Katherine Garrity Tess Estep Heleena Begum Amanda Macdonald An Introduction to Digin Digin aims to become a notforprofit community owned greengrocer in Bruntsfield Edinburgh Digin 2014 ID: 299294
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Slide1
byCatherine FennessyKatherine GarrityTess Estep Heleena BegumAmanda MacdonaldSlide2
An Introduction to Dig-in
Dig-in aims to become a not-for-profit, ‘community owned greengrocer’ in Bruntsfield, Edinburgh (Dig-in, 2014).
They are currently in the stage of selling shares, in order to raise enough money to establish and run their shop.
Dig-in seeks to be a community based effort to ‘strengthen community spirit and reconnect Bruntsfield people with the food they buy’ (Dig-in, 2014).
They will hire two full-time staff members, with one vacancy currently advertised; the rest of the employees will be made up of volunteers.
Slide3
PEST Analysis
P
olitical
If Scotland were to gain independence,
the Common Agricultural Policy will provide them greater financial support (Scottish Government, 2013)
E
conomic
The economic recession of 2008 has led to many economic challenges. Recently retail sales have experienced an economic downturn (Allen, 2014).
S
ocial
Consumers
are less trusting of food retailers, following the Tesco horsemeat scandal, with 7 out of 10 consumers stating they now care more about the origin of their food (Lawrence, 2013)
T
echnological
There
is currently no technology in the Dig-in store. In the UK, 90% of face-to-face transactions are made using chip and pin cards (
Nilson
Report, 2013).Slide4
LocationSlide5
Location: Facts and FiguresDig-in is located in Bruntsfield, twenty minutes South-West of the city centre by foot.There are pay-and-display parking charges in Bruntsfield from
Monday to Saturday.
T
he high street is a main bus route that can be accessed by
five regular services
(Lothian Buses, 2014).
Bruntsfield falls in to ward 10 of the Edinburgh City Council
Boundaries. The
neighbouring
villages in this ward include:
Merchiston
,
Marchmount
, Greenhill, Morningside and
Lauriston
(Edinburgh City Council, 2014).Slide6
The Retail Marketing Mix
(
Lazer
and Kelley, 1961)Slide7
The Retail Marketing Mix: InformationSegmentationSegmentation involves analysing the market environment (Jenkins and McDonald, 1997)The average household in 2012 had a disposable income of £17,253. Just less than London (Edinburgh City Council, 2013).
The EH10 postcode has a mixed demographic. There is a large middle class population in certain villages, but there is also a large student and elderly population, particularly in Bruntsfield (Edinburgh City Council, 2013).
This will influence the pricing strategy.Slide8
The Retail Marketing Mix: Logistics and Product DesignDifferent seasons in a year determines the availability for fresh produce of fruit and vegetables for a green grocer like Dig-In, as fruit and vegetables cannot be in stock all the time. In solving the problem we have decided to promote the seasonal vegetables that we do have as "Seasonal Veg of the month". There are various storage problems associated with fresh produce as there is an issue of deterioration. Therefore there can never be a surplus of produce in store. (Food and Agriculture Organization of the United Nations, 1989
)
Stock Delivery issues are also common with fresh produce as there would need to be a regular stock check carried out in order to know what needs to be delivered. (Food and Agriculture Organization of the United Nations, 1989)Slide9
The Retail Marketing Mix: Signs and SymbolsSymbols are "shorthanded statements about reality" (Lazer and Kelley, 1973)
The
colors we have chosen to use are green and a warm
yellow.
The
color green promotes health, eco-friendly caring and compassionate values. The color yellow promotes happy, light hearted and creative values.
Colour
is an important aspect as 90% of
judgements
are based on
colour
(
Singh, 1967)
.Slide10
The Retail Marketing Mix: Store LayoutSlide11
The Retail Marketing Mix: Store LayoutDig-In uses a spine layout of the store which helps them utilize their space efficiently and allows consumers to be able to have a better exposure of the products displayed. (Newman and Cullen, 2002)The store layout needs to be spacious as it can help genrate
consumer satisfaction of their shopping experience. It can also motivate consumers to move around the store and thus spend more time shopping. (
Rompay
,
Tanja-Dijkstra
,
Verhoeven
,
Annemeik
, 2011
)
The
Service Scape model analyzes consumer
behaviour
and attitudes created from a service experience. Therefore an effective, open store layout will help create a positive consumer
behaviour
. (Surabaya, 2012
)
The use of bright lighting and
colours
can help engage a positive environment for consumers. Such as a pastel yellow
colour
. (Wilson, 1925, p.49
)
Shelf spacing can help promote the main
products
such as the fresh vegetables by allocating them at eye level. So consumers can see the produce easier. (Suarez, 2005)Slide12
The Retail Marketing Mix: Merchandising
'The Merchandising Offering' is a well-planned balance variety of
merchandise.
