Marketing Plan

[Insert image(s) of
Principles of Marketing 3050 Company Logo / Products / Brands]
Walker College of Business
Instructor: Trent Arrowood

Due Date: 4/3/2023

[Arsh Arora]
[04/03/2023]
[MKT 3050-109]
 Marketing Plan
Overview

MARKETING PLAN
All students will be required to create a Marketing Plan
(Plan) for any company / product of your choice. This
simple, yet comprehensive Plan will include the following:
Executive Summary, Environmental Analysis, a SWOT
Analysis, a Marketing Analysis (including Target Market &
Marketing Mix), an assessment of the company’s
Implementation Plan & Evaluation. The Plan will be 6-8
pages, and I will include a template and grading rubric after
we cover Chapter 2 and you learn more about Marketing
Strategies & Implementation. While your Marketing Plan will
not be due until 4/3/2023, I encourage you to aim to The Marketing Plan will allow you to apply real time
complete one section per week, so that you are not having learnings in the current business environment. It is also
to build it all at once. In addition, I am happy to review your
your opportunity to learn how marketing, as a discipline
segments and provide feedback prior to submission.
Please note: I will not accept any requests for feedback
and practice, is applied by a company that you are
after 3/28/2023. interested in learning more about.

2 Principles of Marketing 3050 | Walker College of Business | Marketing Plan Spring 2023
 Marketing Plan
Rubric
Poor Fair Good Excellent
No Submission
Evaluation 0 Points
D+ or below C+ to C- B+ to B- A to A-
(17.47 pts (19.97 pts) (22.47 pts) (25 pts)
Student demonstrated Student demonstrated
Student demonstrated Student demonstrated fair
Content Knowledge No Submission poor grasp of key terms & grasp of key terms &
good grasp of key terms & excellent grasp of key
Accurate use of key terms, concepts and definitions; several terms & definitions;
No Points definitions; no relevant definitions; few relevant
models relevant applications of Demonstrates full
application of terms application of terms
terms understanding

Accurate & Complete Student demonstrated

Assessment of Strategic Student demonstrated Student demonstrated fair Student demonstrated excellent understanding &
Marketing Management poor understanding & understanding & good understanding & application of the Strategic
No Submission
Research industry & company, application of the Strategic application of the Strategic application of the Strategic Marketing Management
No Points
understands the strategic planning Marketing Management Marketing Management Marketing Management process and overall
process, presents ideas & concepts process process process understanding of
clearly & concisely Marketing discipline

Creativity No Submission
Student applied no Student applied no Student applied some Student applied creativity
Integrating personal style and ability in creativity throughout the creativity throughout the creativity throughout the throughout the Plan
No Points
development of Plan Plan Plan Plan purpose

Student did not provide Student provided learnings Student provided learnings
Application of Learnings No Submission learnings or accurate but not an accurate
Student provided learnings
and complete and
Student Reflection demonstrates and accurate assessment
No Points assessment of Plan assessment of Plan accurate assessment of
understanding / purpose of Plan of Plan purpose
purpose purpose Plan purpose

3 Principles of Marketing 3050 | Walker College of Business | Marketing Plan Spring 2023
 Marketing Plan
Executive Summary
 Name of Company: Kroger
 HQ Location: Cincinnati, OH
 Popular Brands: Ralphs, Dillons and City
Markets
Goals & Objectives:
Mission Statement:
[Our Purpose—to Feed the Human Spirit—and brand
[To offer delicious foods that are free from 101
promise, Fresh for Everyone drives our commitment to
artificial ingredients our customers do not want in their
advance positive changes for people and our planet
products at an accessible price]
across our operations]
How would you summarize what this company is trying to achieve?
Why did you select this company?
The main objective of the business is to give clients a simple and pleasurable shopping experience
l iked the company’s values and the business model also they have done a lot to
by providing a large selection of items at affordable pricing. By utilizing technology and data
analytics to enhance its supply chain, inventory management, and customer interaction, they are also advance sales. In order to stay ahead of its rivals and grow to be the largest firm in
interested in increasing operational efficiency. To improve its customer experience and maintain the world, this company has undertaken strategic and technical improvements. There
competitiveness in the quickly changing retail sector, the firm is investing in digital initiatives are very few individuals in the world who are unfamiliar with this household name.
including e-commerce, home delivery, and tailored marketing.
Source: [Insert website / sources / etc.]

