As part of a group project we were tasked to present on implementations for a grocery store looking to promote their health and wellness offerings through the use of dietitians to market the new service. We utilised a doing first approach while developing a 3 year strategy. Suggested 2 rules to follow while developing the implementation strategy along with talking through the benefits of Post-modern marketing to successfully reach our target audiences,

1. Regional Grocer
TO EAT OR NOT TO EAT

2. Health & Wellness growth
•Figures show 1/3 of US adults were obese in 2009
•Research from 2012 - over 30% of grocery shoppers are now buying
more foods based on nutritional component
•Consumers are becoming more health conscious but their definition of
health is also changing.
• Today's consumers are increasingly driven by local, natural, organic and
sustainable offerings.
• In 2011 Supermarket sales exceeded over $584 Billion
• Dietitians have the tools and resources to inform and educate shoppers on
their purchases and health goals

3. Benefits of Dietitians
Teach consumers healthier alternative methods of cooking.
Educate about reading labels
Increase F & V consumption
Manage food allergies
Media wellness coverage
Dispense credible nutrition information
Promote wellness programs
Make connections in the food system
Improve dietitians image

4. Summary of dietitians
In Conclusion – this generation is more savvy compared to previous
generations
Dietitians must exploit this by:
1. Staying on top of consumer trends
2. Helping consumer to achieve goals

5. Strategy Development
Thinking
First
Logical, sequential,
and linear approach.
Involves analysing a
strategic marketing
problem and
developing a solution.
Logic and rationality
of Thinking first
provides only one
perspective.
Seeing
First
Seeing the overall
decision can be
greater than thinking
about individual
elements.
Looks at the situation
as a whole.
Most relevant to new
ventures or dramatic
changes in direction.
Doing
First
When is it used?
What is the aim? How
will we do it?
‘Credible and viable
strategic approach’
This is the best way to
test the boundaries of
stretching a brand

6. Doing First 3 year Strategy
Strong brand equity – Market capitalization.
The Dietitians as a Product.
‘Sainsbury’s Market’ – Feeding the need of the food savvy consumer.
Openness to facilitate for the low involvement consumer opens new market.
Regional Grocer & its connection to non-profit organizations.
A lot companies that successfully diversified did so by figuring out what worked and what didn’t.

7. 2 Simple Rules
How-To
• What makes our
process unique?
Boundary Rules
• Which opportunities
should be pursued

8. How-To
•Same standard of training across board.
•Staff should receive regular training on different dietary
values of goods and to be able to keep on top of trends.
•All customers should receive sufficient information on
goods
•Must be accessible to all (promotions run online & offline)
•Website of how to make meals, customer contributions &
forums
•Establish a dietician to customer ratio

9. Boundaries
1. Rollout more dietitians in new stores with growth of
interest
2. Freshly prepared healthy meals with all nutritional value
provided on packaging
3. Custom made meal plans by dietitian’s with fresh
produce delivered weekly
4. Introduce ‘Loyalty Scheme’ with rewards for purchasing
what dietitian advises.
5. Encourage dietitians to talk on radio visit schools,
centres, workshops

10. Post Modern Marketing
•Involving the consumer on a personal level
•Not just selling a product we’re providing a service
•What the consumer wants to achieve is our end goal
•Constant development into what the consumer wants

11. Post Modern Marketing
3 focus
areas
Fragmentation
Reversed
Production &
Consumption
Decentred
Subjects

12. Fragmentation
•Consumers don’t want to buy into a one size fits all idea
•Tailored plans need to be created for different requirements
• Postnatal
• Athletes
• Weight loss
• Diabetics
• General health & wellness

13. Reversed Production &
Consumption
•Consumers don’t like the idea of being sold to
•They want to be in control over their decisions
•Images or symbols
•Exclusivity
• Limit spots for Dietitian services
• Exclusivity in the process will make the program be seen to as desirable and
unique
• If demand is high extra Dietitians can be hired as required to fit in with ratios

14. Decentred Subjects
•Consumers are becoming marketing literate
•Different social classes and locations can no longer be segmented
•Indirect Promotion
• Dietitians should train up staff on basic food knowledge
• Provide a service to those who cannot pay
•Gamification
• Discounts for attending classes/buying as advised

15. Conclusion
Following a doing first
approach
Adhering to
• Boundary rules
• How to rules
Following postmodern
marketing methods
• Fragmentation
• Reversed Production
• Decentered Subjects
Regional Grocer can see
success in Health &
Wellness sector

16. Appendix
Aaker, D. & McLoughlin, D. (2010), Strategic Market Management (9th ed). Wiley.
Cleveland, C (2009). The role of a registered dietitian in your health care. Cleveland Clinic
Retrieved October 09, 2015 from
https://my.clevelandclinic.org/health/healthy_living/hic_The_Role_of_a_Registered_Dietitian_in_Yo
ur_Health_Care
Farris, P., Reibstein, D., Pfeiler, P. & Bendle, N. (2010) Marketing Metrics The Manager’s Guide to
Measuring Marketing Performance (3rd ed). Prentice Hall.
Palmer, S (2015). Supermarket Dietitians: What They Can Do for You and Your Clients. Today’s
Dietitian The Magazine of nutrition professionals. Retrieved October 12, 2015 from
http://www.todaysdietitian.com/news/exclusive0711.shtml
Peregrin, T (2015) Understanding Millennial Grocery Shoppers’ Behavior and the Role of the
Registered Dietitian Nutritionist. Journal of the Academy of Nutrition and Dietetics, 115 (9), 1380-
1383
West, D., Ford, D. & Ibrahim, E. (2015) Strategic Marketing Creating Competitive Advantage (3rd ed).
Oxford: Oxford University Press.
Brown, S, 2006. Recycling Postmodern Marketing. Marketing Review, [Online]. 6, 211-230. Available
at:http://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=4&sid=a7020ff8-cb76-4e95-ae41-
9c9072e1a667%40sessionmgr4002&hid=4212 [Accessed 15 October 2015].