Distribution (Place) Strategy
Zero Waste Market will focus its marketing strategy in the Kitsilano area. According to research, the projected location has a high concentration of the target demographic (LOHAS 20-50). Kitsilano’s population has increased significantly in the last few years; in 2006 the population was 40,000 and by 2011 the population had grown over 4% to 41,700 (Statistics Canada, 2016). This data suggests that the population will continue to grow, creating more potential customers for ZWM. The majority of the Kitsilano population has the income to afford high quality products and possess the desire to purchase these goods for themselves and their families. The Kitsilano area also has many local gyms and yoga studios. This is an indicator that Kitsilano residents are concerned about maintaining their health.
As there is limited direct competitors in the local area, the Market will not be required to alternate services and products. Despite this there are several indirect competitors with respect to popularity in the local area. Though, they are not a direct threat, they do have a common share in customers, products and slogans.
Promotional Strategy
Zero Waste Market will utilize the media as a promotional strategy. ZWM will strive to gain the attention of different news networks and make use of ZWM’s already strong social media presence to create buzz about the grand opening. In addition, as a campaign that involves flyers would be a counter intuitive to the main objective and value, the promotional initiative will be waste free, utilizing platforms such as radio, TV, and word of mouth.
While creating integrated marketing communication objectives, the consumer behaviours, budget and company goals must be t...
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...termine if they are higher or lower than those that have been set. If sales are lower, than set corrective action would be taken to re-evaluate the marketing plan and current advertising efforts. Furthermore, if sales are higher than the goal amount exploiting a positive deviation action would be taken to invest more money into the current marketing strategies.
Conclusion
Zero Waste Market is revolutionizing the way consumers shop, by making them consider the effect the products they choose to purchase have on the environment and community. Providing customers with organic, ethically sourced products in an environmentally friendly way will revamp the way consumers purchase groceries. Zero Waste Market is the first store of its kind in Canada, and with a strategic marketing plan in place, growing Zero Waste Market into a nationally known brand can be achieved.
protect the environment through initiatives, grants, the ways in which their products are manufactured, and proper waste disposal. In the field of marketing, it is known that “Too many choices means no choice at all”, which signifies that if customers have too many options to choose from, they tend to get confused and overwhelmed, which often leads to them not making a purchase (Barry, 2003). However, having very limited options tends to bore and discourage customers from purchasing the product as well. Patagonia, overall, doesn’t have a large product mix.
The marketing idea is tied in with accomplishing corporate objectives by meeting and surpassing client needs superior to the opposition. The best approach to do this is for organizations to consider what value they are proposing to offer to their clients and once this choice is made, choose how to impart this message to their clients/commercial center (Fahy and Jobber, 2012). It is viewed as that there are 3 principle components to the marketing communication mix: tools, media and messages (Baines and Fill, 2014). This essay focuses on the diagram and critique of the initial two of these, tools and media.
By material, the three largest areas of recycling in Canada are organics, newsprint, and cardboard (Statistics Canada, 2008, para. 13). Organics include food wastes, and are the items that go into green bins. It was only recently in Ontario that green bin collection began on a regular basis, and according to a recent study, the program may have grown faster than initially expected. In 2007, t...
The US is the number one producer of garbage all over the world, consuming 30% of the planet’s resources and producing 30% of all its wastes. The number is surprising considering that the US is home to just 4% of the global population. As the world modernizes and the population grows, producing more waste, waste management programs need to improve. Many are pointing to San Francisco because the city achieved an 80% landfill diversion rate, the highest in the nation. Furthermore, the city has set a goal of zero waste by 2020, meaning that no material goes to landfill or high-temperature destruction. Although specific programs many not be suitable or appropriate to imitate in other parts of the world, San Francisco has become the nation’s leader and model city for waste management and recycling in the US due to its unique geographical characteristics, mandatory recycling laws, public participation, and efficient recycling system.
Indeed, their fledgling recycling capabilities represent a significant weakness. Especially their inability to turn a profit on recycling smartphones, TV’s, and other devices, as the need for such recycling is sure to to grow rapidly. On the flip side, recycling also represents a significant opportunity for Waste Management. If they can begin harnessing the growing demand for landfill sorting and recycling, the growth potential could offset the significant investment that developing recycling technology will be.
$6. In addition, paperless promotion can be used in promoting Green Express, such as coupon from an app or discount for dine in customer as they did not use any extra boxes or utensils. By using the marketing mix strategy Green Express can get into the drifters segmentation where customers is price sensitivity dictates their action and have a good intention, drifters follow trends when it is easy and affordable. Furthermore, if Green Express can keep its price competitive within the market after turn into the environmental friendly business, the sustainable purchase perception matrix will then move from a “Why Not Purchases”, which is low degree in both confidence and compromise to a Win-Win Purchases, which is low degree of compromise and high degree of confidence.
Being a consumer, I am personally thrilled to see this change in the retailer-consumer relationship. I was never aware of the losses that businesses suffered when their products did not sell to their expectations, understanding what the consumer desires will greatly improve this condition of waste.
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
Given the changing market environment, the need for more efficient and cost effective marketing strategies has induced changes to the way marketers conduct their marketing activities and led to the adoption of more integrated approaches (Dewhirst & Davis, 2005). The consequence has been the adoption of a more holistic customer oriented approach to conducting marketing communication activities, a process often known as Integrated Marketing Communications (IMC) (Dewhirst & Davis, 2005).
Armstrong, G, Adam, S, Denize, S, Kotler, P, 2010, Principles of Marketing 5th Edition, Pearson Australia Group, Frenchs Forest
Today’s business environment is highly dynamic and competitive. In order to become successful, companies must use advanced marketing techniques and branding strategies. The significance of Integrated Marketing Communication (IMC) is therefore, very critical. IMC sends out a single message through different media vehicles, which helps the company to target a wide variety of audience. According to Gerber (2008), Integrated Marketing Communication is the process of using a combination of different types of marketing communication to send the same message to consumers. The following report lays an IMC plan for N...
Where does WMI go next? Not many companies can say they are a market leader, but Waste Management Inc. has the unique position to lead the waste management sector forward or continue to optimize their current operations. The environment for Waste Management Inc. has numerous influences pulling it towards a recycling centric goal. With those influences, Waste Management Inc. has opportunity to incorporate those ideas or threats of competition will grow. Internally, Waste Management Inc. has strengths and weaknesses that will determine how they adapt to the environment. With the sheer size of Waste Management Inc. they have the resources to make changes, but organizing movements takes huge resources and time.
What exactly is zero waste? Zero waste is a philosophy that encourages the redesign of resource life cycles so that all products are reused. The goal of zero waste is for no trash to be sent to landfills or incinerators. It is a similar process to the way that resources are reused in nature.
Recycling has already had a strong impact on the way governments manage waste in both Canada and the USA, where local and regional governments have an interest in reducing waste through recycling programs. In Canada, the recycling program is known as the curbside collect...
According to the Handbook of Media Management and Economics, marketing is “the art and science of satisfying consumer needs.” Marketing campaigns are strategic plans that will allow a company to push their consumer into buying their product. A good campaign will identify the consumer, their consumer’s needs and desires, and what the consumer needs to experience to convince them the product will fulfill that need or desire. T...