1. Brett
Henderson
COMM
636:
Integrated
Marketing
Communications
Case
Write
up
12.3
October
30,
2012
Statement
of
the
problem
There
are
a
few
main
problems
that
need
to
be
discussed
regarding
Whole
Foods
grocery
store.
The
main
problem
is
keeping
the
target
market
returning
to
the
store.
The
next
problem
would
be
how
to
effectively
PR
the
store
to
the
potential
customers.
The
last
problem
is
looking
at
the
different
tours,
self
help
magazines,
and
programs
they
are
developing
and
how
promote
them
to
the
media
and
continue
to
bring
in
customers
to
the
stores
with
these
programs.
List
of
critical
factors
1. Developing
programs
to
educate
customers
about
smart
economic
and
health
conscious
purchasing
via
tours,
self
help
magazines,
how
to
programs
and
blogging.
2. Promote
the
tours
and
buying
guides
through
flyers,
press
releases
and
media
coverage.
3. Develop
an
initial
target
market
following,
and
then
expand
to
border
regions.
After
obtaining
a
small
cult
following,
expand
the
market
to
a
new
type
of
customer.
4. Really
push
the
trendy,
organic,
environmentally
friendly
and
“cool
place
to
shop”
image.
Run
new
and
innovative
programs
to
continue
bring
the
customers
back
to
the
store.
2. 5. Expand
on
their
social
media
plan
to
continue
to
develop
the
trendy
image
that
they
have.
Definition
and
evaluation
of
alternatives
1. First
step
of
the
plan
would
spend
some
time
and
money
in
development
of
programs.
a. Pros:
Developing
new
programs
such
as
guided
tours,
self-‐help
magazines,
how
to
shop
efficiently
and
other
various
programming
will
draw
customers
to
the
store.
b. Cons:
2. Promote
the
developed
programs
in
a
in
the
most
effective
way
possible.
a. Pros:
b. Cons:
3. Start
developing
a
small
target
market
to
create
a
buzz,
and
then
expand
the
target
market
to
a
broader
market.
a. Pros:
b. Cons:
4. Start
pushing
the
trendiness
of
the
grocery
store.
Continue
to
develop
a
set
of
new
and
innovative
type
of
programs
to
draw
the
customers
to
the
store
more
often.
a. Pros:
b. Cons:
5. Start
developing
a
trendy
social
media
plan.
a. Pros:
