Cold Storage takes pride in its unique focus on fresh food, and it tries to give out an image of “freshness” of its products along with its brand name. It appears as the promoting image for the Nation’s well-being, and it targets mainly at the middle-aged women, who usually care a lot about their family’s health and have time for cooking. The name of the supermarket, “Cold Storage”, itself depicts the sole purpose of the supermarket: to keep food afresh. Its logo usually comes with the motto “For fresh food people,” which immediately strikes the consumers as the right place to shop for fresh food.
Various health awards and achievements also support Cold Storage to maintain its “healthy supermarket” image throughout its history.
usually in their forties and fifties, although its customers may vary from young kids to the elderly. The many health awards and several achievements, such as
Cold Storage prides itself in being the fresh food supplier in the tropical weather of Singapore
Continuous Innovation and Product Development
Partnering with SingaporeONE (the nationwide broadband network), Cold Storage is the first supermarket to offer its merchandise in cyberspace in 1997. The number of regular customers has since then grown from 6,000 in 1998 to currently over 15,000; ranging from housewives, working parents to professionals and secretaries.
Market Place (Positioning)
Cold Storage has its branches
It was the first supermarket in Singapore to receive the CASE TRUST mark introduced by CASE in 1998 to distinguish companies that receive a high degree of consumer confidence Cold Storage was the first supermarket in Singapore to receive MUIS certification for its supermarket operations in Causeway Point. In 1998, for the first time in Singapore's history, a supermarket retailer was able to provide Muslims the assurance of Halal purchases. Cold...
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