• Want to be known
for quality to the
customers and with
the products
provided
• Be a major local food
store within a year
• Increase Total Store Sales
by 30% yearly
• Increase sales by
augmenting advertising
each department
throughout the store so that
customers may be drawn
to the sales within each
area
• Customers can be certain of the principles of integrity
and honesty to be upheld by Kents and every
employee
• Dedicated to customer service and satisfaction and
approval
• Committed to building and giving back to the
community
• Everyone local as a broad
market focus
• Mainly Focusing on:
• Clearfield Freeport Center
workers
• Mothers
• Families (Buy in bulk)
• Adults above age 25(Those
above age 25 are the
heaviest consumers at grocery
stores)
• The Elderly (60+)
• Growing chain of stores 5 in total
• Has built a name of rapport for a grocery store by
going above and beyond for the customer
• Able to market to every age group
• Focused mainly on families and elderly residents
• Not big like box stores (Wal-Mart, Target, etc.)
• Small and limited space
• Cannot cater to every customer
• Cannot carry every brand
• Is becoming more known throughout the community
• Looking at many places for expansion
• Rising economy meaning more people are spending
• Not owned by AFS foods so allows for flexibility
with local markets and vendors
• To be known as a grocery store of good quality
• To be a store that sells quality products
• Increase in customer service
• Gain more customers that don’t want to pay the fee
to shop at stores like Costco
• Cannot always have lowest prices
• Farmers and wholesalers determine prices
• Only associated with AFS food distribution
Annual US Food-at-Home
Spending, by Age, 2012
• <25
$2,197
• 25-34 $3,338
• 35-44 $4,255
• 45-54 $4,369
• 55-64 $3,681
• 65-74 $3,213
• 75+ % $2,643
Source: Jefferies and AlixPartners,
"Trouble in Aisle 5," June 27, 2012
145766 www.eMarketer.com
Kent’s
Primary
FOCUS
• Wal-Mart
• - Location Strengths: 8,970 locations worldwide, 2.2
million employees, each store can carry a wide variety of
products, name is well known, corporation
• -Net income: 15.69 Billion (2012)
• -Total assets: 193.40 billion (2012)
• -Revenue: 446.9 billion (2012)
• -Weaknesses: Customer Service is low, Preconception that
products from them are cheap and of low quality
• -Product Strengths: Known as the cheapest prices, Can buy
product in bulk, has private warehouse per region
• - Product Weaknesses: Not all products are of good
quality, No standardization to
• Target
• - Location Strengths: 1,763 Stores between United
States and Canada, 365,000 employees,
Corporation, 13 stores in Utah alone
• -Net income: $2.929 billion (2012)
• -Total assets: $46.630 billion (2012)
• -Revenue: $69.865 billion (2012)
• -Weaknesses: Not known as a grocery store, focuses
mainly on retailing household goods, and clothing
with groceries as a side profit
• -Product Strengths: Products are of good quality,
customer service is good for a corporation
• - Product Weaknesses: Pricing might be a little
expensive for your household buyer, Utah buyers
seek out cheapest prices not usually name brand
• Costco
• - Location Strengths: 622
locations, 174,000 employees,
Known for bulk items
• -Weaknesses: Business fee to shop
there, Items are always different,
never the same
• -Product Strengths: Buys in bulk to
ensure low prices for customer, Can
hold larger quantities, doesn’t just
focus on food, Is a wholesaler
distributor
• - Product Weaknesses:
• (Exempted Sam’s Club because of
similarity)
• 2 years time
• Review marketing strategy and allow for change
after 2 years
• Donate for local organizations (with the consent to
promote for the store)
• Allow fundraisers to be permitted on premises
• Support local charities and religious functions( boy
scouts, girl scouts, Cancer awareness, etc.)
• Year 1
• Improve ads for a larger marketing radius
• Send email to those who want to have ad emailed to them
instead of reg. mail
• Update Facebook page, constantly for local deals
• Have mommy blogs established and linked to Facebook,
and reg. webpage
• Establish a trend of helping local fundraisers for local
organizations (cancer awareness, muscular dystrophy,
diabetes, etc.)
• Reg. Mailed ad. / expansion of mailing area or selected
mailing areas
• Year 2
• Begin more open promotions, billboards, Bus. Stop signs
• Make a connection with local or regional radio stations
to promote shopping at Kent’s/ giveaways, huge sales,
shopping sprees.
• Facebook
72.1%
• Coupons
44.2%
• Twitter
41.9%
• Respond to shopper-generated questions/complaints 39.5%
• Store information
39.5%
• Promotional information
37.2%
• Targeted ads
34.9%
• No answer
25.6%
Social Media Marketing Efforts of Food Distribution
Companies in North America, Feb 2013
Source: Supermarket News, "2013 Technology Survey"
% of respondents
Other
Local Review Websites
Online Community websites
Product review websites
cooking websites
% of respondents
Manufacturing websites
couponing websites
Grocery store websites
0%
20%
• Types of websites US shoppers find
most helpful when planning grocery
shopping trips, Feb. 2012
40%
60%
Purchased more store
brands in the past year to
save money
Look at store circular
before making shopping
list
Baby Boomers (45-64)
Overall quality of store
brand is equal to national
advertised brands
Millennials (18-29)
Got recipe ideas online
0% 20% 40% 60% 80%
US CPG Sales Share, by Channel, July
2012
Grocery
Supercenter
Club
Drug
Mass
Specialty*
Dollar
47.9%
18.6%
10.3%
5.8%
5.7%
6.7%
1.9%
Note: 52 weeks ending July 8, 2012; numbers may not add up to 100% due
to exclusion of convience channel data as it was not fully representative;
*includes, but is not limited to, the internet, close-out stores, office supply
stores, health food stores, liquor stores and beauty supply stores
Source: SymphonyIRI, "Channel Migration: Charting a Course on the Voyage
for Value," Aug 15, 2012
• EBSCO
• SymphonyIRI, "Channel Migration: Charting a Course on the
Voyage for Value," Aug 15, 2012
• Jefferies and AlixPartners, "Trouble in Aisle 5," June 27, 2012,
www.emarketers.com
• Integrated Marketing Services, "The New Aisle: Emerging Trends
in Online Grocery Shopping" conducted by Marketing Analysts
LLC, May 30,2012, www.emarketers.com
• Supermarket News, "2013 Technology Survey" conducted
byPenton Research, March 4, 2013, www.emarketers.com