Trader Joe's Brand Audit
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This Audit examines the Brand Hierachy, Naming, Essence, Logo, Tagline, Positioning and Identity.
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Trader Joe's Brand Audit
- 1. BRAND AUDIT Presented by: Rainbow Kirby FALL 2013
- 2. BRAND HIERARCHY Hybrid: 80% of its stock is its own brand TWO BUCK CHUCK
- 3. BRAND NAME • Memorable: YES. Rolls off the tongue • Compelling: Eh, not so much. • Sustainable: Somewhat, but the name loses relevancy with each new generation, the focus now seems to be on “Joe’s” • Unique: YES. Trader Vic’s is close – BUT, it’s a Polynesian-themed chain of restaurants
- 4. THE ESSENCE OF JOE Quality Quirky Friendly Affordable Organic Wholesome Healthy
- 5. BRAND POSITIONING POSITIONING: TRADER JOE’S is your neighborhood grocery store that provides healthful, organic products at a great price because all products are are directly and locally sourced. ADVERTISING COMPETITORS TARGET CONSUMERS: •THE HEALTH NUT •THE FOODIE •THE BARGAIN SHOPPER
- 6. IDENTITY “Your Neighborhood Grocery Store”
- 7. TOUCH POINTS THE WEB SITE IRCULAR ARLESS FLYER C THE FE E-NEWSLETTER THE BROWN BAG
- 8. IN-STORE EXPERIENCE GREAT PRICE GREAT PRICE DISPLAYED! DISPLAYED! BRAND PROMISE AT BRAND PROMISE AT ENTRANCE! ENTRANCE! LARGE HEALTH LARGE HEALTH SUPPLEMENT SUPPLEMENT DISPLAY DISPLAY HELPFUL HELPFUL CREW CREW MEMBERS MEMBERS
- 9. THE GRADE BRAND ELEMENT Hierarchy Name Essence SCORE (OUT OF 5) SUGGESTED IMPROVEMENT NONE Focus less on “Trader”, more on “Joe’s”; Trader makes one think “discount” NONE Positioning Need to also compete with regular grocers, too; Trader Joe’s prices are much more competitive Identity Pretty spot-on Touch Points Web site needs to be more interactive; Must add social media presence to take control of their messaging (do not have – it’s all fan-based and “hater-based) Experience Offer local delivery in city markets, such as New York where lines are off-putting;
- 10. THE GRADE BRAND ELEMENT Hierarchy Name Essence SCORE (OUT OF 5) SUGGESTED IMPROVEMENT NONE Focus less on “Trader”, more on “Joe’s”; Trader makes one think “discount” NONE Positioning Need to also compete with regular grocers, too; Trader Joe’s prices are much more competitive Identity Pretty spot-on Touch Points Web site needs to be more interactive; Must add social media presence to take control of their messaging (do not have – it’s all fan-based and “hater-based) Experience Offer local delivery in city markets, such as New York where lines are off-putting;
Editor's Notes
- HYBRID STOCKS ABOUT 4,000 ITEMS – 80% OF ITS OWN BRAND IS EXCLUSIVE RETAILER OF CHARLES SHAW WINE, POPULARLY KNOWN AS “TWO BUCK CHUCK” WHY THERY’RE SECRETIVE: BESIDES THE LOCAL FARMS AND ARTISANS, WELL-KNOWN COMPANIES ALSO MAKE MANY OF TRADER JOE’S PRODUCTS. THOSE TRADER JOE’S PITA CHIPS? MADE BY STACY’S. THEY’RE NOTORIOUSLY TIGHTLIPPED WHEN IT COMES TO DISCUSSING THEIR BUSINESS PRACTICES (WHICH MAY BE AT ODDS WITH THEIR PHILOSOPHY)
- Founder Joe Coulombe – first store opened in 1967 Began in 1958 as part of a larger chain of convenience stores, 1st Trader Joe’s opened in 1967 He is said to have developed the idea of the Trader Joe South Seas motif while on vacation in the Caribbean.[10] The Tiki culture fad of the 1950s and 1960s was fresh in the cultural memory. He had noticed that Americans were traveling more and returning home with tastes for food and wine they had trouble satisfying in supermarkets of the time.
