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Publix – College TownTallahassee, Florida
Publix – College TownGroup Members:Priyank Patel - ResearchTifphanie Stafford – Target AudienceJennifer Callaghan – SWOTTammy Jimenez - Tactics
Proposed design with street access
About Publix SupermarketsOne of the top privately owned supermarkets.
More than 1000 stores.
Owns its own manufacturing plants.
Family-friendly with outstanding service.
Aligning our business with the needs of the community.
About Publix Supermarkets Cont.Kroger, Wal-Mart, Winn Dixie.
Walmart competes heavily in PricesPublix counters with offers and BOGOsMore natural products and less processed. Better customer service.
Target AudiencePrimary Audience
College Students that live in Geographic area of College town
Average age 21Secondary Audience
Professors, Administrators, Work peopleAverage age indefinite
Target Audiences Spending HabitsPrimary Audience (College Students)
73% of students are spending $6,000 or more each year on basic living expenses (groceries, rent, utilities, and gas); more specifically, 14% spend $18,000 or more.
66% of students are spending $1,200 or more each year on entertainment (bars, restaurants, live music, media, alcohol, marijuana, etc.); more specifically, 21% spend $3,000 or more and 6% spend $6,000 or more.
Sample SurveyConducted by Study Breaks collegeMedia team of 500+College students
Target AudiencesSecondary Audience
Administrators, Professors, Working individualsSmart Savvy Shoppers
Coupon ClippersShort on TimeHas a loyalty to a store
Believe in purchasing particular products
SWOTStrengths:
Quality Customer ServiceCleanliness and OrganizationIn-house production
Weaknesses:Competitive PricingLimited LocationConvenience
SWOT CONTINUEDOpportunities
ExpansionPrivate labelsBrand Loyalty
ThreatsVersatile Warehouse CompetitorsExpanding Competitors
Our CompetitionKroger, and Wal-Mart Stores in North Carolina.
Kroger bought out Harris-Teeter so that it may increase its presence within Publix’s market area.
BI-LO Holding is another competitor that has acquired Winn Dixie’s and Sweetbay Supermarkets.
Publix opened 32 supermarkets in 2014, seven stores were bought from BI-LO
As a result, Publix reported retail sales of $28.9 billion in 2014, an increase of 6% over the prior year.
Publix is in the running as they continually open new stores throughout the southeastern region.
TacticsIn store promotions – Week 1
The first 500 customers will receive reusable/eco-friendly grocery bags
The first 50 customers to purchase $75 in groceries will receive a $25 Publix gift card
The Deli will have samples of different meats and cheesesThe Bakery will have samples of different baked items My Apron will be set throughout the store for different
recipe making ideasRegistrations for $50 gift cards, cakes, deli platters and fruit
basketsRegistration for free delivery of grocery items within College
Town Publix area for the first three months
Tactics Cont. Platform promotions – Weeks 1 - 4
Promote “Grand Opening” on the front page of Publix website and landing pages for the Tallahassee Area.
Promote “Grand Opening” on all social media sites: Facebook, Twitter, LinkedIn, and Google+
Traditional media, local weekly Publix sales paper front page will list Grand Opening for Publix College Town
Traditional media, 30 second radio advertisements of the Grand Opening – Publix College Town
Traditional media, mail out through the USPS to target the College Town residential and business area with advertisement flyer of the “Grand Opening”
It is my pleasure
Conclusion: