1. Tallahassee, Florida

2. Publix – College
Town
Group Members:
Priyank Patel - Research
Tifphanie Stafford – Target
Audience
Jennifer Callaghan – SWOT
Tammy Jimenez - Tactics

3. Proposed design with street access

4. About Publix Supermarkets
 One of the top privately owned supermarkets.
 More than 1000 stores.
 Owns its own manufacturing plants.
 Family-friendly with outstanding service.
 Aligning our business with the needs of the
community.

5. About Publix Supermarkets Cont.
 Kroger, Wal-Mart, Winn Dixie.
 Walmart competes heavily in Prices
 Publix counters with offers and BOGOs
 More natural products and less processed.
 Better customer service.

6. Target Audience
 Primary Audience
 College Students that live in Geographic area of College
town
 Average age 21
 Secondary Audience
 Professors, Administrators, Work people
 Average age indefinite

7. Target Audiences Spending Habits
 Primary Audience (College Students)
 73% of students are spending $6,000 or more each year
on basic living expenses (groceries, rent, utilities, and
gas); more specifically, 14% spend $18,000 or more.
 66% of students are spending $1,200 or more each year
on entertainment (bars, restaurants, live music,
media, alcohol, marijuana, etc.); more specifically, 21%
spend $3,000 or more and 6% spend $6,000 or more.

8. Sample Survey
Conducted by
Study
Breaks college
Media team of
500+
College students

9. Target Audiences
 Secondary Audience
 Administrators, Professors, Working individuals
 Smart Savvy Shoppers
 Coupon Clippers
 Short on Time
 Has a loyalty to a store
 Believe in purchasing particular products

10. SWOT
 Strengths:
 Quality Customer Service
 Cleanliness and Organization
 In-house production
 Weaknesses:
 Competitive Pricing
 Limited Location
 Convenience

11. SWOT CONTINUED
 Opportunities
 Expansion
 Private labels
 Brand Loyalty
 Threats
 Versatile Warehouse Competitors
 Expanding Competitors

12. Our Competition
 Kroger, and Wal-Mart Stores in North Carolina. Kroger
bought out Harris-Teeter so that it may increase its
presence within Publix’s market area.
 BI-LO Holding is another competitor that has acquired
Winn Dixie’s and Sweetbay Supermarkets.
 Publix opened 32 supermarkets in 2014, seven stores were
bought from BI-LO
 As a result, Publix reported retail sales of $28.9 billion in
2014, an increase of 6% over the prior year.
 Publix is in the running as they continually open new
stores throughout the southeastern region.

13. Tactics
In store promotions – Week 1
 The first 500 customers will receive reusable/eco-friendly
grocery bags
 The first 50 customers to purchase $75 in groceries will receive a
$25 Publix gift card
 The Deli will have samples of different meats and cheeses
 The Bakery will have samples of different baked items
 My Apron will be set throughout the store for different recipe
making ideas
 Registrations for $50 gift cards, cakes, deli platters and fruit
baskets
 Registration for free delivery of grocery items within College
Town Publix area for the first three months

14. Tactics Cont.
Platform promotions – Weeks 1 - 4
 Promote “Grand Opening” on the front page of Publix
website and landing pages for the Tallahassee Area.
 Promote “Grand Opening” on all social media sites:
Facebook, Twitter, LinkedIn, and Google+
 Traditional media, local weekly Publix sales paper front
page will list Grand Opening for Publix College Town
 Traditional media, 30 second radio advertisements of the
Grand Opening – Publix College Town
 Traditional media, mail out through the USPS to target the
College Town residential and business area with
advertisement flyer of the “Grand Opening”

15. It is my pleasure

16. Conclusion: