booths supermarket uk
TRANSCRIPT
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CONTENT
I - Introduction
II - The background of the market Market shareCompetitorsConsumersSpecial timeSegmentation
III – Unique Selling Points
IV – Threats and Opportunities
V – Recommendations
Introduction
. Small family supermarket chain Founded 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”.
MARKET SHARE
o Oligopoly market
o Strong competition
o Smaller player : 0.3%
Booths
COMPETITORS
The “Big 4” Tesco – ASDA – Morrison’s – Sainsbury’s
Other “ethical supermarkets”
47% of British shopper’s 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.
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)
Product segmentation
04/13/2023
• Product classification Foods: fresh, hot, gerneral
04/13/2023
Product segmentation Drinks:water, cola, energy drink, bizzy drink, and wine E.g wine
Homecare: baby, pet, toilet
SEGMENTATION
Who buys
Economic conditions
Demographic
psychology
SEGMENTATION
Where it is bought
• Location:
Far from the city centre Suburbs
SEGMENTATION
• Purchase frequency: daily weekly monthly
• Booths open every day
UNIQUE SELLING POINTS
o Fresh products
o Typical north English products
o Products and brands which directly come from other countries
Meats80% of the fresh meat is regionally sourced.
CheeseLocal, national and continental with over 90 varieties to choose from.
SWOT ANALYSIS
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
WEAKNESSES
WEAKNESSES
o Price - 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
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’ headsBooths refers to quality
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
THREATS
o Global marketing
o Local economy
. High unemployment rate
. Economic crisis
. Financial windstorm, debt crisis
. GDP
RECOMMENDATIONS
RECOMMENDATIONS FOR BOOTHS. Product
. Price
. Promotion
. Place
. Service
RECOMMENDATIONS
Product strategy
maintain the product advantages
high quality; complete varieties
extend the private lable product
keep the product sourcing & inventory
RECOMMENDATIONS
Price strategy
discount 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
RECOMMENDATIONS
Promotion strategy
advertising
public & social relations
RECOMMENDATIONS
Place strategy
open more convenient store
location choice
eg: near the shopping center
RECOMMENDATIONS
Service smiling service
after-sales service
eg: online-shopping; delivery
weak peoples' facilities & service
THANK YOU FOR YOUR ATTENTION