Micro Environment: Woolworths and Shoprite Checkers. Suppliers

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1 Management s goal is to provide all communities in Africa with food and household items in a first-world shopping environment, at the Group's lowest prices. Shoprite Checkers Group We, as passionate committed retailers, understand and lead our customers through excellence and a deep knowledge of our products and services and the world we live in. We live the Woolworths difference through our value - Woolworths Micro Environment: Woolworths and Shoprite Checkers Suppliers Woolworths supports the South African supplier base and develops relationships with their suppliers through supplier conferences and forums (Woolworths Holdings Ltd: 2012). Part of Woolworths business strategy is to support local business and to ensure social and environmental responsibility across the supply chain (Woolworths Holdings Ltd: 2012). In order for Woolworths to stay committed to delivering quality products to its consumers, they expect their suppliers to deliver on consistent standards and quality and drive new and innovative products. However, Shoprite Checkers have a number of suppliers who provide their stores with a range of different brands of each product. For example: Woolworths supply only two tomato sauce brands in their stores which is their house brand and All Gold, whereas Shoprite Checkers supply All Gold, Heinz, Wimpy tomato sauce and a few other brands. Therefore, Woolworths supply strategy is to have a small amount of suppliers and to support local South African suppliers (less choice, more value strategy), whereas Shoprite Checkers supply strategy is to use a large number of suppliers to increase their range of products in their stores (more choice, low prices strategy). Customers Woolworths works hard to build long-term relationships with customers, listening to what they have to say and consistently providing the right product and service to meet their needs. Woolworths believes that consistent delivery against its brand values quality, innovation, value for money, integrity, service, energy and

2 sustainability is the way to earn this customer trust. Woolworths provides excellent customer service and is constantly seeking ways to enhance customers' in-store experience. Woolworths consistently provides customers with value through their instore experience and quality products. Shoprite has a very large customer-base who is predominantly at the lower end of the market. Shoprite earns customer trust by striving to keep prices as low as possible but also by providing their customers with value for their money. The mission of the Shoprite Group of Companies is to be the consumers' preferred shopping destination, by retailing food and non-food products at the Group's lowest prices in an environment that is conducive to a comfortable and enjoyable shopping experience (Shoprite Holdings, 2014). At store level, staff and management are trained to enforce the Group's Consumer Policies geared at ensuring a satisfying and convenient shopping experience (Shoprite holdings, 2014).The Group encourages and welcomes feedback from its customers in order to live up to evolving consumer needs (Shoprite holdings, 2014). Competition Woolworths often takes customers away from retailers such as Shoprite Checkers because Woolworths are known for their fresh produce such as their fruit and vegetables. However, Shoprite Checkers are well-known for their quality meat which attracts Woolworths consumers. Therefore, although Woolworths and Shoprite have very different customer-bases, they are competitors because they both provide value for money with certain product offerings. Segmentation, targeting and positioning model and Macro Environment Segmentation and Demographics: (who is the customer?) Woolworths client base is mainly driven by the upper-class sector. This is categorised as Living Standards Measurement (LSM) 8-10 area of customers. Such customers have excess disposable income to spend more on what the want, than what they need. Shoprite customers fall under the 4-7 LSM categories Checkers has even started attracting LSM 8-10 as well. This client base tends to have limited disposable income which forces them to budget effectively, and buy what is need, rather than what they would want.

3 Targeting: (what do they like?) Woolworth s customers are more focussed on looking at the quallity of products, rather than the price. They will be willing to spend more for a product that they perceive offers more quality and value for the client. Shoprite customers are price sensitive and as such, are aware of product pricing to meet their budgeting of their limited disposable income. That being said, these customers do also take note in value-for-money products. Positioning: (how are we telling them to choose us?) Woolworths has positioned themselves as a transparent body. This positioning strategy is motivated by the Going Green and Organic initiatives that society has trended towards in the 21 st century. From stores displaying their energy usage, to products disclosing exactly where and how they got to the shelf, Woolworths customers feel in the loop about what they are buying. Stores are branded with visuals organic foods and fresh produce and have a variety of offerings such as clothing, make-up, and home ware. Facts about Woolworths local supplier drive are noticeable at the tills, and customers are further enlightened when they swipe their Woolworths loyalty card that donates a percentage of your spending (their sales) to charities across South Africa. Shoprite, in line with their target market, have positioned themselves as a savings body. Their customers are explicitly made aware of how much they are saving, and how much Shoprite has saved them over the years. Stores are filled to the brim with red and yellow Save signs, and many signs include the exact Rand amount customers can save with the respective product purchase. Throughout the Checkers stores, the positioning is very clear in the alcoholic beverage section. Here, customers experience the brand as a dedicated team that will stop at nothing to get the best wine and champagne there is, for a fraction of the price. The 4 P s Product Woolworths products represent the organisation s above-mentioned marketing strategies. In the food section, their clients expect the very best which is perceived to be the freshest. So the sell by dates of Woolworths products are blatantly shortened

