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decided to take a risk at becoming an entrepreneur, and walked away from the security of a wonderful job. His store “set not only a new precedent for cleanliness and beauty, but also the Publix standard for employee relations” (“About Publix”, n.d.). He had a very friendly persona, and was known to the employees as “Mr. George” (“About Publix”, n.d.). Within the first four years, gross annuals sales went from $100,000 to $120,000 by 1934 (“About Publix”, n.d.). George Jenkins stayed ahead of his competitors by traveling the country to seek out products to send back to his store (“About Publix”, n.d.). This also provided him ideas on ways that he could improve upon his store to maintain a competitive edge. In 1940, George’ s desire to be the best seemed almost obtainable. He mortgaged his orange grove, and put the capital toward building Florida’s first supermarket, introducing technologies yet to be seen in this industry. Publix’s website states:

As impressive as his strategies were, what has allowed Publix to continue to prosper into the late 20 ^th century? Publix has accomplished this with their unprecedented marketing strategy.

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customers to purchase. However, the products selected for each store differs at each location. Publix selects their inventory, as well as their store layout based on a multitude of factors. For instance, Publix has initiated the opening of several stores, which cater to the Hispanic market. These stores have been named Publix Sabor. They can be found in several places throughout Orlando, Miami, and other areas that are heavily influenced by a Hispanic population. Heather Brown author of Publix Sabor : In - stores Uncover Broad Audience states that: By narrowing its focus, Publix Super Markets (Lakeland, Fla.) found its demand actually grew. Its new Hispanic format, Publix Sabor, demonstrates that consumer preference for fresh, quality foods, particularly in a bakery, can target all demographics. “Publix Sabor serves all customers but with a focus on Hispanic and Caribbean products,” said Maria Brous, Publix Director of media and community relations. That focus is evident when customers walk into the 61,000-sq. ft. Publix Sabor store in Hialeah. Customers do not need to speak Spanish (although it helps) to appreciate the quantity, quality and variety of foods available at Publix Sabor. (Brown, 2006)

Publix market potential varies from every location. Every store has a different focus based on different demographics, such as: average level of income, general population, and age. Publix’s market potential is endless, if they can remain competitive with their prices and originality.

Company Influence

Publix, just like many other supermarkets utilizes a variety of promotional tools to aid with their consumers interests. Other than the commonly seen weekly sales that almost every

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supermarket takes part in, Publix has created an array of original promotional tools to keep their customers interested. A few of these are in-store demonstrations and sampling, the Publix Apron Cooking School, and Publix brand foods. If one were to walk through a Publix supermarket, they would be drawn to the various aromas that can be found throughout the store. From the fresh cookies and bread at the bakery, to the live demonstrations being shown which feature Publix products that are currently in the sale circular. Publix really knows how to get food on their customer’s minds. Throughout the store, there are various samples being handed out mostly of Publix brand food to give the consumer a chance to experience first hand the aromas, and quality of the food available for purchase. This is a great way to influence their buyer’s behaviors but at the same time gives the customer a sense of being appreciated. Publix also has a live cooking demo done within the store using Publix brand items that are on sale, with a featured recipe. This gives the customers a chance to experience the Publix brand food, and even demonstrates to them how easy it is to prepare the meal, at the same time saving them money. With the ingredients conveniently right on hand in the front of the store. Making it quick and easy to get tonight’s meal.

Another great way that Publix influences their customers is by having a program to assist Adults and children in cooking techniques. Publix Apron Cooking School described by Publix as:

Whether you’re an accomplished cook or a brand-new beginner, Aprons Cooking School can help you improve your skills and enjoy your time in the kitchen. At our schools, we offer a wide array of classes covering every sort of cuisine and technique, taught by accomplished professionals. Categories included: Celebrity Chef, featuring cooking personalities from around the nation. Talk of the Town, taught by area restaurant chefs