PCC COMMUNITY MARKETS

STRATEGY
DEVELOPMENT
 01 02 03 04 05
Our Team Executive Situational Alternative Social Media
Summary Analysis Matrix Campaign

06 07 08 09 10
In-Store Exclusive Financial Implementation Risks &
Advertising Member Impacts Plan Mitigations
Offerings
Kristen Ishizuka Sean Fox Hunter Henderson

Joshua Shin Matt Gus Zach Lilja

Key Issue
EXECUTIVE SUMMARY
PCC is struggling to position itself to attract today’s
customers and increase the total amount of members
Factor

Online Presence Perceived Value Membership Awareness

Strategy

Exclusive Member
Social Media Campaign In-Store Advertising
Offerings
Impact

26.24 M impressions with $214.49 M gross profit in 115,000+ new members

target audience 2028 within the next 5 years
 SITUATION ANALYSIS

Consumer Breakdown Market Position

Social Shopper More-for-More
Premium Label
Health Pragmatist
Sustainable Practice
Ethical Foodie Community-Focused

Industry Conditions Focus Points

Rising Competition Capture Sporadic Shoppers
Increasing Digitalization Communicate PCC’s Value
Post-Pandemic Growth Appeal to Regulars
Alternatives Matrix
 INTEGRATED SOCIAL
MEDIA CAMPAIGN
1 PCC COMMUNITY
CONNECT INITIATIVE
Sponsor local influencers, share
user-generated content, showcase
exclusive PCC member experiences
2 EDUCATIONAL SOCIAL
MEDIA CAMPAIGN
Craft informative posts highlighting
advantages of organic food and
PCC's superior value compared to
conventional grocery stores
 INTEGRATED SOCIAL
MEDIA CAMPAIGN
1 PCC COMMUNITY
CONNECT INITIATIVE
Sponsor local influencers, share
user-generated content, showcase
exclusive PCC member experiences
2 EDUCATIONAL SOCIAL
MEDIA CAMPAIGN
Craft informative posts highlighting
advantages of organic food and
PCC's superior value compared to
conventional grocery stores
 WHY SOCIAL MEDIA

$429,767 26.24 M
Individuals Reached/Month
Net NPV Over 5 Years
Annual Cost of $180,000
Sensitivity Analysis of Potential Customers

66%
Conversion Customers Potential Yearly Sales
0.01% 2,630 $ 65,750.00
0.05% 13,152 $ 328,800.00
0.10% 26,303 $ 657,575.00 of Millennials & 64% of
0.50% 131,517 $ 3,287,925.00
Gen Z are more likely to
1.00% 263,033 $ 6,575,825.00
join a membership if it
2.00% 526,066 $ 13,151,650.00
* Assumes average basket size is $25 for first visit and 1 visit per year aligns with their values
 IN-STORE ADVERTISING

Member Deals Board Front-Door Promotion Receipt QR Code

Join our Co-Op!

Chalk Board displaying PCC

Promotional membership
Member Deals to generate Include a QR Code on receipts
display placed by front doors
membership interest and for easier membership sign-up
for easy sign-up
discount awareness
 IN-STORE ADVERTISING

Member Deals Board Front-Door Promotion Receipt QR Code

Join our Co-Op!

Chalk Board displaying PCC

Promotional membership
Member Deals to generate Include a QR Code on receipts
display placed by front doors
membership interest and for easier membership sign-up
for easy sign-up
discount awareness
 IN-STORE ADVERTISING

Member Deals Board Front-Door Promotion Receipt QR Code

Join our Co-Op!

Chalk Board displaying PCC

Promotional membership
Member Deals to generate Include a QR Code on receipts
display placed by front doors
membership interest and for easier membership sign-up
for easy sign-up
discount awareness
 WHY IN-STORE ADVERTISING

US Grocery Shopping Preferences

$8,128 Mostly Online

Year 1 Implementation Cost 7.7%

Evenly-Split

$1.13 M
potential increase in profit per year
19.0%

based on increased member sales In-Store Only

50.0%

$4.97 M
5-Year Net NPV of the In-Store Mostly In-Store
20.5%
Advertising Project
EXCLUSIVE MEMBER OFFERINGS

Member-Only Membership
Discounts Referral Program
 MEMBER BENEFITS
INSIGHTS

61% 92%
of US shoppers of consumers trust
value discounts as a referrals from friends
desirable feature in and family over other
a loyalty program forms of advertising

$1,391,247.00
Annual Profit if Only 50% of Members Refer a Friend
FINANCIAL ASSUMPTIONS

1 2
NOI Not Focused On
5-Year Financial
Due to Market
Forecast
Conditions

3
5% Revenue Growth
 PRO FORMA FINANCIALS

YEAR 2024 2025 2026 2027 2028

TOTAL REVENUE 465.19 488.51 512.93 538.77 568.65

COGS 283.64 299.87 317.00 335.06 354.15

GROSS PROFIT 181.54 188.64 195.93 203.70 214.49

*FIGURES IN MILLIONS
 IMPLEMENTATION SCHEDULE

PHASE 1 PHASE 2 PHASE 3

Increase in-store Social Media Pilot Pilot Member Benefit Launch Social Social Media Strategic evaluation of
advertising and Focus: Enhancing and Referral Program Media Campaign Campaign Becomes Membership growth.
“Front-door” PCC engagement Focus: Broadening Focus: Enhancing More Refined and Adjustments and
approach PCC exposure PCC engagement Generates More Optimization
Customers
IMPACT OF RECOMMENDATIONS
ON TOTAL MEMBERS
POTENTIAL RISKS AND MITIGATION
Risk
Non-members feel excluded,
Non-Member Backlash leading to a decline in customer
satisfaction
Influencer’s values contradicting
Influencer Risk
those of PCC’s
Member Referral Program Potential for fraud in the referral
Abuse program
Mitigation
Gradually implement member-
only discounts and communicate
the change clearly to customers
Review of potential partners and
develop a crisis communication
plan to address unforeseen issues
Implement strict term/conditions,
and Monitor referral activities/set
limits
 RECOMMENDATIONS

Social Media In-Store Advertising Exclusive Member

Campaign Offerings

PCC Community Connect Members Deals Board Member-Only Discounts

Intiative
Educational Social Media Front Door Promotion Membership Referral
Campaign Program
Receipt QR Code