My chosen retailer is Pick n’ Pay which is a company owned by South African entrepreneur Raymond Ackerman in 1967. Pick n’ Pay was able to gain a large share of the market because Raymond Ackerman’s policy of putting offering customers the best value for their money before profit maximisation and various social responsibility programmes have made them a household in South Africa.
Pick n Pay bridges the following gaps: * Space. * Time. * Information. * Value. * Ownership
-The space and time, value gaps are bridged by pick n’ pay, by establishing what the market really wants and providing consumer what they want at the right price in the right environment.
-Information on products is readily available in stores during promotions and generally accessible in store.
-Pick n’ Pay offers financial services like credit on large purchases like appliances.
-Through bridging these gaps Pick n’ Pay has been able to establish long term relationship with consumers.
An organisation has to perform its primary & auxiliary marketing activities efficiently and in a timely manner to ensure that the needs/ of the customer are met. Pick n’ Pay also owns its own transportation fleet so they have more control over meeting demand on time. * Pick n Pay conducted detailed market research in order to properly serve its market as all store formats are as diverse as the geographic area they operate in, from the large hypermarkets to the express stores in petrol stations, they cater to all different market segments. Pick n’ Pay also own Boxer supermarkets which cater to low income groups such as rural areas. * They form of standardisation and grading is their policy of giving consumers double their money back on Pick n’ Pay products if they not satisfied with the quality, This policy enabled Pick n’Pay to gain the trust of consumer which