In a previous post, I discussed the branding and marketing strategies of the grocery chain, Trader Joe’s. A large part of the company’s success seems to be a result of its branding, and how TJ’s shapes its image. Key points were surrounding the simple and authentic feel of this store. They carry only a few brands, and provide an experience similar to that of an old-time marketplace. To add to this, they are not particularly active on social media, and do not use Twitter. While I believe these strategies are working well for TJ’s, it is quite the juxtaposition against the behemoth company of Kroger.
Kroger, being a gigantic company, has obviously nailed its image. I also believe it would be safe to say that Kroger is a huge competitor of Trader Joe’s. The company’s strategies are quite different, and they seem to emphasize low prices above all else. Not only do Kroger stores carry a membership option, which gives discounts, but they tie this to rebates on gasoline purchases, too. This is a great strategy to use synergy between petrol and groceries that enhances sales.
Kroger stores will carry a huge number of options when it comes to just about every product. Who knew there were twenty different brands that make the same exact type of flour? Additionally, Kroger has a generic version of many products, which tends to be much cheaper.
With regard to social media and online presence, Kroger seems to be more involved. One can easily find a profile for their nearest grocery, which gives info about specials and such.
Through all of these considerations, it seems that Kroger worries less about its image and experience, and cares about providing more options at the best prices. For me, the experience may be less quaint and fun than Trader Joe’s, but I tend to spend less and get exactly what I want if I prefer a specific brand.
alexanderstevehornyak 