Wawa Mintel Research Marketing PDF

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mintel research report on wawa...

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Jade Colon Intro to Marketing Professor Gera September 27, 2017 Wawa Mintel Research Wawa 1) Competitors? - 3 pts Depending on the area there are different competitors; mostly the same but some vary. For instance, in New Jersey (Philadelphia based Wawa); Wawa’s competition is sandwich shops, gasoline retailers and even coffeehouses. Here are specific competitors: ● 7-Eleven ● Circle K ● Quik Trip ● Cumberland Farms ● Royal Farms ● Stop-N-Go 2) What does wawa show to add value? - 3 pts Wawa provides constant deals, and fresh sandwiches; which is what stands out most to customers besides how convenient it is for them. Wawa also offers gift cards and has started a Wawa app, that is useful to order ahead of time, which helps to speed up the process and make this store even more efficient. Apparently, wawa is starting to deliver; however, this is only available in select locations for now. To the customers, wawa is able to offer low prices and in prime locations, which adds a tremendous amount of value to the brand, especially when it’s based on convenience. 3) 3 interesting wawa facts - 3 pts ● The first gasless wawa (set to open in Washington, D.C.) will serve nitro coffee. This coffee is not yet released nationwide, so only select wawas will start with it. ● Wawa operates 570 stores across New Jersey, Pennsylvania, Delaware, Maryland, Virginia and Florida. ● Estimates that Wawa serves over 400 million customers each year. ● Used the Native American term for Canada goose to name this store. (Wawa) Therefore, why the goose is incorporated into the logo. ● Offers more than 6,000 items. 4) Recommendation to build brand. (be creative) - 11 pts My first recommendation would be to go global. However, wawa is already moving kind of slow when it comes to spreading nationally. So going global at this moment, doesn’t seem like it would be the best option to help build this brand. My second recommendation would be to make the logo pop. If the logo was redesigned, in order to still represent the Wawa we all know and love, but made it stand out a little more. All that really needs to happen is that the logo needs to catch the eyes of the customers and potential customers. If it stands out more, it will more likely catch more attention and for the

Jade Colon Intro to Marketing Professor Gera September 27, 2017 Wawa Mintel Research ones that aren’t aware of what Wawa is, it will draw them in and make them want to find out what it’s all about. My third recommendation would be to maybe start a loyalty members promotion. What I mean by this is that there would be special discounts based on what the specific customers buy when they come in. It would kind of be like Rite-Aid’s rewards program. Except whenever someone bought something from wawa, their card would keep track of what it is they have interest in and what they purchase the most. With that, Wawa would then provide special specific deals to specific customers. This is a smart way to benefit the brand and have the customers benefit also. These special discounts and deals would be tailored to fit YOU!...