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D E K A v

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B e t t e r v a l u e , e v e r y d a y.


v Ev v DBetter K value, every day. A

THE NEED FOR DEKA

• A new retail approach was needed in order to survive the approaching recession. • The new entity had to stand out from the crowd and offer consumers a different retail experience branded convenience goods at discount prices.


AND SO

WAS BORN!


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Better value, every day.

WHAT IS DEKA? • Originated in 1988 and purchased The Farmers’ Trading company in 1992 • Deka was formed by the merging of Maximart, Mark π, Woolworths, Mc Kenzies


• Named ‘Deka’ simply because of it’s simplicity • “Deka was an established competitor in the discount department store market”


Dv E v K v A

Better value, every day.

MISSION STATEMENT

“To make DEKA the easiest, smar test answer for today’s value minded shopper”


TARGET AUDIENCE

• Families with children • People living within a budget • Those looking for value for money • “Bargain hunters” • People with little spare time – DEKA was a one-stop-shop


v v v Better value, every day.

What was sold at Deka


SO BASICALLY.. DEKA was what

And

Are now.

Big, giant stores filled with (almost) everything one could need.


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Better value, every day.

https://www.youtube.com/watch? feature=player_embedded&v=xxTtVMpv8o4


D E K A v

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Better value, every day.

SLOGANS • 1992, “Where saving feels good” / • 1996, “Better value, every day” / Emphasis on ‘value’ and ‘day’ • 1996, “You know where” • 1996, “I feel good” / Ad campaign to go along featuring James Brown “I got you” • 2000, “A little goes a long way” / Emphasis on little and long


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Better value, every day.

CORPORATE UMBRELLA ella eh eh COMPANY SITUATION • FAL Group (group of retail distributions within AUS and NZ) Acquired Farmers in December 1993 • FAL was originally a mail order business. Begun by Rober t Caidlow in 1909


• Progressive – grocer y retailer and wholesaler - member of FAL since 1993 -wholly owned group since 1999 • 1992 FAL acquired the Countdown group of stores (from Progressive) from the Magnum Corporation Ltd (also acquired Ratray’s) • In 1993 FAL acquired a 38.6% share in progressive • FAL then sold their Countdown stores (as well as Ratray’s) in exchange for a 57.04% share in Progressive


D E K A v

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Better value, every day. DEKA’S DEMISE

• Became a register brand October 6th 1988 • Struck-off May 31st 2011 • $3.3 million dollar half-year loss • Sales and performance deterioration


• On July 30th 2001 Deka ceased operation due to the rise in competition from upcoming company ‘The Warehouse’ • In 2001, remaining Deka stores conver ted into Farmers stores • 52 Deka stores were closed • 17 rebranded as ‘Farmers’


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Better value, every day.

TO BE CONTINUED

Dekapres  

branding

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