Marketing Strategy of the Supermarkets
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
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
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