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Richard J. George, Ph.D.'s RetailWire Blog

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Richard J. George, Ph.D.
Professor of Food Marketing
Haub School of Business, Saint Joseph's University
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July 23, 2010

Sweetbay: We're Cheaper Than Publix

FROM RETAILWIRE:
Sweetbay has an uphill battle going up against Publix in Florida but it's looking to gain an edge with a new ad campaign that sends a straightforward message: its prices on like items are lower on a day-in and day-out basis. What do you think of Sweetbay's approach to gaining market share in Florida?
MY COMMENTARY:
Sweetbay appears to be underestimating customers and competitors. If you are going to emphasize price, you need to be the lowest price provider. The price market is owned by Walmart and the quality/service market is owned by Publix. How does Sweetbay expect to be positioned--as the almost low price alternative to Walmart or as the almost high quality/service alternative to Publix?

There is no longer a market for food retailers that everyone likes a little. There is only a market for food retailers that someone likes a lot. Sweetbay is positioning itself in "nowhere land."

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Sweetbay: We're Cheaper Than Publix


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