May 10, 2022
In Welcome to the Forum
Marqt is a small supermarket chain that is mainly active in the larger cities. The supermarket brand aims to positively influence people's Thailand Phone Number List consumption behavior by selling sustainable products. On the About Us page, Marqt takes an activist approach: “The current food system harms our environment Thailand Phone Number List and the quality of our food. It has to change, but our system is pretty stuck: only together can we get it moving”. Social mission is woven into Marqt's identity. That the Thailand Phone Number List brand is not satisfied with the status quo is immediately clear from the first meeting. SPAR is a Dutch supermarket chain with Thailand Phone Number List stores all over the world. The brand positions itself as the center of the neighborhood and a supermarket where everything can be found. Words such as Thailand Phone Number List convenience, cosy, enjoy and friendliness come to the fore. This is further apart from the character of a brand that wants to bring about system change. If we plot this in our BSR model , the following picture emerges (see Figure 1): two brands that represent Thailand Phone Number List almost opposite value patterns and connect with customer groups with somewhat contrasting lifestyles. Red stands for progressiveness, curiosity and the urge for freedom and self-development. Green, on the other hand, feels more Thailand Phone Number List comfortable with certainty, security and safety. Spar and Marqt Figure 1: Positioning Marqt and SPAR in BSR model The values behind the BSR model Figure 2: The values Thailand Phone Number List behind the BSR model The method In May 2021, we divided n=300 respondents into two groups. Group 1 saw the existing brand story of SPAR and group 2 saw the existing brand story of Marqt. We then showed both groups the same statement, stating that this Thailand Phone Number List statement came from SPAR/Marqt. In this statement, both supermarkets make a statement about meat consumption. We asked both groups of respondents to what extent they thought this fit with the brand.