Advertising Individual CW - Essay Example

?Running head: Marketing Advertising Individual CW Insert Insert Insert 09 April This is a campaign for Trader Joe’s to attract and retain customers to their new store in Marylebone, London. Being new in London the company wants to attract customers to their new grocery store that offers a varied and unique selection of grocery products. Trader Joe sells domestic and imported foods that include artisan breads, juices, international frozen food entrees, deli items, beer, and wine providing a unique selection that can only be found in their unique stores. All the products are priced at very low competitive prices due to the cost saving techniques the company uses to pass the benefits to its customers. We want the people of Marylebone to try out the new trader Joe grocery store and experience a fresh and unique hassle free shopping experience that is unforgettable. The store uses a cultural approach that caters for all traditions while at the same time giving its customers the chance to sample varied and new cultural experiences. Trade Joes stores are different, bigger, with walls decked with cedar planks and their employees wear cool Hawaiian shirts (Trade Joe, Our Story 2012). This gives its customers a fantastic and relaxing shopping experience. Starting as a small chain of convenience stores in the 1950s called Pronto market convenience stores (Gardetta, 2011), Trader Joe has grown tremendously in size, increasing the number of its stores to over three hundred and fifty across American states and has successfully created a large and loyal customer base in all the states; through its innovative and creative business practices and the company’s desire to fully satisfy its customers’ needs and requirements through excellent customer care and customer feedback (Fast Company, 2011). Trader Joe’s listens and fully responds to the needs of all its customers and it wants to bank on its previous success in America by offering the same unique services and products to the London market. The new Trader Joe advertisement will primarily target single male and female consumers who live alone. The target market is health conscious and college educated, with a household income of above $54000 (The Associated Press, 2003) and who are most likely to have no children at home. The company targets this segment of the London society that is cost-conscious and keen on what they eat hence the use of clear labels on Trader Joe’s products for easy label reading and who would appreciate the different size of packages to cater for single consumers for convenience of use. These customers are very mobile and most likely to have a wide knowledge of exotic foods and beverages. They are adventurous and would not hesitate to try out the diverse and unique varieties offered by Trader Joe grocery shop. Major Selling Idea or Key Benefit to Communicate Trader Joe stores boast of over 2000 unique and high quality products (Trade Joe, 2006) which provide better alternatives to health conscious and environmentally friendly individuals. Over 80% of the high quality products stocked in our grocery stores are branded with trader Joe’s trademark (Kowitt, 2010) as a sign of high quality. These foods are organically produced and have no pesticides suitable for the health conscious individuals. Many of the limited Trader Joe’s products addresses the different consumer needs in their research and development departments with primary focus on quality, packaging and cultural preferences of the customers (Llopis, 2011). The store gives everybody something to love and something to use. Trader Joe is an equal employment company with above average salaries and other employment benefits. It has both permanent and temporally positions. This will benefit the community in a large way by contributing to the economy which will create a good public perception necessary for a successful entry into the market. The Single Most Important Thought You Want A Member Of The Target Audience To Take Away From The Advertisement The advertisement will convey the perception that trader Joe is a neighborhood grocery store that offers high quality and unique foods and beverages. Shopping at Trader Joe’s will be fun. The grocery store offers its customers a cool and exotic shopping experience that is stress free and relaxing at all times. The customer will experience a feeling of individual attention and consideration in the process of acquiring the products from suppliers, processing, packaging and labeling, shopping, and consuming products purchased from Trader Joe’s. The shopping experience, the products, and services are all tailored to produce the highest level of customer satisfaction possible for lowest prices and convenience of the customers. Product Features to Be Advertised The new grocery store will be able to provide a wide variety of high quality grocery products at a low cost in an efficient and customer friendly way. The high quality products will be sourced from quality suppliers and will