Upload
francois-filamor
View
216
Download
0
Embed Size (px)
Citation preview
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 1/46
Francois Filamor Project #1 IMC 462 November 15, 2010
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 2/46
me-mart® Green, Sustainable, Innovative and Interactive shopping
experience for you!
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 3/46
Background
! Consumer Spending
! Since the recession, 96% of US consumers considered it important
that new products and services provide them value for the dollar
! Green and Natural Products! 70% are motivated to buy products that are better for the
environment, but only 40% are willing to pay more for those
products.
! 58% consider it important for a new product they purchase to be
“natural.”
Data from Better Home and Garden and Brank Sparks
surveying 50,000 US Shopper - http://bit.ly/btOH1Z
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 4/46
Background
! Health and Wellness
! 68% believe health is their greatest priority
! 80% believe that better food choices prevent illness
! Early Adopters
! 80% are women
! 50% download coupons of the internet
Data from Better Home and Garden and Brank Sparks
surveying 50,000 US Shopper - http://bit.ly/btOH1Z
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 5/46
Background
! Technology
! 38% of US phone users are accessing the internet over their mobile
phones
! 25% in the second quarter of 2010 have smartphones
! 61.6 million out of the
! 4% of Americans online use location-based services (foursquare,
Gowalla, facebook places)
Data from : http://bit.ly/aAAYNK
, http://bit.ly/c8qYKp
http://bit.ly/9AHTWt ,
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 6/46
What we were ?
! Three family owned grocery stores with similar personality traits
merged into one chain serving former, current and future
customers with a singular and new vision…
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 7/46
Where we are ?
! Chicago, IL (Greenest City)
! Typical Store
! 15,000 Square feet ($2 million in annual sales)! 3,500 items (similar to Trader Joes)
! Employment – 50
! Sales and related workers (43%)
! Office and admin (27%)
! Transportation and material moving (10%)
! Management (10%)
Data from justlivegreener.com, fmi.org and bls.gov
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 8/46
Who we are today ?
! A chain of grocery stores called me-mart with one vision of a
green, sustainable, innovative and interactive experience created
for you…
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 9/46
Green & Sustainable -
Inspiration! Modeled after Fresh and Easy
! Saved $3 million dollars in energy related costs
! Modeled after Hannaford Supermarket
! First supermarket in the US to be Platinum LEED certified
! Modeled after Cub Foods
! Educates consumers through signage
Data from http://bit.ly/9EKJz7, httphttp://bit.ly/9p1kCP ://bit.ly/dzwoS2 ,
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 10/46
Green
! Making environmentally friendly choices
! Better your health and save money
! Reuse and recycle! Prevent global warming
! Use less water and energy
Data from Why go green? http://bit.ly/b7V91v
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 11/46
Green - me-mart® ! Energy changes (Reducing costs by up to $3 million a year and
obtaining LEED Platinum Status – 80-110 points)
! More windows to maximize natural sunlight
! Use of solar power
! LED exterior lighting reducing energy consumption by up to 80%
! Sensor lighting, lights up part of the store when someone passes
through and remain dim during the day
!Refrigeration, heating and cooling has zero ozone depletionpotential
! Low VOC Paint used throughout the store
! Reduction of water usage by using ice-free displays and waterless
urinals
Data from http://bit.ly/9EKJz7, httphttp://bit.ly/9p1kCP
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 12/46
Green - me-mart® ! Integration of green initiatives to current grocery stores
! Upgrade store structure
! Save time and money from having to demolish and rebuild new store.
