Reed Super Market
Reed Super Market
No. Topics Covered Y/N
1 Market based asset Y
2 Marketing Intelligence Y
3 Buying Behaviour Y
4 Segmentation Y
5 Positioning Y
6 Product segment Y
7 Marketing Communication Y
8 Price Y
9 Distribution N
10 B2B N
1. Reed’s mission statement:
2. Reeds Value Proposition:
3. Aim / Goal:
1. Evaluate the position of Reed and recommend marketing mix.
Reed’s Heritage
Reed Supermarkets was established in 1939 by William H. Reed.
• Opened his first grocery store in Kalamazoo, Michigan.
• 25 operating stores in Michigan and Illinois by 1960
• Reed had purchased two medium-sized chains serving Ohio, Indiana, and Wisconsin by 1980
• The firm had grown to encompass 192 retail stores, two regional distribution centres, and 21,000 employees in five states in the Midwestern United States.
• Reed started as a lower-end retailer 80 years ago, it had continually expanded and upgraded its stores, adding new departments and expanding higher-margin offerings like prepared foods and flowers.
• For two decades, Reed stores had been considered high-end in the supermarket business.
Company Overview / Profile
• Moved from low end to High end.
• Overall growth (1-2%) per annum in revenues over a decade.
• High end supermarket
• Vast range of product
• High quality emphasis on Organic products
• High quality of customer service
• 25 stores in metro region
Reed had worked hard to maintain margin over the past decade by adding specialty items, widening the selection of higher-end prepared foods (e.g., salmon fillet with crab stuffing), increasing the private label mix, and using weekly promotional specials to drive traffic.
• Declining in Columbus (-0.05%)
• Superior service
• Brand Understanding
Conflicting views among the executives might have an adverse impact on delivery of the brand promise. o CEO has a very clear understanding
• Reed’s basis of success for last 2 decades?: ( reference lenovo )
No. Topics Covered Y/N
1 Market based asset Y
2 Marketing Intelligence Y
3 Buying Behaviour Y
4 Segmentation Y
5 Positioning Y
6 Product segment Y
7 Marketing Communication Y
8 Price Y
9 Distribution N
10 B2B N
1. Reed’s mission statement:
2. Reeds Value Proposition:
3. Aim / Goal:
1. Evaluate the position of Reed and recommend marketing mix.
Reed’s Heritage
Reed Supermarkets was established in 1939 by William H. Reed.
• Opened his first grocery store in Kalamazoo, Michigan.
• 25 operating stores in Michigan and Illinois by 1960
• Reed had purchased two medium-sized chains serving Ohio, Indiana, and Wisconsin by 1980
• The firm had grown to encompass 192 retail stores, two regional distribution centres, and 21,000 employees in five states in the Midwestern United States.
• Reed started as a lower-end retailer 80 years ago, it had continually expanded and upgraded its stores, adding new departments and expanding higher-margin offerings like prepared foods and flowers.
• For two decades, Reed stores had been considered high-end in the supermarket business.
Company Overview / Profile
• Moved from low end to High end.
• Overall growth (1-2%) per annum in revenues over a decade.
• High end supermarket
• Vast range of product
• High quality emphasis on Organic products
• High quality of customer service
• 25 stores in metro region
Reed had worked hard to maintain margin over the past decade by adding specialty items, widening the selection of higher-end prepared foods (e.g., salmon fillet with crab stuffing), increasing the private label mix, and using weekly promotional specials to drive traffic.
• Declining in Columbus (-0.05%)
• Superior service
• Brand Understanding
Conflicting views among the executives might have an adverse impact on delivery of the brand promise. o CEO has a very clear understanding
• Reed’s basis of success for last 2 decades?: ( reference lenovo )