Marketing and Hypermarkets Elf Urban

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1. What is the perceptual map for the gas station companies in France (Elan, Elf, Total, and the hypermarkets)? What would be the two dimensions you would use to best describe the portfolio of brands that Total Group has in its market? Convenience

Total-Bonjour
Convenience

Total-Bonjour
Rural

Elan
Rural

Elan
Price

Hypermarkets
Elf

Price

Hypermarkets
Elf

Urban

Hypermarkets
Elf
Urban

Hypermarkets
Elf

I would use Convenience and price to describe the portfolio of brands.

2. Based on the perceptual map, propose a set of marketing actions, beyond those that have been mentioned, that should be used by Total brand. Use the 4Ps framework to propose these actions and link each action to the CVF framework. I would definitely sell cosmetics such as toothbrush, deodorant, toothpaste, soap, Lotion; In addition to phone cards; Moreover I would add a first aid section where customers could find temporary relieve from any minor physical discomfort. They link to the consumption process of the customer in the situational influences of the CVF. Consequently, Total could expand the partnership distribution with Elan and Elf considering how great they are doing with the French grocery retailer and bonjour. It would be great cost benefit with the consumption process of the CVF.

3. What are the things that may build utilitarian and hedonic value when customers go for a gas station? Describe how an Elf store might increase value in customers’ shopping experience. Things that may build utilitarian value are buying food to consume, getting gas, a car wash, putting air on tire, getting the car fixed. Things that may build hedonic value are price of gasoline or products, quality of the products, and having a reason to compare a preference for a personal brand immediately after purchase. Elf store may increase customer value by providing low prices compare to the other gas stations, accessibility and convenience is also a big...
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