Kroger Mission Statement Analysis

Kroger’s Simple Truth Organic Positioning Statement and Positioning

Each brand needs an outline or positioning statement, which elucidates the center value of the item and its classification, service or intended interest group that the brand speaks to, a particular advantage, and this ideal statement, should likewise separate the product’s image from its closest rivals. The positioning statement is an inner and preferably continuing mission statement that stands as a signal and sorting out standard for all resulting limited time improvement exercises (i.e., informing, advertising materials advancement, and so forth) (Vanderveer & Pines, 2007). Therefore, the positioning statement is a subset of value recommendations that upgrades the product …show more content…
Some of Kroger’s competitors are Whole foods, Costco Wholesale, and Wal-Mart. The establishment must have clear direction and focus and must separate itself from different contenders. Having a positioning statement mentioning of being “free from 101 plus artificial preservative and ingredients” (Kroger, 2014, p. 40), allows Kroger’s Simple Truth Organic product line to distance itself from their competitors. Additionally, with their “products containing at least 95% organic ingredients and are USDA certified” (Kroger, 2014, p. 40), and being “made with methods that mix cultural, biological and mechanical practices that foster the recycling of resources, promote ecological balance and help conserve biodiversity” (Kroger, 2015, pp.1), is also what set Kroger’s Simple Truth Organic product line apart from their competitors. Hence, incorporating these separation perspectives in the positioning statement is critical, for these are sure qualities that would be advantageous for the Kroger Simple Truth Organic product line to identify with. Therefore, a suitable positioning statement for the Kroger Simple Truth Organic product line would