市场营销-marketing

2BackgroundSincestartingoutasasmallchainofsupermarketsin1979,theShopritebrandgainedvaluableexperiencefromsellingtotheemergingmarket.Today,theShopritechainremainsthecorebusinessoftheShopriteGroupofCompaniesanditsmainbrand.OvertheyearsithasalsobecomeoneofSouthAfrica’smosttrustedbrands.3Products1.Haircare2.Baby3.Fruit&Vegetables4.Butchery5.Deli6.Smallappiliances7.Toys/party8.Barbecue4FeelingsWeallhaveaverygoodimpressiononthiscompany,becauseitguaranteesthatitalwaysprovidesthemostlowestpriceforcustomers.Soyoucansavemoremanyandbuymoreproducts.Anditprovideallkindsofproductsformarket,soyoujustdon'tneedtosearchforgoodsfromstoretostore,youcangeteverythingyouneedinthesupermarket.Shopitealsohasverygoodandconvenientconsumerserviceforconsumers.Andithasalreadycreatedmanybrands,soyoudon'tneedtodoubtaboutit'squality,justchoosewhatyoulikewithoutanyhesitation.Also,thecompanyisnotonlyconcernaboutit'sprofit,butalsocaresfortheenvironmentprotection.5LowerMiddleSmallMiddleWestMiddleEastRegionBigCitysizeHighIncomeMarketsegmentationAccordingtothesurvey,thewestisdevelopingfasterthantheeastandmiddleofChina.So,therearemoreandmorebuyersandpotentialbuyers.Hencewechoosethewesttoenterinthelongrun.Obviously,therearemorepeopleinthebigcities,andmostofthemarericherthanpeopleinthemiddleandsmallsizecities.Hencetherearemoredemand,andtheywanttobuyandactuallytheyhaveenoughmoneytopurchasewhattheywant.Ontheoneside,ourpricesareactuallylowerthanmostofthecompany's,butontheotherside,thelow-incomeconsumersmaydon'thavemoredemands.Sowetargetthemiddle-incomegroupsmainlyandmaybesomeofthehigh-incomegroups.Acctuallythemiddle-incomegroupscanbuy,socanthehigh-incomegroups.6HighpricesBadvalueGoodvalueLowpricesCompetitorsWal-MartRT-MARTCarrefourAuchuanLotusLOTTEMartwumartItoYokadoCRVanguardRenrenleShopriteSo,maybenowyouwillwonderwhyyoushouldgotoSHOPRITE.Ok,nowwearegoingtogiveyououranswer.Cozweprovideyouthemostqualityproductsthatyouneed,andwejustneedyoutopaytherelativelylessmoneyfortheproducts.That'swhywearesurethatyouwillgotoourSHOPRITE.Andthelowerpriceyoucantrust!7CompetitorsanalysisAnewpatternmakesAuchuanbecomeoneofthebesthypermarketsintheworld.Also,it'sgoodsareverycheapaswellasingoodquality.Butthebusinesspatternofitisrelativelyprim.Andthereexistsomequalityproblemintheregoods,suchasout-of-datefood.Buttheirserviceattitudeisnotverygood.AndAuchuanhasbeenfoundtohasqualityproblemsfrequentlyrecentyears.It'schainstoreshavespreadallovertheworld,andithasalargescaleofoperation.GoodsinWal-Martarealsonotveryexpensiveandtheirservicesaregood.Ithasbeenfoundtohavesomequalityproblems.Theirfruitsandvegetablesandmanygoodsarerelativelycheap,greenandcomfortable..AuchuanRT-MARTWal-Mart8TargetmarketingWeintendtoenterchina,andwechoosemarketsofmiddleincomeinbigcitysofthewestofChina.BecausethewestofChinaisdevelopingveryfastandthereareallmanypeople.Buttherearelackofsomebigsupermarket.Sothereshouldbemanybuyersandpotentialbuyers.9Offercustomersaconvenientshoppingexperienceincleanstoreswherecustomerscanbesuretopaylowestpricesonhouseholdrequirementsandwhattheyneedandprefer.AndweguanranteewhattheybuyfromShopriteareallofgoodqualityandreliable.MarketpositioningKeyLowerpriceReliableBestqualityConvenientandfast10TagetcustomersProduct1.Varietiesofproductsthatcanfitformostpeople.2.Thebestquality3.Providethespecialdesigns.4.Brandname:SHOPRITE.5.Wewillalwaysprovidethebestservicesandfornorepay.Price1.Weproviderelativelylowerpricesforourproductssothatmorepeoplecanbuy.2.Wewillmakeseveralwaystodiscountforourregularbuyersandfirsttimebuyersandother.Promotion1.Wewilladvertiseourproductsinmanywayssothatmorepeoplecanknowthem.2.Doseveralsalespromotionaccordingtotheseasonsorotherelements.Place1.OurcompanywilllocatinthewestofChina,soweserveforpeopleheremainly.2.Butwealsoserveforallplacesbytransportation.Marketingmix11MoreformoreMoreforthesameLessformuchlessThesameforlessMoreforlessMoreSameLessMoreSameLessPriceBenefitsValuepropositionsConsideringShopriteisthefirsttimetoenterChinesemarketandinordertoimpresscustomers,wedecidetouseThesameforlesstodevelopmarketforaperiodoftime.12ComsumerservicesBusticketingAirlineticketsAccountpaymentsComputicketCellphoneairtimeMediRiteLiqourshopShopriteguaranteeInsuranceIcoverHomeloansUkashComsumerservicesMoneytransfersYoudon'tneedabank.MoneymarketisquilkandeasytosendorreceivemoneyatanyShoprite.Shopritewasthefirstretailertoofferyoutheconvenienceofbuyingbusticketsin-store–andwearestilltheonlyretailerwhodoesn'tchargeyouabookingfee.Youcannowshopforyourgroceriesandbookyourdomesticairlinetickets,allatthesamelocation.Younotonlysaveyourselfalotoftimebutyoucouldalsosavemoneybygettingeverythingyouneedforyourtrip,inonego.AtourMoneyMarketcountersin-store,yousavetimebydoingyourshoppingandpayingyouraccountsallunderoneroof.Shopritehasmadeitmoreconvenientforyoutobuyticketstoanyevent.Andyouwillhaveaccesstootherservices,whichincludepayingelectricitybills,payingyourTVlicense,buyingairtimeandsoon.Asafamilystore,wemakecertainthatyoucanenjoytheconvenienceofallmajorserviceproviders’starterpacksandpre-paid/r