Transcript File

by
Catherine Fennessy
Katherine Garrity
Tess Estep
Heleena Begum
Amanda Macdonald
An Introduction to Dig-in
Dig-in aims to become a not-for-profit, ‘community
owned greengrocer’ in Bruntsfield, Edinburgh (Dig-in,
2014).
They are currently in the stage of selling shares, in order
to raise enough money to establish and run their shop.
Dig-in seeks to be a community based effort to
‘strengthen community spirit and reconnect Bruntsfield
people with the food they buy’ (Dig-in, 2014).
They will hire two full-time staff members, with one
vacancy currently advertised; the rest of the employees
will be made up of volunteers.
PEST Analysis
Political
•
If Scotland were to gain independence,
the Common Agricultural Policy will
provide them greater financial support
(Scottish Government, 2013)
Economic
•
Social
•
Consumers are less trusting of food
retailers, following the Tesco horsemeat
scandal, with 7 out of 10 consumers
stating they now care more about the
origin of their food (Lawrence, 2013)
The economic recession of 2008 has led
to many economic challenges. Recently
retail sales have experienced an
economic downturn (Allen, 2014).
Technological
•
There is currently no technology in the
Dig-in store. In the UK, 90% of face-toface transactions are made using chip
and pin cards (Nilson Report, 2013).
Location
Location: Facts and Figures
Dig-in is located in Bruntsfield, twenty minutes South-West of
the city centre by foot.
There are pay-and-display parking charges in Bruntsfield from
Monday to Saturday.
The high street is a main bus route that can be accessed by
five regular services
(Lothian Buses, 2014).
Bruntsfield falls in to ward 10 of the Edinburgh City Council
Boundaries. The neighbouring villages in this ward include:
Merchiston, Marchmount, Greenhill, Morningside and
Lauriston (Edinburgh City Council, 2014).
The Retail Marketing Mix
Brand
Image
Online/Instore
Presence
Customer
Service
Product
Design
Retail
Marketing
Mix
Logistics
(Lazer and Kelley, 1961)
The Retail Marketing Mix: Information
Segmentation
•
Segmentation involves analysing the market environment (Jenkins and
McDonald, 1997)
•
The average household in 2012 had a disposable income of £17,253. Just
less than London (Edinburgh City Council, 2013).
•
The EH10 postcode has a mixed demographic. There is a large middle
class population in certain villages, but there is also a large student and
elderly population, particularly in Bruntsfield (Edinburgh City Council, 2013).
•
This will influence the pricing strategy.
The Retail Marketing Mix: Logistics and
Product Design
•
Different seasons in a year determines the availability for fresh produce of fruit
and vegetables for a green grocer like Dig-In, as fruit and vegetables cannot be
in stock all the time.
•
In solving the problem we have decided to promote the seasonal vegetables that
we do have as "Seasonal Veg of the month".
•
There are various storage problems associated with fresh produce as there is an
issue of deterioration. Therefore there can never be a surplus of produce in
store. (Food and Agriculture Organization of the United Nations, 1989)
•
Stock Delivery issues are also common with fresh produce as there would need
to be a regular stock check carried out in order to know what needs to be
delivered. (Food and Agriculture Organization of the United Nations, 1989)
The Retail Marketing Mix: Signs and
Symbols
•
Symbols are "shorthanded statements about reality" (Lazer and
Kelley, 1973)
•
The colors we have chosen to use are green and a warm yellow.
•
The color green promotes health, eco-friendly caring and
compassionate values. The color yellow promotes happy, light
hearted and creative values. Colour is an important aspect as 90%
of judgements are based on colour (Singh, 1967)
.
