Publix – College TownTallahassee, Florida

Publix – College TownGroup Members:Priyank Patel - ResearchTifphanie Stafford – Target AudienceJennifer Callaghan – SWOTTammy Jimenez - Tactics

Proposed design with street access

About Publix SupermarketsOne of the top privately owned supermarkets.

More than 1000 stores.

Owns its own manufacturing plants.

Family-friendly with outstanding service.

Aligning our business with the needs of the community.

About Publix Supermarkets Cont.Kroger, Wal-Mart, Winn Dixie.

Walmart competes heavily in PricesPublix counters with offers and BOGOsMore natural products and less processed. Better customer service.

Target AudiencePrimary Audience

College Students that live in Geographic area of College town

Average age 21Secondary Audience

Professors, Administrators, Work peopleAverage age indefinite

Target Audiences Spending HabitsPrimary Audience (College Students)

73% of students are spending $6,000 or more each year on basic living expenses (groceries, rent, utilities, and gas); more specifically, 14% spend $18,000 or more.

66% of students are spending $1,200 or more each year on entertainment (bars, restaurants, live music, media, alcohol, marijuana, etc.); more specifically, 21% spend $3,000 or more and 6% spend $6,000 or more. 

Sample SurveyConducted by Study Breaks collegeMedia team of 500+College students

Target AudiencesSecondary Audience

Administrators, Professors, Working individualsSmart Savvy Shoppers

Coupon ClippersShort on TimeHas a loyalty to a store

Believe in purchasing particular products

SWOTStrengths:

Quality Customer ServiceCleanliness and OrganizationIn-house production

Weaknesses:Competitive PricingLimited LocationConvenience

SWOT CONTINUEDOpportunities

ExpansionPrivate labelsBrand Loyalty

ThreatsVersatile Warehouse CompetitorsExpanding Competitors

Our CompetitionKroger, and Wal-Mart Stores in North Carolina.

Kroger bought out Harris-Teeter so that it may increase its presence within Publix’s market area.

BI-LO Holding is another competitor that has acquired Winn Dixie’s and Sweetbay Supermarkets.

Publix opened 32 supermarkets in 2014, seven stores were bought from BI-LO

As a result, Publix reported retail sales of $28.9 billion in 2014, an increase of 6% over the prior year.

Publix is in the running as they continually open new stores throughout the southeastern region.

TacticsIn store promotions – Week 1

The first 500 customers will receive reusable/eco-friendly grocery bags

The first 50 customers to purchase $75 in groceries will receive a $25 Publix gift card

The Deli will have samples of different meats and cheesesThe Bakery will have samples of different baked items My Apron will be set throughout the store for different

recipe making ideasRegistrations for $50 gift cards, cakes, deli platters and fruit

basketsRegistration for free delivery of grocery items within College

Town Publix area for the first three months

Tactics Cont. Platform promotions – Weeks 1 - 4

Promote “Grand Opening” on the front page of Publix website and landing pages for the Tallahassee Area.

Promote “Grand Opening” on all social media sites: Facebook, Twitter, LinkedIn, and Google+

Traditional media, local weekly Publix sales paper front page will list Grand Opening for Publix College Town

Traditional media, 30 second radio advertisements of the Grand Opening – Publix College Town

Traditional media, mail out through the USPS to target the College Town residential and business area with advertisement flyer of the “Grand Opening” 

It is my pleasure

Conclusion: