Another Blue Ocean For Safeway – Tiered Marketspace Presences

In my forthcoming book, Owning Marketspace, I outline four key types of factors for determining how to target and define a space in a given market or segment: demographics, geography, lifestyle, and usage. For Safeway and its store brands to address the shift in buying away from national or premium brands to private label store brands, a tiered clustering localization presence according to demographics and lifestyle would be highly advantageous.  For Dominick’s, Vons, Tom Thumb, and Safeways’, they can position the merchandising, store decorum, overall in-store experience, and premium or non-premium services along the lines of demographics and lifestyles which are premium/high, mid-range/middle of the road, and economical/low cost.  A comprehensive re-positioning of each chain is not necessary, but rather the development of upper-tier oriented stores on the affluent end of the demographical and lifestyle spectrum and focusing on price point, essentials, and basic value-added service for the economical-oriented areas and buyer.  Future articles will address market portfolio strategies for organizations and how those strategies relate to Blue Oceans. 

I am willing to talk with blog participants live via phone for free consultations.  I am also available to companies, businesses and organizations for consulting engagements and speaking opportunities.  For any of these request, E-mail me .  I will help my readers in any way possible – I want to share my knowledge and expertise.

Mike Bolden marketing expert and blue ocean strategist – writing to inform, enlighten, and inspire.  Author of forth coming book, “Owning Marketspace”.  Available for consulting and speaking engagements.

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