Marketing Plan

Brand & Value Proposition

Freshley’s Grocery Store will offer a unique value proposition to its clientele:

• Location is key – Freshley’s Grocery Store will be held in a highly-trafficked and convenient retail location that is known and frequented by the majority of Des Moines residents.
• Farm-fresh meat, poultry, produce, and dairy products sourced from local farms.
• Competitive pricing and membership rewards program.

Promotions Strategy

The promotions strategy for Freshley’s Grocery Store is as follows:

Location

Freshley’s Grocery Store will be located in a very convenient, highly-trafficked corner of Des Moines that is surrounded by other popular retail stores, restaurants, and salons. The location will be easily accessible to all residents who live in Des Moines or on the outskirts of the city.

Billboards & Print Media

Dan and Jan Walters have hired a marketing company in Des Moines to produce professional marketing ads to put in mailers and newspapers around town. They will also produce two different designs for two billboards to be placed in highly trafficked areas of Des Moines.

Membership Program

Freshley’s Grocery Store will offer a membership program to encourage customer loyalty and return visitors. The program will be designed for points and discounts to increase with the more visits and money spent at the store.

Pricing

The pricing of Freshley’s Grocery Store will be moderate and on par with competitors so customers feel they receive value when purchasing their items.