The marketing strategy of the independent retailer
Group of companies "Lama" is a leading retailer in the city of Tomsk, Russia, with 15 years of successful business history. LAMA Group of Companies is developing a retail chain in three formats: hypermarkets, "Food City", it has the total area of 10,500 m2; supermarkets 'Apricot', it has the total area of 10,000 m2; supermarkets "LAMA", it has the total area of 4500 m2.
Features of the project. The project was completed on the basis of special methods of development of marketing strategies for retailers, Business OnTrack for Retail. The application of this approach allowed us not only to obtain practical results in the short term, but also the knowledge and skills in the team GC "LAMA" for further independent use.
One of the key objectives of the project was to segment the retail customers and positioning the format. Segmentation was performed by analyzing customer behavior, enabling a deeper understanding of target customers and allow to clearly identify the market potential and key benefits, which should offer a format of "Apricot." When positioning the format model was used positioning retailers "The EST" together with "Cube positioning." A unique value for the development and find competitive niches used analysis of "strategic canvas" technique of "Blue Ocean Strategy" approach.
Key objectives of the project. The project had been resolved following tasks:
"The project will focus our marketing resources to target segments identified in the course of the project and strategy of pricing categories and due to what is planned to increase economic performance of the format," Natalia Piunova, Director of Marketing of the retail chain.