4 Principles of Marketing 3050 | Walker College of Business | Marketing Plan Spring 2023
 Principles of Marketing 3050 | Walker College of Business | Marketing Plan
 What is the current marketing environment?
Marketing Plan  Who is their Target Market?

Environmental Analysis  What are their Core Competencies?

Strategic Business Unit Evaluation  What are their Competitive Advantages?

Marketing Environment Target Market Core Competencies Competitive Advantages

 Customers: A wide range of
homes, individuals, and companies
that buy groceries, household
goods, and other things make up
Kroger's target client base. To
create successful marketing efforts
that resonate with individuals, the
organization has to understand
their requirements, preferences,
and behavior.
 Competitors: Walmart, Target, and
Amazon are just a few of the very
competitive retailers that Kroger
must contend with. To draw in and
keep clients, the business must set
itself apart from its competition
and provide distinctive value
propositions.
 Sociocultural aspects: Kroger's
marketing tactics may also be
impacted by shifting
demographics, way of life, and
cultural trends. For instance,
Kroger has expanded its natural
and organic product lines in
response to the rising demand for
sustainable and organic goods.
5 sustainable sourcing methods.
The business caters to customers of all
ages and economic brackets, from frugal
shopping to affluent customers seeking
for high-end goods and services. The
marketing initiatives of Kroger are
directed towards numerous target
sectors.
 Value-conscious consumers:
Kroger caters to them by offering a
large selection of inexpensive
goods and specials.
 Healthy-minded customers: To
meet the needs of clients searching
for healthier alternatives, the
business has increased the variety
of natural and organic products it
offers.
 Local communities: Kroger is
dedicated to helping neighborhood
organizations through donations
and volunteer work, and it
frequently emphasizes this
commitment in its marketing.
 Analyzing consumer data: Kroger
has a wealth of customer
information that it utilizes to tailor
marketing messages and
incentives, increase customer
engagement, and improve the
entire shopping experience. The
business can see patterns and
opportunities in client behavior
and preferences thanks to its
analytics capabilities.
 Innovative use of technology:
Kroger has made significant
investments in e-commerce,
mobile apps, and tailored
marketing. The business can
contact customers through a
variety of channels and offer
seamless shopping experiences
thanks to its digital capabilities.
 Sustainability: Kroger is dedicated
to sustainability and has put in
place a number of programs to
lessen its impact on the
environment, including lowering
waste and greenhouse gas
emissions and supporting
 Size and geographic reach: With
more than 2,700 locations across
35 states, Kroger is one of the
biggest retail chains in the country.
Due to the company's size and
wide geographic reach, it has
tremendous buying power and
benefits from economies of scale,
enabling it to bargain for lower
rates with suppliers and provide
customers with competitive prices.
 Technology and digital innovation:
Kroger has made significant
investments in digital efforts,
including as e-commerce,
smartphone apps, and tailored
marketing. The business can
contact customers through a
variety of channels and offer
seamless shopping experiences
thanks to its digital capabilities.
 Operational effectiveness:
Kroger's highly developed supply
chain management system enables
it to source, ship, and stock a
variety of items. The organization
is able to manage inventory levels,
save waste, and increase
operational effectiveness because
to its extensive data analytics
 Marketing Plan
SWOT Analysis
Strengths
 Consumer attention: Kroger is renowned for having a strong emphasis on its
customers and has put in place a number of initiatives to enhance their
shopping experience. The business can customize marketing messages and
promotions and spot patterns and business possibilities in consumer behavior
and preferences thanks to its customer data analytics skills.
 Private label products: Kroger has a variety of private label brands that sell
premium goods at affordable pricing. A sizable amount of the company's
revenues come from its private label brands, which provide clients a special
value proposition.
Opportunities
 E-commerce: Kroger has made significant investments in e-commerce projects,
including as curbside pickup, home delivery, and online ordering. There is still a
lot of space for development in the company's e-commerce division, which has
seen tremendous expansion in recent years.
 Health and Wellness: Customers are becoming more concerned with their
health and wellness, and Kroger has the chance to profit from this trend by
growing its products in this area. The business now provides a large selection
of organic and healthy goods, but there is still space for expansion in this
market area.
6 Principles of Marketing 3050 | Walker College of Business | Marketing Plan
Weaknesses
 Intense Competition: Competition is fierce in the retail sector, where Walmart,
Target, and Amazon are among the other well-known competitors that Kroger
must contend with. It may be difficult for Kroger to stand out from the
competition, attract consumers, and keep them coming back.
 Limited international presence: Despite being one of the biggest retail
corporations in the US, Kroger has a very small foreign footprint. Due of this,
Kroger may find it difficult to grow its client base and compete with major
international firms in the retail sector.
 Brand differentiation: Despite having a positive reputation for its brand, Kroger
may have trouble setting itself out from other shops. Due of this, it could be
difficult for Kroger to stand out in a crowded market and draw and keep
consumers.
Threats
 Consumer behavior: Behavioral changes are evolving quickly, and more people
are turning to internet retailers for their buying needs. This behavioral change
may have an influence on Kroger's established brick-and-mortar operations,
necessitating a prompt response from the firm on the part of new trends and
preferences.
 Economic circumstances: Economic circumstances can have an influence on
customer spending as well as sales and profitability at Kroger. The business of
Kroger may be impacted by a recession or economic downturn, necessitating
changes to the company's marketing plans and product lines.
Spring 2023
 Marketing Plan
Marketing Strategies: The Target Market
 Who is the Target Market?  Reflection: What additional opportunities do you see with the Target
 What is the current Market Share? (If known) Market? Are there new / emerging opportunities to increase the
 How would you classify the company (product) based on the BCG’s Target Market? Or create a new Target Market(s)? What could
Model and why? (Star, Cash Cow, Dog, Question Mark?) prevent the company from achieving it’s objectives?