Instead make smaller changes that can be done in a short timeframe soif the store needs to be closed during construction, changes can be
implemented faster
! Change Products and services
! Add alternative products, presented differently to create a better and
cleaner environment for customers! Business operations
! Car sharing and other transportation considerations including officesupplies and management and employee workspace changes
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 13/46
Green – Potential Concerns
! Each store will have different needs and a different set of
problems/issues
! Some stores may be older and may have different dimensions and
might already need to be renovated and revitalized! Similar standards of quality that are feasible for all stores is
necessary to ensure a consistent grocery store chain
! Each store has current customers with specific needs and
demands as well as specific shopping behavior
! Understanding these concerns will ensure that changes will not
affect current customers
! Me-mart is in the business of meeting the needs and demands of the
different shoppers and innovations and interactivity will help
shopping become more efficient and convenient for all shoppers
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 15/46
Sustainability ! Sustainable meat and produce! Food that our bodies were designed to eat! Are healthy for us, the soil, and the animals
! Do not harm the environment! Are humane for both the workers and the animals! Support the local economy instead of large corporations
Data from http://bit.ly/8XxLuL
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 16/46
Sustainable - me-mart® ! Higher quality products offered at lower prices
! Integration of sustainable food and produce from local farmers and
vendors into each store
! Current inventory will also be available but will slowly be replaced
by alternative products so that customers can be educated on the
value of sustainable food sources which will result in smarter
shopping decisions
!Local sources minimizes delivery distances saving on fuel andtransportation costs
! Lower prices are offered as a result of Green Initiatives
! Will not affect prices from local farmers, producers and vendors
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 17/46
Sustainable – Potential
Concerns
! Local Farmers and Vendors resistance
! May not want to change methods of farming or finding alternative
products and packaging
! May find the cost of change to be to high to make a profit
! Give Incentives for current local farmers and vendors to practice more
sustainable methods
! Provide resources and subsidize new methods such as machinery
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 18/46
Sustainable – Potential
Concerns
! Elimination of some farmers and vendors
! Although non-sustainable products will be sold at stores, these will
slowly be replaced by alternative products
! To lower costs transportation and delivery costs and to maintain a
local approach, previous farmers and vendors may have to be
dropped causing layoffs
! New needs and demands of current and new customers
! Create an understanding of the need for sustainable products andprovide a comparable higher quality product at a lower cost
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 19/46
Innovations and Interactivity
! Create a new store concept for the grocery chain for US grocery
shoppers
! They are more technologically savvy and make smarter decisions
! Want a convenient and more efficient shopping experience
! Use social media and other communication tools
! In keeping with the Green and sustainable products and services, the
store also needs to be updated
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 20/46
Innovative and Interactive -
me-mart® ! GPS-enabled store
! Use an application that can be downloaded onto mobile devices
that can be customized to the customer and can help them navigate
through the store and tell them where everything is located! Provide information on sales and promotions
! Provides the customer a route that is efficient or allows them to tour thestore
! A store that works with a customers social media savvy and
technologically advanced mobile devices! GPS can be activated automatically and can sync to various social
networks
! Phone will be prompted to check-in on foursquare or other
location-based social media networks
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 21/46
Innovative and Interactive -
me-mart® ! Digitized LED Screens
! State of the art low energy efficient LED screens
! Messages, deals and other related information can be updated
throughout the day saving paper and other materials! State of the art interactive inventory system
! Prevents customers from forgetting ingredients and the store from
running out of items
! Customers can view a floor plan of the entire store online and can take
an interactive tour of all of the merchandise
! They no longer need to leave the house and worry about what they want, because we will tell them if we have it!
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 22/46
Innovative and Interactive -
me-mart® ! State of the art checklist planning system called checkit
! Download the application on various app stores or use the online
version on the grocery website
! Instead of writing down a grocery check-list on paper, customers caninput their list on the new checkit system which will provide a QR code which can be printed, synced or saved onto a mobile device with in-store
directions to save time and give the customer the best route within thestore to find all of the items on the checklist
! Checkit also learns to understand the customers like and provides
them with inventory data to make future shopping trips easier and
more convenient
! Customers can also find ingredients and items based on the dish
they are trying to make by typing in the dish which will list
everything they need to purchase and where to find it
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 23/46
Innovative and Interactive -
me-mart® ! State of the art checkout system
! When entering the store customers can purchase reusable and
recycled bags with sensor technology. When customers are ready to
checkout, they can place their bag(s) at the self-checkout counter andit will scan all of the items in the bag
! No need to scan each item or put in a customers store card for
discounts and savings. Their information inputted into the system
as well as the sensors in the reusable bag calculates all of the
necessary data! A total appears and the customers can pay at their convenience
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 24/46
Innovative and Interactive –
Potential Problems
! Customer resistance and confusion
! Some current customers may not be technologically savvy and may
not understand new innovations and interactivity
! All current customers will be given information through emailnewsletters/direct mail before grocery stores re-open to understand thebenefits to them and how it will make their shopping experience more
efficient and convenient
! New customers will be able to obtain similar information and will have
employees ready to help them use all of the various benefits to them
! All customers will be able to create their own profiles and can createthem at the store to better serve their needs and demands
! The goal of the store is to create a store for you, so it should be easy for
everyone to understand
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 25/46
Innovative and Interactive –
Potential Problems
! Traditional customers
! Some customers may not have access to social media saavy/
technological mobile devices or understand new innovations and
interactivity ! These customers can obtain brochures on new technologies and
information about green and sustainability
! All stores will have traditional store formats such as cashiers, baggers,
self-checkout lines with the same technology and experience that they had with previous stores
! One major difference is store layout which they can obtain a map of which
helps guide them through the store
• Even if a customer doesn’t use the interactive and innovative features they are
still shopping in a better environment with higher quality products and services
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 26/46
Innovative and Interactive –
Potential Problems! Technology
! With the various new innovations and interactivity, there may betechnical problems
! Store is capable of reverting to the traditional method if needed as there
are cashiers and baggers at hand. There are also brochures and relatedinformation and customers can also print out their checkit lists at thestore if their phones aren’t syncing or working
! Quality and Standards
! Management and employees will have to work harder to keep up
with inventory and store layouts as well as making sure that Greeninitiatives and sustainable products are monitored
! Workforce will have programs and systems to help them with inventory and making sure everything is managed and taken care of with the highstandards.
