Transcript HEB Market Analysis[1]

Bull’s Eye
Marketers
Team 8.4
Megan Romanowski-Project Concept Slide
Ryan Anderson-Target Market Slide
Steven Owens-Market Research Slide
Chris Angell-Competitive Analysis Slide
Lauren Peters-Market Research Slide
All-Market Research Slide
Product Concept
Here, Everyone has a Blast!
Description:

H-E-Blast is an interactive and supervised children’s play area
that provides fun and care for children while parents shop
Key Features:
 Supervised care
 Multi-dimensional activity zone
 Safe , enclosed area inside the store
 Security assurance system
Benefits:
 Free service
 Easy, less stress, and more efficient shopping experience
 Enjoyable for both parents and kids
Competitive Analysis
Research on Competition:
 Currently the H-E-Blast concept stands alone against its top
competitors (Wal-mart, Target, etc.)
 Wal-mart and Target use other methods such as in-store
restaurants and video game stations to draw in families with
children
Successful Play Area Implementation:
 IKEA
 McDonald’s
 Chick-fil-a
 Gold’s Gym
Competitive Analysis
Perceptual Map
Errand
Wal-mart
H-E-B
Target
Albertsons
Sole
Customer
Family
Customers
H-E-Blast
Entertainment
Target Market
 Basis for Segmentation:
Demographic and Psychographic
 Family Life Cycle Segmentation and Motives, Personality, and
Lifestyles
 Profile of the Target Customer:
 Mothers (married or unmarried)
 Several children
 Stay at home mom or Sole provider
 Looking for experiences
 Size of the Market:
 931,800 H-E-B Female Customers (ages 18-65) in Texas with children
PER WEEK
Market Research
 Sample Segment Selection
 Females with child experience
 Babysitters
 Older siblings
 Mothers
 Research Methods
 Interview one-on-one
 Conversational questioning
 Gold’s Gym play area supervisor
 Observational Study
 HEB –Shadowing families and observing children in-store
 Wooded Acres
Market Research
 Exploratory Outside Research
 Gold’s Gym - Kid’s Play Area Employee
 Enjoys dealing and interacting with children
 Needs to be bigger for crowded afternoons
 Sign in and out with photo ID required of member
 Workers CPR and First Aid certified
 H-E-B Observational Research
 Child disturbance causing distractions to both parents and
other customers
 Disturbances included rowdy behavior, candy theft, aisle
traffic, and lengthy checkout process
 Children riding inside carts taking away grocery item space
Market Research
 Major concept strengths from research
 Fun environment for kids
 Parents gain freedom from their children
 Relaxation while shopping
 Major concept weaknesses from research
 Safety of children
 Candy gone wild
 Will the kids actually enjoy themselves?
 HEB Blast improvement ideas
 Incorporation of HEB buddies rewards system
 Buddy dollars for families who use new system
 Healthy snack and gift shop ( Instead of Candy)