SlideShare ist ein Scribd-Unternehmen logo
1 von 59
Downloaden Sie, um offline zu lesen
Emma Wimhurst

Yan Hu

Jennifer Kesik

MBA Bournemouth University
13 December 2013
Overview
Aims and objectives
The company
Importance and power of blogging in
marketing
Critical analysis of the social and
digital marketing strategy
Conclusion
Whole Foods Market
Founded in Austin, Texas in 1980 with $45k opening capital
One of the first companies to sell natural food in a supermarket
format
Turnover $11.7 billion with operating profits of 6.4%

Employees 2013: 73,000
Ranked 32 in Forbes list of top 100 companies in 2012
(Whole Foods 2012; Forbes 2012)
Appendix 1
Global presence
US & Canada presence: 356 Stores
UK presence: 9 stores:
Clapham, Kensington, Richmond, Piccadilly, Stoke Newington, Camden,
Cheltenham and Giffnock

Target by 2020: 1000 stores
(Whole Foods 2012)
Differentiation Strategy

Cost Leadership

Differentiation

Cost Focus

Differentiation
Focus

(Source: Adapted from Porter 1985)
Appendix 2
Core Values
• Selling the HIGHEST QUALITY natural and organic products available
• SATISFYING and DELIGHTING our customers
• Supporting team member HAPPINESS and EXCELLENCE

• Creating WEALTH through profits and growth
• Caring about our COMMUNITIES and our environment
•

Creating on-going WIN-WIN PARTNERSHIPS with our suppliers

• Promoting the health of our stakeholders through HEALTHY EATING

EDUCATION
(Wholefoods 2012)
Whole Planet Whole People.png

“Whole Foods, Whole People, Whole Planet”
Customer Demographics
Age 18-39 (ABC1)
Live healthy lifestyle
Concerned with eating natural/ healthy foods
Motivated by interesting and unique foods
Seek an all round exciting experience when shopping
Strong connection with the environment

(Whole Foods 2011)
Customer Segmentation
•

•

•

•

“Conscionables embody the Core Values of Whole Foods Market;
they support social and environmental initiatives and are frequent
shoppers who spend the largest proportion of their monthly grocery
bill with Whole Foods”
“Organics buy organically grown food as a way to maintain their
personal health and for food safety reasons”

“Foodies equate food with love and are frequent shoppers who
shop at Whole Foods stores for selection, value and convenience”
“Experientials are driven to Whole Foods Market for unique
products and special occasion items”
(Whole Foods 2011)
Whole Foods’ Marketing Objectives
“We spend only 0.4% of total sales
on advertising and marketing . We
are successfully utilizing social
media as a powerful way to gain
positive exposure and connect with
our internet -savvy customers on a
global and local level . We rely
heavily on word-of mouth advocacy
.”
– John Mackey, 2012
(Whole Foods 2012; Forbes 2012)
Purpose of Marketing
Communication
•

Create a need

•

Create, build and maintain awareness, image and reputation

•

Educate

•

Inform

•

Provoke a response

•

Reinforce competitive advantage

•

Influence

•

Build a relationship

•

Increase profits
(Palmer et al. 2007)
Marketing Shifts
“Traditional media has been accused of being on its

deathbed while the internet is being lauded as a better
communication tool due to its versatility and superiority
at targeting customers”
Live?

Text?

Sound?

Picture?

Video?

Interactive?

Print

No

Yes

No

No

No

No

Radio

Yes

No

Yes

No

No

No

Television

No

No

Yes

Yes

Yes

No

Internet

Yes

Yes

Yes

Yes

Yes

Yes

(Source: Wergin and Muller 2005, p.85)
Social Media Landscape
Review

Networks

Discussion

Share

Social
Social
Media
Media

Commerce

Location

Blogs

Gaming

(Source: Adapted from Taprial and Kanvar
Social Media Reach
1.15 billion users

Users

500 million users

33%

238 million users

Non-Users

67%

800 million users

(Source: Pew Research Centre 2012; Social Media Today 2013)
The Power of Blogging
“The key question is NOT WHETHER TO
DEPLOY INTERNET TECHNOLOGY- companies
have no choice if they want to stay competitive - but
HOW TO DEPLOY IT”

(Porter 2001, p.64)
Empower
customers

Increase brand
credibility

Attract the new
traffic to the site

Enable two- Way
communication

BLOGGING

Gain better
understanding

Serve
Social purpose

Enable knowledge
sharing and
education

(Source: Adapted from Signh et al. 2008)
Customer Engagement
•

•

•

Most socially engaged companies grew revenue by 18% over
previous 12 months
Least engaged companies saw revenue sink by 6% over the
same period

ROI is to increase sales not recruit fans

(Altimeter Group and Wetpaint 2009)
Wholefoods Social Media Marketing
“Conventional marketing wisdom
long held that a dissatisfied customer
tells ten people. But...in the new age of
social media, he or she has the tools to
tell ten million.”

