trader joe's advertising/marketing campaign

Sonia E. MayolMatt A. Peters

Dan N. RoytmanMarco Diaz

History• Started in 1958• First called “Pronto Markets”• 1967 name changed to “Trader Joe’s”• First Trader Joe’s opened in Pasadena

California- still open today• Founded by Joe Coulombe• Gained customer base through

“Californian” wine• Mission: Offer value, and dedication

to quality service through warm, friendly, committed employees, along with a pledge to offer quality products. They require a culture that supports loyalty and customer service through personal contact with the consumer.

Founder

Four P’s of Trader Joe’s

• Product: Specialty foods generally organic/healthy.– Have their own brands typically do

not carry name brands

• Price: Prices range anywhere form $2.00 - $40.00 depending on product

• Place: Located around major cities/suburban areas with high income

– Chicago, S.T. Louis

Four P’s Continued

• Promotion: Carry their own brand specifically promoting their products.

• There are also in store advertising on chalkboard.

• Menus on their site of dishes one can make using Trader Joe’s products

• Promos such as Two Buck Chuck wines– Promoting quality product for an

inexpensive price

Qualitative Research

Focus GroupFocus Group Questions

• What stores do you normally grocery shop at?

•    Are you interested in eating healthy?

• Do you purchase organic foods?

• Have you been to Trader Joes?

•   What is your perception of Trader Joes?

•    What do you go to Trader Joes for?

•    When you go grocery shopping do you care more about quality or quantity? 

Key Insights

• The participants of our focus group were SIU students consisting of both male and female. The ages of the participants varied from 20-25. The main idea that everyone in the focus group had about Trader Joes is that they sell cheap wine. Everyone in the focus group also agreed that Trader Joes quality is on the higher end, and that’s why regulars go there. 

Focus Group Cont.

• Trader Joes over other grocery stores due to cheap organic food

• Regular shoppers they care about being healthy.

• organic food and a unique selection of beer and wine.

Target Market

• The projected target market– MRI data

• Male and female ages 19-49

• Middle class $50,000-$74,000

– Psychographics• Overeducated and underpaid

• Health-conscious label readers

• People with champagne tastes and beer money

• Well-read, well-traveled people who appreciate good value

• An eclectic assortment of foodies, college students, sugar friends, and health nuts

-The Trader Joe’s Adventure: Len Lewis

Quantitative Research

Surveys

AGE

Household Income

Gender

Surveys

Healthiness Shopped at Trader Joe’s?

Considered Chore?

Surveys

Whole Foods Preferred

Pleasurable Experience

Competitive Research

Primary Competition

• September 20, 1980• Whole Foods Market is a

foods supermarket chain based in Austin, Texas which emphasizes "natural and organic products.”

• 331 locations • Merging SafeWay with their

Clarksville Natural Grocery• 1984, Whole Foods Market

expansion

Competitive Matrix

S.W.O.T. Analysis

Visual Analysis

Brand Color

• Colors – Red and Honey Brown

• These colors showing they an organic health conscious company

• Employee Uniforms– Hawaiian – Colorful/Festive

Colors used in marketing

• How there colors are used in their marketing materials

• They do not use traditional marketing/advertising

• Their colors are used in their

• Logo and on the design of their bag• Integrated within store front• Design of website

Web Site• Same colors as the

signage,  both contain Trader Joe's red and paper bag brown.

•  A "homey" feel.

• Same background though out the entire site.  

• Consistent visual branding

Logo on Company Material• Consistent signage

Bags

Advertising for Trader Joe’swww.traderjoes.com/pdf/guides/guide-food-keeper-brochure.pdf

In-Store Advertising

The BIG Idea

“Its What’s for Dinner”

Budget Breakdown

Impressions

Media Schedule

Creative Execution

Traditional Advertising

Social Media

Non-traditional Advertising

Evaluation

• By using coupons that are brought into the store we can determine if our ads are working.

• By Facebook clicks and Twitter views. We can determine if these ads are bringing in customers.

• With in our events we will be able. To determine if our customers are enjoying the Trader Joe’s brand and experience.