essr whole foods

Whole Foods Market E.S.S.R!

ADPR5710!Strategic Plan!

OUR TEAM!

History!

Current Advertising!

Products/Services!

Market Assessment!

Competitive Evaluation!

SWOT!

Objectives/Goals!

Target Audience!

Positioning Statement!

Communication Strategy!

Creative Strategy!

Media Strategy!

Measurement!

Duration of Campaign!

Budget!

E.S.S.R.

Sapna Mistry

Rachel Wu

Sara Lachapelle

Account Executive !

Research Director!

Social Media!Strategist!

Elodie Edjang - Mengueme

Art Director!

Our Team!

HISTORY!


Products/Services!

Market Assessment!


SWOT!

Objectives/Goals!

Target Audience!



Creative Strategy!

Media Strategy!

Measurement!


Budget!

History What: American foods supermarket chain specializing in

natural and organic foods

Origin Date: September 20, 1980

heaDquarters: Austin, TX

FOunDer anD CeO: John Mackey

their stOry: John Mackey and his wife began a small

natural foods store called SaferWay and were evicted from their

apartment for storing products in it, so they were forced to live in

their store. After several mergers a couple years later with Craig

Weller and Mark Skiles, the opening of the original Whole Foods

market began. Whole Foods expanded to Houston and Dallas in

1988 and then into the West Coast. During this time, the trend

had caught on and other natural food chains began opening in

the Northeast. In 2007, Whole Foods expanded into markets all

across the U.S. and into the U.K.

number OF stOres 387 - United States

10 - Canada

9 - United Kingdom

87,000 Team Members

Our Team!

HISTORY!


Products/Services!

Market Assessment!


SWOT!

Objectives/Goals!

Target Audience!



Creative Strategy!

Media Strategy!

Measurement!


Budget!

History

Our Team!

History!

CURRENT ADVERTISING!

Products/Services!

Market Assessment!


SWOT!

Objectives/Goals!

Target Audience!



Creative Strategy!

Media Strategy!

Measurement!


Budget!

Current Advertising

Our Team!

History!

CURRENT ADVERTISING!

Products/Services!

Market Assessment!


SWOT!

Objectives/Goals!

Target Audience!



Creative Strategy!

Media Strategy!

Measurement!


Budget!

Examples

Our Team!

History!


PRODUCTS/SERVICES!

Market Assessment!


SWOT!

Objectives/Goals!

Target Audience!



Creative Strategy!

Media Strategy!

Measurement!


Budget!

Products/Services Whole Foods only sells products that meet in self created quality standards

for being “natural”, which the store defines as “minimally processed foods that are free of hydrogenated fats as well as artificial flavors, colors, sweeteners, preservatives, and many others as listed on their online “unacceptable food

ingredients list.”!!

Meats/Milk - non-cloned animals and offspring regardless of FDA safety stamp.!

!Body care products - organic ingredients without synthetic or chemical

ingredients that are prohibited in organic food.!!

Local, regional, and international wholesale suppliers/vendors.!!

Regional and store buyers are focused on local products and any unique products to make neighborhood market feel.!

!Whole Trade Guarantee- emphasize ethics and social !

responsibility concerning products imported from the developing world. !

Our Team!

History!


Products/Services!

MARKET ASSESSMENT!


SWOT!

Objectives/Goals!

Target Audience!



Creative Strategy!

Media Strategy!

Measurement!


Budget!

Market Assessment Product Life Cycle

Maturity Stage!!

Market Statistics Long running consumer trends of health and well being!

!Sales of organic products in the US jumped to $35.1 billion in 2013, up 11.5% from

the previous year’s $31.5 billion.!!

Families who include organic products on their grocery list on a regular basis spend an average of $125 a week at the grocery store, compared to $110 a week for

those not buying any organic items.!!

81% of families now choose organic food at least sometimes.!!

51% of parents surveyed said the cost of organic products was one of the key factors in limiting their organic purchases, a sharp drop from the previous year in which 62% said organic items were sometimes too expensive for their household

budget.!

Our Team!

History!


Products/Services!

Market Assessment!

COMPETITIVE EVALUATION!

SWOT!

Objectives/Goals!

Target Audience!



Creative Strategy!

Media Strategy!

Measurement!


Budget!

Competitive Evaluation

Our Team!

History!


Products/Services!

Market Assessment!


SWOT!

Objectives/Goals!

Target Audience!



Creative Strategy!

