BRANDS & BRANDING November 6, 2013
• Megan
TRADER JOE’s vs WHOLE FOODS Place Photo Here, Otherwise Delete Box
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Abero
• Jasmyne Chambers • Max Larson • Natasha Sanchez • Michelle Wallengren
GROCERY STORES
TRADER JOE’S TARGET MARKET
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Our Analysis: • Price conscious consumers • People who want to eat healthy (gluten free, organic products, etc.) • Younger demographic – college students & up
Trader Joe's is a privately held chain of specialty grocery stores headquartered in Monrovia, California in Greater Los Angeles. As of May 2013, Trader Joe's had a total of
From MRI: • Women • Age Range: 25 – 54 • College graduate, Working class, & Professionals • Income: $75,000 - $100,000
367 stores. Approximately half of its stores are in California, with the heaviest concentration in Southern California, but the company also has locations in 30 other states and Washington, D.C. http://www.traderjoes.com/index.asp
WHOLE FOODS TARGET MARKET
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Our Analysis: • Very health conscious consumers • Educated & Trendy • Have money
Whole Foods Market, Inc. is an American foods supermarket chain headquartered in
From MRI:
Austin, Texas. As of October 2013, Whole
• Women
Foods had a total of 365 store around the
• Age Range: 18 – 49
country. Founder John Mackey currently
• College graduate, Working class, & Professionals • Income: $75,000 - $149,000
serves as the CEO of the publicly traded company. http://www.wholefoodsmarket.com
POINTS OF PARAITY TRADER JOE’S AND WHOLE FOODS
• Organic produce • Variety of produce • Has a private label • Knowledgeable staff
POINTS OF DIFFERENCE TRADER JOE’S AND WHOLE FOODS TRADER JOES: • • • • • •
Smaller stores - less inventory Discontinue items frequently Buy directly from small-time vendors, private labels Diet focused towards vegans, gluten free, vegetarians Popular in the West Ethnic
WHOLE FOODS: • • • • • • • •
Transparent Larger selection of products Premium quality Destination store Self-Created standards for being “natural” Experience (Offer different services) Popular in the South Organic
POSITIONING STATEMENT TRADER JOE’S Among price conscious consumers, Trader Joe’s is the brand of grocery stores that provides healthy options at affordable prices because it has an appealing variety for foodies.
POSITIONING STATEMENT WHOLE FOODS Among established men and women Whole Foods is the brand of grocery store that carries the highest quality of natural food because it cares about its target customers health.
IMPROVEMENTS TRADER JOE’S AND WHOLE FOODS TRADER JOES: • Add more locations • Advertise more that they exist • Be more transparent
WHOLE FOODS: • Advertise more • Market that they do have affordable products