(Source: Harvard Business Review Analytic Services 2010, p.1)
Digital Communications
Objectives
•

Winning customers: customer acquisition and activation

•

Keeping customers: customer retention and maintenance

•

•

Developing customers: customer penetration/share of
wallet, improving the gross value produced by customers
Efficiency in customer management: reducing costs

(Woodcock and Stone 2012)
Four pillars of Social Media

(Safko and Brake 2009)
Philip Kotler
“Integrated marketing
communications is a way
of looking at the whole
marketing process from
the viewpoint of the
customers”

(Kotler 2003, p.563)
Social & Digital Marketing
Strategy
Marketing Budget
$
30%
GLOBAL

Marke ng Budget

$
70%
LOCAL
Whole Foods
Communication

Collaboration

Customer
Education

Entertainment
Global v Local
GLOBAL

30%

•
•
•
•

LOCAL

70%

Focus on lifestyle
Inspiration
Information
Engagement between visits

•
•
•
•

Focus on transactions
Local products
Local promotions
Local events

(Wholefoods 2012, Red Door Interactive 2013, Information Week 2013)
Global and Local Synergy
Brand
Lifestyle

Shared
Customer
Experience
Local
Shopping
Global

Local:
UK
Social Media Reach
• 47% visit Facebook daily
• 31% visit Twitter daily
Facebook Fans

Twitter Followers

Whole Foods

1,447,437

3,000,000

Ocado

210,500

22,800

Sainsbury's

819,000

211,800

Waitrose

142,000

100,300
(Facebook 2013,; Twitter 2013; Whole Foods 2013)
Pinterest
@wholefoodslondon
Communication
- Hiring staff TWITTER
- Global product launch TWITTER
- Lunch/ Supper Ideas FACEBOOK
- Locally sourced products FACEBOOK
- Discounts and promotions FACEBOOK
- Local and National events FACEBOOK

Collaboration
-With local suppliers FACEBOOK/ TWITTER
- With customers requesting feedback at an event
TWITTER
- With customers online TWITTER/ FACEBOOK

Richmond Customer

Education
- Recipes ideas TWIITER/ FACEBOOK
- Skin analysis FACEBOOK
- Supplements FACEBOOK
- Chocolate FACEBOOK
- Pomegranate FACEBOOK

Entertainment
- Local community events FACEBOOK

- Pumpkin curving TWITTER/FACEBOOK
- Local in store demonstrations FACEBOOK
COMMUNICATION

Purpose: Hiring Staff

Social Media: Local Twitter

K
COMMUNICATION

Purpose: Lunch/ Supper Ideas

Social Media: Local Facebook

K
COMMUNICATION

Purpose: Locally Sourced Products

Social Media: Local Facebook

K
COMMUNICATION

Purpose: Discounts/ Promotions

Social Media: Local Facebook

K
COMMUNICATION

Purpose: Local/ National Events

Social Media: Local Facebook/ Twitter

K
COMMUNICATION

Purpose: Global Product Launch

Social Media: Global Twitter

K
COMMUNICATION

Purpose: Global Product Launch

Social Media: Blog

K
COMMUNICATION

Purpose: Global Product Launch

Social Media: Blog

K
COMMUNICATION

Purpose: Global Product Launch

Social Media: Global Twitter

K
COLLABORATION

Purpose: Local Suppliers

Social Media: Local Facebook

K
COLLABORATION

Purpose: Local Suppliers

Social Media: Local Twitter

K
COLLABORATION

Purpose: Direct Feedback

Social Media: Local Twitter

K
EDUCATION

Purpose: Recipe Information

Social Media: Global Twitter

K
EDUCATION

Purpose: Skin Analysis

Social Media: Local Facebook

K
EDUCATION

Purpose: Information on Supplements

Social Media: Local Facebook

K
EDUCATION

Purpose: Benefits of Chocolate

Social Media: Local Facebook

K
ENTERTAINMENT

Purpose: Community Events

Social Media: Local Facebook/Twitter

K
ENTERTAINMENT

Purpose: Community Events

Social Media: Local Facebook

K
ENTERTAINMENT

Purpose: Local Community Events

Social Media: Local Facebook

K
ENTERTAINMENT

Purpose: Local Community Events

Social Media: Local Facebook

K
(Source: Safko and Brake 2009; Woodcock and Stone 2012)
Weaknesses

Strengths
-

Integrated with corporate core values
Localised marketing (70%)
Real time dialogue
Interested in health not just food
Engaging and compelling
Personable
Enticing use of images

