Soup
Sundays which allow potential customers as well as members of the
community to interact and learn about Dig In. (Dig-In Bruntsfield:
Community Green Grocer, 2014) Dig In has already established social
media accounts but they have not yet mastered the right balance and
presence on these mediums. Slide 15 The Retail Marketing Mix:
Customer Service Relationship With Suppliers "Pull" marketing
places huge emphasis on supplying exactly what customers want, and
uses communications to alert customers to this fact. (Mitchell,
2003) In order to achieve excellent service quality, there has to
be a relationship. (Gronroos, 2007) If Dig-In were to order their
supplies in long advance, there would be an easier flow of
reliability and trust in the stock being delivered on time. "We
need some ideas in advance... happy to supply shops, but need some
ideas" (Meg Goodwin, 2014) Slide 16 The Retail Marketing Mix:
Customer Service Customer Relationship Management: CRM is the
comprehensive approach for creating, maintaining and expanding
customer relationships (Anderson and Kerr, 2002) Social CRM
involves using social media to enhance the CRM process. (Trainor et
al., 2013) Slide 17 Promotional Idea Previous promotional methods
include free soup on Saturdays, a website and social media. This
model by Spillecke (2012), depicts the different customer touch
points in a retail store that the shopper will experience. The
store front/exterior is the first touch point during a typical
visit. The exterior must correspond with the store identity that is
already being projected, in order to create store image (Omar,
1999: Cornelius, Natter and Faure, 2010) (Spillecke, 2012, p.9)
Slide 18 Promotional Idea: How Customers Use Windows (Sen, Block
and Ran, 2002) Slide 19 Promotional Idea: Dimensions of Information
(Kinney and Lyon, 2013) Slide 20 Promotional Idea: Inspiration The
original vision that the developers of Dig-in had for the exterior
of the store was an old fashioned greengrocer look. This look
typically involves both awning (usually striped) and fresh produce
stacked outside. 90% of community greengrocers and independent food
retailers have closed down since the 1950s, therefore this look
will evoke emotions of nostalgia for those who experienced their
previous popularity (Wilby, 2011; Sierra and McQuitty, 2007). Slide
21 Promotional Idea Store Design and Windows Slide 22 Promotional
Idea: Mood Board from Pintrest (Pintrest, 2014) Slide 23
Promotional Idea: Competitors in Edinburgh Real Foods Tattie
ShawsEarthy Slide 24 Promotional Idea Final Outcome Slide 25
Secondary Promotional Idea: Uniform Slide 26 References Aaker, D.A.
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