In our previous blog, we studied the dynamic SWOT analysis of Sainsbury’s, a supermarket chain in the United Kingdom. In this article, we will cover the Marketing strategy in Edeka.
Edeka stores differentiate themselves as full-service providers primarily through customer proximity, advice, and a large selection of fresh food. They are available in a variety of sizes and market types. They all have a strong emphasis on quality and service, which is consistent with the core message of the Edeka identity “We ♥ Food”.
The pandemic led to a significant shift towards the online platform, making purchases of daily items extremely easy. Due to the vast advancement in technology and 24×7 availability of online services, customers could now order daily essentials with a few taps.
In today’s day and age, having an online presence is extremely important, and having the right marketing strategies will help businesses succeed in this hyper-competitive world.
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Before diving into the Marketing strategy in Edeka, let us first look at the company’s overall history and operations.
Edeka is the largest supermarket chain in Germany – similar to Walmart in the US and Sainsbury’s in the UK. Edeka offers its customers a wide range of products ranging from basic to premium, organic foods to drinks and cosmetics, all at a reasonable price. They aim to support regional producers and provide high-quality products to their customers.
The E.d.K cooperative was established in 1907. It was renamed Edeka in 1911. EdK did not have its brand at first, but in 1911 it purchased several well-known brands.
The young company, however, quickly felt the strength of its competitors, the industry’s big retailers. Retailers put pressure on suppliers to not sell Edeka goods at a discount, claiming that EdK was too small to qualify for the discounts given to these retailers. As a result, EdK was boycotted by 44 supply companies. When compared to today, it is the largest supermarket chain in Germany comprising over 6000 stores.
|Market Share/ Revenue||6,710 crores USD|
Marketing Strategy of Edeka
Segmentation, Targeting, and Positioning
STP – Segmentation, Targeting, and Positioning
The STP (Segmentation, Targeting, and Positioning) marketing model is a well-known strategic marketing strategy today. It’s one of the most popular marketing approaches, with marketing execs praising it for making communication more effective and simple.
Edeka uses the broadest available segmentation of the target market. They are aiming for all geographical locations, whether they are Tier 1, 2, or 3 cities. In fact, in many cases, there isn’t much targeting or segmentation involved because they are attempting to reach all demographics, geographics, and psychographics of consumers.
The company does not produce anything to be sold, Edeka is a supermarket chain in Germany. So the concept of targeting does not apply to Edeka, anyone can visit the supermarket.
Edeka maintains its position as a regional producer and provides high-quality products to its customers at its outlets. Edeka has a long-standing commitment to offering its customers a wide range of products ranging from basic to premium, organic foods to drinks and cosmetics, all at a reasonable price. Sustainability is an integral component of their approach to business and work practices.
Edeka, a German retailer, launched a new promotional campaign ‘There is a discounter in every Edeka!’
In this campaign, Edeka is trying to highlight the difference between discounters and full-range supermarkets, that Edeka stores are more than price, it also focuses on selection and service. Edeka seeks to promote the retailer’s price competitiveness.
The campaign was promoted on various platforms, including TV, radio, online, point-of-sale marketing and cooperation with influencers on social media.
The Campaign on Television
A new Edeka TV commercial, which premiered recently, also aims to portray the campaign’s advertising message.
One of the campaign’s characters is a fisherman hoping for a “nice catch at a discount price.”
The campaign is also being promoted online, with TikTok celebrities, among many others, embarking on the supermarket’s “€4 Challenge” and making dinners on a shoestring budget.
The Edeka Campaign
The Edeka Group is the largest supermarket corporation in Germany. In the spring of 2013, they ran a campaign promoting actual customers. Prior to that, there was a contest in which people could send their own photo concepts for the commercial. The cream of the crop was chosen.
In the contest, there were ten fortunate winners who got the chance to capture their photograph and it was then used on enormous billboards across the country. Easter greetings!!
Social Media Marketing
Edeka is active on Social Media platforms like Facebook, Instagram, and LinkedIn. It has got its maximum number of followers on Facebook than on Instagram & LinkedIn. Their post mainly contains promotional content and more recipe videos.
- No. of followers – 1.2 Million
- No. of followers – 217k+
- No.of followers – 37k+
On Facebook, the posts are of packaged food products and items available at Edeka supermarket. The engagement on the posts is between 50 to 200 likes.
As per SEO rankings, we all know that the number of keywords below 1000 is somewhat wrong and above 10,000+ is fantastic. From the above picture, we can see that Edeka has only 544 organic keywords, which means they need to work on and fix their SEO strategies.
Again the amount of organic traffic per month is above 900,000+ which is outstanding. Here Edeka is getting 6,000,000+ organic traffic which is again incredible. Hence, it is evident that the digital marketing strategies of Edeka are doing really good.
This company doesn’t involve people to do their Influencer Marketing.
Edeka does not have any e-commerce store where it sells products. Edeka is a walk-in supermarket and has physical stores where one has to visit and purchase the retail products sold at Edeka.
Edeka has a website on which customers can check services and offers available in nearby Edeka stores. Also, customers can discover current offers, nutritional information and recipes.
Edeka has a mobile application by the name ‘EDEKA’ through which users can experience a simple, convenient, fast and fun shopping experience!
Through the application, you can scan your basket QR code and start scanning product bar codes as you go. You will instantly checkout while skipping the tedious queues, resulting in a fast and convenient purchasing cycle.
Content Marketing Strategies
Edeka is very active on social media. Their social media posts content mainly creates supermarket awareness among people. They always post recipe videos in which the dish is made using the ingredients, and retail package food items available at Edeka.
Some posts relate to health tips and guidance. On their website, the company also publishes several articles and blogs. They also update their corporate news on social media like LinkedIn.
This ends the elaborative marketing strategy of Edeka. Let us conclude our learning below from the marketing strategy of Edeka.
Conclusion – What’s unique in Edeka’s Marketing?
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We hope this blog on the marketing strategy of Edeka has given you a good insight into the company’s marketing strategies.
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