The Physical Positioning Of Supermarket Products And How It Affects Consumer Behaviour Essay

This report will examine, compare and evaluate the marketing strategies of both Aldi and Waitrose supermarket chains.

Last of all, in Marion Nestle essay, “The Supermarket: Prime Real Estate” she states that supermarkets manipulate you on buying extra things you do not need. During her research, she realized there were a lot of different studies for designing the layout of the stores (Nestle 499-500). For instance; Stores do not use a lot of islands, they put certain things in the back of the store and put

You have been chosen by a local business enterprise group to write a case study

Ever walk into a store with a defined list, but still get other items you never intended to get? Well, in Marion Nestle’s article “The Supermarket: Prime Real Estate,” Nestle goes into detail about how the supermarkets in your daily life uses many tricks to get you to buy items and spend money. Nestle claims that supermarkets and their managers study habits of shoppers to gain the control using certain tactics. According to Nestle, “This research tells food retailers how to lay out the stores, where to put specific products, how to position products on shelves, and lastly how to set prices and advertise products” (Nestle 498). Some tactics that Marion Nestle mention are product location, music, and even item size. During the course of my paper I will convince you that these tactics are in fact real and bring more to your attention. Us consumers have to stick together and this is the first step.

4) Location- Decisions about where to locate a store are critical to any retailer’s success. Location decisions are particularly important because of their high cost, long-term commitment and impact on customer patronage. Choosing a particular location type involves evaluating a series of trade-offs. These trade-offs generally include the occupancy cost of location, the pedestrian and vehicle customer traffic associated with the location, the restrictions placed on the store operations by the property managers, and the convince of the location for customers.

Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. To position a brand requires making choices; whereas having a position means people will prefer a brand over another. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover general paucity of consumers/customers derived studies regarding

Everyday thousands of retail stores throughout the United States open up their stores in the morning for the sole purpose of attracting customers and selling them merchandise. For this assignment I decided to do a store analysis of the retail giant Wal-Mart. To begin with I will evaluate the store layout and design. Next I will explain the visual merchandising techniques used that Wal-Mart uses. Finally I will discuss the problems and recommendations that I have for Wal-Mart. Wal-Mart has continually been a leader in the retail industry, and it all starts with the layout of the store.

For our case assignment, we decided to compare two grocery stores popular in the NYC area: Whole Foods and Trader Joe’s. We each visited a different location of each store; Samantha visited the Trader Joe’s in Union Square, Heather visited Trader Joe’s on the Upper West Side, Cathleen visited Whole Foods on the Upper West Side, and Brittany visited Whole Foods in Chelsea. Each store had its own dynamic, but the brand positioning for both stores was consistent.

The Clean Edge which is Paramount’s newest nondisposable razor has powerful influence in the market since 2010. It was improved design and used the new skills to make the razor’s properties become better than before. Lots of men like it and consider it was the closest, cleanest and smoothest.

In this report I will be comparing methods used by two different retailers on how they distribute two chosen products, of my choice, in two different retailing sectors. Seeing as the food and clothing sector both have very different styles of how they meet their product requirements, I will compare Tesco and JD; The products from these two companies itself that I’m going to compare is ‘Tesco Value Bread’ and Nike hoodies.

Layout of Store- A great layout is vital for success. Grocery shopping can sometimes be tedious, so it is essential that the layout makes the process as easy as possible for a consumer. If a customer is having trouble finding things then they might start shopping elsewhere. Also, things that will spoil are usually in the back left of a store because that is where the customer will finish shopping thus reducing the time the product will spend not being refrigerated.

Developments of a more appealing offer for each segment so that the customers are more likely to be delighted or at least satisfied. Positioning is the process of placing the product in a clear distinctive and desirable place in the mind of the competitors in order to gain an upper edge.

Place in the marketing mix looks at where the product/service is sold whether it’s on the internet, a small corner shop or a massive shop. A new place for the supermarket sector to sell at is the internet, because more and more consumers are working longer hours to get money it is simply much easier for them to do an online shop rather than having to go to the shop, which is shown well in Tesco’s new advert. Tesco’s have made the internet shopping experience their own as they are currently the fastest growing online retailer 
in volume terms in the clothing, footwear and accessories market (Tesco PLC, 2011) as well as a 15% growth in the online business (Tesco PLC, 2012) proving that when they invested in the internet shopping experience they have helped ‘to create a value for customers to earn their life time loyalty. As well as this, they understand the local market of stores where some local stores have lower prices on a limited range of goods (Anonymous, 2000) building up customer relations to create higher quality services and increase the customer loyalty. Asda has also advanced onto the online

QUICKBITE is one of the leading brands in the snack food market having 20% market share. FASTCRUNCH is considered to be the primary competitor having 17% market share and having another small competitor in the given segment. In the role of brand manager, the display location deal is evaluated since there is limited space available with retailers and the effectively deal can help the company to manage better sales.

The traditional marketing is identifiable with its 4P’s marketing mix: product, place, price and promotion. Armstrong and Kotler (2005, cited in Rahnama and Beiki, 2013) referred to product “as anything that can be offered to the market for attention, acquisition, use, or consumption and that might satisfy a want or need” (p. 147). In the adoption of a strategy for the benefit of the organization, consideration must be given to the development of the product along with its packaging and branding and other aspects which relate to the totality of the product. Place is a traditional marketing mix which includes “channel type, exposure, transportation, distribution, and location” (Rahnama, et al., 2013, p. 147). It has to be remembered that the product must be available to the customers anytime and anywhere, depending on the knowledge of the wants of the customers (Saeed, Bilal and Naz, 2013). The channels, wherein the flow of product’s distribution takes place, have to be monitored and secured in order to ensure that the distribution process runs seamless and product shall reach to the end users as desired. The pricing mix comprises “competition, cost, markups, discounts and geography” (Rahnama, et al., 2013, p. 148). It is