The Retail Marketing Mix: Store Layout
The Retail Marketing Mix: Store Layout
•
Dig-In uses a spine layout of the store which helps them utilize their space
efficiently and allows consumers to be able to have a better exposure of the
products displayed. (Newman and Cullen, 2002)
•
The store layout needs to be spacious as it can help genrate consumer
satisfaction of their shopping experience. It can also motivate consumers to
move around the store and thus spend more time shopping. (Rompay, TanjaDijkstra, Verhoeven, Annemeik, 2011)
•
The Service Scape model analyzes consumer behaviour and attitudes created
from a service experience. Therefore an effective, open store layout will help
create a positive consumer behaviour. (Surabaya, 2012)
•
The use of bright lighting and colours can help engage a positive environment
for consumers. Such as a pastel yellow colour. (Wilson, 1925, p.49)
•
Shelf spacing can help promote the main products such as the fresh vegetables
by allocating them at eye level. So consumers can see the produce easier.
(Suarez, 2005)
•
The Retail Marketing Mix:
Merchandising
'The Merchandising Offering'
is a well-planned
balance variety of merchandise.
•
As we have found research from a trip to Whitmuir
Farm, we have decided to take their idea of 'Veggie
Bags' and use it in the Dig-In store.
•
The use of promotional merchandising will help target
new potential customers as the pre-designed
selection of vegetables, therefore guiding shoppers
what to buy. (Branwell, 2012)
•
The 'Veggie Bags' could also help to promote different
vegetables such as Mooli as a unique selling point,
making it educational for consumers. (Whitmuir Farm,
2014)
The Retail Marketing Mix: Brand Image
•
Brand image is defined as 'the set of beliefs held about a
particular brand' (Kotler, 1988)
•
Dig-In is currently promoting itself as an ”community run
greengrocer " (Dig-In Bruntsfield: Community Green Grocer,
2014)
•
Our strapline idea that we created for the brand is "being
rooted in the community”.
•
We have taken the idea of roots as it is defined as being the
basic cause of a family, cultural origins and origin and
ethnic. (Oxforddictionaries.com, 2014)
•
The added element of people around the tree shows the
integral role that community has in Dig-In.
The Retail Marketing Mix: Customer Service
Customer Relationship Management
•
"CRM is the comprehensive approach for creating, maintaining, and expanding
customer relationships" (Anderson, K. & Kerr, C., 2002)
•
Applying the customer relationship management theory to Dig In, employees need to
be knowledgeable, passionate, and enthusiastic about Dig-In. This can be represented
through its products and their customer service skills.
•
Dig In has started to practice CRM through having Soup Sundays which allow potential
customers as well as members of the community to interact and learn about Dig In.
(Dig-In Bruntsfield: Community Green Grocer, 2014)
•
Dig In has already established social media accounts but they have not yet mastered
the right balance and presence on these mediums.
The Retail Marketing Mix: Customer Service
Relationship With Suppliers
•
"Pull" marketing places huge emphasis on supplying
exactly what customers want, and uses communications to
alert customers to this fact. (Mitchell, 2003)
•
In order to achieve excellent service quality, there has to be
a relationship. (Gronroos, 2007)
•
If Dig-In were to order their supplies in long advance, there
would be an easier flow of reliability and trust in the stock
being delivered on time.
•
"We need some ideas in advance... happy to supply shops,
but need some ideas" (Meg Goodwin, 2014)
The Retail Marketing Mix: Customer
Service
Customer Relationship Management:
“CRM is the comprehensive approach for
creating, maintaining and expanding
customer relationships” (Anderson and
Kerr, 2002)
Social CRM involves using social media to
enhance the CRM process. (Trainor et al.,
2013)
Promotional Idea
Previous promotional methods include free soup
on Saturdays, a website and social media.
This model by Spillecke (2012), depicts
the different customer ‘touch points’ in a
retail store that the shopper will
experience.
The store front/exterior is the first ‘touch
point’ during a typical visit.
The exterior must correspond with the store
identity that is already being projected, in order
to create store image (Omar, 1999: Cornelius,
Natter and Faure, 2010)
(Spillecke, 2012, p.9)
Promotional Idea: How Customers Use
Windows
(Sen, Block and Ran, 2002)
Promotional Idea: Dimensions of
Information
(Kinney and Lyon, 2013)
Promotional Idea:
Inspiration
The original vision that the developers of Dig-in
had for the exterior of the store was an “old
fashioned greengrocer look”.
