Marketing Strategy of the Supermarkets

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MARKETING STRATEGY OF
THE SUPERMARKETS
[ICA MAXI, FORUM COOP, NETTO, LIDL]
Rafael Lucena Matamalas Miguel Santandreu Ramos May 2009

Marketing Strategy of the supermarkets

INDEX
I. Introduction................................................................................................................................ 4 II. Theory ....................................................................................................................................... 6 1. A. B. C. D. 2. A. B. C. D. Marketing Mix ................................................................................................................... 6 Product .......................................................................................................................... 7 Price ............................................................................................................................... 7 Place (or Distribution) ................................................................................................... 7 Promotion ..................................................................................................................... 8 Merchandising ................................................................................................................... 9 Advertisings (displays and posters) ............................................................................. 10 Shelves......................................................................................................................... 11 Product placement ...................................................................................................... 13 Using music, lighting and visual effects....................................................................... 13

III. Methodology .......................................................................................................................... 15 1. 2. 3. A. B. C. D. 4. • Method ............................................................................................................................ 15 Research type .................................................................................................................. 16 Population and sample.................................................................................................... 17 Lidl ............................................................................................................................... 18 Netto ........................................................................................................................... 18 ICA AB .......................................................................................................................... 19 Coop Forum ................................................................................................................. 19 Instrument of collecting data .......................................................................................... 20 Guideline ..................................................................................................................... 22

IV Empirical Study........................................................................................................................ 23 1. A. B. C. D. E. 2. A. B. Coop Forum ..................................................................................................................... 23 About advertising ........................................................................................................ 23 About background music ............................................................................................ 24 About lighting .............................................................................................................. 24 About establishment’s organization ........................................................................... 24 Other...
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