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MKT460 Answer To Question No 1

The document discusses strategies for a grocery supermarket chain called Shawpno to retain customers during the COVID-19 pandemic and encourage them to continue shopping online or at their stores rather than wet markets. It suggests public relations campaigns emphasizing safety measures and promotions to create loyal customers. Pop-up ads are proposed to target all customer relationship stages online.

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Rubaiya Manna
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29 views2 pages

MKT460 Answer To Question No 1

The document discusses strategies for a grocery supermarket chain called Shawpno to retain customers during the COVID-19 pandemic and encourage them to continue shopping online or at their stores rather than wet markets. It suggests public relations campaigns emphasizing safety measures and promotions to create loyal customers. Pop-up ads are proposed to target all customer relationship stages online.

Uploaded by

Rubaiya Manna
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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MKT460

Answer to Question no 1:
In this current covid scenario, as the potential customers have shifted from wet market to super
shops like shawpno, the super shops should come up with approaches encouraging the customers
to continue shopping with them instead of returning to wet market. It is very important for
shawpno to emphasize on customer retention or holding them back. Their approach should be
encouraging the current customer to repurchase from them by explaining the Safety measures
and current hygiene restrictions. The steps should followed sequentially like introduction,
explanation or pitch and lastly call to action. At first Shawpno should develop some public
relation activity or public awareness campaign and introduce them to the customers, engaging
them by explaining the positive sides of buying groceries online or from shawpno outlet rather
than wet market and finally giving them some attractive promotional experience so that they stay
and convert into “true friends”.
Among the main elements of brand wheel model, brand image adoption relates with all the
elements, and for any business, brand image is the main key to success. Like for shawpno super
shop, the main key element that is very important in this case is their brand name, image and
their value proposition. Already customers know that it’s a part of ACI company and ACI is a
reputed company but still shawpno is so popular and successful that it has already gained enough
popularity that it’s now a strong brand itself and they have already have their brand image set.
And about their value proposition, Shawpno is already creating a great impact on customer’s
mind by introducing distance shopping (in shop stickers encouraging social distancing), they can
use this as a reference to explain the customers that they are really very concerned about
customer’s safety.
Answer to Question no 2:
Revenue from groceries come from in two ways mainly. Firstly, the food business is very much
effected by price competition, leading to extremely low margins compared with other product
categories. Secondly, logistics processes, which has to be definitely efficient to provide the
customer with convincing grocery offerings. During current situation, this brand should adopt
bundle pricing or discounting pricing strategies so that, customers remember the super shop in
the long run that, they were concerned about the customers during this global crisis and helped
the customers have the groceries in a lower price, bundled price. This will make the customers
remember the availability of product on this prices for a long time and that will increase
customer loyalty.
On the other hand, when this pandemic will be over and world will go down to the previous
state, the super shops may lose the customers but still they will have the loyal ones who will be
the main earning source for them and then even if Shwapno have regular pricing strategy, they
will earn good revenue. The most important thing here is to make loyal customers now who will
be brand loyal for a long time, as we know that 20% of the customers makes 80% of the profits.
And that why it’s very important to grab the customers now.
Answer to Question no 3:
For a grocery business like Shawpno, I would prefer introducing a marketing campaign named
“Safe Grocery for you”. As considering current situation, people need to buy grocery from
outside, but due to safety and hygiene issue the people are not really into buying that, rather they
are buying daily essentials from local grocery cart sellers. If I introduce a campaign where the
hygiene and safety concerns will be focused, the people who are not sure about ordering food
will have the confidence after seeing the campaign potential. In the campaign I would focus on
explaining the issues and the solution I came up with. The main issues are mostly like the
packaging, the preparation concerns, hygiene and safety measures of the person who are helping
in house and online, also the delivery person’s condition and hygiene. I will let people know that
we came up with a solution, the packaging will be triple layered so that while delivering to
customers. Also we will have a temperature check of all the people working in house and online
delivery, along with mandatory hand wash every 20 minutes. I will promote delivery and order
online feature more than encouraging customers to visit store...
To cover all the target customers of all stages of customer relationship lifecycle, according to
me, pop up advertisement would be the best fit for current situation. Pop up advertisements are
like online billboards that comes up when a person is browsing online. For websites and social
media, pop up ad will grab the attention of the customer as well as successfully work for the
target group. As due to current situation, most people are spending their time online and it’s the
best way to grab their attention.
References:
 Getting Clients: Approaching The Company — Smashing Magazine. (2020). Retrieved 1
June 2020, from https://www.smashingmagazine.com/2009/11/getting-clients-approaching-
the-company/
 Coronavirus: Here’s how to shop safely. (2020). Retrieved 1 June 2020, from
https://www.dhakatribune.com/health/coronavirus/2020/04/13/coronavirus-here-s-how-to-
shop-safely

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