Answered: The revenues of a large grocery store…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

The revenues of a large grocery store chain, zMart, have been falling since the past 4

months. They have on-the-ground stores across major metros in India but no ecommerce

presence. They now face competition, both from neighborhood stores as well as growing

number of ecommerce stores. Their target customer base (28-35 years, technology savvy)

enjoy variety, choice and value for money. zMart is hence finding it difficult to retain

customers and build loyalty. The CEO has kicked off a project and appointed you as a consultant to improve current on-the-ground experience and launch a new online experience that will enable ecommerce sales.

Question:

You have been asked to help them better empathize and understand their customers. What are the deliverables you will produce to document this understanding? Describe the content and purpose of these deliverables with short examples.
Once you have developed a thorough customer understanding, you are expected to present insights and come up with a problem statement for the CEO to approve. Provide the problem statement with supporting insights.

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