- FROM THEIR FEARLESS FLYER TO THEIR IN-STORE CHALKBOARDS TO EVERY SIGN, THEIR QUIRKYNESS IS APPARENT AT EACH TOUCH POINT ALL TRADER JOE’S PACKAGING BOLDLY STATES HOW ORGANIC AND NATURAL THEIR PRODUCTS ARE SIGNS BOLDLY STATE HOW AFFORDABLE THEIR PRODUCTS ARE IN COMPARISION TO OTHER STORES – THEY CHALLENGE YOU TO COMPARISON SHOP THEY ARE SO AFFORDABLE, BECAUSE THERE IS NO MIDDLE MAN, THEY BUY DIRECTLY FROM DISTRIBUTORS, AND THEY ALSO ONLY CARRY 4,000 SKUS, WHEN THE AVERAGE GROCER HAS 150,000 SKUS – ANOTHER REASON THEY HAVE GREAT PRICES – THEY LEVERAGE THEIR PRICES WITH BULK BUYS
- THE TRADER JOE’S PHILOSOPHY DOES NOT EMBRACE TRADITIONAL ADVERTISING THEY RUN SOME LOCAL RADIO SPOTS AND DISTRIBUTE THE FEARLESS FLYER CIRCULAR IN BULK TO SELECT NEIGHBORHOODS A FEW TIMES A YEAR THEY HAVE NO SOCIAL MEDIA, AND DEPEND LARGELY ON WORD OF MOUTH AND THEIR REPUTATION POSITIONING: TRADER JOE’S is your neighborhood grocery store that provides healthful, organic products at a great price because all products are are directly and locally sourced. Today, 395 national stores, with half in California COMPETITORS: WHOLE FOODS, WEGMANS, HEALTH FOOD STORES, ONLINE RETAILERS, SPECIALTY STORES WEGMANS WEGMANS IS AN EAST COAST GROCERY CHAIN WITH A LOYAL CULT FOLLOWING TOP RANKED BY CONSUMER REPORTS FOR OVERALL SHOPPING EXPERIENCE MISSION OF “EAT WELL. LIVE WELL.” INTEGRATED INTO ALL MESSAGING FRESH DIRECT EASY ONLINE ORDERING, AVOID THE CROWDS AND WAITING AT THE STORE ONLINE HEALTH RETAILERS FOCUSED SEARCH MARKETING DRAWS CUSTOMERS LOWER STARTUP COSTS CAN SHIP ANYWHERE, ANYTIME LOWER COSTS BY ELIMINATING MIDDLE MEN; DISTRIBUTION SPECIALITY HEALTH FOOD STORES SELL HARD TO FIND PRODUCTS AND INGREDIENTS LESS CROWDED THAN TRADER JOE’S TARGET CONSUMERS THE HEALTH NUT Seek healthy and organic products reliably sourced Exercise regularly and consciously eat healthy THE FOODIE Like to explore new, exotic food tastes Use digital media to learn about new foods and recipes (e.g. trendy food blogs such as Food Republic) THE BARGAIN SHOPPER Lead very busy lives socially and academically Use digital media to comparison shop, research products prior to purchase
- TAGLINE: “YOUR NEIGHBORHOOD GROCERY STORE” THEIR TAGLINE ALIGNS WITH THEIR ESSENCE: WHOLESOME, FRIENDLY, BUT SAYS NOTHING THAT IMPLIES IT’S ORGANIC AND/OR HEALTHFUL TAGLINE DOES ALIGN WITH THEIR CORPORATE SOCIAL POLICY – TO DONATE FOOD IN EACH LOCAL NEIGHBORHOOD WHERE THEIR STORES ARE LOCATED
- THE FEARLESS FLYER IS ON BRAND AS FAR AS IDENTITY, MARKINGS AND QUIRKY VOICE OF CONTENT THERE IS A REAL EMPHASIS ON QUALITY AND VALUE OF EACH FEATURED PRODUCT THE WEB SITE IS ALSO ON-BRAND – AND A BIT QUIRKY AND HAS AN EXACT COPY OF THE FEARLESS FLYER CONTENT THE FEARLESS FLYER E-NEWSLETTER SEEMS SLIGHTLY OFF-BRAND BECAUSE IT’S STARK WHITE WHEN EVERYTHING ELSE HAS A BEIGE BACKGROUND. IT ALSO HAS VERY LITTLE COPY (WHICH IS IDEAL FOR EMAIL), BUT DOESN’T TRANSLATE TO THE VERBOSE TRADER JOE’S STYLE… THE RECYCLABLE BROWN TRADER JOE’S BAG IS NOT ONLY ON-BRAND, BUT IS ALSO FREE ADVERTISING AND A PORTRAY’S A CONSUMER’S STATUS; CARRYING A TRADER JOE’S BAG ON THE SUBWAY SAYS A LOT ABOUT WHO YOU ARE AS A PERSON, WHAT TYPE OF FOOD YOU ENJOY, ETC, AND THAT YOU CARE ABOUT THE ENVIRONMENT, INSTEAD OF HAULING AROUND PLASTIC WALDBAUM’S BAGS – OR AN UNMARKED BROWN BAG FROM THE BODEGA
- FRIENDLY ENVIRONMENT, THE STAFF IS KNOWN AS “CREW MEMBERS”, AND THEY EAGERLY ANSWERED SHOPPER’S QUESTIONS, INSTEAD OF LOOKING ANNOYED AND BOTHERED LIKE MOST GROCERY STORE STAFFERS THE CREW MEMBERS HAD ON T-SHIRTS EMBLAZONED WITH HAWAIIAN LOGOS, EMBRACING THE SPIRIT OF ALOHA, THOUGH NOT WEARING HAWAIIAN SHIRTS LIKE THEY DO IN OTHER MARKETS THE VALUE AND SAVINGS ON FEATURED PRODUCTS WAS PROMINENTLY DISPLAYED IN THE TRADMARK TRADER JOE’S ART AND CHALKBOARD STYLE – AGAIN REASSURING A FRIENDLY SIGN THAT’S HANDWRITTEN AND A BIT QUIRKY, INSTEAD OF STANDARD BORING SIGN. THEY CARRY VITAMINS AND ORGANIC FOODS – NO CHEEZ DOODLES IN THIS PLACE! WHICH IS TRUE TO THEIR POSITIONING OF HEALTHFUL FOODS THERE’S NO “EXPRESS LINE”; EVERYONE HAS THE SAME WAIT – WHICH CAN BE KIND OF ANNOYING, BUT IT ENCOURAGES YOU TO START TALKING TO YOUR “NEIGHBORS” WHILE YOU WAIT THE ONLY NEGATIVE – A LINE AROUND THE WHOLE FIRST LEVEL OF THE STORE – BUT I DID SHOP IN MANHATTAN ON THE UPPER WEST SIDE – PROBABLY THE WORST TIME. AND I WAS ALSO DISAPPOINTED THE STAFF WAS WEARING HAWAIIAN T-SHIRTS AND NOT ACTUAL HAWAIIAN SHIRTS – THAT WOULD HAVE BEEN MORE ON BRAND.