L O C A T I O N : 6 4 0 1 A B R A M S R D.. PRICED ITEMS Heinz Ketchup- $1.79 Cheerios (14 oz...
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L O C A T I O N : 6 4 0 1 A B R A M S R D.. PRICED ITEMS Heinz Ketchup- $1.79 Cheerios (14 oz instead of 8.9 oz)- $2.79 Yoplait Yogurt- $0.63 Listerine
PRICED ITEMS Heinz Ketchup- $1.79 Cheerios (14 oz instead of
8.9 oz)- $2.79 Yoplait Yogurt- $0.63 Listerine Total Care- $6.99
Cottonelle- $8.69 Coke (8-pack instead of 6-pack)- $2.99 Oscar
Mayer (Bun-length hot dogs) -$3.19 Bush Baked Beans- $1.99 Velveeta
Mac N Cheese- $2.39 Maxwell House Coffee (Deluxe Roast) - $4.69
DiGiorno Rising Crust- &6.49
Slide 3
Fancy Feast- $0.69 Garnier Fructis Shampoo- $3.79 Doritos Nacho
Cheese- $3.99 Philadelphia Cream Cheese- $2.29 Fresh Bananas- $0.49
Florida Orange Juice (59 oz)- $3.19 Pack of Extra Gum- $0.99 Loaf
of Mrs. Bairds Large- $2.79 Lean Cuisine/Caf Cuisine (8 oz.)- $2.99
PRICED ITEMS (CONTINUED)
Slide 4
Customers are directed in a counter- clockwise direction. Much
of the interior dcor, especially in the first 2 aisles, was in
Spanish. Fiesta tended to use bright, popping, eye- catching colors
to advertise for products. The store was conspicuously missing
photos and cutouts, and the lighting, walls, ceiling, and floor
were normal. Food was stacked seven shelves high in the aisles. The
food was considerably homogeneous on the shelves- the quality didnt
necessarily get better or worse nutritiously, it was mainly just
different brands of the same type of food. STORE ANALYSIS
Slide 5
There were about 4 flyers and media enticements per aisle. For
instance, on one aisle, we saw ads for Rice Krispy, Minute Maid,
Triscuits, and Wheat Thins. Sale items were in stock. There werent
any current promotions We couldnt find the manager, but the store
appears to be stocked and designed with the most popular items
displayed on the front of the aisle so that as a customer browses
the aisles from the front of the store, the popular items pop out.
STORE ANALYSIS (CONTINUED)
Slide 6
The piata display was intriguing; there was a vast selection of
piatas, which is something unique to Fiesta. The piata display was
on the right side of the store, which is where most of the Mexican
products were, and included piatas hanging from the ceiling. There
was a Fiesta brand to compete with a national brand. There was
background music in the store, and it was mainly catchy pop songs.
It should be noted, however, that there were no advertisements for
Fiesta interrupting this music, which is often what occurs in other
grocery stores. There were no ads in shopping baskets or carrying
baskets. STORE ANALYSIS (CONTINUED)
Slide 7
Fiesta, a non-traditional grocery store, taps into its niche of
Mexican products to entice customers. We saw this especially on the
right side of the store. The first few aisles contained many
products wed never seen in a typical grocery store: sugar skulls, a
whole aisle of Goya products, a large portion of an aisle devoted
to religious candles, mini-sodas with foreign brands, Mexican
candy, churros, piatas, Mexican bread, and so on. STORE ANALYSIS
(CONTINUED)
Slide 8
Neighborhood of demographic: Low-middle income The parking lot
does not utilize media to entice customers. There didnt appear to
be any cross- promotion. The window ads are all in Spanish for
Mexican-related products Spanish magazines are displayed at the
check-out area. They had the Spanish versions of Cosmopolitan and
People, as well as several Spanish-only fitness and cooking
magazines and tabloids. STORE ANALYSIS (CONTINUED)
Slide 9
The Fiesta website was a very informational, colorful website.
There are many pictures, events, cooking classes, and much more.
The Fiesta website was easy to navigate through and there were ads
throughout the page. Although the page was informative and there
were many activities and cooking classes to sign up for, the actual
store did not follow the website too closely. When we were at the
store we did not see any sign- up sheets for cooking classes or any
advertisements. Also, the pictures of food on the website looked a
lot more appetizing than the food at the store. Over all, the
website was very nice but it did not match the store very closely.
WEBSITE ANALYSIS
Slide 10
COMMERCIAL ANALYSIS The Fiesta commercial is interesting and
grabs your attention. The commercial is showing the variety of
produce and foods they have to offer. It is also showing that is a
kid friendly store. Fiesta has food and supplies for children as
well as adults. This commercial shows that kids enjoy going to
Fiesta. The Fiesta commercial is very bright and happy and makes
you want to see what else the store has to offer.
http://www.youtube.com/watch?v=T7Nj28_0SA4