Media Strategy!

Measurement!


Budget!

SWOT Analysis

StrengthS

~International Presence

~National Brand Name

~Interactive Experience

~25 years of double digit revenue growth

~Strong network of suppliers

~Strategically placed locations to attract

target market

~Largest health conscious grocery store in

the United States

~Offers a wide variety of high quality

products and services that a normal grocery

store does not offer

~Good working environment - employee

benefits

~Carries ethnic and artisan foods that are

harder to find to traditional grocery stores

~Uses sustainable business practices

WeakneSSeS

~Self contained niche market

~Underdeveloped supply chain

for organic food

~Food security- e coli outbreak

~Food supply contingent on strict organic

practices

~Inconsistent dated brand image

~Pricing has been an issue and the

company has recently invested in price

improvements and lowered its gross margins

over the past year

~Too many product choices; can be

confusing. The product line width covers

multiple brands for each product.

~Limited awareness of benefit of organic

foods

Our Team!

History!


Products/Services!

Market Assessment!


SWOT!

Objectives/Goals!

Target Audience!



Creative Strategy!

Media Strategy!

Measurement!


Budget!

SWOT Analysis

OppOrtunities~Able to clear misconceptions and educate

on food pricing, importance of healthy,

organic and free trade food

~Provide incentives for loyal customers -

loyalty cards, discounts for students, etc.

~Ensuring new consumers become brand

loyal

~Provide more competitive prices

More advertising to increase brand

awareness and loyalty

threats~No government subsidies for organic food

~Changes in government regulation over

organic food

~Recession/weak economies lower profits

due to brand being a luxury good

~Demand for food will not increase due to

market saturation

~Athens is a food desert

~Athens caters towards the student

population who spends much of their time

and money eating out instead of grocery

shopping

~Organic/Local competitors

~Regular Grocery Stores

~Other Competitors - Target, Walmart, CVS,

RiteAid, Fast Food Restaurants

Our Team!

History!


Products/Services!

Market Assessment!


SWOT!

OBJECTIVES/GOALS!

Target Audience!



Creative Strategy!

Media Strategy!

Measurement!


Budget!

Marketing Objectives/Goals Brand OBjective

To increase awareness of Whole Foods Market in Athens

Specific Market Share deSired 10-15% of the local student population

SaleS GOalS To increase sales of Whole Food Market by 5%

in the next year

attitude OBjectiveModify brand attitudes by respositioning grocery

shopping into a desirable experience rather than a chore for the target market

Our Team!

History!


Products/Services!

Market Assessment!


SWOT!

Objectives/Goals!

TARGET AUDIENCE!



Creative Strategy!

Media Strategy!

Measurement!


Budget!

Target Audience UGA ColleGe StUdentS

Age 18-25 who has moved out of their hometown onto the UGA’s

campus. Even if they are a part of the meal plan, there are certain

meals not covered by UGA and it is always good to have snacks.

Health is a priority to them and they are educated and raised in

suburban households that stressed eating well-balanced meals. They

are environment conscious. They follow a dietary regime whether it

is working out, vegan, paleolithic, gluten free, vegetarian, or try to eat

the majority of meals organically. They do not have much money and

lack time to prepare meals that are good for them.

Our Team!

History!


Products/Services!

Market Assessment!


SWOT!

Objectives/Goals!

Target Audience!

POSITIONING STATEMENT!


Creative Strategy!

Media Strategy!

Measurement!


Budget!

Positioning Statement Whole Foods Market appeals to consumers with

conscious attitudes. Whole Foods will position itself as the go-to grocer that offers an inviting social experience through the use of designated study

areas, community programs, and health education.

Our Team!

History!


Products/Services!

Market Assessment!


SWOT!

Objectives/Goals!

Target Audience!


COMMUNICATION STRATEGY!

Creative Strategy!

Media Strategy!

Measurement!


Budget!

Communication Strategy Most college students are..Too busy to cook extensive, complicated meals. Short on money due to being college students and not having jobs.

Whole Foods Market should emphasize the ease that comes with cooking “from scratch” and using organic ingredients to do so.

For those on-their-feet customers, they can look to Whole Foods to provide them a quick healthy meal when they are on-the-go.

Use a high-involvement, transformational strategy to attract con-

sUmers dUe to their concerns with their health as well as the bUdget

constraints placed on them financially.

Our Team!

History!


Products/Services!

Market Assessment!