4 to ensure clients never are at risk of purchasing expired products. This is also due to the fact that the amount of one product on the shelf at one time is low in quantity. In contrast, Shoprite food products on their shelves are displayed in bulk due to the higher number of customers walking through their stores. Also, customers tend to buy in bulk to get the deals, versus Woolworths customers who buy on demand mostly. Price Woolworths products are less price elastic than that of Shoprite s, mostly due to their target market discussed above. That being said, Woolworths prices their products based on the perceived value that customers believe such a product to be worth, which is directly linked to the demand of the product as well what is fashionable. In other words: a fleece top made of pure cotton may cost Woolworths R35 to purchase, but if the demand is such that the value can be placed at R650, Woolworths would price their product around that level, without focussing too much on competitor pricing to a certain extent - like a price-setter. As Shoprite s customers are price sensitve, the organisation is focussed more on cutting their own costs than increasing the prices a price-taker. This cost strategy means Shoprite have to rely extensively on their supply-chain management to increase efficiencies and pass these savings onto the customer. The volume is what Shoprite is after. Promotion Woolworths customers are exposed to the high standards of living which allow for customizable advertising via TV commercials, online adverts via social media and other platforms, and radio. Public relations are key for Woolworths too. Their clientelle take part in many social events so sponsorships are taken on to create awareness about who Woolwoths associates themselves with. An example of this is Masterchef SA having Woolworths as their official food sponsor. Woolworths use a very clever loyalty programme which is called The World of Difference loyalty programme. This gives the business more information about what people are buying and when, and have increased Woolworths understanding of what customers are looking for. Product ranges can be tailored more effectively and we can provide customers with information which is more relevant to their needs and lifestyles. Woolworths World, a customer publication, is targeted at Woolworth s key customers

5 providing them with news and information that will be of interest to them. Customers can also use a Woolworths rewards card to earn discounts on certain products. Moreover, their MySchool programme gives customers a chance to contribute to the development of education in South Africa and we encourage as many people as possible to subscribe to it. Every time someone makes a purchase at Woolworths, and their MySchool card is swiped, a percentage of their total spend at Woolworths is donated to their nominated school. Therefore, Woolworths promotes itself and the value it provides for customers through their loyalty programmes. This which draws customers to their store as their customers feel as though they are receiving value for their money (Woolworths providing for their needs and also giving discounts) and customers feel as though they are giving back to the community by shopping at Woolworths (Myschool card). Shoprite customers are exposed to the above too, but due to their residences, they are also exposed to walk by advertsing like billboards on a higher frequency than Woolworth s customers. Shoprite public relations will focus more on community projects around their customers area as this impacts them (the customer) directly. An example is local school soccer teams that receive sponsorship of playing kit from Shoprite. In a first on the African continent, the Shoprite Group of Companies has announced that consumers will now be able to get instant shopping discounts on their cell phones to redeem at Shoprite and Checkers stores (Shoprite holdings, 2014).The new innovative mobile coupons, EeziCoupons, are set to revolutionize outdated paper coupons and yhey are available to all South Africans to enhance the consumers shopping experience and bring considerable savings to South Africans. Thus, Shoprite s promotes itself by issuing their valued customers with loyalty programmes such as EeziCoupons and through the community uplifting they are involved in, Place Woolworths distributes its products via stores located mostly in major shopping centres. They used to franchise stores intensely, but changed this strategy recently and have been buying back franchised stores to gain more control of their brand. Shoprite doesn t necessarily focus on having stores in major shopping malls, but they are more focussed on key transport hubs. Shoprite s aim is to provide their

6 customers with conveniently located outlets. This is where the majority of their customers will pass by on their way home. Simply put: wherever a major taxi rank is, a Shoprite store will be close by. Both Woolworths and Shoprite have a centralised distribution stategy with regards to their supply management end. This allows both players to reduce costs, specifically around transport, as they buy in bigger volumes in one order than what would normally be the case if each region or store would buy individually decentralisation. With such high volume orders, they are able to exploit the efficiencies of this type of supply chain management, which can be passed on to the consumer via their product pricing. This is more important for Shoprite as mentioned above. Branding: The Woolworths brand has been exemplified by a bold and seemless experience. When people see the Woolworths logo, they remember their experience with the organisation. This experience is created from when customers enter the store in the layout of the store open and uniform, with their products standing out. To when the customers pay at the till cashiers are always willing to assist. In addtion to this, Woolworths have created a compelling employment brand that attracts the very best of service staff. Shoprite have branded themselves as Africa s brand. With Shoprite and Checkers attracting most LSM ranges, Shoprite have accomodated the vast cultures effectively and their brand awareness reveals an organisation that aims to give back as much as they can. Growth Strategy and Product Life Cycle Woolworths have used a differentiation strategy which has resulted in its massive growth, not only in South Africa, but internationally too. Recently, Woolworths has acquired the David Jones department stores in Australia. Their businesses are closely aligned in terms of their target markets and the combination will create one of the world's largest department stores with meaningful scale, able to leverage common fashion seasonality with enhanced sourcing capability. David Jones is an iconic Australian brand and occupies a similar customer positioning to Woolworths in South Africa at the premium end of the apparel business, with both businesses enjoying strong aspirational brand identities and a strong alignment of values that put

7 the customer first, offering excellent service and quality. Thus, this was a very strategic move for Woolworths to make as they are in the maturity phase (cash cow) of their life cycle and can therefore afford to expand their business overseas because they are already and established and successful brand in South Africa. Shoprite Checkers has had massive growth in Africa and trades in fifteen countries outside of South Africa. The stores success within Africa is predominantly a result of their low-cost strategy which targets a larger share of the South African consumer market. Their low-cost strategy has differentiated their brand in the market because the group s stores are well-known for providing a wide range of products to consumers that are the most affordable and easily accessible to their target market. The Shoprite group is a cash cow and is in the maturity phase of their life cycle because they have a high market share within a mature industry. Conclusion Therefore, Woolworths and Shoprite Checkers have very similar distribution strategies in the market place; however their marketing strategies are very different because they have very different target markets. Both retailers marketing strategies have been extremely successful in South Africa and internationally because they have effectively established themselves through their differentiation strategies that have earned them a large share in a mature industry. References: Shoprite Holdings, Shoprite Checkers site [O] Accessed: 29 April Woolworths Holdings, Woolworths [O] Accessed: 29 April Word count: 2343

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