Nosh Supermarket Case Study

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Individual Assignment
Nosh Supermarket Case Study

School: Waikato Management School, Hamilton
Paper: Marketing Strategically
Paper Code: EXLD543-15G (HAM)
Lecturer: Mr. Greg Bold
Date: 28th June 2015
Word Count: 1821

Submitted by: Aby Kurien (ID No: 1253031)

Introduction
The first Nosh supermarket store was opened in Glen Innes, Auckland in the year 2006 followed by stores in Ponsonby, Greenlane, Matakana and Mt. Eden. In 2011, Nosh opened its first store outside of Auckland area in Hamilton. Clinton Beuvink, after a successful career in sales and maketing with major multinationals, felt an opportunity in grocery business in New Zealand, and managed to raise necessary capital and opened the first Nosh store.
Today, …show more content…
In 2011 Nosh introduced their VIP card to encourage and promote loyalty. “We have a brand that people don’t mind carrying around in their wallet Bowden, S. (2012)”, once commented Beuvink. “You might get the odd comment that you are earning too much if you shop at Nosh, but the brand certainly has positive connotations, Bowden, S. (2012).” The card allows the tracking of customer purchases – the same as Progressive use with the OneCard. “But it also means that we have an invitation to communicate with our customers in the most efficient way – electronically, Bowden, S. (2012)”. In 2012, Nosh still produced the physical mailers which were delivered to homes in close proximity to their stores. Mailers allowed a very data – rich communication with potential customers far more efficiently than other advertising mediums. Today, most of this has been transformed to electronic platform. Veritas should make maximum utilization advantage of the IT features of connecting people through social media domains. The city council and local bus service advertisements are to be rigorously carried out in and neighboring towns and cities harboring Nosh and other ownerships of the group, such as the bars as well. The group …show more content…
Nosh should step into the online consumer market and capture a major share there. The communication should also evolve in this digital era, focusing more on digital advertising and marketing. Promotional YouTube advertisements, such as culinary preparation, cookery class videos, tips on healthy life styles, offers and deals for the week or month, could find a good percentage of customers. Making use of social media to continuously take customer review and feedback could benefit future marketing strategies. Radio is one among the used mediums for entertainment, which should be used to promote and stay in connect with the customers, and also for maintaining the customer base as a remarketing

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