1 / 28

Retail Meat Marketing

Discover the evolution of retail meat marketing in grocery stores, the secrets of food court set-ups, and classification of consumer preferences. Explore meat department trends, solving the 4:30 meal problem, and emerging niche markets like organic and natural meats.

lukev
Download Presentation

Retail Meat Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Retail Meat Marketing

  2. Grocery Stores? What’s the Difference Wal-Mart Kroger

  3. Retail Meat Marketing • Is there a system to the madness? • How is the grocery store set up? • In the past • Stores were set up to attract a certain clientele • No attention to flow or customer traffic

  4. Retail Meat Marketing • Now • More focus on consumer traffic patterns • More focus on perishable departments • Food Court set ups • Are you price driven or quality driven • Specialty Stores • Whole Foods • Mexican Grocery Stores

  5. Milk Meat Department / Lunchmeat / Frozen Meat Deli / Bakery Chips / Snacks Bread / Soda Frozen Foods Dairy Products Produce Check-out Stands Controlling Customer Traffic Entrance

  6. Milk / Frozen Foods / Dairy Products Meat Department Dairy / Cheese Deli Bakery Chips / Snack Soda Produce Food Court Set up Entrance

  7. Grocery Store Secrets • Fresh Baked Bread or Home-cooked food odors • Larger shopping carts • End caps or wing displays are not always on sale • Mark down the big items (milk, bread, eggs, toilet paper)

  8. Grocery Store Secrets • Shorter isles • Name brands toward the bottom • Pairing foods (apples w/ caramel; cheese w/ ground beef) • Expensive liquor cabinet

  9. Classification of Consumers • Students • Cheap and easy • Adults • 20 to 30 somethings; out of school; more money want some quality, healthy, environmentally friendly • 40 to 50 somethings; established in life, family; label readers, quality • Golden years; quality, healthy, portion size • Women • Tend to be label readers, functional foods, more brand conscious

  10. Classification of Consumers • Men • Price driven, easy, can be very brand loyal • Locovores • Locally produced and grown foods • Foodies • High quality, price not important, rare foods

  11. Classification of Consumers • Vegetarians • Total Vegetarians; no animal foods • Vegans; no animal foods or animal derived foods • Lacto-vegetarians; dairy products • Lacto-ovo-vegetarians; eggs and dairy • Pesca-vegetarians; fish • Pollo-vegetarians; chicken • Fruitarian; only products where something did not have to die

  12. The Super Store • Individual stores • Bakery, Produce Stand, & Butcher • Supermarket • The Super Store • One Stop Shopping • Wal-Mart Supercenter, Meijer, Super Target, Big K (K-Mart)

  13. Focus on the Meat Department • Should have specific set up • Ground Beef and Chicken toward end of the traffic flow • Will re-arrange meat case to focus on seasonality • Focus on middle meats in the summer • Focus on roasts in the winter

  14. Evolution of the Meat Department • Butcher Shop • Supermarket • Personal, one on one service • Combination meats and deli • Self service case • Fresh meat • Carcasses to boxed meat • Now totally changed

  15. The New Meat Department • What’s for dinner • 4:30 meal problem • >70% of Americans do not know what they are having for dinner at 4:30 pm • Products needed to solve this problem • Homemakers have 15 minutes to prepare dinner

  16. Solving the 4:30 Meal Problem • Convenience • User friendly • Heat ‘n Eat • Ready to Eat • Pre-flavored • Pre-marinated

  17. Returning to the Kitchen • Food Network • Foodies • Looking for high quality beef • Difficult recipes • Adding recipes to the packages • Recipe Peel Labels

  18. Other Trends/ Niche Markets • Organic • Natural • Grass/ Forage Fed • Free Range • Greenhouse Cattle • Predator Friendly • Animal Compassionate • Kentucky Proud • No added nitrites

  19. Organic Meats • 2010 total sales increased 1%, organic 7.7% • $28 Billion in 2010 • Requirements • Fed 100% Organic feed and Pasture • No synthetic pesticides or fertilizers • No GMO’s • No sewage sludge as fertilizer • No irradiation of final product

  20. Natural Meats • USDA states Natural is “do not contain any artificial ingredients or are minimally processed, such as those that are smoked, roasted, frozen, or ground” • No antibiotics, or growth promotants are in the new volunteer definition

  21. Grass/ Forage Fed • More Popular • Lower levels of Saturated fat • Higher Omega-3 Fatty Acids • 90% of the animals energy must come from forage

  22. No Added Nitrites • Carcinogen (MIT Study) • 40#/ d for 40 years to develop cancer • Add sea salt, vegetable purees which contain natural nitrites

  23. Another Trend in Grocery Stores • Whole Foods • Farmers Markets

  24. Top Retailers in 2010 1.) Wal-Mart = $307,736,000,000 2.) Kroger = $78,326,000,000 3.) Target = $65,815,000,000 4.) Walgreens = $61,240,000,000 5.) Home Depot = $60,194,000,000 6.) Costco = $58,983,000,000 7.) CVS Caremark = $57,464,000,000 8.) Lowe’s = $48,175,000,000 9.) Best Buy = $37,110,000,000 10.) Sears Holdings = $35,362,000,000

  25. Top Grocery Stores 1.) Kroger 2.) Safeway 3.) Supervalue 4.) Publix 5.) Ahod 6.) Delhaize 7.) H-E-B 8.) Shop Rite 9.) Whole Foods 10.) Aldi

  26. Lab this afternoon; Get out!

More Related