Case study of the promotional aspects of Cold Storage supermarket

Abstract

This report provides an overall view of the promotional strategies adopted by Cold Storage Supermarket. Its promotional strategy revolves around both the implicit and explicit promotion. In the initial stage, Cold Storage Supermarket segments its market to provide a necessary input for marketing planning to target on. This follows by designing its marketing mix based on its market positioning. The first objective of this report is to examine the various elements of the promotional rrux. Under implicit promotion, factors such as location site selection, store design, pricing and product assortment will be taken into consideration. The explicit promotion in areas of advertising, sales promotion and publicity will be examined as well. The next objective is to determine whether customers react favorably to its existing / promotional strategies. Data will be obtained through interviews, customer surveys and field observations. Chi-square tests and frequency analysis will be applied to the survey results to test if the promotional strategies were successful. The last objective seeks to compare the promotional strategies of Cold Storage Supermarket against its competitors. Some recommendations will be reviewed based on the findings. Finally, the future trends of Singapore retailing and their implications on Cold Storage will conclude this report.