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Target’s Psychographic Summary o o o o o Gourmet Cooking/Fine Foods Wines Travels Shop by Catalog Avid Reader
Target’s Demographic Summary Gender: Female Marital Status: Married with Children Age Range: 35-54 Income: $50,000-$74,999
Target’s Geographic Summary Metro Priority No. 1: San Francisco, CA Metro Priority No. 2: Chicago, IL Metro Priority No. 3: Boston, MA
Client Description Company overview Whole Foods Market was created in 1980 and is headquartered in Austin, TX. As of late September, Whole Foods Market was operating 311 stores. The United States has 299
buildings in 38 different states, while Canada has 7, and the United Kingdom has 5. They own fairly large buildings that are on “average 38,000 square feet in size and 10 years in age” (Whole Foods Market Inc). The company houses many regional offices, and distribution centers, as well as specialized facilities: bake house buildings, commissary kitchens, seafoodprocessing facilities and meat and produce centers. As well as having all these specialized buildings, Whole Foods Market has a specialty tea and coffee roasting operation. Company Core Values Whole Foods Market has seven core values for their company. The website lists them as selling the highest quality natural and organic products available, satisfying and delighting their customers, supporting team member excellence and happiness, creating wealth through profits and growth, caring about the communities and their environment, creating ongoing win-win partnerships with their suppliers, and promoting the health of their stakeholders through healthy eating education (Values). Types of Products Offered On the Whole Foods Market website they list their products into categories made up of beverages, snack foods, frozen foods, pantry items, supplements, gift baskets, body care. In these categories, Whole Foods Market has several brands of products including 365 Everyday Value, Whole Foods Market brand, Exclusive Products, Whole Trade, and Premium Body Care. The beverages category includes teas, drink flavor powders, natural sodas, milks, wines, coffee, juice, energy drinks, and water. In the snack category there are foods such as chocolate candies, different cookies, trail mixes, natural chips, pretzels, popcorn, yogurts, and energy bars. The frozen foods include seafood burgers and pizzas. In pantry items there are various bread types, vinegar, canned foods (majority of which are labeled organic), salad dressings, sour cream and cottage cheeses, dry food mixes and condiments. In supplements
there are various vitamin supplements. The gift basket category includes gift sets for organic beans, party snacks, and coffee selections. In the body care category there are items such as bath salts, shampoos, body lotions, soaps, and facial cleansers (Whole Foods Market Product). My Target Audience Choice: Gourmet Cooking/Fine Foods Psychographic Elements The gourmet consumer is someone who strives to live in “affordable luxury” (Goldschmidt). To achieve this luxury they look to the brands and packaging of the products they are purchasing. Chris Barhyte, vice president of marketing for Barhyte Specialty Foods said, "We're seeing high-end buyers going back to more high-end packaging such as glass” (Goldschmidt). As well as the packaging consumers are looking for something new. Michael Barefoot, founder of A Southern Season in Chapel Hill, N.C. said, “We want discovery, entertainment, designer nutrition, and exciting flavor. And, we want it every day” (Moran). The consumer looking for gourmet and fine foods is someone who is seeking the next trend, and is constantly looking for new and exciting things to entertain them. Gourmet foodies also appreciate wine and are likely to pair their foods with different wine selections (Lifestyle). Demographic Elements When estimated percentages are based off the Lifestyle Market Analyst the consumer to market towards is females within the 35-54 year old age bracket (43.5% of the gourmet cooking audience), that make an annual income of $50,000-$74,999 in their household (20.6% of gourmet cooking households), and is married with children (21.6%). How Target Aligns with Whole Foods Offerings
This target aligns with Whole Foods Market because Whole Foods is dedicated to selling high quality products and satisfying the consumer. Many of their products in the snack category are high end chocolates, instead of the usual candy bars you would find in a regular chain grocery store. This goes along directly with the idea of “affordable luxury” as the term is mostly “…applied to such products as fine chocolates and high-end steaks…” (Goldschmidt). As well as the chocolates, Whole Foods has created a selection of wines and beers in certain stores it owns (Fabricant) that go hand and hand with the wine interests of the gourmet foodie. Seeing as a gourmet food lover also appreciates traveling, the Asian cuisines that Whole Foods Market sells are something that would be greatly appreciated. Geographic