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.

HIGH

LOW

LOW HIGHPrice

Service, Quality, Experience

Total Number of Households in 3 mile radius of all Chief and Ray Supermarkets-Mosaic Studies

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

Great Foods

Sample Advertisement

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

ValueProvide more products at affordable prices

“The Wall of Values”

Implementation of Brand Pillars

Success Measures

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