-

Local marketing officer will require training
- Local marketing officer has autonomy
- UK/ London treated as one
- No personal details requested on sign up to
news letters

Richmond Customer

Opportunities
-

Introduce local marketing to each store
Improve CRM systems
Offer personalised news letters

Threats
- Competitors may use target profiling more
effectively
Corporate
Objectives &
Strategy

Marketing
Strategy

Market
Structure &
Demand

Internet
Marketing
Strategy

Competitor
Strategies

Emerging
Opportunities
& Threats
(Source: Chaffey 2013)
“Embracing social media is no longer a
strategic business option, but a necessity
and a huge opportunity”

(Argenti 2011, p.61)
THANK YOU
References
Argenti, P., 2011. Digital strategies for powerful corporate communications. The European financial review. 61-64.
Altimer Group and Wetpaint, 2009. Deep brand engagement correlates with financial performance. [online] Available from:
http://www.altimetergroup.com/2009/07/engagementdb.html [Accessed 25 November 2013].
Chaffey, D., 2012. Digital Marketing Strategy. Implementation and Practice. 5th edition. Harlow: Pearson Education Limited.
Forbes, 2012. Marketing spend on the rise: three trends worth watching. [online] Available from:
http://www.forbes.com/sites/christinemoorman/2012/10/18/marketing-spend-on-the-rise-three-trends-worth-watching/ [Accessed
5 December 2013].
Harvard Business Review Analytics Services , 2010. The new conversation: taking social media from talk to action. [online]
Available from: http://www.sas.com/resources/whitepaper/wp_23348.pdf [Accessed 2 December 2013 ).
Information Week, 2013. How Wholefoods handle their social media? [online] Available from:
http://www.informationweek.com/how-whole-foods-handles-social-media/d/d-id/1106145 [Accessed 25 November 2013].
Kotler, P., 2003. Marketing management. 14ed. Harlow: Pearson Education International.
McAfee, A. and Brynjolfsson, E., 2012, Big data: the management revolution. Harvard business review. 90 (10), 64.

Miletsky, J., 2008. Principles of Internet Marketing. Oxford: Butterworth-Heineman.
Palmer, P., Cockton, J. and Cooper, C., 2007. Managing marketing: marketing success through good management practice.
USA: Elsevier.
Pew Research , 2012. Social media in 2013: user demographics for twitter, facebook, pinterest and instagram. [online] Available
from: http://blog.bufferapp.com/social-media-in-2013-user-demographics-for-twitter-facebook-pinterest-and-instagram
[Accessed 27 November 2013].
Porter, M., 1985. Competitive advantage: creating and sustaining superior performance. London: The Free Press.
Porter, M., 2001. Strategy and the internet. Harvard business review. 79 (3), 62-76.
Red Door Interactive. 2013. Event recap – Whole Foods Market’s healthy strategy for social media. [online] Available
from: http://www.reddoor.biz/event-recap-whole-foods-markets-healthy-strategy-for-social-media [Accessed 25 November
2013]
Safko,L. and Brake, D.K., 2009. The social media bible. New Jersey: John Wiley and Sons.
Signh, T., Veron- Jackson, L. and Cullinane, J., 2008. Blogging: a new play in your marketing game plan. Business
Horizons. 51, 281—292.

Social Media Today, 2013. Social media in 2013: by the numbers. [online] Available from:
http://socialmediatoday.com/jonathan-bernstein/1894441/social-media-stats-facts-2013 [Accessed 2 December 2013].
Stone, M. and Woodcock, N., 2013. Social intelligence in customer engagement. Journal of strategic management, 21 (5),
394-401.
Taprial and Kanvar, 2011. Understanding Social Media. [online] Available from:
http://books.google.co.uk/books?id=g2RjpWcCyTAC&pg=PA34&dq=social+media+landscape&hl=en&sa=X&ei=WWcUrXxPOqh7AaCz4GoAQ&redir_esc=y#v=onepage&q=social%20media%20landscape&f=false [Accessed 20
November 2013].
Wergin, R. and Muller, R., 2005. A case study in marketing communications: traditional vs. e-media advertising.
International journal of the academic business world. 6 (1), 85- 94.
Whole Food Demographic Analysis, 2011. Form 10k Whole Foods. [online] Available from:
http://www.wholefoodsmarket.com/sites/default/files/media/Global/Company%20Info/PDFs/WFM_2012_10K.pdf
[Accessed 8 November 2013].

