Marketing Strategy and Plan of XYZ Supermarkets

RUNNING HEAD: Marketing strategy and plan
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Marketing strategy and plan
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Marketing strategy and plan 1
Marketing mix:
Marketing mix includes different kind of features such as -
PRODUCT
The first P is defined as Product. A product can be a good or service which fulfills customer’s
expectations. A product is the requirement of consumer. The XYZ supermarkets offer products
such as fresh fruits and vegetables. It provides various kinds of fruits and vegetables at attractive
offers. The supermarket also makes available organic fruits and vegetables. Plastic bags are
totally banned by the supermarket for carrying fruits and vegetables, jute bags are given .Some
decisions are supposed to be taken while launching a product and these are: Name, quality,

Marketing strategy and plan 2
quantity, lifecycle, guarantee, precautions, packaging, repair, profitability, differentiation and
many more.
PRICE
Price is what a consumer is supposed to pay for a product. Price has important role in profit
margins, demand and supply. The prices offered by XYZ supermarkets in Johor Bahru are fixed.
The variation in the price are based on the quantity and quality of the product .The variation in
price is also based on the type and quality of the product (Chrysochou, 2010).Consumers have
various options for making payment such as- plastic money, coins, debit card, credit card. Some
examples of pricing decisions are discounts, offers, price gain, price discrimination and many
more important areas.
PLACE
Place is where a customer can get a product. Distribution channel is the main element of Place. A
businessman faces its competitors at Place. A customer gets different kind of products at a place.
If a transaction does not happen at place then it occurs online. XYZ Supermarkets can be
established at any place like-railway station, airports, local area market as these are highly
populated. Decisions taken in case of place are orders, warehousing, transportation, channels and
competitors.

Marketing strategy and plan 3
PROMOTION
Promotion includes various terms such as advertisement, sales promotions, publicity, direct
selling, public relations and so on. Promotion is the way to communicate with customers. After
getting price and place we have to promote the product. The XYZ supermarkets can make use of
promotion tools as per their suitability and funds reserved. Boarding and banners are widely used
at the prime locations for the awareness in Johor Bahru (Glanz, Bader & Iyer, 2012). Television
is also one of the effective tool for the promotion however its quite expensive method. Decisions
required in promotions are marketing strategy, type of media, direct selling, advertisement,
publicity and many more ways.
MARKET SEGMENTATION
Market segmentation means segregation of customers into groups who have common needs,
interest and taste. Market segmentation gives identification to customers based on their priorities.
In Johor Bahru market segmentation is done by XYZ supermarket on the basis of following
variables-
 Demographic Variables
In Market segmentation, Demographic variables are done on the basis of the occupation
of the people. The different segment of people includes students, laborers, working
people, and senior citizens. Segment is also done on the basis of income, age and gender
of customers.
 Psychographic Variables

Marketing strategy and plan 4
In the psychographic variable segment is done on the basis of lifestyle, preference and
choice of customers.
 Behavioral Variables
Behavior variables are identified as attitude of the consumer. Consumers prefer to eat
green and organic vegetables. For this the owner maintains more stock of these for
consumption.

Marketing strategy and plan 5
References
Chrysochou, P., 2010. Food health branding: The role of marketing mix elements and
public discourse in conveying a healthy brand image. Journal of Marketing
Communications, 16(1-2), pp.69-85.
Glanz, K., Bader, M.D. and Iyer, S., 2012. Retail grocery store marketing strategies and
obesity: an integrative review. American journal of preventive medicine, 42(5), pp.503-
512.