carrefour marketing

8/13/2019 Carrefour marketing

1/20

Low sales Sales

Seeking to sell lower-cost products but facedifficulties due to few economies of scale Costs

Few / negative Profits

Emerging markets, seeking to penetrate market Customers

Weak competitionCompetitors

All store formats: Introduction stage

Characteristics:


2/20


Marketing Objectives

Create awareness Brand positioning


3/20


Less assortment of products

Reduced store size Testing of store layoutProduct

Few services offeredService

Strategies:


4/20

Low costPrice

Distribution

Testing of marketingpolicies

Advertising/Sales

promotion

Strategies:


5/20

Rapidly rising sales Sales

Lower-cost products due to economies of scale Costs

Rising profits Profits

Growing penetration in emerging markets Customers

Growing number (eg. When Carrefour first enteredthe Chinese market in 1995, Walmart followed suit andopened its first supermarket in 1996 in Shenzhen.)

Competitors

All store formats: Growth stage

Characteristics:


6/20

All store formats Growth stage


Maximise market share Build a strong brand Brand sponsorship- Carrefour create its own store

brand


7/20

Hypermarkets & Supermarkets Growth stage

Greater assortment of products (introduction ofstore brands)

Larger store size Improved store layout (more spacious)

Product

More services offered In 1960, launched self-service hypermarkets throughout France In 1999, Carrefour launched Spectrum 24R wireless local

network infrastructure in its stores in Asia. This system helpedimprove both productivity and inventory management.

-Eg. In China: free delivery for large appliances, free parking,goods exhangeable within 15 days

-Provide information to customers through information desks,websites, catalogs

Service

Strategies:


8/20

Focus on good-value pricingPrice

Distribution

Marketing campaigns emphasizing on low-cost, high quality goods Use of slogans (Eg. France, 1988-2003 : "I have a positive outlook

with Carrefour France campaign: Consuming better)

Advertising/Sales

promotion

Strategies:


9/20

Peak sales Sales

Lower-cost products due to economies of scaleand greater channel efficiency Costs

High profits Profits

Full penetration (millions of customers shop atCarrefour hypermarkets everyday in France) Customers

Stable number, beginning to decline asCarrefour acquire smaller retailers Competitors

Hypermarkets & Supermarkets Maturity stage

Characteristics:


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Hypermarkets & Supermarkets Maturity stage


Maximise profit whiledefending market share

Brand development- Increase brand equity- Create competitive

advantage


11/20


12/20

Good-value pricing Value-added pricingPrice

One of Carrefours main advantages in Asia is its ability to integrate fully into the local context. In every country, the Group takes up the position of a local player. To achieve this, it develops close and long-term relations with local suppliers

Distribution

Introduced the loyalty program, enable additional price reductions (strenghtenbrand loyalty, give better insight into consumers habits)

Advertising/Sales

promotion

Strategies:


13/20

Declining sales Sales

Competitors offering even lower cost productsCosts

Declining profits Profits

Loss of customers as Carrefour no longer understandscustomers changing needs Customers

Loss of competitive advantage to competitors. Rapidgrowth of competitorsCompetitors

Hypermarkets & Supermarkets Decline stage

Characteristics:


14/20



Increase profit, gain backthe market share that it haslost

Reinvention

- eg. Carrefour Planet

Brand development- Increase brand equity- Create competitive

advantage


15/20


Carrefour Planet a retail space organized to surprise shoppers. A big central

aisle offers different specialist areas identified by simple

colorful signage, designed to offer a new shopping experiencefocused on easy shopping, novelty and pleasure. New ideas: a salmon smokery, a sushi bar, cookery courses A frozen food department is near checkouts allowing

customers to finish their shopping here and pay for theirgoods before things start to defrost.

A media section that leverages partnerships with Apple

Product

Childcare area A Beauty offers services like a nail bar, rapid make-up and

hair styling

Free clothes alteration service provided

Service

Strategies:


16/20

Good-value pricing Value-added pricing

Price

Distribution

Another innovation is a space devoted to events at theentrance to the store. Renewed every two weeks, thespace hosts major promotional events highlighting theprices in the store

Advertising/Sales

promotion

Strategies:


17/20

Low sales Sales





Hard-discount: Growth stage

Characteristics:


18/20

Low sales Product

Seeking to sell lower-cost products but facedifficulties due to few economies of scale Service

Few / negative Price

Emerging markets, seeking to penetrate market Distribution

Weak competitionAdvertising/Sales promotion

Hard-discount: Growth stage

Strategies:


19/20

Low sales Sales





Hard-discount: Maturity stage

Characteristics:


20/20

Low sales Product

Seeking to sell lower-cost products but facedifficulties due to few economies of scale Service

Few / negative Price

Emerging markets, seeking to penetrate market Distribution

Weak competitionAdvertising/Sales promotion

Hard-discount: Maturity stage

Strategies:

carrefour marketing

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