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Whole Foods Athens Strategic Plan
- 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. 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. 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. 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. 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. 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. 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 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.!
- 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. 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. 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. 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. 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. 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. 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 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.
- 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. 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.
- 17. 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! 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.
- 18. 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! Creative Strategy Overarching Theme Mood Convey experiential aspect Simplistic Well-Rounded Uplifting Easing Tone Key Images Wholesome Authentic Farmland Fresh Produce Students Studying Employee Interaction with consumers Key Words Emotions Organic Fresh Healthy Convenient Community Self-worth Happy Fun
- 19. 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! 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 events Instagram: 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.
- 20. 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! Media Strategy follow, using the ingredients and items on a discounted Radio 100.1 FM - Grand Opening spot inteRactive Media UGA Student Brand Ambassadors UGA Football game Tailgate Percentage Nights Grand Opening PRint Banner Ad- 4x20ft
- 21. 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
- 22. 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! 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
- 23. 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! 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.
- 24. 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! Budget Radio - $3,600 Objective: 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 Month2: 100.1: 1 Ad 4x for 30 days= 120 Ads = $1,200 Month3: 100.1: 1 Ad 4x for 30 days= 120 Ads = $1,200 Social Media - $3,000 Objective: 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 - $600 Objective: 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 - $9,000 Objective: Interactive media is best used to share the attitude objective of Whole Foods
- 25. 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! Budget Month 2 Month 3 inteRactive Media - $9,000 Objective: 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 - $800 Objective: 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 last for three months. This is an ide engage with our target market due to the new school year as well as the U season in the Athens Commu Grand ToTal BudGeT $17,000
- 26. 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-story Whole 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