gpdbfinalpresentation.pptx

8/14/2019 GPDBFinalPresentation.pptx

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Public Relations Researchand

Strategic

RecommendationsCara Christensen, Kate Keenan, Angie Hatch, Kate

Keenan, Amberly Asay and Bev Storrs


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Agenda

Background on Issue

Qualitative Research

Quantitative Research

Social Media

SWOT

Strategic Recommendations

Conclusion


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Background on Issue

GPDB needs to increase revenue

-Are a fairly new, family-owned company

-Many members; not many frequent buyers

We split client base into four groups

Performed primary and secondary research


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Love Group

GPDB members who:

-Make 2 or more purchases a month

-Have made more than 4 purchases

-Believe in GPDB vision & mission


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Key Research Questions

Why do people love GPDB?

Can current customers buy more?

How can we gain more clients?


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Qualitative Research: Focus Group

The Love group values:

Getting the best deal

Convenience in ordering

Convenience in delivery


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Focus Group Results

Members are investors

Want a more user-friendly website

Want to pull up old orders

Dont recommend the business to others


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Quantitative Research: Survey

Majority of customers who

shop online, shop exclusively

at GPDB

Shipping cost isnt a problem

Love Group has the

highest referral rate

Trust GPDBs mission and

products

Love Group Referral Rate


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Social Media Research Findings

Online organic chatter most commonly used in thePacific Northwest

Celebrities drive the conversation

Majority of the conversations are on Twitter

GPDB needs to take advantage of social media

Twitter, Pinterest, Blog and update Facebook


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Strengths Weaknesses

Bias because somemembers are alsoinvestors

Already at maximumordering capacity

Focused on currentmembers only

Customer loyalty to GPDB

Customers understandcompanys goals

Already live a healthylifestyle


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Opportunities Threats Decline of organic trend

Higher cost of products

People shop at local

markets

Other online shopping

Increase referral rate

Promotional deals

Opportunity to increase

customer base


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Core Problem and Opportunity

Original problem: Need to get people to buy more

Our new opportunity: Widen the client base and target

specific demographics

Those who already value a healthy lifestyle and like to shop

organic


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Strategic Recommendations-

Promotions

Gift boxes you can send to friends for birthdays/holidays

Holiday specials

Health awareness day specials


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Strategic Recommendations-Awareness Events

Farmers Markets in Utah, LA, Portland, Denver

GPDB Dinner Party

Food Allergy Support Groups

Health Awareness Benefit Concert


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Conclusion

Focus on the right audience

Improve the simplicity and experience of ordering

Be consistent with products

Take advantage of social media

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