Marketing and Advertising

Please build off the other papers about Kodi’s Food Store For All which are attached. This document should be 4 – 5 pages in length.

It is very important to think about how prospective customers will learn about your product, service and company. For this assignment, I would like you to think about your marketing strategy and the many forms of advertising.

1) Write a comprehensive marketing strategy including components for market analysis, segmentation, differentiation, trends, competition, packaging, pricing, branding, and other marketing elements. Keep in mind that networking, PR and customer service are all a part of the overall view of a company and should be considered as well.

2) For advertising, do not just provide bullets – you should develop a comprehensive write-up that includes a statement of why you chose each advertising outlet (ie: why you chose to buy ad space in newspaper, why Facebook, etc.).

Examples of advertising outlets:

Newspaper
Trade Publications
Billboards
Television
Facebook
Webpage

3) Please include your estimated cost for the advertising as well as your overall marketing budget. Include what will be done in-house versus outsourced.

ANSWER

Marketing and Advertising

Market Analysis

Currently, the target market is purchasing food items from supermarkets, corners shops, box schemes, farm markets, farm shops, and online food stores. The U.S retail sales for food stores are increasing due to the increase in population and the demand for food products since food is a necessity and more consumers prefer eating at home. Food has been one of the areas where shoppers are likely to continue increasing with demands for better quality products. Shoppers have focused on local products and ethical choices such as fair trade. The majority of the shoppers are considered as pale greens in that they are well informed about the surrounding issues and demand getting their food products from trusted sources. For instance, they find the supermarkets alienating and want a varying but closer relationship with the food supplier. They are keen to shop locally and ensure that their money is circulating locally. Most of the consumers are shopping locally since they want to support the local markets and farmers as well as existing local suppliers.

Within the United States, the grocery spending by household size ranges from $50 per week in a single-person household to $150 per week in households of five or more. Kodi’s food store for all is planning to compete effectively in the market through high-quality food products and services to the consumers to retain and attract more consumers. The main target market for Kodi’s Food Store for all are people within the country both from high income and low-income households in need of high-quality food products and quality ingredients required for the preparation of tasty meals.

Segmentation

A high percentage of grocery shoppers are females. Therefore, Kodi’s food store all will focus on the female head of the households. The female shoppers will be expected to spend an average of $50 per week. The store aims at achieving the grocery demands of the surrounding households. Kodi’s food store for all will take full advantage of the quality products and effective marketing strategy to reach the target market.

Differentiation

Considerably, since the consumers are mainly residents who are currently facing challenges in purchasing high-quality food products, locally and sustainably sourced food items. Kodi’s food store for all aims at creating a quality shopping experience and low-cost leadership within the grocery market. The food store will ensure that they offer the same food products with the same size, quality, quantity, and packaging in all the stores. The store will buy food items from different suppliers and the network of growers who will supply the food products straight to the stores. The food products will be directly sold to the consumers depending on the quality and quantity demanded. Additionally, Kodi’s food store for all will offer education to the consumers to improve their shopping experience. The inclusion of learning in the business model will be important since it will deliver educational outcomes and an added benefit that will enable the business to create an atmosphere that will link the learning opportunities to the food retail opportunities.

Competition

Kodi’s food store for all has a wide range of competitors since the retail industry consists of different sources which comprise corner shops, farmers’ markets, supermarkets, box schemes, and online shops. One of the competitive advantages over the competitors is a combination of both physical stores and online stores which will boost the convenience, customer reach, high quality, one-stop-shop, learning experience, and friendly informed service.

Packaging

The packaging design should play a big role as a brand ambassador to sell food store products. Great packaging will tell the customers about the product, about the brand, and what it stands for. Kodi’s food store will rely on plastic-free packaging which includes stainless steel containers and glass that can be reused. Additionally, the bulk products will have reusable bulk bags. The reusable containers and bags will have the brand name. The customers will no longer bring their bags but must use the bags and containers with the brand label as a way of increasing the store awareness.

Pricing and place

Kodi’s food store for all will focus on a low-cost leadership strategy which will offer lower prices as compared to the competitors. This will be used to create awareness of the brand as the most affordable for the consumers. Koki’s food store for all will be convenient since it will allow the consumers to get what they desire at a low and fair price. The main focus for Kodi’s Food Store for All will be to reach the market in a manner that is easy and convenient through several stores located countrywide and an online store that will boost accessibility and consumer convenience. The store will be located in big cities and urban towns to attract more consumers to the outlets.

Branding

Catchy branding entails creating a cool and unique brand name that reveals the existence and grabs the attention of the clients. To leverage the popularity of the retail food store, the company name will be used to improve brand recognition. In this case, Koki’s food store for all will rely on the brand name to engage with the consumers. Considerably, the brand name not only makes an impression on the consumers but also enables the customers and the clients to know what to exactly expect from the food store. Therefore, the food store has relied on “Kodi’s Food Store for All” to clarify to the consumers what is being offered. The name has been used to create awareness and recognition of the store as a food store that serves everyone despite their financial status. The brand name will be utilized to distinguish the food store from others as well as ensure that the brand is memorable, differentiated, and consistent to captivate and capture the consumers.

Advertising and Promotion

Kodi’s food store advertising will focus on social networks, Tv commercials, online ads, referrals, and word of mouth promotion. Social networks include different social media platforms; website and 3 additional social media sites Facebook, Instagram, and blog. These will play a big role in boosting social media presence and build the brand image since most of the consumers are on social media. Social media engagement is not only about getting followers but generating relationships.

Television commercials will be utilized in promoting the product to bring a brand image in terms of the quality and standards of product and services linked to Kodi’s food store for all. Kodi’s food store will purchase ad spots during shows that the target markets especially females are likely to watch.  This will be an effective way of attracting customers and creating an existing consumer’s trust.

Online ads will be utilized to find the right audience and target the right set of viewers interested in purchasing food store products. These will include social ads, display ads, and video ads that will make it easier for the food store to reach the target audience. The online ad is one of the most effective internet marketing that can promote Kodi’s food store for all to reach the target customers creating a large customer base.

Referrals and word of mouth are all about getting people talking about the brand and product offerings. Considerably, Kodi’s Food store for all will rely on referrals and word of mouth to spread brand awareness and create a positive brand image. When consumers talk about the product and services to their friends, the food store will be able to build consumer trust.