! Workforce is given incentives and rewards for tasks and have open
communication with management if there are problems or concerns
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 27/46
Constituents
Customers
Local Farmers/Local Producers
Shareholders
Competition
Foundations and
Charities
Green BuildingCertification
Institute Vendors
Community
Banks and OtherBusinesses
Management
Employees
Unions
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 28/46
Constituents Analysis
! Constituent Groups
! The various groups the chain (should or could) communicate with
! Each group can be broken down further into former, current and
future constituents. Although the most important are current
constituents, in some cases regaining former constituents and
attracting future constituents may be considered as well
! Each group exists to provide ROI or brand integrity/value
! Although each constituent group has a different value to the
company, they all provide importance and are interconnected to oneanother in one way or another to meet the overall objectives and
goals of the business
! Each group provides analysis and recommendations to the business
to grow and change to meet needs and demands of the most
important constituent, customers!
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 29/46
Constituents Analysis
! Responsibilities of Grocery Chain
! Providing green and sustainable products and services to customers
while enhancing their shopping experiences providing efficiency
and convenience.
! Creating and maintaining strong relationships and working with
current constituent groups, providing incentives to meet new
standards and quality
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 30/46
Constituents - Breakdown
Group Former Current Future
Customers X X X Management X X
Employees X X
Shareholders X X
Vendors X X
Local Farmers andproducers
X X
Unions X X
Competition X
Banks and OtherBusinesses
X
Community X
Foundations/Charities X X
Green Building
Certification
Institution/Inspectors
X
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 31/46
Constituents – Value
Value Customers
Management
Employees
Shareholders
Vendors
LocalFarmers and producers
Unions
Competition
Banks and Other Businesses
Community
Foundations and Charity
Green Building Certification Institution/
Inspectors
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 32/46
Constituents – Relationship and Goals
Group Relationship Assessment
Customers
Doesn’t work with any constituent group directly,
although communicates with
management and employees.
It is important to monitor needsand demands constantly to
make important decisions to
enhance and benefit customers
Management Works with all constituent
groups
Manages all constituent groups
and meets the needs and
demands of customers andshareholders
EmployeesCommunicates with
management and customers
Employees are direct line to
customers and must maintain
high standards within the
grocery store
Shareholders Communicates withmanagement
Invested in customer satisfactionand overall business success
Vendors, local farmers and
producers
Works directly with
management
Provide high quality products
based on consumer needs and
demands. Goal of sustainability
and incentives for group to
commit to sustainable products
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 33/46
Group Relationship Assessment
Unions
Works with employees,
management, vendors, local
farmers and producers
Creates standards and satisfies
needs and demands for
constituent groups that it works
for
CompetitionMay influence customers,
business objectives and goals
Important to monitor
competing grocery stores to
meet new standards
Banks and Other BusinessesCommunicates with customers
and business
Important to enhance customer
experience and connections to
community by offering more
services such as cash backs ordeals
Community Affected by grocery store
Important to monitor concerns
and questions and retain a
positive relationship
Foundations/CharitiesConnected to business
objectives and goals
Association with various causes
and provide support to create a
positive image in the
community and to customers
Green Building Certification
Institution/Inspectors
Communicates with
management and is important
to store business objectives and
goals
Make sure to maintain LEED
status and continue to become
more eco-friendly
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 34/46
Mar Com Tools Assessment
Tool Positive Factors Negative FactorsGeneral
Assessment
Advertising
(ADV)
Demonstrates productattributes, portrays usage
imagery, consumer
benefit and brandpersonality
High cost, clutter,
opportunity to “tune out”
Although it may beexpensive, it creates the
most impressions/TRPS
Public Relations(PR)
Customized, able to buildstrong relationships,
control message
May not reach allconsumers, can’t control
all content, may create
negative impact
Although some contentmay be hard to control,
such as feedback andreaction, it is a good tool
to promote and producenews quickly!
Sales Promotion(PROMO)
Easy to understand,strong consumer
acceptance, physicalreminder to buy
Clutter, coupon abuse,cost of distribution can
be high
It might be costly todistribute, but is the best
method for measurementand trial
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 35/46
Marcom Tools Assessment
Tool Positive Factors Negative FactorsGeneral
Assessment
Website(WEB)
Interactivity, tracking,
content can be
controlled
Expensive to maintain,
some content may not be
controlled, has to be
updated regularly
Although expensive tomaintain, every company
needs it to give the
customer a place to find
information on their
own time
Direct Mail(DM)
Can target specific
customers and content
can be controlled and
customized
Expensive, time
consuming, clutter
Not the best solution formost companies but
some people still prefer
direct mails, especially if
they are not online!
