ZUCC USQ Marketing Channal(市场渠道) 第一次大作业：杭州欧尚4PS分析.pptVIP

Placing Strategy * Report by Xiangnan Zhou Background Hangzhou Auchan supermarket is the fifth multiple shop that the Auchan opens in China in 2003. Location: at the road crossing between Shangtang Road and Daguan Road. Building area: 20,000 m2 Business area: 9,000 m2 Characteristics :rich promotion activities, fair price and good services. Objects Company tenet :satisfy the customers Provide rich, fashion and appropriate products for its customers Aspect of the food: lead the food market Establish an Auchan modern industry status. Provide its best services for its customers Enhancing the comparable turnover, occupying new markets and increasing new business area. Current Retailing Strategy Target Markets Product Positioning Positioning Company Positioning Competition Positioning Consumer Positioning Marketing Mix——4Ps Target Markets All the segment market Hangzhou Auchan supermarket’s target markets cover all the consumers around the supermarket. The Auchan adopts undifferentiated market strategy. Product Positioning Pay attention to the quality of the products Sell daily essentials There are many zones in the supermarket Pay attention to the diversity of the products. Price is cheap Company Positioning Auchan is a hypermarket and it has a good corporate image Auchan self-owned brand is unfamous enough The stuffs are enthusiastic Competition Positioning Mainly competitors: Wal-Mart and Carrefour Auchan has long cooperative ties with many wholesales Auchan can get privileges from old wholesales Consumer Positioning for Auchan there are no differences in consumers’ ages, gender and occupations. Provide service for all the people Respect the consumers’ psychology and purchase motive. Meet the customers’ needs Product Strategy Wang Wang rice cracker is popular and health And it has many different kind of products