1. 2015
Tammy Jimenez, Tifphanie Stafford,
Priyank Patel, Jennifer Callaghan
Publix Super Markets – Tallahassee, Fl.
9/8/2015
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 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 various 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 of 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 gets a lot of criticizing from Wal-Mart which points out they are cheaper than Publix but in
return, Publix counters this claim by offering BOGOs (Buy One Get One) and special deals on a more products
that help to save customers some 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 stresses on friendliness, helpfulness and motivated staff.
For a company that holds such high standards for its customers and employees, Publix finds 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 Audiences – 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 Audiences Cont. – 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. For example,
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.
7. Publix in College Town
SWOT Analysis – Jennifer Callaghan
The need of basic necessities makes the supermarket industry a very lucrative one. Publix’s strengths
include their customer service and inviting atmosphere. They have become well-known and well-respected
through their quality management and marketing tactics. Consistent throughout their stores are the
personable, knowledgeable employees, which significantly strengthen their brand and solid reputation.
Although many feel Publix is the company that sets the standards for the industry, they do recognize the areas
that can be improved upon. They are also aware of potential threats, such as rising competitors, and future
opportunities, such as expansion.
Publix prides themselves on their training and there seems to be a direct correlation between their
process and the quality of their employees. The amount of commitment from their employees is highly
noticeable, especially in the amount of full-timers, more than the industry average. The atmosphere of each
and every location is equally as important to the company. Cleanliness and organization are vital to maintain
the environment they place so much value on. They continuously strive to live up to their motto and provide a
supermarket “where shopping is a pleasure”. Another aspect that sets Publix apart from other supermarkets is
their private label brand products and in-house manufacturing units.
Any business experiences areas of weakness which can be improved upon. Publix is no different, and
they recognize these problem areas and work diligently to better them in any way possible. They acknowledge
that competition is inevitable and that because they have different focus areas, they are often able to offer
lower prices to their customers. Another weak spot for Publix is their lack of diverse locations, only available
currently in five states in the United States; unlike other supermarkets, such as Wal-Mart. Convenience is also
a factor that competitors seem to have the upper hand on, since Publix has limited hours of operation.
8. Publix in College Town
SWOT Analysis Cont.– Jennifer Callaghan
Publix recognizes the issues will not be resolved overnight, but they can be viewed in a more positive
light, as opportunities rather than weaknesses. Geographic expansion is one aspect that Publix has already
been working towards over the past few years. Another opportunity that has already been set in motion is
their private label brands, which can make for competitive pricing and increase profit margins. With so many
customers already loyal to the brand, it is important to maintain the standards set and continue to reinforce
the importance they place on providing quality service.
While focusing on the opportunities available for the company is vital, it is extremely important to be
mindful of potential threats as well. Wal-Mart, Costco and Sam’s club not only offer the same types of
products as Publix at a competitive price, but they sell items not available at Publix such as clothing and
furniture. These three stores pose a threat in the sense that they are one-stop shops and have the ability to
make a customer’s shopping experience more convenient.
It would be unrealistic for Publix to deny any weaknesses or threats and just highlight their strengths
and opportunities. They pride themselves of specific aspects of their company, but also make it abundantly
clear that there is always room for improvement. They care about the customer experience above all else, and
appreciate their feedback immensely. As long as they continue to make their customers their number one
priority they will continue to grow and prosper as one of the top contenders of the supermarket industry.
9. Publix in College Town
SWOT Analysis Cont. – Jennifer Callaghan
Strengths
Quality Customer Service
Cleanliness & Organization
In-house Production
Weaknesses
Competitive Pricing
Limited Location
Convenience
Opportunities
Expansion
Private Labels
Brand Loyalty
Threats
Versatile Warehouse Competitors
Expanding Competitors
10. 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 Sweet bay 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.
11. Publix in College Town
TACTICS Cont. – 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
