Trader Joe's Marketing Strategy

654 Words2 Pages

The message strategy that will be planned to be used for Trader Joe’s is the brand image strategy. Trader Joe’s pride themselves for providing quality products at lower cost than their competitors. Trader Joe’s must instill their brand image into the consumer’s mind and develop a trustworthy brand within the rural area of Livingston, Alabama. When planning to use the brand image strategy the marketing team has targeted three distinct targeted markets: college students, local families, and the local restaurants. This plan will be designed to make an impact for Trader Joe’s immediately and lastly for at least the next two years. There are many essential parts to implementing a brand image strategy that must be done in order to be successful. …show more content…

The first essential is purpose. The brand must establish that their purpose is more than just to make money. The second essential is consistency. The brand must be consistent in their advertising and their products. Trader Joe’s must keep quality products at low costs consistently throughout all their advertising campaign. Third is emotion. Trader Joe’s must be able to establish an emotional restaurant with their customers. This can be done by buying from local farmers, offering college student discounts, or giving back to the local community. These small efforts build a relationship with the local community. Fourth is flexibility. While maintaining consistent in their message, Trader Joe’s must also be flexible make adjustments to separate themselves from their competitors. The fifth is employee involvement. The target market in this particular area is small and Trader Joe’s must establish a personal relationship with the community. If there is a problem, customers will expect a human to human interaction versus reaching a computer monotone recording for customer service. The sixth is loyalty. One of the main goal for Trader Joe’s is to build loyalty in the community and with the local restaurants. Trader Joe’s must also be willing to reward these loyal customers by incentives and give back for their loyalty. The last essential is competitive awareness. Trader Joe’s must constantly be keeping tags on their competitors and be able to respond to their moves in the market. The marketing team will look at the competitor’s tactics and look at their results as information for possible future strategies (Stec,

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