Choice Explanation Metro area priority No. 1: The first metro area I plan to advertise at is the San Francisco, Oakland, San Jose area in California. With 709,523 households in the metro area, 205,052 (28.9%) households are considered gourmet cooking and fine foods families (Lifestyle). According to Whole Foods Market’s website they have seven locations in this metro area, one of which has a bistro and another with a brewery room. Metro area priority No. 2: The second metro area to advertise in is the Chicago metro in Illinois. According to the Lifestyle Profiles in the Lifestyle Market Analyst 2007 edition there are 811,392 households in Chicago, 189,054 (23.3%) of which are considered gourmet food eating households. The Whole Foods website lists 10 stores within 40 minutes of the Chicago metro that would benefit from advertising here. Metro area priority No. 3: The third metro area to focus on advertising would be Boston, Massachusetts. According to the Lifestyle Market Analyst there are 587,888 households in Boston and 144,345 (24.4%) households are considered gourmet and fine
foods families. There are currently over 17 stores within 50 miles of the Boston metro listed on the Whole Foods Market website. Whole Foods Media Plan Introduction: In this media plan I have budgeted $1,986,132 into five different media types. Within those media types there are 25 separate media vehicles that make up this grand total. These include three television shows, three radio stations, three magazines, three newspapers, and 14 internet sites and search words. Within these 25 media vehicles there are a total of 996 ads excluding internet. Media Type Priorities: My top priority media type is magazines because of their specialized content and direct marketing towards the target gourmet audience. Magazines are a great way to reach a very specific audience and with the abundance of food oriented magazines the three I have chosen to spend money on cater directly to the interests of an average gourmet and fine cooking lover. My second priority media type is websites. While you would not be dedicating a majority of your funds to websites, they are a cheaper form of advertising that reaches a very specific audience, similar to magazines. Also because of their cheaper price websites are an easy way to include the fringe of your target group with detailed and specific websites that match specific psychographic elements within my target group. Specific Media Choices: Magazine Choices: There are three magazines that I felt would benefit me in reaching the gourmet food lovers. The first magazine I picked is Food & Wine, because the gourmet foodie is someone who enjoys wines and pairing them with foods. Food & Wine is a magazine dedicated to those specific things and instantly connects with my target. I decided to do a single full page inside the magazine because of monetary constraints. While I would have preferred a fourth cover placement I settled for an inside page in order to advertise in more diverse media vehicles. I decided to advertise in
this magazine for all four of the months, May-August, to reach the most about of potential customers as possible. The second magazine that I included in this media plan is Bon Appetit. This magazine is another one dedicated to gourmet foods and fine cooking. Similar to Food & Wine I am purchasing a full page on the inside of the magazine. Once again I would have liked to do a fourth cover and reach a larger audience through the pass-along rate, but price was an issue for my budget. This magazine is also going to run the full four months of my campaign to reach the maximum amount of potential customers in a consistent pattern. The third magazine that I included in this media plan is Fine Cooking. As the name suggest the magazine is full of useful information and recipes about gourmet and fine cooking. This is in alignment with my target audience and so I decided to purchase a full page ad inside the magazine. These ads are a bit cheaper than the other two magazines, and had I had a higher budget I would have upgraded to a fourth cover on this magazine. Similar to the other two magazines, this one is scheduled to run all four months in hopes of reaching the maximum amount of potential customers possible. On the spread sheet I also included the magazine Gourmet under the section: Magazines Considered But Not Used. I decided not to use this magazine because of price constraints. The CPM of this magazine is $11.08 while the CPM’s of the other three magazine average $8.62. It was decided to exclude this magazine due to the $392,676 it would take away from the budget in comparison to the $394,364 that Bon Appetit consumes at a lower CPM rate. Newspaper Choices: While I consider newspaper to be one of the priority media vehicles in reaching the gourmet audience, due to their well-educated and avid reading habits, I quickly found that newspapers eat up a lot of money. Therefore I have only chosen one newspaper in each of the three target cities to advertise in.
