D&J Marketplace - Donell Auguste and Jephthe Ducasse

D&J’s Marketplace Supermarket with only fresh food

Created by: Donell And Jephthe Presented: June 2021 Marketing II Ms. Sullivan, Everett High School

Copyright, 2021

Table of Contents Cover Page Table of Contents - Page 1 Executive Summary - Page 2 Industry Overview - Page 3 Business Description - Page 4 Branding - Page 6 SWOT Analysis - Page 7 Target Market - Page 8 Marketing Goals - Page 9 Marketing Mix - Page 10 Sample Advertisements - Page 11 ● References - Page 12 ● ● ● ● ● ● ● ● ● ● ●

Executive Summary Our Mission Our mission at D&J’s Marketplace is to give people the opportunity to start practicing healthy eating habits without having to significantly increase their budget. We will ensure that our customers get the best and healthiest foods for their bodies.

The Company and Management

D&J’s Marketplace is a new supermarket that only sells fresh produce at low prices. At D&J’s Marketplace, we make sure that our customers feel welcomed and embraced. D&J’s Marketplace is based in Boston, Massachusetts and has several locations around New England. The marketplace was co-founded by Donell Auguste and Jephthe Ducasse. Both are students of Ms. Sullivan, Marketing teacher at Everett High School.

Our Products Our customers are adults who wish to eat healthy and to look healthy. D&J’s Marketplace offers a variety of products, not limited to: ● Fruits ● Vegetables ● Dairy products ● Juice ● Water ● Wheat products The Market Across the United States, the supermarket industry has had an general increase in revenue yearly. Boston has a few supermarkets located around the area. Our market research shows that every year sees an increase in about 5% in supermarket gross revenue. According to Censusreporter.org, about 53% of Boston's population lies in the 20-49 age range. Our target market is primarily between the ages of 28-48.

Our Competitive Advantages While there are a select few of supermarkets in the Boston area, none of them offer the same quality of food as D&J’s Marketplace.

D&J’s Marketplace’s marketing strategy is to promote our fresh produce and to create a unique brand identity that our customers can not only relate to, but can also praise.

All employees are to be fully vaccinated Start-up Financing Requirements We are looking for an operating line of $280,000 to finance our first-year growth. Together, the co-owners have invested about $220,000 to meet working capital requirements.

Industry Overview The Market Industry According to Grand View Research, the Market size value of the food and grocery retail market totaled about $11.7 trillion in 2019. This is expected to grow at an annual rate of 5.0% from 2020 to 2027. ● Supermarkets held about 55% of the market share ● Asia made more than 45% of the global revenue ● Revenue forecast in 2027 is USD 17.3 trillion

Our position in the industry Massachusetts, although not among the highest, falls victim to the same issue many states in the United States do. A concerningly high obesity rate. According to the Massachusetts State Nutrition, Physical Activity, and Obesity Profile, 59.3% of people in Massachusetts are overweight and 23% are obese. That means that 1 in every 5 people currently residing in Massachusetts are dangerously obese.

At D&J’s Marketplace we plan to significantly decrease this percentage. By offering quality foods and more cost friendly prices. Although Massachusetts is known as a wealthy state, by keeping healthier products at prices similar to their unhealthy alternatives we can help turn the tide and make progression towards healthy eating habits.

The Competition There are many marketplaces in and around Massachusetts that are minor competition to us at D&J’s Marketplace. A few of our direct competitors are Wegmans, Whole Foods Marketplace, Stop & Shop, and Market Basket.

What makes D&J’s Marketplace Unique D&J’s marketing strategy is to emphasize our organic only produce we sell. As our slogan, “Because You Deserve To Eat Fresh!” states, we intend to only sell our

freshest and most pure produce and products to our customers. In our marketing, we will be emphasizing the quality and healthiness of the products we provide.

We will also offer a service in which, if you can prove the food we sold to you was anything but fresh, we will refund you your entire purchase including anything else you’ve bought. Just make sure to bring your receipt.

BUSINESS DESCRIPTION D&J’s Marketplace is a marketplace that welcomes all people. We specialize in selling fresh and organic fruits and vegetables at reasonable prices for anyone to enjoy.

Our goal at D&J’s Marketplace is to make healthy eating habits easily accessible for all people. We plan to achieve this goal by not only selling fresh and organic products, but also selling it to our customers at affordable prices. We’re in the food industry which is one of the most important industries in the world because no matter what, everyone needs to eat. We want to cause a shift in the food culture and stray away from eating foods that are high in sodium and sugars and replace them with foods high in protein and vitamins. We also have many opportunities to work with any local farms to ensure that we know where our produce comes from.

Our strength is selling products that are normally expensive at a price that will immediately catch customers' eyes. Our low prices will incentivise people to choose our marketplace. Our most important skill is making having a healthy look fun, easily achievable, and most importantly beneficial to our customers. If our food is not only low priced, but also presentable that will draw more customers to our marketplace. Our target market is anyone who: buys groceries, is looking for healthier alternatives, and people who prefer low priced food. We plan to approach this target market by running advertisements directed towards that specific group.

D&J’s Marketplace is the place to get all your food essentials at the prices they should be.

BRANDING Logo:

Color scheme:

Slogan: Because You Deserve To Eat Fresh!

