health food stores
DESCRIPTION
A student project in the Marketing Instruments class was to evaluate and compare two health food markets in KarlsruheTRANSCRIPT
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Market Survey on
Health Food Stores
Johannes BraunMarc HeinrichHannes Glaeser
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Two Rivals in the Health Food Sector – A portrait
Price - Product - Place - Promotion
A SWOT approach
Conclusion
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twocompetitors
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1x
3x
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Füllhorn - Facts
Broad product lineup
Team-oriented working atmosphere
48 workers , 6 per shift
95% steady customers
1200 customers a day personal treatment
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ALNATURA- Facts
6000 Bio-products in assortment
Alnatura is a store brand
ca. 25 workers
Franchise
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Price
Product
Place
Promotion
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Price
100g Gouda
ALNATURAFüllhorn
1,45 € 1,30 €
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Price
500g Noodles
ALNATURAFüllhorn
2,89 € 1,90 €
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Price
500g Rapunzel Ketchup
ALNATURAFüllhorn
2,59 € 2,49€
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Price
No price leadership strategy
loyalty card with 1% discount
commercials discounts up to 3€
special offers (e.g. “Der Milchtauschtag”)
ALNATURA
Füllhorn
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Product Both owe same suppliers & brands
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BUT
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Product Füllhorn has local suppliers as well
Competitive Advantage
broad variety with little differences in product portfolio
better individual customer service( e.g. for people with allergies)
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Product
CROSS-Sale & UP-Sale
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PlaceFüllhorn
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PlaceALNATURA
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Promotion
Word of Mouth / F2FALNATURA
Not possible, toomany customers
short term POS promotion
FüllhornVendors know every customer• customers bring friends• word of mouth• short term POS-promotion• Sponsoring of a local school children'smarathon
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Promotion
Audiovisual ALNATURA
Füllhorn
TV-commercials
No audiovisual commercials
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Promotion
PrintALNATURA
Füllhorn
Flyersweekly journal(infomercial)
recepies & productinformation
Flyerscommercial at in-school journals
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Promotion
ElectronicALNATURA
Füllhorn
Web-Site
Web-Site
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A SWOT approach
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SWOT
S T R E N G T H S :b i g p l a y e rb e t t e r s t a t u s fi n a n c i a l l yk n o w n b r a n dg o o d c o v e r a g e
W E A K N E S S E S :t o o b i gn o i n d i v i d u a l c u s t o m e r s e r v i c e
O P P O R T U N I T I E S :i n d i v i d u a l i z e s e r v i c e
T H R E A T S :t o o f a s t g r o w t h ( i m a g e l o s s )
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SWOT
S T R E N G T H S :i n d i v i d u a l s a l e s“ o w n c o m m u n i t y ”
W E A K N E S S E S :b a d c o v e r a g ee x p e n s i v e i n d i v i d u a l s a l e sl i t t l e a c t i v e a c q u i s i t i o n o f n e w c u s t o m e r s
O P P O R T U N I T I E S :o p e n i n g n e w s t o r e sg e n e r a t i n g c o o p e r a t i o n sg e n e r a t e m o r e a w a r e n e s s
T H R E A T S :l o s s o f c u s t o m e r s
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Conclusion
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ALNATURA
Füllhorn
Segmented Markets
Mass Market
Niche Market
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