 The middle-class households that Kroger targets are those who care about  Meal delivery services: Kroger may collaborate with meal
value, comfort, and accessibility but are also price-sensitive. To address the
demands of this market sector, the corporation has created a number of
delivery businesses like Blue Apron or HelloFresh to
tactics, such as private label brands, loyalty programs, and e-commerce provide customers with quick and wholesome meal
activities. often wants value for their money and is price sensitive. To alternatives. Families and busy professionals searching for
provide clients with high-quality goods at reduced rates, the corporation has quick and simple meal choices would find this appealing.
created a number of private label brands, including Kroger brand and Simple
Truth. As an additional incentive for returning customers and patronage,
Kroger provides loyalty programs and discounts.  Targeted marketing: Kroger may target particular customer
 Kroger is what I would call a Cash Cow. Cash Cows are goods or companies categories with tailored marketing messages by utilizing
that command a sizable portion of a market that is seeing little development.
In other words, they contribute significantly to the company's cash flow, yet
data analytics and consumer insights. This includes
they have a very small room for expansion. A well-known business with a segmenting consumer data based on their purchasing
substantial market share in the grocery sector is Kroger. Despite the fact behaviors and interests, and then customizing marketing
that the industry is not expanding quickly, Kroger's market share and initiatives to appeal to these groups.
devoted client base enable the business to make sizable sales and profits.
The designation of Kroger as a Cash Cow is further supported by the
company's robust cash flow and steady business strategy.

