1. What benefits can a customer receive by using Peapod? What are the disadvantages?
Advantage:
Convenience to shop any hour of the day & have it delivered to your house at scheduled time
Once you sign up the system remembers your list and you can easily modify by adding deleting new items
Avoid the wait on the checkout lines
Save on cost of fuel not having to drive to the grocery store
Disadvantage:
Online grocery services some areas not available in all areas
Ordering online can be too complex
People don’t always know what they want till they browse the store
Some online groceries charge minimum delivery fee
Quality of food delivered might not be as good as the one you pick yourself
Prices might be little higher than in store prices
Not everyone has an access to computer at home
2. Using the various characteristics for classifying types of retailers, develop a profile of Peapod?
Peapod is a leading Internet grocer, that provides consumers with broad product choices and local delivery services. Peapod profile can be classified as:
Full service
Supermarket/Convenience store
Corporate chain
3. Who does Peapod target? How does it position itself in this market? Does its marketing mix support this targeting and positioning?
Peapod targets the online grocery business on the following:
Geographic - urban areas (Chicago, Washington, DC, Baltimore, Boston, and New York)
Demographic - high-income, two-paycheck, and people with physical disabilities
Psychographic- time pressured, Internet-savvy
Behavioral- customer seeking benefits of full-service, time saving, and anytime ordering
Peapod is well positioned as a full service online supermarket. Its marketing mix sup ...