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Marketing mix – ONLINE GROCERS

This document outlines the marketing strategies employed by various online grocery companies, focusing on unique target markets such as students, military personnel, the Jewish community, dieters, foodies, party planners, and families. Companies like Netgrocer and Fresh Direct leverage specialized services such as shipping to APO/FPO addresses, kosher food sections, and nutritional sorting tools to cater to specific customer needs. Emphasis is placed on providing quality service, reducing costs, and adhering to safety guidelines while delivering products directly from producers to consumers.

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Marketing mix – ONLINE GROCERS

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  1. TEAM SYNERGY Marketing mix – ONLINE GROCERS

  2. Target Market & Strategy • Company: Netgrocer • Market: Students • Place orders any time, study abroad ideas, Driver Release Program, Express Service shipping rates • Market: Military • Specifically deliver to APO/FPO addresses, "send a piece of home“ promotion, place orders any time, special handling for military address, care packages • Market: Jewish • Kosher food section • Market: International • Ship to international addresses, affiliation with AccessUSA - they drop ship to AccessUSA who then handles international shipments

  3. Target Market & Strategy • Company: Fresh Direct • Market: Dieters • “Sort by Nutrition” tool - can choose between products based on their calories, fat, fiber, sodium content and more, “Great Right Now” produce • Market: Foodies • Food is direct from farms, dairies and fishermen; Cook's Helpers for gourmet meal ideas; Bake-off desserts • Market: Party Planners • Appetizer s and catering platters, deliver cold beverages between a time slot • Market: Families • They cut out middle-men, so reduces cost for products; We follow USDA guidelines and the HACCP food safety system in all our fresh storage and production rooms; “Quickshop” tool, “Great Right Now” produce

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