be processed under very high quality standards to offer the best exotic tastes possible. Trader Joe company will take into consideration all cultural needs of the customers in producing and selling its products which will give all its customers the freedom of choice in selection of items from the store. All the products will be packaged in a transparent manner and labeled clearly to convey all the necessary information to the customer. This information will be especially important to customers sensitive to artificial ingredients and allergens, customers on diet, environmentally conscious customers, and they best way to use the products to get the best results. The advertisement will especially communicate that all products in Trader Joe grocery shop are produced by suppliers who use internationally accepted standards that caters for animal and human rights. The advertisement will contain all the information necessary for the customer to make a quick informed decision to reduce the time the customers take to purchase their products and offers reduced chances of making an error of judgment when shopping. The Benefits the User Receives From These Features Trader Joe’s grocery store will offer the best prices possible for its high quality products which will enable the customers to save money (Trade Joe, Trader Joe’s Time Line 2012) on their purchases. The stores offer reusable shopping bags that are environmentally friendly. The packaging of the products will cater for all units including single or double usage and will minimize the wastage associated with bulkily packaged products. The packaging will be user friendly increasing the efficiency and ease of usage. By providing a fun filled and exploratory shopping experience the customers will be able to unwind, relax, and cool down in a friendly environment. Most products stocked in Trader Joe contain no artificial additives (Trade Joe, Trader Joe’s Time Line, 2012), genetically modified ingredients (Trade Joe, Trader Joe’s Customer Updates, 2012), no pesticides and herbicides and they are highly nutritious with no risk of side effects from consumption. This will promote health and healthy eating which is important to everyone but will be especially beneficial to young children and the elderly. Creative Strategy Statement (Campaign Theme, Appeal, Tonality, and Execution Technique to Be Used) The advertisement strategy will involve brand position in the London grocery market and will highlight Trader Joe’s previous success in the American markets. The advertisement theme will be fun shopping and an adventure of high quality, great tasting exotic products from all over the world. The advertisement will provide all the information necessary for the customers to make a logical decision to try out Trader Joe’s products with a guarantee that they will not regret. .he advertisement will be jovial specifically aimed to create Trader Joe’s trust in the target audience with the chance of a complete refund on purchases that do not satisfy the customer. This will provoke the customers to try out the high quality products. The marketing campaign will be done through the cable networks and radio stations and will be aimed to create an awareness of the new, exotic grocery store in town. It will create hype and an anticipation that will make the opening a talk in town spreading the news by word of mouth. References Fast Company, 2011. Trader Joe's [Online] Available at: http://www.fastcompany.com/most-innovative-companies/2011/profile/trader-joes.php[Accessed 9 April 2012]. Gardetta, D., 2011. "Enchanted Aisles". Los Angeles Magazine Sept 2011 Kowitt, B., 2010. Inside The Secret World of Trader Joe's- Full Version. [Online] Available at: http://money.cnn.com/2010/08/20/news/companies/inside_trader_joes_full_version.fortune/index.htm [Accessed 8 April 2012]. Llopis, G., 2011. Why Trader Joe's Stands Out From All The Rest In The Grocery Business 2011. [Online] Available at: http://www.forbes.com/sites/glennllopis/2011/09/05/why-trader-joes-stands-out-from-all-the-rest-in-the-grocery-business/[Accessed 8 April 2012]. The Associated Press, 2003. Trader Joe's Targets 'Educated' Buyer. [Online] Available at: http://www.seattlepi.com/business/article/Trader-Joe-s-targets-educated-buyer-1123007.php[Accessed 8 April 2012]. Trade Joe, 2012. The Good Stuff in Your Neighborhood [Online] Available at: http://www.traderjoes.com/products.asp [Accessed 8 April 2012]. Trade Joe, 2012. Trader Joe’s Customer Updates [Online] Available at: http://www.traderjoes.com/about/customer-updates-responses.asp?i=4 [Accessed 8 April 2012]. Trade Joe, 2006. Trader Joe's Mission Statement [Online] Available at: http://manonamission.blogspot.com/2006/03/trader-joes-mission-statement.html [Accessed 8 April 2012]. Trade Joe, 2012. Trader Joe’s Time Line. [Online] Available at: http://www.traderjoes.com/about/timeline.asp[Accessed 9 April 2012]. Trade Joe, 2012. Our Story. [Online] Available at: http://www.traderjoes.com/about/our-story.asp [Accessed 9 April 2012]. Read More