This look typically involves both awning (usually
striped) and fresh produce stacked outside.
90% of community greengrocers and
independent food retailers have closed down
since the 1950’s, therefore this look will evoke
emotions of nostalgia for those who experienced
their previous popularity
(Wilby, 2011; Sierra and McQuitty, 2007).
Promotional Idea
Store Design and Windows
Promotional Idea: Mood Board from Pintrest
(Pintrest, 2014)
Promotional Idea: Competitors in Edinburgh
Real Foods
Tattie Shaw’s
Earthy
Promotional Idea
Final Outcome
Secondary Promotional Idea: Uniform
References
Aaker, D.A. (1992), Managing Brand Equity: Capitalising on the Value of a Brand Name, The Free Press, New York, NY
Allen, K. (2014) Retail forecast good despite greatest monthly sales fall since April 2012, The Guardian [Online] Available at:
http://www.theguardian.com/business/2014/feb/21/retail-monthly-sales-fall-january-supermarket [Accessed 18th February 2014]
Anderson, K., & Kerr, C. (2002) Customer Relationship Management, New York: McGraw-Hill, eBook Collection [EBSCOhost, accessed 19 February
2014]
Aslam, M. (2006) “Are You Selling the Right Colour? A Cross‐cultural Review of colour as a Marketing Cue”, Journal of Marketing Communications, vol.
12, no. 1, pp. 15-30.
BBC (2014) Seasonality Table. Available at: http://www.bbcgoodfood.com/seasonal-calendar/all [Accessed 24th February 2014]
Cornelius, B., Natter, M., Faure, C. (2010) “How storefront displays influence retail store image”, Journal of Retailing and Consumer Services, vol. 17, no.
2, pp. 143-151
Dig In Bruntsfield (2014) Frequently Asked Questions [Online] Available at: http://www.diginbruntsfield.co.uk/frequently-asked-questions/#q14 [Accessed
20th February 2014]
Dig In Bruntsfield (2014) Home Page [Online] Available at: http://www.diginbruntsfield.co.uk/ [Accessed 25th February 2014]
Drummond, G. (2014) Online Marketing: Lecture for Social Media Marketing at Edinburgh Napier Univeristy, Edinburgh.
Eat The Seasons (2011). Why Eat the Seasons? [Online] Available at: http://www.eattheseasons.co.uk/why.php [Accessed 24th February 2014]
Empower Yourself With Color Psychology (2013) Color and Marketing [Online] Available at: http://www.empower-yourself-with-colorpsychology.com/color-and-marketing.html [Accessed 24th February 2014]
12
References
Goodwin, M. Interviewed by Begum, H. (13th February 2014)
Grönroos, C. (2007) Service Management and Marketing. Customer Management in Service Competition, 3rd edition, England, Wiley.
Harvey’s Supermarket (2013) Storage 101 [Online] Available at: http://www.harveys-supermarkets.com/Departments/Produce/Nutrition/Storage101
[Accessed 24th February 2014]
International Monetary Fund (2013) Treatment of Seasonal Products [Online] Available at: https://www.imf.org/external/np/sta/tegppi/ch22.pdf
[Accessed 24th February 2014]
Jenkins, M. and McDonald, M. (1997) “Market segmentation: organizational archetypes and research agendas”, European Journal of Marketing, vol.
