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Targeting, Positioning for Peapod.com: Groceries for your home

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Visit www.Peapod.com and click on the "Groceries for your home" link. Enter a Chicago-area zip code (say 60602).

Who does Peapod target? How does it position itself in this market? Does its marketing mix support this targeting and positioning?

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Solution Summary

In this solution, we analyze the business model of www.Peapod.com food delivery service.

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I would start this answer with regards to the target market, which in this case is the group of consumers who are either incapable or unwilling to do their own grocery shopping. This may be for a variety of reasons, for instance some elderly or disabled people may not be able to make it to the market themselves, or ...

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