SWOT!

Objectives/Goals!

Target Audience!



CREATIVE STRATEGY!

Media Strategy!

Measurement!


Budget!

Creative Strategy Overarching Theme Mood

Convey experiential aspect

SimplisticWell-Rounded

UpliftingEasing

Tone Key Images

WholesomeAuthentic

FarmlandFresh Produce

Students StudyingEmployee Interaction with

consumers

Key Words Emotions

OrganicFresh

HealthyConvenientCommunity

Self-worthHappyFun

Our Team!

History!


Products/Services!

Market Assessment!


SWOT!

Objectives/Goals!

Target Audience!



Creative Strategy!

MEDIA STRATEGY!

Measurement!


Budget!

Media Strategy Social Media Facebook: Create an official “Whole Foods Athens” Fanpage. Inform consumers when there are new products. Share any interesting content related to the products, such as healthy recipes. Promote big sales. Twitter: Use to update on specials of the day and community eventsInstagram: Create awareness through user-generated content. Hold a competition of “The most creative and healthy way to eat” using Whole Foods Product, post it on Instagram and hashtag “WholefoodsAthens,” consumer would get a chance to win big prize. Vine: Post humorous videos with easy meal preps, as well as promoting events being held in the store.Whole Foods Blog: The blog will post simple recipes for students to follow, using the ingredients and items on a discounted price each week.

Radio

100.1 FM - Grand Opening spot

inteRactive Media

UGA Student Brand AmbassadorsUGA Football game TailgatePercentage NightsGrand Opening

PRint Banner Ad- 4x20ft

Our Team!

History!


Products/Services!

Market Assessment!


SWOT!

Objectives/Goals!

Target Audience!



Creative Strategy!

MEDIA STRATEGY!

Measurement!


Budget!

Media Strategy

Social Media Facebook: Create an official “Whole Foods Athens” Fanpage. Inform consumers when there are new products. Share any interesting content related to the products, such as healthy recipes. Promote big sales. Twitter: Use to update on specials of the day and community eventsInstagram: Create awareness through user-generated content. Hold a competition of “The most creative and healthy way to eat” using Whole Foods Product, post it on Instagram and hashtag “WholefoodsAthens,” consumer would get a chance to win big prize. Vine: Post humorous videos with easy meal preps, as well as promoting events being held in the store.Whole Foods Blog: The blog will post simple recipes for students to follow, using the ingredients and items on a discounted price each week.

Radio

100.1 FM - Grand Opening spot

inteRactive Media

UGA Student Brand AmbassadorsUGA Football game TailgatePercentage NightsGrand Opening

PRint Banner Ad- 4x20ft

Our Team!

History!


Products/Services!

Market Assessment!


SWOT!

Objectives/Goals!

Target Audience!



Creative Strategy!

MEDIA STRATEGY!

Measurement!


Budget!

Examples

Our Team!

History!


Products/Services!

Market Assessment!


SWOT!

Objectives/Goals!

Target Audience!



Creative Strategy!

Media Strategy!

MEASUREMENT!


Budget!

Measurement

(Revenue-Cost of Goods sold)/ Cost of Goods sold = RoI

soCIal MedIa RoI/suCCess

Hits/Visits/Page Views- Increase by 20% Repeat visits- Increase by 20% Number of Followers- Reach 10,000 Followers on Social Media Platforms Number of Likes, Comments, Shares- 20,000 Number of Friends- Reach 15,000 Facebook Friends Online Product/Service ratings- Reach 5,000 Reviews

PRInt MedIa Exposure to UGA Students- 30,000/ 5,000 Grad Students/Professors

Our Team!

History!


Products/Services!

Market Assessment!


SWOT!

Objectives/Goals!

Target Audience!



Creative Strategy!

Media Strategy!

Measurement!

DURATION OF CAMPAIGN!

Budget!

Duration of Campaign

Our campaign will be launched in mid-August and

last for three months. This is an ideal time to

engage with our target market due to the start of

the new school year as well as the UGA Football

season in the Athens Community.

Our Team!

History!


Products/Services!

Market Assessment!


SWOT!

Objectives/Goals!

Target Audience!



Creative Strategy!

Media Strategy!

Measurement!


BUDGET!

Budget Radio - $3,600Objective: Increase awareness of Whole Foods Market in Athens by specifically creating

radio ads that announce the grand opening and the delicious and fresh organic variety

available like no other place in Athens.

