The Trader Joes Marketing Plan Marketing Essay

The monger Joes trade Plan Marketing Essay bargainer Joes is one of the most prosperous mart fund chains in join States. The station started as a sm wholly convenience store in Los Angeles and has grown to be one of the most recognizable brands sell total and soaring quality products. The trademark difference amidst monger Joes from their competitions, e limitedly Whole forage Market, is stocking and selling the product produced by dealer Joes. By that, they pretend responsibility on their product and they do non need to pay the fee to any manufactures, or third caller companies, so they forget control the price at affordable for the customer.It is required that Trade Joe is widely recognized as one of Americas successful and fiducial brands. However, due to the high cost of life sentence, consumers today are watching their budget. by means of this marketing scheme, we want to make dealer Joes a long-familiar viandsstuff store in spring chicken adult market not yet by the high quality product barely excessively by the affordable price to bring in customers, and to successful in the bleak segment.IntroductionThe owner, Joe Coulombe, opened trader Joes in 1958 in Pasadena, California. At that time, bargainer Joes were named Pronto Markets, the popular convenience stores at that time. In the existing decades, dealer Joes covered to locations throughout the United States. monger Joes recent annual stipend were estimated to be $9.5 billion in sales agreement in fiscal 2012 (ends June), up closely $1 billion from a year earlier. In straddle to generate such a return of profit, Trader Joes has been using all means to keep down expenses, such as implementing no answer departments which may reduce renting costs.Trader Joes sells all types of intellectual nourishment and non-food items and is well-known for to a greater extent than two thousands private-label products under its brand name, which counts for about 70% of the annua l sale. Not only selling daily consumed food such as freshly picked and organic fruits and vegetables, bread, milk, juices, Trader Joes also provides other frozen or ready-to-serve products. For instance spreads, gourmet cheese, frozen meat and other ethnic food ranging from Italian, Hispanic to Chinese, Indian etc. Nonfood items are available as well, such as Trade Joes soap, vitamins, lotions and creams. With alcohol selling permit, equal other grocery stores, Trade Joes also carries beer and wine. One of its most famous selections is its wine brand Charles Shaw, which is often called as Two Buck Chuck, because of affordable price.Nowadays, with almost four hundred stores across the country, Trade Joes has made its company image as high quality food, a one-stop for all with full of shopping ease and conveniences.Marketing AnalysisTARGET MARKET Targeting at office professionals aged 18 to mid-40s with annual income around $35,000 to $60,000 as ancient market Trader Joe is flavou r at consumers who are in the middle stage of their life. Those would be much ecologically conscious about healthiness of the food they consume. This target market tends to eat locally and spends more on groceries. A lot of them are vegetarians and require their food to be gluten-free.The above primary group is finalized as Trade Jose company adding two sub-groups when studying their target market. The first sub-group is recent-fashioned professionals and the second one is the current target demographics of the growing multinational population and people who tend to buy food from vending machinesTrade Joes also formulates to have a secondary target market of those born between the early 1980s to early 2000s. This generation is considered in the marketing plan because they are most likely willing to buy healthy and organic products. Since this young population has been adapted to nowadays fast-paced life, they are more critical with time and demand more convenience.CONSUMER/SOCI AL FACTOR On current movement, people prefer the organic and healthy food and they keep local business, local farmer market. They willing to go for unique or store brand instead of big brand names as long as it promote healthy products, ingredients, and ethical, green production process. In other hand, the customer now prepares for them enough knowledge about nutrition, so they are so picky on their choice. Moreover, due to the high living cost, the customer also watches their budget for grocery.COMPETITIVE FACTOR The primary foe of Trader Joes is Whole Food market.Marketing PlanTrader Joes is successful in United States by their high quality product and honourable service. However, Trader Joes needs specifically targeted marketing goals and strategies in order to survey in target customer. market OBJECTIVE Through the marketing plan, Trader Joes will reach their target customer through social media. Moreover, this plan will jock the company raise their awareness in new adult, from 18 to 33 years old market by 30 percent over six months period through social media and advertizing.MARKETING RESEARCH Trader Joes does not use any kind of advertising form. The company follows their low profile in core philosophy they eschew advertising agencies and television completely. Trader Joes use their employee and customer serves as an ambassador of the brand, or using the Word by Mouth outline. Therefore, the company leans on the current customer database and however, they are attracting the new customer in a passive way, especially the young adult who uses social media regularly.PRICING For competitively with other competitors, Trader Joes should have a good pricing strategy. This strategy would keep their product at a competitive price but still have a quality of the product. For slightly product like grocery, base on the local farm, we can use the discount, or the sale to make the price lower than competitors.SALE PROMOTION For attracting more customers, Trader Joes would have weekly sale promotion in store, and post in the Facebook or Twitter or do The unblinking Flyer. The unique of the Fearless Flyer is in that flyer, Trader Joes not only consists the advertising of their in store promotion at that moment, but also include the recipe, the tips for cooking. Therefore, the customer when receive that flyer, they tend to read a whole flyer and keep it if they think it useful.PUBLIC RELATIONS One of the primaries of Trader Joes, the Whole Food Market is very good in public relation. They donate their food in the local food bank every week, and of course, they receive the allocate and certificate for that good will. However, if Trader Joes step in this charity, it would be late, and it doesnt help to increase the fame. So I would recommend another plan, like advocate the after school computer programme, the senior living or sponsor for some organization like breast cancer, marathon 2K Our target market is a youth adult, who cares about t heir environment and social. So if we keep doing this strategy, I hope that we will catch their circumspection and bring more customers to our store because they will realize that their spending money would help them back by our program support for their children, their parent or their grandparents.INTERNET/SOCIAL MEDIA Our target is the youth adult, who was born in the technology decade, and the best way to catch their attention is using their own way. They using Facebook or Twitter like the primary way to communicate with each other. The first thing is Trader Joes have to open social media account. Then for attracting they follow us on Facebook or Twitter Trader Joe should release any coupon or special sale in store and if they want to get these coupons, they have to follow or like the fan page. By that, we will have a fan on social media, and for any update, any news from Trader Joes, this fan base would the first one who receive that news and expand it. Moreover, Trader Joe we bsite and fan page can build awareness about its own brand by updating the social support, the new product, or any helpful information like recipe and nutrition map for the product.Executing and Implementing the Marketing PlanBUDGET ALLOCATIONTrader joes company. (2013). (). Austin, United States, Austin Dun and Bradstreet, Inc. Retrieved from http//search.proquest.com/docview/230609054?accountid=10351