booths - strategic marketing management

7/29/2019 Booths - Strategic Marketing Management

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1222000


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CONTENT

I - Introduction

II - The background of the market

Market share

CompetitorsConsumers

Special time

Segmentation

III Unique Selling Points

IV Threats and Opportunities

V Recommendations


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Introduction

. Small family supermarket chainFounded in 1847 by Edwin J Booth

. Specificity : regional supermarkets (North England)local products

. 26 stores located in the north of England

. Headquarters in Preston

. 250 millions in 2009 (+5,4%)

. 3000 employees

. Edwin Booth's philosophy :

Sell the best goods available, in attractive stores,

staffed with first class assistants.


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MARKET SHARE

o Oligopoly market

o Strong competition

o Smaller player : 0.3%

Booths


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COMPETITORS

The Big 4 Tesco ASDAMorrisons Sainsburys

Other ethical supermarkets

47% of British shoppers spending on food in supermarkets

BRAND RATING

Co-op supermarkets 7

Booths supermarkets 6.5

Farmfoods supermarkets 6.5

Budgens supermarkets 6

Londis supermarkets 6

Mark & Spencer supermarkets 5.5

http://www.ethicalconsumer.org/FreeBuyersGuides/miscellaneous/supermarkets.aspx

The higher the rating the more ethical the brand.
http://www.ethicalconsumer.org/FreeBuyersGuides/miscellaneous/supermarkets.aspxhttp://www.ethicalconsumer.org/FreeBuyersGuides/miscellaneous/supermarkets.aspx


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CONSUMERS

ETHICAL CONSUMERS

Since 2006, BOOTHS focus on a green issue

comfortable standard living consumers

price of products

environment-conscious consumers

local products (less transport,focus on local activity)


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Product segmentation

2/1/2013

Product classificationFoods: fresh, hot, gerneral


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2/1/2013

Product segmentation

Drinks:water, cola, energy drink,bizzy drink, and wine

E.g wine

Homecare: baby, pet, toilet


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SEGMENTATION

Who buys

Economic conditions

Demographic

psychology


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SEGMENTATION

Where it is bought

Location:

Far from the city centre

Suburbs


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SEGMENTATION

Purchase frequency:

daily

weekly

monthly

Booths open every day


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UNIQUE SELLING POINTS

o Fresh products

o Typical north English products

o Products and brands which directly come from other countries

Meats

80% of the fresh meat is regionally sourced.

Cheese

Local, national and continental with over

90 varieties to choose from.


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SWOT ANALYSIS


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STRENGHTS

o High quality product

o Wide product range in foods and drinks

o Big car park

o Comfortable buying atmosphere

o Good market segmentation

o Strong regional suppliers

o A very strong label position

STRENGHTS


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WEAKNESSES

WEAKNESSES

oPrice - very high

o Location - far away from city centre

o Lack of promotion - less advertising

o Limited choice of non-food products, such as household ware


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OPPORTUNITIES

OPPORTUNITIES

o Government and people preoccupations concerning fresh products

Booths USP : high quality products and organic food

o Brand identity

Brand image in customers heads

Boothsrefers to quality


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THREATS

4 BIG THREATS

o Strong competition

from other supermarkets

from other types (One Stop, small stores, etc )

o Material price

. Product from global

. New products ?

. Requirement from global

. More export


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THREATS

o Global marketing

o Local economy

. High unemployment rate

. Economic crisis

. Financial windstorm, debt crisis

. GDP


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RECOMMENDATIONS

RECOMMENDATIONS FOR BOOTHS

. Product

. Price

. Promotion

. Place

. Service


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RECOMMENDATIONS

Product strategy

maintain the product advantages

high quality; complete varieties

extend the private lable product

keep the product sourcing & inventory


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RECOMMENDATIONS

Price strategydiscount pricing

quality eg: dozen cheaper than odd sale

festival eg: Christmas

student

psycological pricing

break even point sales

buy one get one free

oddment eg: 1.96 is much cheaper than 2


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RECOMMENDATIONS

Promotion strategy

advertising

public & social relations


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RECOMMENDATIONS

Place strategy

open more convenient store

location choice

eg: near the shopping center


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RECOMMENDATIONS

Servicesmiling service

after-sales service

eg: online-shopping; delivery

weak peoples' facilities & service


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THANK YOU FOR YOUR

ATTENTION

booths - strategic marketing management

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