Earth Fare Marketing Plan

Morgan Anderson, Anne Bouzy, Cindy Wang, Rachel Nevil, Zack Jarrett

Market Position: Earth Fare History

Founded in 1975 in Asheville, North Carolina
Originally named Dinner for the Earth 32 locations throughout the SE and Midwest Strict ingredient philosophy has earned them a loyal following

Mission Connect communities and improve lives through food

To be the most trusted organic and natural food market in the country- a place where healthy decisions are easy, people have confidence in the food they buy and everyone feels welcome.

Food Philosophy
NO high-fructose corn syrup NO artificial fats or artificial trans fats NO artificial colors NO artificial flavors NO artificial preservatives NO artificial sweeteners NO antibiotics or synthetic growth hormones in our fresh meat or dairy NO bleached or bromated flour

POSITIVE INFLUENCES

STRENGTHS
INTERNAL EXAM S

OPPORTUNITIES
EXTERNAL EXAM

SWOT
T

WEAKNESSES

THREATS

NEGATIVE INFLUENCES

STRENGTHS
Organic options available for healthy living Healthy Image for a Dynamic Lifestyle Clean, Vibrant Logo Family Oriented Company & Product Private, Family Ownership Affordable Available Recognized Leader in Organic Community Advanced Technology Eco-friendly Proved Quality Honest Company History (lettuce/e.coli recall) Focused in a Few Product Categories

WEAKNESSES
Low Brand Awareness Ambiguous Name and Logo Shelf Life of Fresh Produce Focused in a Few Product Categories

THREATS
Frozen Vegetables and canned vegetables Healthy Fast Food Options which are more convenient Suffering economy makes it more difficult to afford organic food Larger, retail grocery stores with cheaper prices

OPPORTUNITIES
Organic/Superfood trend on the rise Lack of Competition in Advertising National Attention to Living a Healthy Lifestyle Growth in Social Networking/New Media Consumer Interest in Dieting

Primary The Fresh Market

Trader Joes
Secondary Kroger

Wal-Mart

Target Audience

+
Health Conscious Women 30-44 College Students 18-24

Psychographics
Its very hard to find healthy, organic foods in my area. I want to shop at the place with the most knowledge about the produce they offer, and a genuine concern for my family and my community.
When I grocery shop, Im looking for something quick and convenient. Shopping is a chore, but coupons and pricing deals will definitely turn my head.

Media Objectives

INCREASE

brand awareness by 20%

among local residents and students by December 2014.

Reach 4,400 Facebook fans (likes) Reach 1,700 followers on Twitter Reach 2,000 Instagram followers Generate 10% more traffic on website

Local Positioning Statement:

Say Yes to NO.

Athens 5K Sponsorships

Front of store promotions

Window posters Stickers Giveaway boards Tables Lists Menus

Cross-Promotions
Raise awareness of Earth Fare dine-in cafe Community Events: Family Dinner Night, Burger for Bucks, Real Meal College promotions-Discount for student ID Discount on purchase in store with cafe receipt

Promotional Sample Tasting

Distributed in high traffic campus locations Downtown booths during game days Fitness centers, Ramsey, Tate Student center Samples of unique and healthy alternatives In-Store Samples with recipe guides

2,568 Followers

3,330 Likes

1,365 Followers
1,504 Followers

#ISAIDYES #EARTHFARE

Radio
Here at Earth Fare, our mission is to connect communities and improve lives through food! We could use this time to inform you about our trusted and local supply of the best organic and natural food in the market, but what makes Earth Fare unique is the list of products we dont offer. At Earth Fare, we say Yes to No. That is: no artificial flavors, colors, fats, trans fats, preservatives, sweeteners, and high fructose corn syrup. Its time to be picky about what you and your family eat, and at Earth Fare, weve got your back. Visit us at 1689 Lumpkin Street near Five-Points and follow us on Facebook, Instagram, and Twitter to learn more and start your Earth Fare experience.

$3300

$2400

$4734

$2500

$300

Scenario 1

2,000 loyal customers

19997.5/1000

$19.99 per new customer

Scenario 2
Scenario 3

19997.5/1500
19997.5/2000

$13.33 per new customer

$9.99 per new customer

Research Recommendations
Pre-campaign Benchmark-Measuring Awareness Direct mail questionnaires and Online surveys Market research Post-campaign Measurements Measure effectiveness Compare levels of awareness

Online Survey
Sent out every 3 months in order to gage awareness Min. 200 participants Locations: Shopping Centers, Tate Student Center, High Traffic Campus and Community Areas

Intercept Survey

Purpose:
Increase Awareness Organic Purchasing Dominate Market

Focus Groups
3 focus groups, 20 participants Students, housewives, local residents

Purpose:
What is valued most in grocery stores Purchase behavior Attitudes toward organic vs. conventional Insights Experiences

WE HOPE YOU SAY YES TO NO!

References
http://blog.al.com/businessnews/2012/05/organic_food_store_earth_fare.html https://www.earthfare.com/food/foodphilosophy http://www.indyweek.com/indyweek/earth-fare-challenging-whole-foods/Content?oid=1195759 https://www.earthfare.com/our-stores http://www.teamearthfare.com/~/media/TeamEarthFareV2/HR%20Resources/Handbook.pdf http://www.teamearthfare.com/termsandconditions https://www.earthfare.com/our-stores/athens.aspx http://www.google.com/search?q=athens+transit+bus&source=lnms&tbm=isch&sa=X&ei=QNiEU riOcTPkQenyoGoCQ&ved=0CAcQ_AUoAQ&biw=1180&bih=773#facrc=_&imgdii=_&imgrc=iABp1 8UeEZ80VM%3A%3B7n0E1oV http://www.google.com/search?q=athens+banner+herald+paper&client=safari&rls=en&source=ln ms&tbm=isch&sa=X&ei=FNyEUryBIfMkAe1vYCwCQ&ved=0CAkQ_AUoAQ&biw=1180&bih=773#q=athens+banner+herald+ad&r ls=en&tb http://www.yelp.com/biz/earth-fare-athens