Field research Vital Punkt

Product range - Yangyangzi

A. The retailer “vital punkt” offers :
-Breakfast service and restaurant
-All products we can find in this retailer are Bio and good healthy products : 1) Food: Fruit and vegetable, meat and poultry, seafood, oil,acetic, grocery and salts, bread and pastries, drinks(vine, juice, soda, beer), cheese and dairy products, aperitif and snacks, ice-cream and frozen products, sweetened grocery and food supplement, pets food.

2) other product: Maintenance and hygiene products, cosmetic, paper and pharmacy,hardware store, products for babies.

B. Compare to the others, “Vital punkt” doesn’t offer :
-Products in the world;
-Products manufactured by major brands;
-Hard liquor;
-Stationery and magazines;
-Dvd and CD;
-kitchen tools;
-Battery.
Products (quality price and range) Jacob

The products in the facilities of ‘Vital Punkt’ are all stated in a rather high price section. The main reason for this is that the products which are available at the store are all of high quality and healthy. Moreover, and maybe even more important, the product range is mostly build up by fair trade products. As can be known, these products are always in a higher price section and therefore mostly all products at ‘Vital Punkt’ are quite expensive.

When taking a look at the positioning of the products regarding all the factors as price, quality and range, it can be said that the products of this supermarket are probably the most expensive ones you can get in the city of St. Gallen. Therefore, the supermarket has positioned itself as a market that sells healthy, high quality products to the consumers which are willing to pay a bit more in order to be sure that the products are fair trade and of a high quality standard.

As a conclusion it can be stated that the positioning of the supermarket, with regard to