Market Survey on

Health Food Stores

Johannes BraunMarc HeinrichHannes Glaeser

Two Rivals in the Health Food Sector – A portrait

Price - Product - Place - Promotion

A SWOT approach

Conclusion

twocompetitors

1x

3x

Füllhorn - Facts

Broad product lineup

Team-oriented working atmosphere

48 workers , 6 per shift

95% steady customers

1200 customers a day personal treatment

ALNATURA- Facts

6000 Bio-products in assortment

Alnatura is a store brand

ca. 25 workers

Franchise

Price

Product

Place

Promotion

Price

100g Gouda

ALNATURAFüllhorn

1,45 € 1,30 €

Price

500g Noodles

ALNATURAFüllhorn

2,89 € 1,90 €

Price

500g Rapunzel Ketchup

ALNATURAFüllhorn

2,59 € 2,49€

Price

No price leadership strategy

loyalty card with 1% discount

commercials discounts up to 3€

special offers (e.g. “Der Milchtauschtag”)

ALNATURA

Füllhorn

Product Both owe same suppliers & brands

BUT

Product Füllhorn has local suppliers as well

Competitive Advantage

broad variety with little differences in product portfolio

better individual customer service( e.g. for people with allergies)

Product

CROSS-Sale & UP-Sale

PlaceFüllhorn

PlaceALNATURA

Promotion

Word of Mouth / F2FALNATURA

Not possible, toomany customers

short term POS promotion

FüllhornVendors know every customer• customers bring friends• word of mouth• short term POS-promotion• Sponsoring of a local school children'smarathon

Promotion

Audiovisual ALNATURA

Füllhorn

TV-commercials

No audiovisual commercials

Promotion

PrintALNATURA

Füllhorn

Flyersweekly journal(infomercial)

recepies & productinformation

Flyerscommercial at in-school journals

Promotion

ElectronicALNATURA

Füllhorn

Web-Site

Web-Site

A SWOT approach

SWOT

S T R E N G T H S :b i g p l a y e rb e t t e r s t a t u s fi n a n c i a l l yk n o w n b r a n dg o o d c o v e r a g e

W E A K N E S S E S :t o o b i gn o i n d i v i d u a l c u s t o m e r s e r v i c e

O P P O R T U N I T I E S :i n d i v i d u a l i z e s e r v i c e

T H R E A T S :t o o f a s t g r o w t h ( i m a g e l o s s )

SWOT

S T R E N G T H S :i n d i v i d u a l s a l e s“ o w n c o m m u n i t y ”

W E A K N E S S E S :b a d c o v e r a g ee x p e n s i v e i n d i v i d u a l s a l e sl i t t l e a c t i v e a c q u i s i t i o n o f n e w c u s t o m e r s

O P P O R T U N I T I E S :o p e n i n g n e w s t o r e sg e n e r a t i n g c o o p e r a t i o n sg e n e r a t e m o r e a w a r e n e s s

T H R E A T S :l o s s o f c u s t o m e r s

Conclusion

ALNATURA

Füllhorn

Segmented Markets

Mass Market

Niche Market