Balzac Case Study 3

Client Case studies:

Strategic Account Management

Complete Marketing Program

Program Promotion

retail marketing

reputation development

category creation

brand reintroduction

business-to-business marketing

event management

Retail Marketing

Background:
The client is a high-end local supermarket founded over 50 years ago along with their sister-store which sells wine and liquor in a warehouse atmosphere. The company specializes in top quality products and exceptional service.

Situation:
With such major players as Safeway, Lucky, Raley's, Nob Hill and Albertson's all in the market, the supermarket needed to fight back against the massive TV and newspaper advertising of the big boys—and had to do it at a cost-effective price. They asked Balzac to become the stores’ marketing department, and manage everything from budgets to bulletin boards.

Action:
BALZAC’s design department successfully positioned the stores as a step above the rest of the crowd. With clever advertising in the newspapers, a focus on local products and produce that the larger chains couldn’t match, and store events that tie in to every local organization or interest, BALZAC developed a major campaign without once matching the advertising dollars of the competitors.

Results:
The store is flourishing, despite the new construction of not one but several national chain supermarkets in close proximity over the past half-decade. Customers have become even more loyal, and sales volumes are on the rise. And the liquor store has been redesigned to attract high-end wine buyers, with spectacular results.