There is a need for Publix to improve the execution process of their current marketing function, so that the company generates ways to stay consistent and successful with their current competitive position. It will differentiate their offering and create more value for the company in the supermarket industry. The current marketing position at Publix states, in its online corporate marketing section that the company “seeks to align our business with the needs of our customers. Our objective is to assure competitive success by best matching our product and service offerings with the demand of our customers” (Publix Supermarket Inc., 2011). The company should readjust and align their execution around the aforementioned current marketing position by expanding their concept of quality over low prices into a concept that not only provides quality but is successful at quality with economical prices. According to Agonist Learning Center, “clever marketing, great customer service, and quality over low prices are the core of Publix’s success. While Wal-Mart focuses on the other end of the market – the end that, with limited financial means, wants the lowest possible prices for reasonable quality – Publix focuses on the customer base with a little more money to spend” (“Considering Publix Stock”, n.d.). Our proposed market position and strategy doesn’t look at Publix customers as consumers interested in great quality than in saving dollars, we see a need for great quality and savings while being treated in the high maintenance boutique style supermarket Publix offers than in less upscale warehouse styled grocery stores that make customers feel “herded through cattle-call lines with harried cashiers” while receiving average to low quality just for low prices.
Publix should re-strategize into new and innovative ways to market their quality products, expand their promotional tactics and make visible their strengths of successfully producing long-term profits, effective communication throughout the organization, successful implementation of its Greenwise and Publix Apron’s division, as well as its exceptional information system and customer satisfaction on key products like meats, fruits and bakery. New and innovative strategies that are integrated across the organization will ensure that Publix, “creates a perception among target customers that Publix best and uniquely satisfies their needs and wants,” as stated in their marketing process plan (Publix, 2011). In order to ensure success with our proposed new marketing position, we have included specific strategies that can increase company growth and sales.
New strategies that Publix can implement into their organization are year-round promotions instead of focusing on seasonal promotions and advertisement. Expose consumers to the different facets of their supermarket, such as their cooking school, family simple meals, recipes for the busy mom, Sunday dinner deals, event planning department, wellness and whole food sections, as well as their in house pharmacy. Expand their customer intimacy program. A customer intimacy program will better enhance how well Publix customers feel treated and valued. “Although the customer-centered firm seeks to create high customer satisfaction, that is not its ultimate goal. Increasing customer satisfaction by lowering price or increasing services may result in lower profits” (Kotler & Keller, 2012, p. 128). An enhanced customer intimacy program would maintain and increase Publix’s high customer satisfaction index score of 82 from 2009. The University of Michigan’s Claes Fornell developed an American Customer Satisfaction Index to measure consumers’ perceived satisfaction with different firms, industries, economic sectors, and national economies (p. 130). To continue being a leader in customer satisfaction, the customer intimacy program would further utilize Publix’s information system to...