As
we have found research from a trip to
Whitmuir
Farm, we have decided to take their idea of 'Veggie Bags' and use it in the Dig-In store.
The
use of promotional merchandising will help target new potential customers as the pre-designed selection of vegetables, therefore guiding shoppers what to buy. (
Branwell
, 2012
)
The
'Veggie Bags' could also help to promote different vegetables such as
Mooli
as a unique selling point, making it educational for consumers. (
Whitmuir
Farm, 2014) Slide13
The Retail Marketing Mix: Brand Image
Brand image is defined as 'the set of beliefs held about a particular brand' (
Kotler
, 1988)
Dig
-In is currently promoting itself as an ”community run greengrocer " (Dig-In Bruntsfield: Community Green Grocer, 2014
)
Our
strapline idea that we created for the brand is "being rooted in the
community”.
We
have taken the idea of roots as it is defined as being the basic cause of a family, cultural origins and origin and ethnic. (
Oxforddictionaries.com
, 2014
)
The
added element of people around the tree shows the integral role that community has in Dig-In.Slide14
The Retail Marketing Mix: Customer ServiceCustomer Relationship Management"CRM is the comprehensive approach for creating, maintaining, and expanding customer relationships" (Anderson, K. & Kerr, C., 2002)Applying the customer relationship management theory to Dig In, employees need to be knowledgeable, passionate, and enthusiastic about Dig-In. This can be represented through its products and their customer service skills.
Dig
In has started to practice CRM through having Soup Sundays which allow potential customers as well as members of the community to interact and learn about Dig In. (Dig-In Bruntsfield: Community Green Grocer, 2014)
Dig
In has already established social media accounts but they have not yet mastered the right balance and presence on these mediums.Slide15
The Retail Marketing Mix: Customer ServiceRelationship With Suppliers
"Pull" marketing places huge emphasis on supplying exactly what customers want, and uses communications to alert customers to this fact. (Mitchell, 2003
)
In
order to achieve excellent service quality, there has to be a relationship. (
Gronroos
, 2007
)
If
Dig-In were to order their supplies in long advance, there would be an easier flow of reliability and trust in the stock being delivered on time
.
"
We need some ideas in advance... happy to supply shops, but need some ideas" (Meg Goodwin, 2014) Slide16
The Retail Marketing Mix: Customer Service
Customer Relationship Management:
“CRM is the comprehensive approach for creating, maintaining and expanding customer relationships” (Anderson and Kerr, 2002)
Social CRM involves using social media to enhance the CRM process. (
Trainor
et al., 2013) Slide17
Promotional Idea
Previous promotional methods include free soup on Saturdays, a website and social media.
This model by
Spillecke
(2012), depicts
the different customer ‘touch points’ in a
r
etail store that the shopper will
e
xperience.
The store front/exterior is the first ‘touch
point’ during a typical visit.
The exterior must correspond with the store identity that is already being projected, in order to create store image (Omar, 1999: Cornelius, Natter and Faure, 2010)
(
Spillecke
, 2012, p.9)Slide18
Promotional Idea: How Customers Use Windows
(
Sen
, Block and Ran, 2002)Slide19
Promotional Idea: Dimensions of Information
(Kinney and Lyon, 2013)Slide20
Promotional Idea: Inspiration
The original vision that the developers of Dig-in had for the exterior of the store was an “old fashioned greengrocer look”.
This look typically involves both awning (usually striped) and fresh produce stacked outside.
90% of community greengrocers and
independent food retailers have closed down since the 1950’s, therefore this look will evoke
e
motions of nostalgia for those who experienced their previous popularity
(
Wilby
, 2011; Sierra and
McQuitty
, 2007).Slide21
Promotional IdeaStore Design and WindowsSlide22
Promotional Idea: Mood Board from
Pintrest
(
Pintrest
, 2014)Slide23
Promotional Idea: Competitors in Edinburgh Real Foods
Tattie
Shaw’s Earthy Slide24
Promotional IdeaFinal OutcomeSlide25
Secondary Promotional Idea: UniformSlide26
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