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Marketing Strategy of the Supermarkets

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Marketing Strategy of the Supermarkets
MARKETING STRATEGY OF
THE SUPERMARKETS
[ICA MAXI, FORUM COOP, NETTO, LIDL]
Rafael Lucena Matamalas Miguel Santandreu Ramos May 2009

Marketing Strategy of the supermarkets

INDEX
I. Introduction................................................................................................................................ 4 II. Theory ....................................................................................................................................... 6 1. A. B. C. D. 2. A. B. C. D. Marketing Mix ................................................................................................................... 6 Product .......................................................................................................................... 7 Price ............................................................................................................................... 7 Place (or Distribution) ................................................................................................... 7 Promotion ..................................................................................................................... 8 Merchandising ................................................................................................................... 9 Advertisings (displays and posters) ............................................................................. 10 Shelves......................................................................................................................... 11 Product placement ...................................................................................................... 13 Using music, lighting and visual effects....................................................................... 13

III. Methodology .......................................................................................................................... 15 1. 2. 3. A. B. C. D. 4. • Method


References: Techniques, Högskolan i Halmstad, kompendium nr 235, sektion SET [accessed 04.04.09] 36. Lidl, from http://www.lidl.co.uk. [accessed 15.04.09] 37. Kotler, P (2008). Principles of Marketing Prentice Hall, 5th edition. [accessed 28.04.09] 38. Netto, from http://www.netto.co.uk/ [accessed 15.04.09] 39. ICA from www.Ica.se [accessed 15.04.09] 40. Herriot & Firestone (1983) Multisite qualitative policy research: Optimizing description and generalizability. [accessed 02.04.09] 41. Yin, Robert (2003), Case Study research, p.47. [accessed 25.03.09] 42. Yin, Robert (2003), Case Study research, p.47. [accessed 25.03.09] 43. William, M.K. Trochim (2006) Research Methods Knowledge Base. [accessed 26.03.09] 44. Marshall & Rossman (1980) Designing qualitative research. [accessed 26.03.09] 45. Yin, Robert (2003), Case Study research, p.47. [accessed 25.03.09] 46. Joao Ricardo Soares (KP&M Consultores) La Recesión de la Economía Mundial, from internet http://www.kpym.com.ar/docs/apartado/larecesionmundial.pdf [accessed 12.05.09] 47. J.Paul Peter & Jerry Olson (1999). Consumer Behaviour and Marketing Strategy, McGraw Hill. “Store Layout and Customer Flow, by Dr. Jaime S.Ong [accessed 09.05.09] 48. Morin, S., Dubé, L.and Chebat, J-C.(2007), “The Role of Pleasant Music in the Dual Model of Environmental Perception”, Journal of Terailing 83(1), pp. 115-30 [accessed 08.05.09] 49. Thang, D.C.L and Tan, B.L.B (2003), “Linkking Consumer Perception to Preference of Retail Stores: An Empirical Assessment of the Multi- Attributes of Store Image”, Journal of Retailing and consumer Services 10(4), pp. 193-200. [accessed 07.05.09] 50. Espinoza, F., Liberali, G and D’Angelo, A.C.(2004), Testing the Influence of Retail Atmosphere on Store Choice Criteria, Perceived Value and Patronage Intentions, American Marketing Association, Conference Proceedings, Chicago, 15, pp. 120-26. [accessed 07.05.09] 51. Oliver, R.L, (1999), “Whence Consumer Loyalty?”, Journal of Marketing 63, pp. 33-44. 52. http://deconsumption.typepad.com/deconsumption/2004/12/supermarket_tri.html [accessed 10.05.09] th 43
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