Whole Foods., 2012. Green Mission Report. [online] Available from: www.wholefoodsmarket.com [Accessed 25 October
2013].
Whole Foods, 2013. 2012 Annual report. Whole Foods Market: Texas, USA.

Weitere ähnliche Inhalte

Was ist angesagt?

PowerPoint Presentation Food Marketing
PowerPoint Presentation Food MarketingPowerPoint Presentation Food Marketing
PowerPoint Presentation Food MarketingSlides IQ
 
Digital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandDigital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandKnowcrunch
 
Starbucks: Social Media Audit
Starbucks: Social Media AuditStarbucks: Social Media Audit
Starbucks: Social Media AuditKatelyn Vogt
 
Integrated Digital Marketing Campaign - Planning and Execution
Integrated Digital Marketing Campaign - Planning and ExecutionIntegrated Digital Marketing Campaign - Planning and Execution
Integrated Digital Marketing Campaign - Planning and ExecutionDeepak Kanakaraju
 
Sephora-Presentation
Sephora-PresentationSephora-Presentation
Sephora-PresentationNhan Pham
 
Swarovski advertising plan
Swarovski advertising planSwarovski advertising plan
Swarovski advertising planLaura Dickson
 
Digital Marketing Strategy in 2021 and Beyond
Digital Marketing Strategy in 2021 and Beyond Digital Marketing Strategy in 2021 and Beyond
Digital Marketing Strategy in 2021 and Beyond Hausman and Associates
 
7 Steps to a Social Media Marketing Plan-THE PDF
7 Steps to a Social Media Marketing Plan-THE PDF7 Steps to a Social Media Marketing Plan-THE PDF
7 Steps to a Social Media Marketing Plan-THE PDFAliza Sherman
 
Cadbury manages a crisis with integrated marketing communication
Cadbury manages a crisis with integrated marketing communicationCadbury manages a crisis with integrated marketing communication
Cadbury manages a crisis with integrated marketing communicationPraveenkumar Katnalli
 
International business (mac)
International business (mac)International business (mac)
International business (mac)Saumya Singh
 
Social Media Process Flow
Social Media Process FlowSocial Media Process Flow
Social Media Process FlowAlex Conway
 
Using Digital to Launch your Beauty Brand
Using Digital to Launch your Beauty BrandUsing Digital to Launch your Beauty Brand
Using Digital to Launch your Beauty BrandYour Favourite Story
 
Starbucks marketing campaign analysis
Starbucks marketing campaign analysisStarbucks marketing campaign analysis
Starbucks marketing campaign analysisUtkarsh Seth
 
Social Media Strategy: AirBnB
Social Media Strategy: AirBnBSocial Media Strategy: AirBnB
Social Media Strategy: AirBnBJessica Stenglein
 
IKEA Digital Marketing Strategy
IKEA Digital Marketing StrategyIKEA Digital Marketing Strategy
IKEA Digital Marketing StrategyJonathan B
 
Blue and Pink Social Media Marketing Presentation (1).pdf
Blue and Pink Social Media Marketing Presentation (1).pdfBlue and Pink Social Media Marketing Presentation (1).pdf
Blue and Pink Social Media Marketing Presentation (1).pdfMehaksamra
 
Marketing Plan for a New Mobile App-Tripper
Marketing Plan for a New Mobile App-TripperMarketing Plan for a New Mobile App-Tripper
Marketing Plan for a New Mobile App-TripperAditya Ratnaparkhi
 
Digital Marketing Plan for a FMCG
Digital Marketing Plan for a FMCGDigital Marketing Plan for a FMCG
Digital Marketing Plan for a FMCGPrashant Saxena
 

Was ist angesagt? (20)

PowerPoint Presentation Food Marketing
PowerPoint Presentation Food MarketingPowerPoint Presentation Food Marketing
PowerPoint Presentation Food Marketing
 
Digital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brandDigital Marketing Strategy presentation for the KitKat brand
Digital Marketing Strategy presentation for the KitKat brand
 
