Part 1. Use the attachment titled part 3 to help with the this section. Must write about Where is your product in the product life cycle (PLC)? What is a point of differentiation of your product (vs. the major competitor)? How does it bring more value to your target market(s) (vs. the major competitor)? Should be 300-500 words and have at least 2 references that are websites and based in the United States.

Part 2(a) Should be 200-500 words. This is a discussion post response. Should use more theory then opinion use Chapter 6 and 7 and references. Should be at least 3 in text citations. Cite and list any sources using APA format. A Preface to Marketing Management, 15th Edition – 5 Year Option

ISBN: 9781260300147

By: J. Paul Peter

Publix likes to serve with pleasure meaning that everything they do is aimed towards pleasing their customers. One of the things that Publix commits to is that they are, “Passionately focused on customer value” (Publix) meaning that they are always striving to enhance their relationships with customers. Their founder, Mr. George was a strong believer in growing strong lasting relationships and to this day it still holds true. When walking into Publix I am always greeted by the most amazing employees who are always willing to lend a hand.

Publix emphasizes their brand name by proving that you do not have to spend more money on items for it to look or taste better. They use a private label to so. “Many retail firms produce or market their products under a so-called private label” (Peter & Donnelly, 2019). Publix stives for excellence with their brand, but ultimately keeps their prices lower than anyone else. “Our Publix brand products are created with the same high standards you’ve come to expect from our stores-absolute attention to detail, customer satisfaction, and quality” (Publix). Publix wants their brand to look and taste like a high-end competitor. They do this because, “Private brands are rapidly growing in popularity” and from my experience of the Publix brand, taste amazing.

Publix differentiates themselves amongst other competitors by focusing on their customer service. From what I have seen, Publix customer service is top notch, their stores are always spotless, and their shelves are very organized. “Publix’s key to success is its devout focus on its core values of customer service” (Natalie, 2015). Winn Dixie on the other hand is not always great with their customer service, their stores are not as clean, and the shelves tend to be a bit more unorganized. Publix to me really does not have any competitors in Florida because they truly stand out on everything. Publix also puts an emphasis on the quality of their brand goods because they strive for a, “…degree of excellence or superiority that an organization’s product possesses” (Peter & Donnelly, 2019).

To me, Publix does an amazing job reaching their target markets through social media and other media outlets. Their Publix commercials are something that make the viewer actually stop what they are doing and the watch the advertisement. They really draw you and make you feel connected with the company. Publix’s target market is the younger generation, but a lot of their commercials are geared more towards older people. One thing Publix can do to differently to generate a stronger bond between company and target market would put out more ads and commercials that the younger generation would understand and better relate to.

References

Peter, J. P., & Donnelly, J. H. (2019). A preface to Marketing Management. McGraw-Hill Education

Company overview. Publix Super Markets. (n.d.). Retrieved November 17, 2022, from https://corporate.publix.com/about-publix/company-overview

Publix brands. Publix Super Markets. (n.d.). Retrieved November 17, 2022, from https://www.publix.com/pages/publix-brands

Natalie, N. (2015, December 9). Publix: Every floridians’ favorite supermarket. Technology and Operations Management. Retrieved November 17, 2022, from https://d3.harvard.edu/platform-rctom/submission/publix-every-floridians-favorite supermarket/

Part 2(b) Should be 300-500 words. This is a discussion post response. Should use more theory then opinion use Chapter 6 and 7 and references. Should be at least 3 in text citations. Cite and list any sources using APA format. A Preface to Marketing Management, 15th Edition – 5 Year Option

ISBN: 9781260300147

By: J. Paul Peter

For a brand to stand out it should have a lucrative plan that’ll attract not only buyers and loyal ones but also one that’ll last long. This usually involves mobilizing ways for new and loyal customers to feel rewarded, offering incentives, and exclusive content. A store, business owner, or franchise needs to remember to implement these ideas and stay up with current trends in order to successfully mobilize their longevity.

In Northern Virginia, since there is no Publix, I would compare it to Wegmans. But I’m deciding to write about Publix anyway because Wegmans did not hire me once and ignored my application. Continuing…

Publix has been able to understand that its success heavily relies on customer service. Their slogan, “Where shopping is a pleasure”, alone emphasizes how much they value customers. By having engaged associates who can help people shop there (Kim, 2014), they have been able to enhance the experience that a customer gets, as simple as grocery shopping. It is known to be a personalized experience shopping at Publix due and one of the main reasons customers keep coming back.

In 2017, Publix lead the force pack in the net margin by far at 5.6% (Jamie, 2017). Their branding has been to blame for this major success. A critical focus in marketing strategy is on building the company’s brand and brand equity (Peter & Donelly, 2018). The design of the Publix brand is unique and stands out, and I believe makes customers feel valued. They have even won design awards (Jamie, 2017). It’s simple yet rich.

Besides its key to success on its core value in customer service, Publix emphasizes its uniqueness by hiring more employees than competitors, just so customers can have that special assistance (Natalie, 2015). Also, it is the largest employee-owned company in the U.S. and I believe that is what drives employees of Publix to go beyond their job while being devoted to it. Their brand name and quality also are what make it different from competitors. Increasingly, companies are finding that brand names are one of the most valuable assets they possess. Successful extensions of an existing brand can lead to additional loyalty and associated profits (Peter & Donnelly, 2018).

Publix can use social media to gain feedback from customers by utilizing pools on either Instagram or Twitter. They will be able to evaluate the needs, and preferences of the customers and detest if they’re able to please their customers.

“We believe that there are three ways to differentiate: service, quality and price. You’ve got to be good at two of them, and the best at one. We make service our number one, then quality and then price.” — Todd Jones, President of Publix

Jamie. (2017, June 23). How publix used branding to beat walmart, and became America’s most … How Publix Used Branding to Beat Walmart, and Became America’s Most Profitable Grocer. Retrieved November 18, 2022, from https://artplusmarketing.com/how-publix-used-branding-to-beat-walmart-and-become-americas-most-profitable-grocer-bee7004d46c7

Natalie, N. (2015, December 9). Publix: Every floridians’ favorite supermarket. Publix: Every Floridians’ Favorite Supermarket. Retrieved November 17, 2022, from https://d3.harvard.edu/platform-rctom/submission/publix-every-floridians-favorite-supermarket/

Peter, J. P., & Donnelly, J. (2018). A Preface to Marketing Management (15th ed.). McGraw-Hill Higher Education (US). https://reader2.yuzu.com/books/9781260300147