Comparison of Marketing Strategy of Wellcome and City’super in Hong Kong
Comparison of Marketing Strategy of Wellcome and City’super in Hong Kong
No Name
Student No#
December 23, 2008
Royal Brisbane International College
5/F Yue Hwa International Building
1 Kowloon Park Drive, Tsim Sha Tsui, Hong Kong
Contact No.: XXXXXXXX Email: XXXXXXX
Table of Content
1. Introduction 3
2. Target Segment 3
3. Marketing Strategy 4
3.1. Product Strategy 4
3.2. Price Strategy 5
3.3. Promotion Strategy 5
3.4. Place Strategy 6
4. Conclusion 6
5. Reference 6
Introduction
City’Super established in 1996, under FENIX GROUP which is established in 1972 by Masaaki Ogino (jap), their operation mainly in garment industry, like OZOC, Anteprima, Indivi and A/T etc… City’Super mainly selling imported foods (mainly in Japan), fresh foods, specialty, is a “one stop shopping” Mega lifestyle specialty store target to busy urban professionals, their core components include the Food Market, Life Division and CookedDeli. They have 4 supermarket in HK and 2 in Taiwan.[1]
Wellcome Supermarket is under Dairy Farm by Jardine Group in 1964, opened by Mr. Wu, Mr. Lau and Mr. Ko is 1945 as a small grocery shop, the first store is in Central, specialized in imported products including wines, biscuits, canned food and beverage when it’s begin. 60 years later, it is now 250 stores and over 5000 employees with 14 million customer a month.[2]
Target Segment
Wellcome supermarket is a supermarket chain providing one-stop shopping convenience for all Hong Kong people and consistently delivery value for money through friendly service and lower price. They create a 4R strategy to find the “Right” product at the “Right” time and the “Right” place for the “Right” customer.[3]
City’super provides quality and lifestyle product to their customer. EPS is their core vision, E = Environment means to create a comfortable, convenience and shopping area to their customer, P = Products all collected by their buyer
No Name
Student No#
December 23, 2008
Royal Brisbane International College
5/F Yue Hwa International Building
1 Kowloon Park Drive, Tsim Sha Tsui, Hong Kong
Contact No.: XXXXXXXX Email: XXXXXXX
Table of Content
1. Introduction 3
2. Target Segment 3
3. Marketing Strategy 4
3.1. Product Strategy 4
3.2. Price Strategy 5
3.3. Promotion Strategy 5
3.4. Place Strategy 6
4. Conclusion 6
5. Reference 6
Introduction
City’Super established in 1996, under FENIX GROUP which is established in 1972 by Masaaki Ogino (jap), their operation mainly in garment industry, like OZOC, Anteprima, Indivi and A/T etc… City’Super mainly selling imported foods (mainly in Japan), fresh foods, specialty, is a “one stop shopping” Mega lifestyle specialty store target to busy urban professionals, their core components include the Food Market, Life Division and CookedDeli. They have 4 supermarket in HK and 2 in Taiwan.[1]
Wellcome Supermarket is under Dairy Farm by Jardine Group in 1964, opened by Mr. Wu, Mr. Lau and Mr. Ko is 1945 as a small grocery shop, the first store is in Central, specialized in imported products including wines, biscuits, canned food and beverage when it’s begin. 60 years later, it is now 250 stores and over 5000 employees with 14 million customer a month.[2]
Target Segment
Wellcome supermarket is a supermarket chain providing one-stop shopping convenience for all Hong Kong people and consistently delivery value for money through friendly service and lower price. They create a 4R strategy to find the “Right” product at the “Right” time and the “Right” place for the “Right” customer.[3]
City’super provides quality and lifestyle product to their customer. EPS is their core vision, E = Environment means to create a comfortable, convenience and shopping area to their customer, P = Products all collected by their buyer