Merch Examples: T-shirts, Reusable Bags, hats

UNIQUE SELLING PROPOSITION At D&J’s Marketplace, our unique selling proposition is not only that we sell fresh and organic fruits and vegetables at significantly lower prices than our competitors. While other marketplaces may sell their items at low prices, they are hardly fresh; so we intend to prepare food exactly how it should be, edible. It’s also that we pride ourselves in making the shopping experience fast, friendly, and enjoyable for our customers. By ensuring the happiness of our customers and selling fresh foods at affordable prices. I can guarantee you that D&J’S Marketplace will become your go to grocery store for all your needs. ● Fresh and new items, always ● Low and affordable prices, forever ● Happy customers

Market Analysis SWOT ANALYSIS

Strengths ●

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Great customer relations High quality products High repeat customer rate

Weaknesses

Opportunities

Threats

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Few locations

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FDA Partnership

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Whole Foods Market

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Expensive upkeep

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Local farm Partnerships

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Market Basket

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Wegmans

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Healthy, Hunger-Free Kids Act partnership

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Stop & Shop

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Small facilities Not as well known

COMPETITIVE ANALYSIS

Whole Foods Market ● ● ● ● ●

Charlestown, MA Produce, Groceries, Meats Direct Competitors Selling high quality, fresh, organic food Revenue 2020: $15.7 Billion

Wegmans ● ● ● ●

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Medford, MA Produce, Groceries, Meats Direct Competitors Selling quality & Fresh produce and groceries Revenue 2020: $9.2 Billion

Stop & Shop ● ● ● ●

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Malden, MA Produce, Groceries, Meats Direct Competitors Providing clean, wholesome foods to their customers Revenue 2020: $15 Billion

Target Market ● Age ● ● ● ● ● ● ● ● ● ●

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○ Ages 28 - 48 / Millennials and Gen X Gender ○ Both Genders Marital Status ○ Single and Married Family ○ Family of 2 parents, 1 - 2 Children Location ○ Live in New England / Sold Regionally Education ○ Education above High School Income ○ Income between $30,000 and above Occupation ○ Any Occupation Religion ○ Religion is not a factor Language ○ Any Language Lifestyle ○ People who want to live a healthier Lifestyle such as exercising / People who are actively in the dating Lifestyle / People who take care of their family Motivation ○ People who want to feel and look good / People who want to make sure their family is healthy Hobbies ○ Any Hobby is acceptable Size ○ Our target market is pretty Large

Marketing Goals Goal #1: Build Brand Awareness ● We need to build brand awareness because if we do, that will bring more potential customers to our store. If more people enter the store, then more cash flow will come in. We plan to achieve this by putting advertisements out on different social media sites. This will help spread awareness to a broader audience.

Goal #2: Increase Email Mailing List ● We need to increase our mailing list so that we can reach more people.

If we increase the number of people on our mailing list, then our customers will be kept up to date with any new item or deals we might have. We plan to achieve this by sending out a survey to see who might be a potential customer, and ask them if they would like to subscribe.

Goal #3: Focus on Customer Satisfaction ● We need to focus on our customer satisfaction, because if we do then, we will possibly gain more customers. If we focus on customer satisfaction, they might tell their friends about our marketplace by way of word-of-mouth marketing. We plan to achieve this by having great customer service and also having very polite and respectful employees.

Marketing Mix PRODUCT: At D&J’s Marketplace our goal is to sell fresh, organic, high quality produce and food products. Although that should be the common expectation for customers seeking grocery products it’s usually very hard to maintain. However after multiple hours of analyzing customer feedback we’ve devised a precise plan that ensures the maximum pleasure of our customers and uses our store to its maximum potential.

What D&J’s Marketplace Currently Offers ● High quality in season produce ● Organic fruits and vegetables ● Fresh meats, poultry and seafood products ● Fresh dairy and cheese products ● Fresh baked goods

PRICE: We set prices that are in favor of our customers, rather than forcing them to pay higher prices for our products. We target people that are making upwards of $30,000 yearly which is less than half of the average yearly income of Massachusetts residents. We will offer multiple sales and deals year round that favor our customers and will encourage them to continue shopping with us.

PLACE: D&J’s Marketplace is located in Boston, Massachusetts. Boston is already a naturally buzzing city and with our products we’re hoping to add a little spice to their diets.

Although we only have one physical location we can be recognized all throughout the city by our company vans, trucks, and billboards. We’ve also recently incorporated a new customer pickup service as well as a fresh innovative customer delivery service.

We want to make our products accessible to as many customers as possible and will continue to take steps towards achieving that goal.

PROMOTION: At D&J’s Marketplace we’ve recognized the importance of having a strong promotional team if we plan on growing our business to its fullest potential. We’re active on social medias such as Instagram and Twitter, surpassing over 10k followers on each platform. We’ve also incorporated a customer rewards program that provides loyal customers with various benefits to ensure that they’ll continue to shop with us.

Brand Positioning For consumers who want the best and healthiest foods for their bodies, D&J’s Marketplace is a food market that has all your healthy consumables. Unlike most supermarkets selling expensive, unhealthy, and week old food, we exclusively sell fresh and healthy produce that is organic and low-priced.

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References

Food & Grocery Retail (2020 - 2027). Grand view Research, May 2020,

https://www.grandviewresearch.com/industry-analysis/food-grocery-retail-marke t

Boston, MA Census (2019). Census Reporter, https://censusreporter.org/profiles/16000US2507000-boston-ma/ How to Start a Grocery Store (10/19/2020). How to start a llc, https://howtostartanllc.com/business-ideas/grocery-store#:~:text=What%20a re%20the%20costs%20involved,massive%20investment%2C%20sitting%20a round%20%24160%2C000.