2. H-E-B DASH
• Simple Grocery Drive-Thru
• 1-10 item limit
• Any item, any brand
• Bakeries, pre-cut meats, flowers, pharmacy, banking,
etc…
• Easy checkout
• Over the phone or in person
• Phone Order Feature
• Takes advantage of HEB’s always low prices
Everything you need. Fast.
3. TARGET MARKET
• Gen Y/ Gen X / Baby
Boomers
• Customers “on the go”
• Last-minute shoppers
• Mothers and Husbands
• College students
• Young, Single individuals
4. Strengths Weaknesses
• Quick and Efficient • Potential Wait Time
• Low Prices Guaranteed • Limited Product Maximum
• Wide Variety of Products • Communication Barrier
SWOT Analysis
Opportunities Threats
• Brand Loyalty • Amazon
• Increase Impulse Buy/ Snack Sales • Communication
• Phone sales > Online Sales • Crowd Control
6. REACHING THE MASSES
For Texans, HEB DASH is the best grocery service because it offers a wide
selection conveniently, and is paired with HEB’s always low prices and
friendly customer service
• A customized Advertising and Promotion strategy per target market
2013 Ja Fe Mar Apr May Jun Jul Aug Sep Oct Nov Dec
n b
Launch X X X X X X X X X X X X
Magazine X X X X X
TV X X X X
Internet
Promo X X X
Billboards X X X X
9. FINANCIALS
(per store increments)
First Year Fixed Cost $408,029.00
Annual Variable Cost $396,029.00
Expected Annual Sales $530,000.00
Required Incremental Sale $1,617,843.29
To break even on original investment
within 3 years, per store annual sales
must increase by 1.01%
-HEB Fast Track is an integrated drive-through at each grocery store that allows consumers to pick up 1 to 10 items without having to leave their vehicle. -This makes it possible for customers to quickly make purchases of anything from eggs, bread and cheese, to specialty items such as beer, hot sauce, pre-made meals, or hummus; -it will also be used for banking and filling prescriptions at the stores that offer these services -cashing checks-In addition, for items typically purchased at convenience stores (sports drinks, trail mix, etc.) the consumer will be able to take advantage of the HEB “always low” prices without losing valuable time. -Primarily, HEB Fast Track serves customers by allowing them to purchase convenience items, “last-minute” items, or items they may have forgotten, without the hassle of having park, exit their vehicle, locate the item(s) in the store, and go through check-out line; all the while avoiding the need to pay the premiums charged at other “quick-stop” type locations.
Market share potential ($) = $ 5bilCustomer #1: “I’m your typical Texas male. Whether I am fresh into the work force, married and have a couple of kids, or am an empty nester with my wife, I don’t want to dilly dally. I might be on my way back from working out and need protein shake, or I could be making a quick run to pick up a pint of my wife’s favorite Java chip ice cream; either way, leaving my car and wandering around the store to find one or two items is not an appealing option. When Friday night rolls around, my wife is having ladies-night-out, so I decide to invite the guys over for a cook-out and poker. Rather than walking around the aisles of a grocery store in an endless search, I take my truck through the HEB Fast Track and purchase some charcoal, A-1 steak sauce, and the biggest ribeyes that they sell. In a stroke of genius, I add a bouquet of lilies to the order, knowing that they’re my wife’s favorite and I’ll be able to score a couple brownie points for it. The night goes off without a hitch, ending with fifty extra dollars in my pocket and a happy wife.”Customer #2: “I’m a mom. I’m also a chauffeur, a chef, a personal assistant, and a nurse. The week is hectic; between taking kids to and from sports practices and piano lessons, and trying to keep the finances and the home in order, planning meals ahead of time has become crucial. Unfortunately, in the hustle and bustle of the day, I’ve forgotten the two key ingredients for tonights’ homemade pad Thai dinner: ginger and chili paste. Luckily, on the way home from my son’s soccer practice, I swing through the HEB Fast Track and buy these two items along with a box of band-aids and some Neosporin to cover up the cut on Timmy’s knee from his escapades out on the field. The time saved by the HEB Fast Track allows me to miss rush-hour traffic by a hair, as well as spares me from the frowns and grumbling of a hungry family.” Customer #3: “I’m a college kid. When I get done with class for the day and realize I have nothing to eat for dinner, I do not want to go grocery shopping. I could run through chick-fil-a, but even that is expensive on my college budget; plus I’m trying to eat healthy. Instead, I opt to run though the local HEB’s HEB Fast Track and pick up a cold Gatorade and some ham, cheese and bread to make a sandwich. On the weekend, a group of my friends is getting together to watch the Baylor Bears trounce our non-conference rivals: the boys from down in College Station. On the way there, I realize I’ve left my case of “beverages” at my apartment; not wanting to miss the kick-off, I run through the HEB Fast Track and pick up a fresh 24-pack along with a bag of ice and some Doritos (I mean, you only live once, right?). Baylor of course wins, and I am glad to have been able to pick up what I wanted so quickly, at a great price and without having to wander around a grocery store.”
-HEB sets itself apart through a combination of efficiency, convenience and low prices-all of these attributes are found in other providers and brands, but not in one location
Target markets are divided by locale -small town, big town/suburbs, college town -each has a different mix of advertising and promotional subjects and mediums
-Focuses on suburban and urban households with an emphasis on convenience and time savings.-women-everything they forgot or need in between shopping trips-men-sent to the store by their wives or just a quick snack or pick up-some pr-pinewood derby sponsorship or charity events, some community presenceNot much promotion-just PR
-social media campaigns are main advertisement and promotional tactic-college towns strong emphasis on PR-strong campus presence-tailgates, concerts, student activities, sponsorship, greek life-also a lot of free merch on campus and at events
H-E-B DASH is a one-of-a-kind service designed to offer Texans the ultimate grocery shopping experience, bringing complete convenience and customer accommodation.-idea is realistic-only need to reformat one section of store front and parking lot-much like pharmacy section-not much capital needed
