Product Strategy and Tactical Plan
For consumers today who are too busy or unwilling to do their own grocery shopping, more and more of the grocery retail trade has shifted to an online format, through services such as Fresh Direct in New York City. However, for consumers not living in major urban areas or who do not have access to a computer, as is frequently the case with the elderly, there is a need and a demand for individuals to go grocery-shopping for them. Offering a grocery shopping service for the elderly would enable elderly consumers to retain some vestige of their independence, as they would still be able to live at home and not have to
Advertising at or even through doctors and hospitals would alert needy potential customers of the service. Even the healthier elderly population might want to avail themselves of this service during the winter, or if they are physically unable to lift heavy bags or have to walk with a walker or wheelchair, both of which make negotiating the grocery store difficult. Also, families are living farther away from elderly relatives, so often the old have little recourse but to do basic shopping themselves for their nutritive needs. Product Tactical Plan Advertising to the home-bound elderly would be one prong of the marketing strategy. The focus on the children of the elderly would be as second prong of the marketing positioning. ask a relative, neighbor, or home health aide to do their food shopping. Stressing the fact that this service enhances independence, rather than reveals a weakness in one's ability to engage in self-care would the theme of the advertisements directly marketing to the elderly, while stressing that this services relieves worry about the elderly person's ability to survive outside of an assisted living facility would be the theme of the advertisements directed to the children and grandchildren of the elderly. This service would provide them with a regular source of food and alleviate their concerns and the concerns of their loved ones. The children of elderly parents who want this service for their mother or father might be responsive to some Internet solicitation. Advertising at the grocery store itself and other businesses, such as pharmacies that trafficked by older consumers, as well as through flyers, local radio, and television would alert the elderly interested in the service. The number of elderly Americans is growing and is continuing to grow. Cutbacks in social services for the elderly and health benefits mean that elderly people have less money to spend on aides and other assistants to go shopping for them.
Common topics in this essay:
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Acceptance Essays