7 Principles of Marketing 3050 | Walker College of Business | Marketing Plan Spring 2023
 Marketing Plan
Marketing Strategies: The Marketing Mix
Product
 Meal delivery services: Kroger may collaborate with meal delivery businesses
like Blue Apron or HelloFresh to provide customers with quick and wholesome
meal alternatives. Families and busy professionals searching for quick and
simple meal choices would find this appealing.
 Targeted marketing: Kroger may target particular customer categories with
tailored marketing messages by utilizing data analytics and consumer insights.
This includes segmenting consumer data based on their purchasing behaviors
and interests, and then customizing marketing initiatives to appeal to these
groups.
Promotion
 Weekly advertisements: Kroger releases weekly ads that highlight the specials
and promotions that are currently running in its shops. These advertisements,
which often include reduced goods and exclusive deals, are sent by mailers,
newspapers, and internet media.
 Digital coupons: With the Kroger app or website, customers may access digital
coupons offered by Kroger. These coupons, which may be used in-store or
online, provide savings on certain items or complete transactions.
 Fuel incentives: When consumers use their Kroger Plus Card to make grocery
purchases, they receive savings on their petrol purchases through Kroger's fuel
rewards program. For every dollar spent on qualifying goods, customers may
accrue fuel points. At participating Shell and Kroger gas stations, consumers
can exchange these points for gasoline discounts.
8 Footer: College or Department Name or Presentation Title
Price
 Kroger maintains competitive product pricing on the market. The business
provides a variety of items at various price points to accommodate clients with
various spending limits and preferences. As a retailer, Kroger also offers deals
and discounts on its goods all year long to draw customers and boost sales.
Private label items from Kroger, such Kroger brand and Simple Truth, are
frequently less expensive than name-brand goods, making them a desirable
alternative for customers seeking to save money without sacrificing quality.
Also, these private label goods are made to compete with comparable goods
sold by other merchants, giving consumers additional alternatives when buying
food and home goods.
Distribution
 Kroger delivers items to its consumers through a
multi-channel distribution strategy. The business
runs a network of warehouses and distribution
facilities that receive items from suppliers and
distribute them to Kroger stores around the nation.
The suppliers move to the distribution centers to
begin the distribution process, which is subsequently
brought to the shop for in-store distribution.
4/18/19
 Marketing Plan
Marketing Strategies: The Marketing Mix (Optional)
Optional: Insert images of Product / Price / Promotion