Starbucks: Social Media Audit
Starbucks: Social Media AuditStarbucks: Social Media Audit
Starbucks: Social Media Audit
 
Integrated Digital Marketing Campaign - Planning and Execution
Integrated Digital Marketing Campaign - Planning and ExecutionIntegrated Digital Marketing Campaign - Planning and Execution
Integrated Digital Marketing Campaign - Planning and Execution
 
Sephora-Presentation
Sephora-PresentationSephora-Presentation
Sephora-Presentation
 
Swarovski advertising plan
Swarovski advertising planSwarovski advertising plan
Swarovski advertising plan
 
Digital Marketing Strategy in 2021 and Beyond
Digital Marketing Strategy in 2021 and Beyond Digital Marketing Strategy in 2021 and Beyond
Digital Marketing Strategy in 2021 and Beyond
 
7 Steps to a Social Media Marketing Plan-THE PDF
7 Steps to a Social Media Marketing Plan-THE PDF7 Steps to a Social Media Marketing Plan-THE PDF
7 Steps to a Social Media Marketing Plan-THE PDF
 
Cadbury manages a crisis with integrated marketing communication
Cadbury manages a crisis with integrated marketing communicationCadbury manages a crisis with integrated marketing communication
Cadbury manages a crisis with integrated marketing communication
 
International business (mac)
International business (mac)International business (mac)
International business (mac)
 
Social Media Process Flow
Social Media Process FlowSocial Media Process Flow
Social Media Process Flow
 
Using Digital to Launch your Beauty Brand
Using Digital to Launch your Beauty BrandUsing Digital to Launch your Beauty Brand
Using Digital to Launch your Beauty Brand
 
Starbucks marketing campaign analysis
Starbucks marketing campaign analysisStarbucks marketing campaign analysis
Starbucks marketing campaign analysis
 
Social Media Strategy: AirBnB
Social Media Strategy: AirBnBSocial Media Strategy: AirBnB
Social Media Strategy: AirBnB
 
IKEA Digital Marketing Strategy
IKEA Digital Marketing StrategyIKEA Digital Marketing Strategy
IKEA Digital Marketing Strategy
 
Digital Marketing Strategy by Tanisha Uchil
Digital Marketing Strategy by Tanisha UchilDigital Marketing Strategy by Tanisha Uchil
Digital Marketing Strategy by Tanisha Uchil
 
Digital marketing strategy
Digital marketing strategyDigital marketing strategy
Digital marketing strategy
 
Blue and Pink Social Media Marketing Presentation (1).pdf
Blue and Pink Social Media Marketing Presentation (1).pdfBlue and Pink Social Media Marketing Presentation (1).pdf
Blue and Pink Social Media Marketing Presentation (1).pdf
 
Marketing Plan for a New Mobile App-Tripper
Marketing Plan for a New Mobile App-TripperMarketing Plan for a New Mobile App-Tripper
Marketing Plan for a New Mobile App-Tripper
 
Digital Marketing Plan for a FMCG
Digital Marketing Plan for a FMCGDigital Marketing Plan for a FMCG
Digital Marketing Plan for a FMCG
 

Andere mochten auch

Whole foods marketing strategy
Whole foods marketing strategyWhole foods marketing strategy
Whole foods marketing strategygrovesab
 
What's Behind Whole Foods Market's Social Media Strategy
What's Behind Whole Foods Market's Social Media StrategyWhat's Behind Whole Foods Market's Social Media Strategy
What's Behind Whole Foods Market's Social Media StrategyRyan Amirault
 
Whole Foods Case Study
Whole Foods Case StudyWhole Foods Case Study
Whole Foods Case Studyallenallaman
 
Whole foods market strategic analysis
Whole foods market strategic analysisWhole foods market strategic analysis
Whole foods market strategic analysisRahel Hailu
 
Whole Foods Market Brand Audit
Whole Foods Market Brand AuditWhole Foods Market Brand Audit
Whole Foods Market Brand AuditSherri Hansell
 
Whole foods market project
Whole foods market projectWhole foods market project
Whole foods market projectFortune10
 
Whole foods market case 2009
Whole foods market case 2009Whole foods market case 2009
Whole foods market case 2009Amir Khan
 
Trader Joe's Digital Marketing Strategy
Trader Joe's Digital Marketing StrategyTrader Joe's Digital Marketing Strategy
Trader Joe's Digital Marketing StrategyJenna Stretanski
 
