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SM402 Marketing, Branding and Consumer Psychology
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University of Brighton
Marketing, Branding and Consumer Psychology (SM402)
Added on 2020-04-29
SM402 Marketing, Branding and Consumer Psychology
University of Brighton
Marketing, Branding and Consumer Psychology (SM402)
Added on 2020-04-29
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Table of ContentsIntroduction:...............................................................................................................................2Analysis of marketing mix:........................................................................................................2Product:..................................................................................................................................2Pricing:...................................................................................................................................3Place.......................................................................................................................................4Promotion...............................................................................................................................5Promotion methods and channels used by Kroger.............................................................5Various channels used by Kroger......................................................................................5Analysis of branding..................................................................................................................7Kroger brand identity.............................................................................................................7Identity conveyed to customers..............................................................................................7Types of branding..................................................................................................................7Analysis of customers................................................................................................................8Method of customer profiling................................................................................................8Customer characteristics........................................................................................................9Challenges in Kroger segmentation approach......................................................................10Conclusion................................................................................................................................11References................................................................................................................................12Appendix 1...............................................................................................................................14Appendix 2...............................................................................................................................14
Introduction:The Kroger Company is famous grocery retailer of USA. It is operating in more than 1200supermarkets across the country. The main business area of Kroger is in Midwest, southeastand southwest. More than 1,050 of Kroger name, there are names of stores like Dillon Stores,King Soopers, and Fry's through its Dillon Companies, Inc. auxiliary. More than 90 per-centof the organization's business originated from its grocery operations and rest of businesscomes from its store operations i.e. Dillon works under different names in 15 states. The corebusiness sector of Kroger is Food and beverage sector. Analysis of marketing mix:Marketing mix can be described as the set of controllable factors the can be used bythe companies to attract the customers and their buying behaviours. Those controllablebehaviours are 4 P’s i.e. product, price, place and d promotion. These 4 P’s can create higherlevel of satisfaction among the customers (Appendix 1). Product:Product by Kroger in marketKroger is a grocery retail and convenience store offering variety of products. Kroger’sproducts are divided into three categories. The categories in which products are distributedare private selection, exceptional brand and value brand. The private selection category offerssuperior quality products to the customers. Further, exceptional brand offers more than10,000 products in Kroger’s stores and value brand provides good quality products atreasonable price. The Kroger is also offering medicines, merchandise, frozen foods and manymore quality products at affordable price. Kroger has 1387 grocery petroleum store oil(Brassington, F. and Pettit, 2006). Kroger additionally offers monetary administrations in
personal finance, credit and debit card. It has distinctive arrangements for various stores. Thisrepresents the product category of Kroger which are provided to the customers. •Kroger manages 15 dairies and three frozen yogurt plants. •Kroger grocery items inclusive of but isn't restricted to: meat, poultry, oat, vegetables,soda pops, wine, brew, canned merchandise, snacks and bundled nourishments •In expansion to food items, Kroger stores include: automotiveitems, office and schoolsupplies, kitchen gadgets and clothing, flowers and in addition household gadgets,yard furniture and a drug store. Introduction of new products in marketIn a drive to introduce more and more new products, Kroger grocery store has introducedmore than 1000 new products in household and food category to enhance the customerexperience. The Kroger store keeps on launching new products from time to time but recentlyit introduced new products at speedy rate in past 18 months. They give customer greatervalue for their money and quality. It is currently offering more than 30,000 products underdifferent brands. Core product value benefit: The key objective of Kroger is to enhance the customer base for the business byproviding them high quality products and important information (Kotler & Keller, 2009).Company is focused on providing the products on the online platforms also so, company isusing digital media platforms for this manner. Pricing:Pricing strategy by Kroger:
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