9 Footer: College or Department Name or Presentation Title 4/18/19

 Marketing Plan
Implementation
How is the company currently implementing it’s
marketing plan?
Using both conventional and digital marketing strategies, Kroger
is now carrying out its marketing strategy.
Advertising: Kroger employs a range of media, such as print,
radio, television, and digital commercials, to market its name and
goods. The firm uses advertising efforts to highlight its
competitive pricing, superior goods, and easy online ordering
process.
In- store promotions: Kroger advertises deals, discounts, and
special offers in-store using displays and signs. Moreover, the
business offers tailored promotions and reward programs to
entice people to buy at Kroger locations.
Digital marketing: To contact customers and advertise its
products, Kroger makes use of digital marketing platforms. To
engage with consumers and advertise its brand, the business
employs social media, targeted advertising, and email marketing.
10 Principles of Marketing 3050 | Walker College of Business | Marketing Plan
Reflection: If you were the Marketing Manager for this company,
what would you start doing, stop doing, or do different regarding
implementation? (Re: Marketing Mix?)
I believe that certain things needs change.
Start putting more of an emphasis on digital marketing, even if
Kroger has already made some expenditures in this area. The
business might profit from a higher emphasis on digital
marketing strategies, such as email marketing, social media
advertising, and influencer collaborations, given the expansion
of e-commerce and the rising relevance of digital channels.
Reduce your reliance on traditional advertising Although if
conventional media like radio and television can still be useful,
their significance is diminishing in the era of digital marketing.
Kroger need to think about shifting part of its advertising funds
to online platforms that can deliver more specialized and
quantifiable outcomes.
Spring 2023
 Marketing Plan
Evaluation
How is the company / product currently performing
(Current financial results, market share, etc.)
According to the company's most recent financial
reports, Kroger seems to have been doing very well
lately. For instance, Kroger reported total sales of $31.7
billion for the third quarter of fiscal year 2022, up 6.7%
from the same quarter the year before. In addition, the
business revealed a net profit of $819 million for the
quarter, a rise of 28.2% over the same time last year.
Although there are always dangers and uncertainties in
the retail sector, Kroger seems to be doing well and
taking action to stay competitive and satisfy its
consumers' changing requirements.
11 Principles of Marketing 3050 | Walker College of Business | Marketing Plan
Reflection: If you were the Marketing Manager for this company,
what would you start doing, stop doing, or do different to grow or
improve it’s performance?
As a manager I have a few things that could be implemented.
The need of tailored marketing should be stressed. Kroger may
use consumer data to create more individualized marketing
messages, discounts, and product suggestions. This may boost
consumer involvement and increase revenue.
Use social media: Kroger might boost its social media presence
to interact with customers, share informative material, and
advertise items. Also, the business might use social media
influencers to reach new audiences and increase brand
recognition.
Invest in digital capabilities: Kroger could keep putting money
into its online ordering, curbside pickup, and home delivery
digital capabilities. The business might also make
improvements to its mobile app to simplify the product search
and purchasing process for clients.
Spring 2023
 Marketing Plan
Student Reflection: 2 Questions
1) What did you learn while creating this Marketing Plan?
2) In your opinion, which section of the Marketing Plan is most important for a company / product to achieve it’s goals & objectives and why?
A thorough awareness of the market, the competitors, and the company's own strengths and shortcomings is
necessary when developing a marketing plan. A business may create a comprehensive strategy through this
approach that is intended to help it meet its goals and objectives and promote long-term success. Individuals may
gain a greater grasp of the industry, the competitors, and the firm itself by developing a marketing plan. Also, it can
support the development of strategic thinking, goal-setting, budgeting, and performance monitoring abilities.

The target market and positioning portion would probably come in first if I had to choose one that might be deemed
the most crucial. This section describes the precise client categories that the business will target as well as the
distinctive value proposition or positioning that the business will employ to set itself apart from rivals. A firm may
make sure that its marketing efforts are directed at the proper clients and that its products or services are
customized to fit their unique requirements and preferences by clearly identifying the target market and positioning.
By doing so, the organization may be able to boost client happiness, boost revenues, and eventually accomplish its
main aims and objectives.

12 Principles of Marketing 3050 | Walker College of Business | Marketing Plan Spring 2023
 Marketing Plan
Appendices & Sources
 The Kroger Co.. (n.d.). Retrieved April 3, 2023, from https://www.thekrogerco.com/

 Wells, J. (2019, January 10). Pardon the disruption: Can kroger's 'connected store'
connect with shoppers? Grocery Dive. Retrieved April 3, 2023, from
https://www.grocerydive.com/news/pardon-the-disruption-can-krogers-connected-store-
connect-with-shoppers/545754/
 Liddle, A. (2021, June 14). How to get into kroger " wholesale grocery, Pharmacy &
Convenience Distributors. Mr. Checkout™ | Grocery Distributors, Pharmacy Distributors
& Convenience Distributors. Retrieved April 3, 2023, from https://mrcheckout.net/how-
to-get-into-kroger/
 https://essaybizlab.com/kroger-company-marketing-environment-analysis/

13 Principles of Marketing 3050 | Walker College of Business | Marketing Plan Spring 2023
Marketing Plan
Principles of Marketing 3050 [Insert image(s) of
Walker College of Business Company Logo / Products / Brands]
Instructor: Trent Arrowood

Due Date: 4/3/2023

[ARSH ARORA]
[04/03/2023]
[MKT 3050-109]