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Busting myths in supermarket advertising

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Dairy Farm sales and marketing director Julie Chiu, who runs marketing for supermarkets like Wellcome, ThreeSixty, Marketplace by Jasons, Jasons and Oliver's, tells Marketing what life is really like for her.1. Supermarkets don't just compete with supermarkets"Competitors are everywhere because we carry everything. For fresh foods (for example) there's the wet market," she says.2. Experts are everywhereUnlike specialty stores, who can be an expert in whatever product they carry and can - to an extent - dictate the options in the market, Chiu's customers are connoisseurs of all ages, demographics and in all fields."My daughter, for example, will compare the snack options and prices in the (store) next to her school to everywhere else. There's always a gap, and there's always someone there to fill it."3. No one strategy for allChiu admits that differentiation between her five supermarkets is her biggest challenge: on the one end is all about bargains while the other is all about the "like to be seen in" factor.4. Marketing supermarkets is all a game of psychology"It's all about staying top of mind for that shopper no matter what they want at that moment. For the best deals? Go to Wellcome. For the really high quality ingredients, go to Oliver's. For a surprise? Jasons!. There's never one strategy for all."5. History is not always goodThough having an established history is a strong marketing tool, it also means there are many untouchable fronts, for example, the logo."I would say Wellcome is somewhat of a baggage for us: we can't move a lot of things, which is why we try to detach the Wellcome brand away from our other offers."

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