Kroger Marketing Mix

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Marketing Mix of Kroger analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Kroger marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Kroger Marketing Mix:

Product:

Kroger operates in Grocery Retail, Convenience stores, Fine Jewelry and Manufacturing. Kroger brand products are produced into three categories i.e. private selection, banner brands and value brand. Private selection offers premium quality products; Banner brands offer 11000 items in Kroger’s stores and value brand deliver good quality products at affordable price. The company also offers drug and general merchandise, frozen foods, nutrition foods, and pharmacy group. Kroger has 1387 supermarket petroleum centres. Kroger also offers financial services in personal finance, store debit and credit cards. It has different formats for different stores. This shows the product strategy in the marketing mix of Kroger.



Image: Wikimedia


Price:

Kroger offers products manufactured by other companies under its brand name. The company envisages to provide products at lowest possible price under the Kroger brand. Private label goods and services are available in wide varieties which range in different categories. Kroger continues to enhance its distribution, logistics, assortment and supplier partnerships to support lower prices for their customers. Kroger also offers a loyalty card program. Using the loyalty card, the loyal customers get to save money on purchase of general merchandise, fuel and grocery.


Place:

Kroger's main office is situated in Ohio. Kroger operates directly and through its subsidiaries. The company has a three tier private label model. The chain has 2278 supermarkets operational. The company has its presence in 34 states in United States. Kroger runs its business through supermarkets, superstores, departmental stores and Jewelry stores. Kroger operates 37 food processing facilities and approximately 2122 pharmacy in United States.


Promotion:

Kroger offers promotion activities for its customers. The company offers special saving items as weekly promotion activities. To promote the brand and create a loyal customer base the company offers the loyalty card which provides benefits to its customers in eateries and gas stations. Kroger’s offers jobs to veterans to join the Kroger family. The company claims to have employed more than 35,000 veterans since 2009. Kroger offers weekly ads savings updates via email. Kroger’s also participates in social causes by conducting charitable programs, donations, food banks for hunger relief organizations.


Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Kroger.


People:

Rodney McMullen is the chief executive officer. The company has nearly 4,31,000 full time and part time associates in all the supermarkets in 35 states. J. Michael Schlotman is the CFO and Executive Vice President of the company. The company hires employees to play different roles in clinical jobs, technology jobs, pharmacy jobs and manufacturing jobs. The company also hires employees on hourly jobs. The company invites online applications for hiring new talent.


Physical Evidence:

Kroger has 2,700+ grocery and multi-department stores, discount stores, 700+ convenience stores and 300+ Jewelry stores. Kroger has 1300+ supermarket fuel centres, 38 food production plants and 39 distribution centres. Kroger’s corporate office is established at 1014 Vine Street, Cincinnati, OH 45202 and the online address is www.thekrogerco.com or ir.kroger.com. The company’s wide distribution chain makes its physical presence very strong.


Process:

Fundamental strategy, “Customer first” continues to drive Kroger’s business strongly and grow the business forward. Productivity is a preference for the company. Kroger has a value system which include honesty, integrity, respect, diversity and inclusion for guiding their decision-making. Company follows a consistent process throughout its 36 distribution centres i.e. Peyton distribution centres and Kroger’s internal warehousing system. This highlights the Kroger marketing mix.


About Kroger:

The Kroger Company is one of largest grocery vendors in United States. The company was founded by Bernard Kroger in 1883. The company has established its headquarters in Ohio. The company has grown inorganically. The different mergers have played an important role in its growth over the years. In 1999, the company teamed up with Fred Meyer. This merger created a supermarket chain with the widest geographic expansion and extensive variety of formats in the retailing business for food. The business principles that Kroger follows since 1883 are service, selection and value -which continue to guide the company’s operations even to this date.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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