In San Francisco I have decided to place an ad in the Wine section of the San Francisco Chronicle that runs each Thursday. Gourmet foodies are big on wine so when I found a wine section in a newspaper in my cities I made sure it made it into my media plan. Originally I had planned to take half page advertisements out in each newspaper, but after quickly realizing my budgeting boundaries I cut the size of my ads in half and took out a fourth page ad. Once again due to monetary issues I decided to place these ads every other week and save money to put towards other media vehicles with the idea that the pass-along rate of a newspaper would be sufficient enough to continue reaching potential customers during the off weeks. In Chicago I chose to advertise in the Chicago Tribune in their good eats section that runs every Wednesday. I decided to run an ad in this section because gourmet foodies are the type of people who appreciate food and spend time reading sections dedicated to their hobbies and interests, such as food. I took out a fourth page black and white ad to run every other week for the four consecutive months in my campaign. The circulation of the Chicago Tribune is higher than that of the other two newspapers I am advertising in and so I feel confident that the pass-along rate will be beneficial during the off weeks of my newspaper campaign. The newspaper I am advertising in for Boston is the Boston Globe. Similar to the Chicago Tribune I am going to run ads in the good eats section of the Boston Globe that runs each Wednesday of the month. As well as the other two papers, I am taking out a fourth page black and white ad that will run every other week throughout the sixteen weeks my campaign lasts because of the pass-along rate. Radio Choices: I decided to only advertise on one radio station in each of my cities because my target audience is not prone to listening to the radio majority of the time. In two of my cities, Boston and San Francisco, I only took out advertisements during the morning drive when the largest amounts of people are likely to hear it. In Chicago I was lucky enough to find a hour long radio
show dedicated to gourmet food and restaurants, so I dedicated my advertising in Chicago to this show during the evening drive. I purchased 192 insertions at WBUR-FM in Boston, Massachusetts and at KSFO-AM in San Francisco, California because the AM drive, during which these ads will play, is approximately four hours long. For each hour in the morning drive I have purchased four ads per station. This totals to 16 insertions a day at each station, and I have decided to have insertions three days of every other week for only two of the four months in the span of my campaign. I purchased these ads from WBUR-FM and KSFO-AM because they are both in a News/Talk format and gourmet foodies are well educated and interested in the world’s actions, and this format provides news and opinions on a variety of subjects. I chose to advertise with AM 560 WIND in Chicago because they have a one hour show that runs Monday-Friday called Cocktails with Cochran at 5 p.m. till 6 p.m. with a focus on experiencing fine foods in the best way. Because this show is specific to my gourmet target audience instead of doing four insertions an hour I’ve done six insertions every other day of every other week for two months in my campaign span. This totals to 288 insertions in the four month span of my campaign. TV Choices: I have decided to advertise during three different television shows that are all on the Food Network channel. The first show I purchased ad space from was Giada at Home, which runs Saturday mornings for a 30 minute duration. This show is about putting together entertaining meals for families and parties, both of which concern my target audience. Since the show runs for 30 minutes I’ve purchased two ad slots per city during each show and I have bought ads for each week of my four month campaign span. This totals 32 insertions per city, for a total of 96 insertions during this one show. The second show I have decided to purchase ad space from is Rachael’s Vacation, a show that follows host Rachael Ray around different cities as she hunts for the best eats with her husband. This
show has both food and travel, and is sure to keep a gourmet foodie interested for the full 30 minute duration of the show. Because the show is also 30 minutes long I followed the same decision making plan as for Giada at Home, and bought two ads per show, each week of all four months in each separate city. This totals 32 insertions per city, for a total of 96 insertions for this one show. I decided on a third show because I was in need of another media vehicle and Chic & Easy on Food Network fit my target audience. This show is a gourmet foodie’s guide to entertaining friends and family with high quality food in easy recipes to make. This show is also 30 minutes long and I followed the same reasoning for insertions as for the other two shows. I bought two insertions per show, every other week of every other month for a total of 32 insertions per city and a grand total of 92 insertions for this show. Website Choices: The most media vehicles I have bought are websites and their banner ads. Due to monetary constraints websites became my vehicle of choice because they are specific and fairly cheap compared to other media types. In order to reach the largest specific target group I found several websites that centered around food, wine, books, or business and news. The websites that centered around food include epicurious.com, gourmet.com, gourmetfile.com, gourmetsleuth.com, gourmetrecipe.com and allrecipes.com. I decided to buy impressions on each of these websites for all four months of my campaign span at 75 thousand impressions a month. I decided on 75 thousand because divided by day this number accounts for roughly 2,500 impressions a day, which is a reasonable amount to spend on websites related directly to gourmet food and the making of it. The websites that centered around wine include matchmywine.com and easyfoodandwine.com. Both of these websites help the viewer to find wine pairings for different gourmet foods, something my target audience regularly has interest in. I bought 50 thousand impressions per month, for four
consecutive months from matchmywine.com because dived by day this number accounts for roughly 1,650 impressions a day. This website doesn’t have separate food and wine sections, it matches foods to a wine selected by the user. I feel like 1,650 impressions is a reasonable amount to dedicate to this type of website. For easyfoodandwine.com I bought 75 thousand impressions at roughly 2,500 impressions a day because it has recipes and wine pairings, which fits better with the gourmet foodie. The websites that centered around books included oprah.com/book_club, CNN.com/books, and shelfari.com. Both oprah.com/book_club and shelfari.com are geared towards the avid reader, a psychographic element of the gourmet and fine cooking fan. The website CNN.com/books directs the user to the CNN entertainment page which has various entertainment news stories, including books and international trends. The gourmet foodie has been identified as both an avid reader, and a traveler. For all three of these websites I bought 75 thousand impressions at roughly 2,500 impressions a day. The last two websites I bought centered on business and news. I bought 50 thousand impressions at 1,650 impressions a day from foodnetwork.com because it has shows and articles that center around food, but a majority of the website is not considered gourmet cooking, though it is family oriented which reaches my target audience. I also bought 25 thousand impressions from gourmetnews.com, at roughly 880 a day, because while it has interesting information about gourmet food and restaurants it is not about making food, rather the food restaurants serve. Google Keywords: I bought ad traffic for six different phrases based on the amount of daily clicks expected and how closely it related to the gourmet foodie. The first phrase “wine pairings” had an estimated daily click of 6.7 which I rounded up to seven. I then figured out how many clicks would be necessary in a month based on that estimate. On that math I bought 200 clicks a month for four consecutive months of the phrase “wine pairings” since it greatly related to my target audience.
