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  1. 1. Whole Foods Market E.S.S.R! ADPR5710! Strategic Plan!
  2. 2. 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!
  3. 3. 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! 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.
  4. 4. 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! History
  5. 5. 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! Current Advertising
  6. 6. 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! Examples
  7. 7. 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! 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. !
  8. 8. 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! 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 years $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.!
  9. 9. 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! Competitive Evaluation
  10. 10. 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! Competitive Evaluation
  11. 11. 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! Competitive Evaluation
  12. 12. 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! 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
  13. 13. 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! 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
  14. 14. 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! 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 OBjective Modify brand attitudes by respositioning grocery shopping into a desirable experience rather than a chore for the target market
  15. 15. 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! Target Audience UGA ColleGe StUdentS Age 18-25 who has moved out of their hometown onto the UGAs 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.
  16. 16. 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! Positioning Statement Whole Foods Market appeals to consumers with conscious attitudes. Who