This is a comprehensive integrated marketing communication branding plan presentation for the specialty store, Trader Joe's.

1. Trader Joe’s
IMC Branding Plan

2. Research Conclusions:
Demographics
● We received 98 responses after distributing the “Trader Joes Annex” survey to
Florida State University students.
● 88% of respondents completed the survey (86).
● Females 73%
● Males 27%
● Ages ranged from 18 to over 22.
● 30% of our respondents were 21 years of age and 49% of respondents were over
22 years of age.

3. Hearing About
Trader Joe’s
● Since Trader Joe’s does not take
part in traditional marketing, it
makes sense that most respondents
have heard about it through word of
mouth tactics.

4. Primary Grocery
Store
● Publix is the primary grocery store
● There are multiple factors which could be
contributing here, including the ease of
location for many students, enjoyable
shopping experience, and frequent sales.
● Wal-Mart is the next popular choice, with
Winn-Dixie falling in behind. Target, Trader
Joe’s, and “other” represent together less
than 10% of the respondent’s primary
grocery store.

5. Frequency of
Grocery
Shopping
● Most respondents tend to do their
grocery shopping once a week or 1-
2 times a month
● This group of respondents
comprises over 60% of the overall
sample.

6. Living
Area
● Students who live off-campus have
self-reported that they are more
likely to visit the hypothetical Trader
Joe’s annex more than those who
live on-campus or near to campus.
● There were slightly more
respondents who live off campus
(61.6%) than those who lived on-
campus or near campus (38.4%).

7. On-Campus
Meal Plan

8. Importance of
of Buying
Organic

9. Year in
School

10. Research Limitations
● Respondents skewed by age/year
● Small sample size
● Not randomized sample

11. SWOT Analysis
Strength Wide assortment of organic food 2000 private label products
Self-funded (No debt)
Location: High populated area
Great customer service and return policy Brand Loyalty
Weakness Lack of parking Overcrowded location
“Perceived” as expensive
Lack of recognizable brand names and variety of products --not one stop shopping
Loss of marketing channel: no sales promotion
Opportunity People are growing more health-conscious
Potential CSR partnership with FSU and the school of nutrition
Boosting the local economy by purchasing from local farmers, offering job opportunities
Creating mutually beneficial partnerships with Second Harvest (food bank) or Leon County Shelter in Tallahassee.
Threats Large competitors: Publix, Walmart, Target, Whole Foods, World Market, Winn Dixie
Restaurants that offer delivery
Neil DeGrasse Tyson: "GMO food is ok"
Students with fake ID’s could lead to legal issues

12. Positioning
Competitively Priced; Healthy; Specialized;
Diverse

13. Positioning: Competitively Priced
● There is a disconnect in message regarding whether or
not Trader Joe’s is inexpensive or overpriced.
● Semantics: “Inexpensive” or “cheap” devalues our
product

14. Positioning: Healthy
● The majority of respondents do not care about buying
organic or have no preference regarding organic
groceries.
● Rise of mobile health apps and healthier options at
restaurants
● “Healthy” as opposed to “organic”

15. Positioning: Specialized
● Common perception: there is a limited selection of
products offered at Trader Joe’s
● Based off of semantics
● “Specialized” to change consumer perception from
“limited”

16. Positioning: Diverse
● Trader Joe’s offers vegan options
● Large portion of the population are not vegans
● Position ourselves as “diverse” because of specialized
diets

17. Measurable Objectives and Strategies
Four reasonable and realistic goals
1. Generate awareness
2. Increase sales
3. Establish the brand

18. Measurable Objectives and Strategies
Objective #1: Exceed $1M in sales in one full school
semester (Fall or Spring)
Print and TV Ads
YouTube
Strategy: Utilize traditional and non-traditional tactics to
increase awareness and proper branding of Trader Joe’s.
$250K per/mo $62.5K per/week $9K a/day

19. Measurable Objectives and Strategies
Objective #2: Bring in/engage all residents in traditional
dormitories, and on-campus housing.
32,528 Undergraduate
Students
1%
320 Controlled
Buzz Marketers
Strategy: Traditional door-to-door guerilla marketing utilizing
trained student ambassadors.

20. Measurable Objectives and Strategies
Objective #3: Maximize ROI from mobile channel
Strategy: Hootsuite, Facebook analytics and google
website analytics to monitor activity.
Increase traffic and increase retention rates of consumer engagement.

21. Measurable Objectives and Strategies
Objective #4: Increase sales by 60% on special weekends
(i.e. ‘Back To School’, ‘Parents Weekend” and high profile FSU
game days ) v.s a standard weekend.
Strategy:One-stop-shop for ALL needs
1. Beer & Wine 2. Food and Drinks 3. Miscellaneous 4.Tailgate Ready

22. Creative Brief
The Challenge
● Low-key brand presence
● Trader Joe’s not the majority’s primary
grocer
● “We must express unique attributes”

23. Creative Brief
What They Think
● “Affordable, healthful alternative”
● Convenient location by campus/Gaines
Street Corridor
● College Town = Overcrowded, impossible to
access by car

24. Creative Brief
What We Want Them To Think
● More than a grocery store
● Kindred spirits in Tallahassee
● Accessible, delicious
● “Your one-stop tailgate shop”

25. Creative Brief
Compelling Idea
● Location
● Value
● Community
Tone
● Wholesome
● Friendly
● Lively

26. Creative Brief
The Resulting Big Idea
We are at the heart of a fresh, emerging Tallahassee, just
like the students and professionals who call this city home.
Our friendly, helpful staff can get you the quick bites and
fresh groceries you need at the high quality and low prices
you expect. We’re your tailgate central, your one-stop
shop, and your fellow Seminole, Rattler, and neighbor.

27. Branding Tactics: Grand Opening Sale
● Grand opening sale: get them in!
● Lower prices
● Gains customer loyalty and retention

28. Branding Tactics: Free Wifi
● Keeps customers in the store longer
● Assists in tracking customer spending habits
● Study: 14% of customers use mobile devices to
shop→ purchase from the store

29. Branding Tactics: Public Relations
● Strong publicity team, event coordination,
sponsored events
● Keep track of crisis plans, press releases,
events, journal articles, etc.
● Influence public opinion

30. Branding Tactics: Social Media
Promotion
● Provides the ability to tailor messages
through SEO cookie tracking
● Immediacy in communication
● Check-ins and sweepstakes

31. Branding Tactics: Corporate Social
Responsibility
● Trader Joes=Poster child of CSR
● Partner with the school of Nutrition Sciences
● Second Harvest or Leon County Shelter
● Boosts local economy by purchasing product from local
farmers

32. Questions?

33. Thank You!