Trader Joes Marketing Project

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Slides prepared for marketing project for the Team Zot Pockets by Pallavi Arunika

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Trader Joes Marketing Project

  1. 1. Trader Joe’s<br />YourNeighborhoodGrocery Store<br />
  2. 2. Company<br /><ul><li>Concept
  3. 3. Ownership: Joe CoulombeAldi
  4. 4. Revenue
  5. 5. Over $6 Billion per year
  6. 6. $1300 per sq.ft., double the supermarket industry average
  7. 7. Growth
  8. 8. 15 new stores per year
  9. 9. 23% average annual sales growth since 1990
  10. 10. Size
  11. 11. Over 300 stores in more than 25 states
  12. 12. Hours of Operation: 9AM-9PM
  13. 13. Stores
  14. 14. Less than 15000 sq.ft. vs. 50000 sq.ft. for conventional stores</li></li></ul><li>TJ’s Shopping Experience<br /><ul><li>Nautical theme
  15. 15. Low-Tech
  16. 16. Island-themed décor
  17. 17. Homey Style</li></li></ul><li>Value Proposition<br />Trader Joe’s is a retail grocery store that offers unique high-quality products at a low cost while providing a friendly, small town feel to the buying experience.<br />
  18. 18. TJ’sCompetitors<br />
  19. 19. TJ’sAppeals to…<br />
  20. 20. TJ’sProducts<br />
  21. 21. Price<br />
  22. 22. Place<br />
  23. 23. Promotion<br />
  24. 24. Data Analysis<br />
  25. 25. Survey<br />
  26. 26. Culver City Vons Site Interviews<br />Low income demographic; store located 15 minutes from nearest Vons<br />100% TJ’s awareness, many had also shopped at TJ’s<br />Non-shoppers(mostly Latino-Americans) perceptions of TJ’s:<br />Expensive<br />Not aligned with the needs of a large family<br />
  27. 27. International Students Interviews<br />[Approx 60 days in US - limited exposure to TJ’s]<br />
  28. 28. Interview with a Trader Joe’s Captain<br />18 year TJ’s veteran; guarded and often non-responsive<br />Only carrying best sellers leads to customer complaints<br />Company evolving; carrying new items, Paper towels, condiments.<br />“Location affects customer base”.<br />“Trader Joe’s considers anyone who sells food a <br /> competitor!”<br />
  29. 29. Questions to Consider<br />
  30. 30. Overcoming Perceptions<br />Action : Increase Print Advertising<br />Target appropriate segments<br />Choose smaller, neighborhood publications.<br />Showcase unique cultural product that they cannot find at larger stores.<br />Get them in the store.<br />
  31. 31. Increasing Business<br />Action - Expand Quick Service Ready Made Meals<br />Advertise <br />Fearless Flyer<br />Radio Ads<br />Create “Neighborhood Eating Area”<br />Condiments, napkins, microwave<br />Expand Store Hours.<br />
  32. 32. Product and Location Expansion<br />
  33. 33. To Conclude<br />In order to TJ’s to continue its growth <br />Reinforce value proposition.<br /> - High Quality , Low Price and Shopping Experience.<br />Making it more difficult for competitors to clone our model.<br />

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