Keystone Assignment

Santiago Agustin Leaniz

Florida National University

Retail Marketing-HBN-HY01

Christos Christou

04/14/2024
 I have chosen Kroger as my retail shop. Their target market comprises of

demography, geographic location behavior and lifestyle. For demography, in target

household, families and individuals of every income level and all ages. Geographically, it has

its outlets in urban centers which are densely populated. Moreover, they provide a lavish

lifestyle through their high value groceries. They focus on families and households with

health conscious but on budget. Its competitive landscape comprises of omnichannel retails

like Walmart, Amazon and other traditional grocery stores in U.S. the marketing objective of

the retail is influencing a strong customer experience which fosters brand loyalty and digital

adaptation.

The campaign objective of the retail comprises of three strategies. First is creating

brand awareness through digital adverting, celebrity influencing and conducting roadshows.

The other campaign objective of popularizing Kroger is offering promotions and discount to

their customer in specific seasons like festive season. By doing so, it will be able to attract

customers of low budget. Digital presence and adaptation of omnichannel is the other

objective that will ensure the retail enhances a strong customer relationship. Use of such

approaches eliminates middle men who exploit customers thus scaring away potential

customers.

There are three types of buyer personas which the firm will consider mostly. First is

lavish or the valuable shopper, busy people who require quick meals, and health enthusiasts

who are health conscious. Let start with busy customers who mostly are married, working

women with medium incomes. Psychographicaly, they look for affordability and convenience

products which are nutritious to their family. They visit the shop multiple times a week or a

month. The other persona is a valuable shopper who shops weekly and is always budget-

conscious. Lastly there re health -conscious personas who focus on fresh and clean groceries

and visit regularly.

 An adverting message for busy customers “In need of health groceries which take

less time to prepare? Worry no more coz Kroger got you”. Value shoppers who are budget

conscious “We offer more groceries and pocket friendly accompanied by weekly special

offers, welcome all to Kroger and share the experience. For health Enthusiast, “Indeed health

is wealth, in need of great riches visit our Kroger and get instant riches”.

Since media technology keep advancing, the firm will apply the Omnichannel

approach whereby it will have a team in every social media platform that reply to customers’

needs swiftly. Although traditional segments have been abandoned of; late they can also be

used to create awareness of the services offered by the firm. In order to have a strategic

marketing plan, execution must be creatively by ensuring creative elements are aligned with

the campaign objectives

Advertising Budgeting and Resource Allocation

Media channels allocation of resources according to their cost-effectiveness, reach and

frequency.

Kroger App $100,000

Twitter $50,000

Facebook $30,000

Instagram $20,000

Fox TV $10,000

Traditional advertisement $5,000

Implementation Plan

1. Creating a realistic market share expectation.

2. Reviewing our market strategy like the use of omnichannel.

3. Establishing contents and advertising messages for Kroger groceries

4. Choosing marketing avenues or location

5. Maintain customer loyalty through strong customer relationship.

6. Lastly is monitoring and reviewing the success of the marketing plan.

 References

Dunne, P. M., Lusch, R. F., & Carver, J. R. (2011). Retailing. Cengage Learning.