Brett Henderson COMM 636: Integrated Marketing Communications Case Write up 12.3 October 30, 2012 Statement of the problem There are a few main problems that need to be discussed regarding Whole Foods grocery store. The main problem is keeping the target market returning to the store. The next problem would be how to effectively PR the store to the potential customers. The last problem is looking at the different tours, self help magazines, and programs they are developing and how promote them to the media and continue to bring in customers to the stores with these programs. List of critical factors 1. Developing programs to educate customers about smart economic and health conscious purchasing via tours, self help magazines, how to programs and blogging. 2. Promote the tours and buying guides through flyers, press releases and media coverage. 3. Develop an initial target market following, and then expand to border regions. After obtaining a small cult following, expand the market to a new type of customer. 4. Really push the trendy, organic, environmentally friendly and “cool place to shop” image. Run new and innovative programs to continue bring the customers back to the store.
5. Expand on their social media plan to continue to develop the trendy image that they have. Definition and evaluation of alternatives 1. First step of the plan would spend some time and money in development of programs. a. Pros: Developing new programs such as guided tours, self-‐help magazines, how to shop efficiently and other various programming will draw customers to the store. b. Cons: 2. Promote the developed programs in a in the most effective way possible. a. Pros: b. Cons: 3. Start developing a small target market to create a buzz, and then expand the target market to a broader market. a. Pros: b. Cons: 4. Start pushing the trendiness of the grocery store. Continue to develop a set of new and innovative type of programs to draw the customers to the store more often. a. Pros: b. Cons: 5. Start developing a trendy social media plan. a. Pros: