As the marketing consultant for the supermarket, we have identified that the primary target market is consumers who are classified as ‘survivors’. These consumers have the lowest incomes. They have too few resources to be included in any consumer self-orientation and are thus located below the rectangle. With fewer resources with which to cope, they often believe that the world is changing too quickly. As the survivors are conservative and traditional, they are more comfortable with the familiar and are primarily concerned with safety and security. Survivors are cautious consumers. They represent a very modest market for most products and services. Due to the reason of risk averse, they are they will purchase the products that they are familiar and used to. Hence, they are more loyal to their favorite brands, especially if they can purchase them at a discount. As they have limited interests and activities, they watch TV often and trust the advertising. Besides, they read tabloids and women’s magazines often and also use coupons and watch for sales. Survivor must focus on meeting needs rather than fulfilling desires, thus they do not show a strong primary motivation.
As a result, we have created the market name with “Centsation”. The reason that we will use the name of “Centsation” is because its pronunciation is same as the word- sensation. The meaning of sensation is the feeling in one’s body resulting from something that happens or is done to it. Besides that, sensation also means by the state of great surprise, excitement, and interest among many people. As we all know, cent is the smallest value of the money. Through the name of “Centsation”, we intend to bring out the sensation of “cents” when people see our company names and inspired them that our supermarket’s products are cheaper than other supermarkets. Then, encourage them to purchase at our supermarket. With the same product, they may not able to purchase at the lower price at other places. Besides that, we also hope that the customers will have a great sensation and excitement when they purchase the products with the cheaper price.
For the purpose to let people have a more vivid impression of our supermarket, we have created a slogan for our supermarket. The slogan is “Let Centsation sensate you”. We hope that we can sensate our customers with satisfaction and enjoyment. With lower price, they can enjoy more preferential treatment in our supermarket. With the money that they spent in our supermarket, they won’t be able to get as much products as in our supermarket than at other places. We are sure that people won’t be regretting to purchase in our supermarket. We promise that we will give the best to our customers.
The supermarket will locate nearby the older neighborhoods. Where most of the residents are live a long period at there and normally are older people or having older people in the family. Older people are normally retired or have low income. Thus, we can attract them with our cheaper price products. Furthermore, the neighborhood is near the low-cost housing area. For everyone understanding, low cost housing area are most proper the low income family. These families are suit to our target consumer, which is survivor. They will easily get attracted by the cheaper products of our supermarket then save more money.
Several promotion strategies are being designed to succeed our supermarket. The promotions of the supermarket that proposes by us are including the member’s card. The first three days of our supermarket opening, we will have a special promotion. Those who purchase our products above RM10.00 can get our member card for free. After the 3 days promotion, customers will have to pay RM10.00 for the member card. This strategy is for attract more people to come to our supermarket and know about our supermarket. Attracting more people at the first three days is equal to get a free advertising for our supermarket. Then, these customers can help our supermarket to spread the information to other people. By having our supermarket’s member card, our member can enjoy a lot of benefits. These benefits included our member can enjoy 10% to 15 % off discount on the member days. The member day will hold twice a year to let our customers enjoy more discount.
Other than that, we also have the point rewarding system. The customers who purchase the products in our supermarket can get the reward point. Basically, other supermarkets will offer 1 point with RM1, but our supermarket offer 1 point with RM0.50. All the points will record in the member card. The points that customers collected can be used for exchanging the specific products that we offer. The more the points the customer collected, the more worth products that they can redeem.
As the member of our supermarket, they not only can enjoy the discount through the whole year, but can enjoy a special offer on their birthday. We will offer the birthday’s person for a value of RM20.00 voucher and a double redeem point for all the products he or she buy from our market on his or her birthday. In other words, they can save more if they purchase on their birthday!
Another strategy that we propose is “special pricing for fresh food after 6pm”. As we all know, fresh food will easily spoilage. The fresh food just can be dump if we cannot sell out them on the day. It is wasteful and will make loss for our supermarket. By selling the fresh food after 6pm with cheaper price, we can attract more people come to shop at our supermarket at that period. This can be a win-win situation. It’s not only can increase our sales and profits, it also can help our market to clear the stock. At the same time, the customers can buy the fresh food at the lower prices.
For co-ordinate our supermarket name, Centsation, we will have a promotion by selling the specific products with cents. If customers purchase our products over RM100.00, we will offer them some special products such as Maggie Mee, soft drinks, stationary and others for 99 cents. Through this promotion, we can bring out our supermarket name where consumers can use cents to buy product in the Centsation. They will not found another market to buy product by the cents.
Besides of the promotion strategies, we also have a strategy on our goods’ pricing. The price of goods of our supermarket averagely will be the same as other supermarkets. However, we will offer some products that will have lower price than other supermarkets. For example, X market sells the Maggie Mee for RM3.99, but in Centsation, it only needs RM3.79. Those special products will cheaper than other markets by about 5%. Our lower price products will focus on sundries and necessaries. These products are all the needs of the consumers and are always buy products. Through the strategy, we intend to create a small profit but high turnover.
The survivors are used to purchase with familiar and they are brand loyal. We hope that all the strategies we designed can attract them to shop at our supermarket and then be the long-term customers of our supermarket.