$10 Dollars Per Ad

Times: 8AM 10AM 1PM 6PM

Month1: 100.1: 1 Ad 4x for 30 days= 120 Ads = $1,200



Social Media - $3,000Objective: Create a brand attitude that repositions grocery shopping unlike any other in

Athens by posting updates that exchange and document the daily updates from the store

and customers.

Money to pay Social Media Specialist

Month 1: $1,000

Month 2: 1,000

Month 3: 1,000

PRint Media - $600Objective: Increases 10-15% of the local student population by posting banner ads

throughout the campus to remind students of Whole Foods.

Banner Ads: 4x20= $200 each

Month 1 - $200

Month 2 - $200

Month 3 - $200

inteRactive Media - $9,000Objective: Interactive media is best used to share the attitude objective of Whole Foods

being an experience-oriented shopping center. It will be used to encompass local events

with the store.

Brand Ambassador- $3,000

UGA Football Game Tailgate $3,000

Percentage Night $3,000

GRand oPeninG FReebee PRoMotion - $800Objective: Increase Whole Foods sales by 5% by having opening party to set the stage

and tone of Whole Foods in Athens. This will help make brand loyal customers from day

one.

Depending on the time of the year, use the $800 to promote holidays and other events in

the store

Our Team!

History!


Products/Services!

Market Assessment!


SWOT!

Objectives/Goals!

Target Audience!



Creative Strategy!

Media Strategy!

Measurement!


BUDGET!

Budget

Radio - $3,600Objective: Increase awareness of Whole Foods Market in Athens by specifically creating

radio adds that announce the grand opening and the delicious and fresh organic variety

abailable like no other place in Athens.

$10 Dollars Per Ad

Times: 8AM 10AM 1PM 6PM




Social Media - $3,000Objective: Create a brand attitude that repositions grocery shopping unlike any other in

Athens by posting updates that exchange and document the daily updates from the store

and

customers.

Money to pay Social Media Specialist

Month 1: $1,000

Month 2: 1,000

Month 3: 1,000

PRint Media - $500Objective: Increases 10-15% of the local student population by posting banner ads

throughout the campus to remind students of Whole Foods.

Banner Ads: 4x20= $200 each

Month 1

Month 2

Month 3

inteRactive Media - $9,000Objective: Interactive media is best used to share the attitude objective of Whole Foods

being an experience shopping center. It will be used to encompass Athens favorite

events with the store.

Brand Ambassador- $3,000

UGA Football Game Tailgate $3,000

Percentage Night $3,000

GRand oPeninG FReebee PRoMotion - $800Objective: Increase Whole Foods sales by 5% by having opening party to set the stage

and tone of Whole Foods in Athens. This will help make brand loyal customers from day

one.

Depending on the time of the year, use the $800 to promote holidays and other events in

the store

Our campaign will be launched in mid-August and

last for three months. This is an ideal time to

engage with our target market due to the start of

the new school year as well as the UGA Football

season in the Athens Community.

Grand ToTal BudGeT

$17,000

Works Cited About Sprouts. (2015). Retrieved April 7, 2015, from https://www.sprouts.com/about-us

Consumers and the growing quest for fresh. (2013, February 27). Retrieved April 7, 2015, from http://www.nielsen.com/us/en/insights/news/2013/consumers-and-the-growing-quest-for-fresh.html

Customer Segmentation Profiling - Young Urban Renters. (2015). Retrieved April 7, 2015, from http://www.claritas.com/MyBestSegments/Default.jsp?ID=37&id1=2000&id2=57

Our Story. (2015). Retrieved April 7, 2015, from http://www.traderjoes.com/our-storyWhole Foods Market. (2013, June). Retrieved April 7, 2015, from http://en.wikipedia.org/wiki/Whole_Foods_Market

Whole Foods Market. (2015). Retrieved April 7, 2015, from http://www.wholefoodsmarket.com/

WHOLE FOODS MARKET, INC. Names of Competitors. (2015). Retrieved April 7, 2015, from http://www.hoovers.com/company-information/cs/competition.WHOLE_FOODS_MARKET_INC.6061e2f55006cb67.html

Younger Consumers Endorse Healthy Foods With A Willingness To Pay a Premium. (2015). Retrieved April 7, 2015, from http://www.nielsen.com/us/en/insights/news/2015/younger-consumers-endorse-healthy-foods-with-a-willingness-to-pay.html

essr whole foods

Documents