Whole Foods market in 2008 - Case Study
Whole Foods market in 2008 - Case StudyWhole Foods market in 2008 - Case Study
Whole Foods market in 2008 - Case StudyCarter Bing Andika
 
Whole Foods Market goes global
Whole Foods Market goes globalWhole Foods Market goes global
Whole Foods Market goes globalSara Belardi
 
The Power of Participation Marketing, Daina Middleton, Social Fresh Conferenc...
The Power of Participation Marketing, Daina Middleton, Social Fresh Conferenc...The Power of Participation Marketing, Daina Middleton, Social Fresh Conferenc...
The Power of Participation Marketing, Daina Middleton, Social Fresh Conferenc...Social Fresh Conference
 
Whole Foods digital marketing strategy.
Whole Foods digital marketing strategy. Whole Foods digital marketing strategy.
Whole Foods digital marketing strategy. Nate Klatt
 
HoloTech: HoloWatch Digital Marketing Plan
HoloTech: HoloWatch Digital Marketing PlanHoloTech: HoloWatch Digital Marketing Plan
HoloTech: HoloWatch Digital Marketing PlanAbubakr Elsayed
 
Whole foods presentation
Whole foods presentationWhole foods presentation
Whole foods presentationkush2000
 
Whole Foods Market Presentation for Client
Whole Foods Market Presentation for ClientWhole Foods Market Presentation for Client
Whole Foods Market Presentation for ClientTim Forrest Consulting
 
Social Media: Chapter 1 (horizontal revolution)
Social Media: Chapter 1 (horizontal revolution)Social Media: Chapter 1 (horizontal revolution)
Social Media: Chapter 1 (horizontal revolution)Jawad Chaudhry
 

Andere mochten auch (20)

Whole foods marketing strategy
Whole foods marketing strategyWhole foods marketing strategy
Whole foods marketing strategy
 
What's Behind Whole Foods Market's Social Media Strategy
What's Behind Whole Foods Market's Social Media StrategyWhat's Behind Whole Foods Market's Social Media Strategy
What's Behind Whole Foods Market's Social Media Strategy
 
Whole Foods Case Study
Whole Foods Case StudyWhole Foods Case Study
Whole Foods Case Study
 
Whole foods market strategic analysis
Whole foods market strategic analysisWhole foods market strategic analysis
Whole foods market strategic analysis
 
Whole Foods Market Brand Audit
Whole Foods Market Brand AuditWhole Foods Market Brand Audit
Whole Foods Market Brand Audit
 
Whole foods market project
Whole foods market projectWhole foods market project
Whole foods market project
 
Whole Foods Presentation
Whole Foods PresentationWhole Foods Presentation
Whole Foods Presentation
 
Whole foods market case 2009
Whole foods market case 2009Whole foods market case 2009
Whole foods market case 2009
 
Trader Joe's Digital Marketing Strategy
Trader Joe's Digital Marketing StrategyTrader Joe's Digital Marketing Strategy
Trader Joe's Digital Marketing Strategy
 
Whole Foods market in 2008 - Case Study
Whole Foods market in 2008 - Case StudyWhole Foods market in 2008 - Case Study
Whole Foods market in 2008 - Case Study
 
Whole Foods Market goes global
Whole Foods Market goes globalWhole Foods Market goes global
Whole Foods Market goes global
 
Unit One Slides
Unit One SlidesUnit One Slides
Unit One Slides
 
The Power of Participation Marketing, Daina Middleton, Social Fresh Conferenc...
The Power of Participation Marketing, Daina Middleton, Social Fresh Conferenc...The Power of Participation Marketing, Daina Middleton, Social Fresh Conferenc...
The Power of Participation Marketing, Daina Middleton, Social Fresh Conferenc...
 
SMM 01
SMM 01SMM 01
SMM 01
 
Social Media Marketing Week 3
Social Media Marketing Week 3Social Media Marketing Week 3
Social Media Marketing Week 3
 
Whole Foods digital marketing strategy.
Whole Foods digital marketing strategy. Whole Foods digital marketing strategy.
Whole Foods digital marketing strategy.
 