Social Media(SM)
Reach, cost-efficient,
content can be
controlled, shared and
modified
May not understand
medium, difficult to
measure ROI
Most effective mode of
communication andinformation that all
companies should use
but need to understand
in order to use effectively
and efficiently
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 36/46
Mar Com Tools – Preliminary Usage
Group ADV PR PROMO WEB DM SM
Customers X X X X X X
Management X X X
Employees X X X
Shareholders X X X X
Vendors X X X X
Local Farmers and
producers X X
X
X X
Unions X X
Competition
Banks and OtherBusinesses
X X X X
Community X X X X X X
Foundations/Charities
X X X X
Green BuildingCertification
Institution/Inspectors
X X
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 37/46
Mar Com Aims/Goals
! Customers and Community
! Engage in advertising/social media/sales promotions/website/direct
mail/PR initiatives and obtain new customers and retain them
! For existing and previous customers, regain and retain them by emphasizing changes that will benefit them while creating loyalists
through
! New Innovations and interactive shopping experience
! Green and sustainable products
! Social media and technology to connect to customers
! Community
! Understands the value of the chain in the local area as well as what thechain can do for the community. Active participant of the chain while
creating a stronger and emotional relationship long-term
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 38/46
Mar Com Aims/Goals
! Management and Employees
! Engage in website/social media/PR initiatives to provide
information on company objectives as well as related information
! Emphasize a workplace that produces more outlets for
communication among employees and management while creating a
more eco-friendly environment for the workforce to create more
retention of employees and management
! Information about grocery stores within the chain and rewards and
incentives for employees and management to do better
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 39/46
Mar Com Aims/Goals
! Shareholders
! Engage in website/social media/direct mail/ PR initiatives to
provide information and updates on what is going on with the
grocery chain
! Accessibility to management and communication channels
! Emphasize important highlights of the grocery chain
! New Innovations and interactive shopping experience
!Green and sustainable products! Social media and technology to connect to customers
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 40/46
Mar Com Aims/Goals
! Vendors
! Engage in promotions/website/social media/direct mail/ PR
initiatives to provide incentives and benefits to
! Provide high quality products in a timely manner as well as a wide
variety for customers to choose from at an affordable price that meetsboth the chain and the vendors needs
! Don’t alienate current vendors, or vendor who don’t necessarily meetGreen and sustainable standards but decide on what products and
services to continue to provide! However, some products may be cashcows and will continue to besold in each grocery store based on needs and demands
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 41/46
Mar Com Aims/Goals
! Local farmers and producers
! Engage in promotions/website/social media/direct mail/ PR
initiatives to provide incentives and benefits to
! Continue to produce high quality sustainable produce/meat that meats
sustainable standards
! Don’t alienate current farmers and producers but attempt to influence
them to use more sustainable methods. Customers want better meatsand produce, so farmers and producers will have to use better methods
to meet these needs! Create incentives for current farmers and producers who do notpractice sustainable methods to start using it or subsidize needs to
do so
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 42/46
Mar Com Aims/Goals
! Unions
! Engage in direct mail and PR initiatives to provide information
regarding workforce
! Treatment as well as benefits and incentives of employees and
constituents that unions work for
! Creating strong ties with unions
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 43/46
Mar Com Aims/Goals
! Banks and other businesses
! Engage in social media/sales promotions/website/direct mail/PR
initiatives to create relationships and partnerships to
! Pass on to customers
! Banks could give cashback to customers as incentives to use theircards for purchases
! Benefits, prizes and rewards
! For making frequent purchases, use of social media such as
foursquare and other vehicles to influence customers
! Other incentives, benefits, savings for consumers
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 44/46
Mar Com Aims/Goals
! Foundations and Charities
! Engage in social media/sales promotions/website/direct mail/PR
initiatives to create relationships and partnerships to
! Understand that the chain is there for them. Foundations and charities
that share the same vision of the chain of a Green and sustainablefuture, working with them and providing services to help both the chain
and the foundation/charity
! Create a presence in the foundation and charity
! Support their causes
! As well as causes important to customers
8/6/2019 Me-Mart Grocery
http://slidepdf.com/reader/full/me-mart-grocery 45/46
Mar Com Aims/Goals
! Green Building Certification Institution/Inspectors
! Engage in website and PR initiatives to communicate new initiatives
and innovations instated into each grocery and
! Make sure to maintain LEED platinum status and provide a model for
other grocery stores to follow and maintain a high quality and standardall the time
! Continue to understand new requirements as well as ways to stay Greenand eco-friendly