The second phrase that I bought was “gourmet cheese” which is a specific product that Whole Foods offers and relates to the gourmet foodie. According to Google “gourmet cheese” had an estimated daily click of 20.46 which I rounded to 21 and proceeded to do the same math as the previous term to purchase 600 clicks per month for each consecutive month in my campaign span. The third phrase that I bought was “olive oil” which is a common ingredient in many gourmet recipes and also a product that Whole Foods carries multiple brands of. According to Google “olive oil” had an estimated daily click of 340 clicks. With this math I bought 9,500 clicks a month every other month for my four month campaign span. I wanted to use this as a burst of advertisement in the first and last months of my campaign span. The fourth phrase I bought was “gourmet recipes,” a search that relates directly to the gourmet food lover and what they are looking for. According to Google “gourmet recipes” has an estimated daily click of 45 clicks. Using the same math as the previous phrases I bought 1,260 clicks a month for all four months in my campaign span. The fifth phrase that I bought was “wine and cheese” in an effort to bring the epicurean who especially loves wine into the campaign. According to Google “wine and cheese” has an estimated daily click of 14 clicks and I bought 400 a month for two of the four months in my campaign span. The sixth phrase that I purchased was “wine tasting” in an effort to attract both the wine lover, but the traveler as well. Many of the websites found with this search brought up tours in certain countries or states, which would entice the user to travel in search of these places. According to Google “wine tasting” has an estimated daily click of 186 clicks and I bought 5,000 a month for two consecutive months in another effort for a bursting effect in the beginning and ending months of my campaign span.
Media Plan Schedule: I have chosen to use the four consecutive months of May, June, July and August. I picked the end of spring and beginning of summer to attract the family gourmet foodie. As spring comes to a close in May and June children are let out for summer vacation, and parents lose the structured school day schedule as they adapt to the longer days of summer. In hopes of persuading the summer schedule I plan to advertise gourmet family meals throughout the spring/summer transition in efforts to bring families closer. In July and August the summer days are in full swing and family dinners and cookouts are especially popular throughout the country, so I hope to utilize this campaign and use the family image to create a new loyal base of customers going into the fall and winter months. Justification of Money Spent: I am proposing that as a company you spend $1,986,132 in five separate media types through 25 different media vehicles. To advertise in these three urbanized cities, San Francisco, Chicago and Boston, the price per ad is going to be more expensive than a smaller rural area with a smaller population, and therefore a smaller access to the target audience.
Bibliography Fabricant, Florence. "A Thousand Wines and a Sigh of Relief." Breaking News, World News & Multimedia. New York Times, 25 Aug. 2009. Web. 9 Feb. 2012. <http://www.nytimes.com/2009/08/26/dining/26whole.html?ref=wholefoodsmarketinc>. Goldschmidt, Bridget. "A Matter Of Taste." Progressive Grocer 90.1 (2011): 67. MasterFILE Premier. Web. 9 Feb. 2012. Lifestyle Market Analyst 2007. Raw data. Moran M. The Evolution of Gourmet: The Marriage of Specialty Foods & Kitchenware: A Look Ahead. Gourmet Retailer [serial online]. September 2004;25(9):208-211. Available from: Business Source Premier, Ipswich, MA. Accessed February 9, 2012. "Values & Actions Overview." Whole Foods Market: Natural and Organic Grocery. Whole Foods Market. Web. 9 Feb. 2012. <http://wholefoodsmarket.com/values/>. "Whole Foods Market Inc." Times Topics - The New York Times. The New York Times. Web. 9 Feb. 2012. <http://topics.nytimes.com>. "Whole Foods Market Products." Whole Foods Market: Natural and Organic Grocery. Whole Foods Market. Web. 9 Feb. 2012. <http://wholefoodsmarket.com/products/wfm-brand.php>
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