HoloTech: HoloWatch Digital Marketing Plan
HoloTech: HoloWatch Digital Marketing PlanHoloTech: HoloWatch Digital Marketing Plan
HoloTech: HoloWatch Digital Marketing Plan
 
Whole foods presentation
Whole foods presentationWhole foods presentation
Whole foods presentation
 
Whole Foods Market Presentation for Client
Whole Foods Market Presentation for ClientWhole Foods Market Presentation for Client
Whole Foods Market Presentation for Client
 
Social Media: Chapter 1 (horizontal revolution)
Social Media: Chapter 1 (horizontal revolution)Social Media: Chapter 1 (horizontal revolution)
Social Media: Chapter 1 (horizontal revolution)
 

Ähnlich wie Wholefoods Social Media Marketing

Social Media Marketing with Red Rock Branding
Social Media Marketing with Red Rock BrandingSocial Media Marketing with Red Rock Branding
Social Media Marketing with Red Rock BrandingRed Rock
 
Creating a Social Media Strategy by Kate Bradstreet Communications
Creating a Social Media Strategy by Kate Bradstreet CommunicationsCreating a Social Media Strategy by Kate Bradstreet Communications
Creating a Social Media Strategy by Kate Bradstreet CommunicationsACTDigitalEnterprise
 
current marketing trends
current marketing trendscurrent marketing trends
current marketing trendsMohit Agarwal
 
How to Optimize Your Marketing Strategy in Times of Change
How to Optimize Your Marketing Strategy in Times of ChangeHow to Optimize Your Marketing Strategy in Times of Change
How to Optimize Your Marketing Strategy in Times of ChangeFalcon.io
 
Unlocking brand value with social communities
Unlocking brand value with social communitiesUnlocking brand value with social communities
Unlocking brand value with social communitiesSTATSIT
 
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple BrandsBuilding Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple BrandsBert DuMars
 
Brookton's Market Public Relations Campaign
Brookton's Market Public Relations Campaign Brookton's Market Public Relations Campaign
Brookton's Market Public Relations Campaign Alison Teadore
 
Social Media marketing and child care
Social Media marketing and child careSocial Media marketing and child care
Social Media marketing and child carehalfacat
 
3. PPT Ethical Dimension of sustainable marketing.pdf
3. PPT Ethical Dimension of sustainable marketing.pdf3. PPT Ethical Dimension of sustainable marketing.pdf
3. PPT Ethical Dimension of sustainable marketing.pdfssuser8e72bb1
 
Social@Ogilvy - Branded Storytelling
Social@Ogilvy - Branded StorytellingSocial@Ogilvy - Branded Storytelling
Social@Ogilvy - Branded StorytellingOgilvy Consulting
 
Unlocking Brand Growth with Social Communities
Unlocking Brand Growth with Social CommunitiesUnlocking Brand Growth with Social Communities
Unlocking Brand Growth with Social CommunitiesSiim Säinas
 
[Booklet] Digital Maximiser McDonald's
[Booklet] Digital Maximiser McDonald's[Booklet] Digital Maximiser McDonald's
[Booklet] Digital Maximiser McDonald'sYannick Pinkinelli
 
Agent Wildfire - Social Media and The Food Industry
Agent Wildfire - Social Media and The Food IndustryAgent Wildfire - Social Media and The Food Industry
Agent Wildfire - Social Media and The Food IndustrySean Moffitt
 
Integrating Marketing Communications to Build Brand Equity.pptx
Integrating Marketing Communications to Build Brand Equity.pptxIntegrating Marketing Communications to Build Brand Equity.pptx
Integrating Marketing Communications to Build Brand Equity.pptxSneha Awal
 
12 Global Brands & Local Markets
12 Global Brands & Local Markets12 Global Brands & Local Markets
12 Global Brands & Local Marketssexbomb
 
Erica Eppolito - McDonalds Social Media Strategy
Erica Eppolito - McDonalds Social Media StrategyErica Eppolito - McDonalds Social Media Strategy
Erica Eppolito - McDonalds Social Media StrategyErica Eppolito
 

Ähnlich wie Wholefoods Social Media Marketing (20)

Listen To Me.
Listen To Me.Listen To Me.
Listen To Me.
 
Social Media Marketing with Red Rock Branding
Social Media Marketing with Red Rock BrandingSocial Media Marketing with Red Rock Branding
Social Media Marketing with Red Rock Branding
 
Creating a Social Media Strategy by Kate Bradstreet Communications
Creating a Social Media Strategy by Kate Bradstreet CommunicationsCreating a Social Media Strategy by Kate Bradstreet Communications
Creating a Social Media Strategy by Kate Bradstreet Communications
 
current marketing trends
current marketing trendscurrent marketing trends
current marketing trends
 
How to Optimize Your Marketing Strategy in Times of Change
How to Optimize Your Marketing Strategy in Times of ChangeHow to Optimize Your Marketing Strategy in Times of Change
How to Optimize Your Marketing Strategy in Times of Change
 