31, no.1, pp 17-32
Johnson, B., (2012) Marketers spending more on promotional merchandise, MarketingWeek [Online] Available at:
http://www.marketingweek.co.uk/news/marketers-spending-more-on-promotional-merchandise/4002215.article [Accessed 23rd February 2014]
Kinney, D. and Lyon, P. (2013) “Grocers’ window displays: The eclipse of a British tradition”, International Journal of Consumer Studies, vol. 37, no.1,
pp. 467-472
Kotler, P. (1988), Marketing Management: Analysis, Planning and Control, Englewood Cliffs, NJ, Prentice-Hall
Lawrence, F. (2013) Horsemeat scandal: where did the 29% horse in your Tesco burger come from?, The Guardian [Online] Available at:
http://www.theguardian.com/uk-news/2013/oct/22/horsemeat-scandal-guardian-investigation-public-secrecy [Accessed 18th February 2014]
Lazer, W. and Kelly, E. J. (1961) “The retailing mix: planning and management”, Journal of Retailing, vol. 37, no.1, pp. 34-41
Lothian Buses (2014) Route Maps [Online] Available at: http://lothianbuses.com/timetables-tickets-maps/route-maps [Accessed 20th February]
12
References
Measom, C. (2011) The Do’s and Don’ts for making Business Logos, The Houston Chronicle [Online]. Available at: http://smallbusiness.chron.com/dosdonts-making-business-logos-39402.html [Accessed 24th February 2014)
Mitchell, A. (2003). When push comes to shove, it’s all about pull. Marketing Week [Online] Available at: http://www.marketingweek.co.uk/when-pushcomes-to-shove-its-all-about-pull/2009168.article [Accessed 23rd February 2014]
Morris, M. (2012). Benefits of Eating What’s in Season Gaiam Life: Your Guide to Better [Online] Available at: http://life.gaiam.com/article/benefits-eatingwhat-s-season [Accessed 24th February 2014]
Oxforddictionaries (2014). Root: definition of root in Oxford dictionary (British & World English). [Online] Available at:
http://www.oxforddictionaries.com/definition/english/root [Accessed: 20 Feb 2014].
Pintrest (2014) Dig In Project [Online] Available at: http://www.pinterest.com/kathgarrity/dig-in-project/ [Accessed 20th February 2014]
Newman, A. J. and Cullen, P. (2002) Retailing: Environment and Operations, London, Thomson Learning
Omar, O. (1999) Retail Marketing, Essex, Pearson Education Limited
Pintrest (2014) Dig In Project [Online] Available at: http://gb.pinterest.com/kathgarrity/dig-in-project/ [Accessed 19th February 2014]
Sen, S., Block, L. G., Ran, S. (2002) “Window displays and consumer shopping decisions”, Journal od Retailing and Consumer Services, vol. 9, no.5, pp.
277-290
Sierra, J.J. and McQuitty, S. (2007) “Attitudes and emotions as determinants of nostalgia purchases: an application of social identity theory”, Journal of
Marketing Theory and Practice, vol. 15, no. 2, pp. 99-112
Singh,S. (2006) "Impact of color on marketing", Management Decision, Vol. 44 no: 6, pp.783 – 789
Spillecke, D. (2012) Retail Marketing and Branding, 2nd Edition, New York, John Wiley and Sons inc.
12
References
Suarez, M. (2005) “Shelf space assigned to store and national brands”, International Journal of Retail, vol. 33, no. 11, pp. 858-878
Surabaya, M. (2012) “Effect of servicescape and employee”, Academic Research International, vol.2, no.1, pp.229-240
The Psychology of Color in Marketing and Branding (2013) [Online] Available at: https://www.helpscout.net/blog/psychology-of-color/ [Accessed 25th
February 2014]
Thomas J. L., Karin, T., Joost W. M. and Annemiek F. (2011). “On Store Design and Consumer Motivation: Spatial Control and Arousal in the Retail
Context”, Environment and Behavior. Vol 44, No. 6, pp. 800-820.
Trainor, K.J., et al. (2013) “Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM”,
Journal of Business Research, Science Direct [Online] Available at: http://dx.doi.org/10.1016/j.jbusres.2013.05.002
Whitmuir Farm. Interviewed by Begum, H. (13th February 2014)
Wilson, R. (1925) The Co-operative Apprentices, Text Book. Co-operative Union, Manchester.