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Dominick's
Agenda ,[object Object],Introduction of our Client,[object Object],Description of Marketing Problem,[object Object],Project Goals,[object Object],Survey and Methodology,[object Object],Recommendations and Action Plan ,[object Object],1,[object Object],4,[object Object]
Our Client: Dominick’s,[object Object],[object Object]
Chicago-based grocery store chain
One of the most successful grocery chains in America’s heartland
Slogans are : “Ingredients for life” and “Always changing for the better”1,[object Object],4,[object Object]
Our Client: Dominick’s,[object Object]
Setting the Background,[object Object],Organic and locally-sourced foods have become a hot topic,[object Object],and explosive sector in the CPG(Consumer Packaged Goods) industry over the past decade. Despite the recent recession, sales of organic foods continue to rise above the normal growth rate.,[object Object],[object Object]
Organic food available in 82% of all retail food stores in the U.S. as of 2007
By 2008, nearly half of all organic foods were purchased in conventional supermarkets, club stores, and big-box stores.
Fruits and vegetables account for the largest percentage of organic food sales, 38 percent, and reached nearly $9.5 billion in sales in 2009, an 11.4 percent increase from 2008 sales. 
Organic fruits and vegetables now represent 11.4% of all U.S. fruit and vegetable sales.1,[object Object],4,[object Object]
Marketing Problem,[object Object],Dominick's has made a commitment to better understand the role of locally sourced and organic produce in large grocery stores, as compared to commercially grown produce. ,[object Object],The Objective Is To Understand How Dominick’s Can…,[object Object],[object Object]
 Lure customers away from other Fresh Produce suppliers?
 Maximize market share?1,[object Object],4,[object Object]
Project Goals,[object Object],[object Object]
 Increase sales of organic and/or locally sourced fresh produce
 Identify the best combination of features the store can offer to attract urban and suburban fresh produce shoppers
 Attract customers from local competition1,[object Object],4,[object Object]
The Survey,[object Object],This study fielded from May 7 - 17, 2010.  The study was conducted online among a diverse sample of respondents. Respondents met the following screening criteria:,[object Object],Females & Males (approximately 80% / 20%),[object Object],18+ years of age,[object Object],Primary Grocery Shopper,[object Object],Live in Urban or Suburban neighborhood relative to Chicago (50% / 50%),[object Object],The sample was split across two segments (Urban & Suburban) for evaluation.,[object Object]
The Methodology ,[object Object],A total of 100 respondents completed one of the following  self-administered surveys:,[object Object],Survey for Perceptual Mapping (n=50):,[object Object],[object Object]
 Attribute associations
 Identify state of the marketplace
 Identifies potential white space for client to move toConjoint Analysis Survey (n=50):,[object Object],[object Object]
 Identifies strength of bundled attributes
 Identifies consumer trade-offs relative to impact on market share 1,[object Object],4,[object Object]
State Of The Marketplace,[object Object],Purely Prudent ,[object Object],Dominick's,[object Object],Jewel,[object Object],Whole Foods,[object Object],There for a reason,[object Object],Excellent Value,[object Object],Support Local Bus/Farmer,[object Object],Organic Produce,[object Object],Limited Product Availability,[object Object],Low Prices,[object Object],Trusted Food Source,[object Object],Preference,[object Object],Very Fresh Produce,[object Object],Fast Food Grocer,[object Object],Tastefully Satisfied,[object Object],Not so fresh,[object Object],High Prices,[object Object],Taking a chance,[object Object],Location,[object Object],Wal-Mart,[object Object],Commercial production,[object Object],Trader Joe’s,[object Object],Costco,[object Object],One Stop Shopping,[object Object],Aldi,[object Object],Comes from anywhere,[object Object],Farmer’s Markets,[object Object],Forthe Convenience,[object Object]
Where We Want To Go!,[object Object],Discriminating & Prudent,[object Object],Dominick's,[object Object],Whole Foods,[object Object],Richly Tasteful,[object Object],Jewel,[object Object],There for a reason,[object Object],Excellent Value,[object Object],Support Local Bus/Farmer,[object Object],Organic Produce,[object Object],Limited Product Availability,[object Object],Low Prices,[object Object],Trusted Food Source,[object Object],Preference,[object Object],Very Fresh Produce,[object Object],Fast Food Grocer,[object Object],Tastefully Satisfied,[object Object],Not so fresh,[object Object],High Prices,[object Object],Taking a chance,[object Object],Location,[object Object],Wal-Mart,[object Object],Trader Joe’s,[object Object],Commercial production,[object Object],Farmer’s Markets,[object Object],Costco,[object Object],One Stop Shopping,[object Object],Aldi’s,[object Object],Comes from anywhere,[object Object],Not without a coupon,[object Object],Earthly Delights,[object Object],For the Convenience,[object Object]
Disruption Chart,[object Object],1,[object Object],4,[object Object]
Who did we talk to?,[object Object],Frequent produce shoppers,[object Object],three-fourths (78%) shop at least once a week or more often for produce,[object Object],1,[object Object],4,[object Object]
Who did we talk to?,[object Object],Few weigh their produce (31%), but tend to wait for it to be on sale before purchasing (77%),[object Object],Do you weigh your own produce?,[object Object],Do you look for the items on sale?,[object Object],1,[object Object],4,[object Object]

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Dominick's