1. 2016
Tammy Jimenez, Tifphanie Stafford,
Priyank Patel, Jennifer Callaghan
Publix Super Markets – Tallahassee, Fl.
1/1/2016
Publix in College Town
2. Publix in College Town
RESEARCH – Priyank Patel
George W. Jenkins had a dream to create a grocery store that reflected a set of values that were
different from all other competition stores. These values would be passed on to all associates who work at
Publix. In 1930, Jenkins decided to open the first Publix in Winter Haven, Florida where he focused on
customer service that was unparalleled to none. His idea of treating the customers and the employees as well
is still part of Publix’s operation methods. In order to achieve the highest output from his employees, Jenkins
decided to use the principle of profit sharing, where part of the profit made every quarter or at the end of the
fiscal year, was given back to the employees (over 176,500) in the form of bonuses. Free shares that can help
build up retirement funds are awarded annually to all the employees. Also, Publix offers its employee’s
discounts in products they carry; obtain health insurance as well as further their education. This is a major
reason why people love working for Publix, a fact that was proven with Publix being continuously ranked as
one of Fortune’s 100 best companies to work for. Since the opening of the first store, Publix has become the
most profitable private grocery store in the USA.
Currently, Publix has over 1000 locations in the following states; Florida, Georgia, Alabama, South
Carolina, North Carolina and Tennessee. Florida ranks first in number of locations and Publix plans on
increasing their presence in North Carolina even more. For convenience purposes, stores where there is a
huge presence of Publix, some stores are within a few miles of each other.
Publix offers a variety of grocery goods, health and beauty care products, as well as a variety of other
services like State Lottery and Western Union. For the categories of products mentioned above, Publix carries
most popular brand of items as well as its private “Publix” branded items; which help them compete
strategically since they process and manufacture them in their own manufacturing facilities in Georgia and
Florida. Majority of the products that Publix offers for its grocery and deli department are natural and less
processed compared to the ones offered by its competitors.
3. Publix in College Town
RESEARCH – Priyank Patel
Publix get a lot of criticizing from Walmart who does point out the fact that they are cheaper than
Publix. But in return, Publix counters this claim by offering BOGOs (Buy One Get One) and special deals on
more products that help to save their customers more money. The goods produced in their manufacturing
plants are cheap, which add to the competitive advantage that Publix enjoys over its close competitors. It
should be kept in mind that whereas Walmart highly focuses low prices, Publix stress on friendliness,
helpfulness and motivated staff.
For a company that holds such high standards for its customers and employees, Publix find it difficult
to stay away from helping its communities through numerous causes. It actively supports non-profits
organizations in different fields. Through causes such as March of Dimes, Special Olympics, Food for Sharing
and Food for All, Publix utilizes its loyal customer base to raise funds. While at check out, the customers are
requested to make voluntary donations for the specific causes and the money is added to the customers’ total
bill. Upon receiving the donations, Publix ensures that the goods reach the food banks packed in such a way
that the food banks do not incur any additional expenses in trying to repack it. The food is distributed to the
needy families in time and this is repeated regularly. Publix has excelled thoroughly in helping raise money for
various causes and this is evident through the fact that it was ranked as the second best giver in March of
Dimes in 2013.
4. Publix in College Town
TARGET AUDIENCE CONTINUED- TIFPHANIE STAFFORD
The primary target audiences for the Publix Caper are college students who live in the geographic area of
college town. The secondary audience are professors, administrators, work people, all in walking distance and
growing; an approximate total of 4,000 individuals. The average age of the college student is 21 and extends
to college professors and administrators of no specific age.
College students are trendsetters, often focused more deeply on their friends and family—and their cash—
than on their studies. So even when they’re not making purchases, they’re influencing them. Students are
smarter and savvier than their reputation lets on, and they’re teaching enterprising marketers some valuable
lessons about their future customers. College students don’t make a lot of money but they spend a lot. They
spend for electronics, Spring Break vacations, partying and social time (Source: 2015 Business.com Media, Inc.,
Marketing to College Students). Tuition and books are at the expense of parents predominately; money that is
earned through part-time jobs or financial gifts received, are additional resources that college students also
utilize for their reckless spending habits. Below is an example of college students spending habits: (Source:
College Students Spending Habits; Survey results 2014)
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.
6. Publix in College Town
TARGET AUDIENCE CONTINUED- TIFPHANIE STAFFORD
The Secondary audiences’ professors, administrators and working individuals, fall into several age
groups. These individuals are more likely late Millennial, Gen X (34-47), Baby Boomers (48-66) and some Silent
67+. These mature savvy shoppers are known to be bargain shoppers, coupon clippers and BOGO (buy one get
one) buyers, paying close attention to the weekly sales ad. It is evident that they pay close attention to food
choices and food shopping experiences. Health and Wellness for the middle age shopper is toward the top of
their shopping list. When compared with younger and older generations, Boomers, in general, are slightly
more likely to say they shop fewer stores for food than Millennial and Gen-X consumers or the older Silent
generation of consumers (Source: Boomer Shops Atlanta: Publix, The Fresh Market and Kroger).
The Secondary audience, also spend much of their time searching for more time in the day. It is
imperative that they juggle several tasks at one time and are always in need of convenience. Just as, Boomers
remain to be on the lookout for ways to enhance themselves or increase the quality of their lives, they will
have a substantial impact on the food and beverage marketplace. Their shifting and evolving behaviors and
purchase choices will continue to redefine and reshape the brands, products and services they are most
willing to pay for and invest in. They will continue to challenge the traditional stereotypes of what it means to
grow older. To have a local Publix in the vicinity of where they spend a large amount of their time will be an
added benefit and value to their everyday necessities of life.
7. Publix in College Town
TACTICS – Tammy Jimenez
Publix ranks #8 as the largest privately owned super market and #84 as America’s Best Employer per
Forbes magazine. This private chain has increased sales due to the rise in same-store sales, inflation of food
prices and customer traffic increasing all have a part in the proof that the economy is recovering. Publix has
1080 retail food supermarkets with over 700 located in Florida alone. Other stores are in the states of
Alabama, Georgia, North and South Carolina and Tennessee. The franchise has its own manufacturing plants in
the state of Florida and Georgia for baked items, dairy, deli items, along with other freshly prepared items.
The main competition for Publix in the southern region is 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. In
addition, BI-LO Holding is another competitor that has acquired Winn Dixie’s and Sweetbay Supermarket.
Therefore, Publix is in the running as they continually open new stores throughout the regions and increase
their market share in the southeast.
Publix is here to align our business with the needs of the community. The purpose of this section is to
provide marketing strategies and tactics which help Publix increase sales, customer count, items per customer
and sales per customer. The execution of plans for the College Town store will promote sales and community
involvement. Based off of the marketing research, opening a store in the College Town area will provide value
to our customers and bring long-term profit to Publix.
Promotional activities will be set for the grand opening of the Publix in College town. As part of the
grand opening we will set forth a strategic plan to provide as much coverage to the target audience and
connect with the community.
8. Publix in College Town
TACTICS CONTINUED – Tammy Jimenez
The following will be in store promotions:
The first 500 customers will receive Publix 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 food making ideas
There will be registrations for $50 gift cards, cakes, deli platters and fruit baskets
All items will be given away daily for the first week of the grand opening
During the first week of the grand opening, registration for free delivery of grocery items within a half
mile radius of the College Town Publix for the first three months
The following will be platform promotions:
Promote “Grand Opening – College Town Publix, Tallahassee, Florida” on the front page of Publix
website and landing pages for the Tallahassee Area.
Promote “Grand Opening – College Town Publix 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 – Publix College Town
