Iga Marketing Segmentation

Their Story

The internationally renowned supermarket chain Independent Grocers of Australia (IGA) is the world’s largest voluntary supermarket network. It compiles wholesalers, retailers and manufacturers all under one logo. It has already established a well known company name and goodwill. Looking at joining this grocery industry and becoming a part of the supermarket network, we hope to establish this supermarket by early 2011.

Our Story

The growing trend of people moving further away from the city to suburban areas has increased over the last few years. It is in our interest to change and move towards the consumers where we can offer our services as a supermarket from the surrounding neighbourhood. Within this report we have outlined the possibilities of being prosperous through segmentation, targeting and positioning of this service. Also it lists he approaches that we should take into establishing this new supermarket.

What

IGA has already established various subdivisions to the supermarket chain that all aim at individual target markets. We will be focusing upon an IGA supermarket that will be a distribution point of goods from suppliers directly through to the public.

IGA stores have been categorised into three main groups that vary from size, range and specific customer profile.

Supa IGA These are the largest of the three available stores; they hold a full and diverse range of goods. These stores are ideal for shoppers that are seeking to purchase all there grocery and food requirements in a single location. (IGA 2009)

IGA

Most commonly seen as medium sized stores that have less of a wide variety of goods but still a substantial amount. These stores are more commonly seen as neighbourhood stores that allow shoppers to purchase fewer items, but do so more regularly. (IGA 2009)

IGA X-press

The smallest of the three available stores, it has the most limited range but contains most of the everyday living necessities. It is...