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Sonia E. Mayol
Matt A. Peters
Dan N. Roytman
Marco Diaz
History
•
•
•
•

Started in 1958
First called “Pronto Markets”
1967 name changed to “Trader Joe’s”
First Trader Joe’s open...
Four P’s of Trader Joe’s
•Product: Specialty foods generally
organic/healthy.
–Have their own brands typically do
not carr...
Four P’s Continued
• Promotion: Carry their own brand
specifically promoting their products.
• There are also in store adv...
Qualitative Research
Focus Group
Focus Group Questions
•

What stores do you normally grocery shop at?

•

Are you interested in eating healthy...
Focus Group Cont.
• Trader Joes over other grocery stores due to
cheap organic food
• Regular shoppers they care about bei...
Target Market
• The projected target market
– MRI data
• Male and female ages 19-49
• Middle class $50,000-$74,000

– Psyc...
Quantitative Research
Surveys
AGE

Gender

Household Income
Surveys
Healthiness

Shopped at Trader Joe’s?

Considered Chore?
Surveys
Pleasurable Experience

Whole Foods Preferred
Competitive Research
Primary Competition
• September 20, 1980
• Whole Foods Market is a foods
supermarket chain based in
Austin, Texas which
em...
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 Uni...
Colors used in marketing
• How there colors are used in their marketing materials
• They do not use traditional marketing/...
Web Site
• Same colors as the
signage, both contain
Trader Joe's red and
paper bag brown.

• A "homey" feel.
• Same backgr...
Logo on Company Material
• Consistent signage
Bags
Advertising for Trader Joe’s
www.traderjoes.com/pdf/guides/guide-foodkeeper-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 click...
Trader Joe's Advertising/Marketing Campaign
Trader Joe's Advertising/Marketing Campaign
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Trader Joe's Advertising/Marketing Campaign

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Trader Joe's Advertising/Marketing Campaign

  1. 1. Sonia E. Mayol Matt A. Peters Dan N. Roytman Marco Diaz
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. Qualitative Research
  6. 6. Focus Group Focus 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.
  7. 7. 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.
  8. 8. 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
  9. 9. Quantitative Research
  10. 10. Surveys AGE Gender Household Income
  11. 11. Surveys Healthiness Shopped at Trader Joe’s? Considered Chore?
  12. 12. Surveys Pleasurable Experience Whole Foods Preferred
  13. 13. Competitive Research
  14. 14. 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
  15. 15. Competitive Matrix
  16. 16. S.W.O.T. Analysis
  17. 17. Visual Analysis
  18. 18. Brand Color • Colors – Red and Honey Brown • These colors showing they an organic health conscious company • Employee Uniforms – Hawaiian – Colorful/Festive
  19. 19. 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
  20. 20. 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
  21. 21. Logo on Company Material • Consistent signage
  22. 22. Bags
  23. 23. Advertising for Trader Joe’s www.traderjoes.com/pdf/guides/guide-foodkeeper-brochure.pdf
  24. 24. In-Store Advertising
  25. 25. The BIG Idea “Its What’s for Dinner”
  26. 26. Budget Breakdown
  27. 27. Impressions
  28. 28. Media Schedule
  29. 29. Creative Execution Traditional Advertising
  30. 30. Social Media
  31. 31. Non-traditional Advertising
  32. 32. 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.

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