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Brand Competition Analysis Grocery Stores: Food Basics vs Sobeys By Monica Allan Student ID: 3356685 For MKTG 396 Assignment Two
Question 1 Target Markets: Food Basics Food Basics is targeting low income markets such as seniors on a fixed budget and new immigrants to the country. Their focus is on providing less-for-less to save people money on the every day essentials they are shopping for. They stock a lot of ethnic varieties of food not seen in other supermarkets. Their targeting strategy specifically for Food Basics is concentrated. They are working on drawing their target market by focusing on savings. They are not pushing out generic mass marketing and they are are not differentiated offers or advertising for other market segments. Their marketing is controlled nationally so they are not following micromarketing. Flyers and deals are not differentiated between regions. Sobeys Sobeys is targeting a higher end market with more disposable income. They carry a wide variety of organic and natural foods for a health-conscious market that can afford to pay more for better quality food. They also carry a very wide range of Kosher foods for the Jewish community. Their targeting strategy is also concentrated. They run national commercials designed to appeal to their target income market, often depicting families in that market shopping and cooking together. Their flyers are not different based on regional or local markets. Their advertising does not appeal to a mass market due to their pricing strategy.

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