Unlocking brand value with social communities
Unlocking brand value with social communitiesUnlocking brand value with social communities
Unlocking brand value with social communities
 
Building Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple BrandsBuilding Social Media Best Practices Across Multiple Brands
Building Social Media Best Practices Across Multiple Brands
 
Cause marketing deck feb 2018
Cause marketing deck feb 2018Cause marketing deck feb 2018
Cause marketing deck feb 2018
 
Brookton's Market Public Relations Campaign
Brookton's Market Public Relations Campaign Brookton's Market Public Relations Campaign
Brookton's Market Public Relations Campaign
 
Marketing 3.0
Marketing 3.0Marketing 3.0
Marketing 3.0
 
Social Media marketing and child care
Social Media marketing and child careSocial Media marketing and child care
Social Media marketing and child care
 
3. PPT Ethical Dimension of sustainable marketing.pdf
3. PPT Ethical Dimension of sustainable marketing.pdf3. PPT Ethical Dimension of sustainable marketing.pdf
3. PPT Ethical Dimension of sustainable marketing.pdf
 
Social@Ogilvy - Branded Storytelling
Social@Ogilvy - Branded StorytellingSocial@Ogilvy - Branded Storytelling
Social@Ogilvy - Branded Storytelling
 
Unlocking Brand Growth with Social Communities
Unlocking Brand Growth with Social CommunitiesUnlocking Brand Growth with Social Communities
Unlocking Brand Growth with Social Communities
 
Whole Foods Case.pptx
Whole Foods Case.pptxWhole Foods Case.pptx
Whole Foods Case.pptx
 
[Booklet] Digital Maximiser McDonald's
[Booklet] Digital Maximiser McDonald's[Booklet] Digital Maximiser McDonald's
[Booklet] Digital Maximiser McDonald's
 
Agent Wildfire - Social Media and The Food Industry
Agent Wildfire - Social Media and The Food IndustryAgent Wildfire - Social Media and The Food Industry
Agent Wildfire - Social Media and The Food Industry
 
Integrating Marketing Communications to Build Brand Equity.pptx
Integrating Marketing Communications to Build Brand Equity.pptxIntegrating Marketing Communications to Build Brand Equity.pptx
Integrating Marketing Communications to Build Brand Equity.pptx
 
12 Global Brands & Local Markets
12 Global Brands & Local Markets12 Global Brands & Local Markets
12 Global Brands & Local Markets
 
Erica Eppolito - McDonalds Social Media Strategy
Erica Eppolito - McDonalds Social Media StrategyErica Eppolito - McDonalds Social Media Strategy
Erica Eppolito - McDonalds Social Media Strategy
 

Kürzlich hochgeladen

TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactMuhammad Junaid
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 

Kürzlich hochgeladen (20)

TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and Impact
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 

Wholefoods Social Media Marketing

  • 1. Emma Wimhurst Yan Hu Jennifer Kesik MBA Bournemouth University 13 December 2013
  • 2. Overview Aims and objectives The company Importance and power of blogging in marketing Critical analysis of the social and digital marketing strategy Conclusion
  • 3. Whole Foods Market Founded in Austin, Texas in 1980 with $45k opening capital One of the first companies to sell natural food in a supermarket format Turnover $11.7 billion with operating profits of 6.4% Employees 2013: 73,000 Ranked 32 in Forbes list of top 100 companies in 2012 (Whole Foods 2012; Forbes 2012) Appendix 1
  • 4. Global presence US & Canada presence: 356 Stores UK presence: 9 stores: Clapham, Kensington, Richmond, Piccadilly, Stoke Newington, Camden, Cheltenham and Giffnock Target by 2020: 1000 stores (Whole Foods 2012)
  • 5. Differentiation Strategy Cost Leadership Differentiation Cost Focus Differentiation Focus (Source: Adapted from Porter 1985) Appendix 2
  • 6. Core Values • Selling the HIGHEST QUALITY natural and organic products available • SATISFYING and DELIGHTING our customers • Supporting team member HAPPINESS and EXCELLENCE • Creating WEALTH through profits and growth • Caring about our COMMUNITIES and our environment • Creating on-going WIN-WIN PARTNERSHIPS with our suppliers • Promoting the health of our stakeholders through HEALTHY EATING EDUCATION (Wholefoods 2012)
  • 7. Whole Planet Whole People.png “Whole Foods, Whole People, Whole Planet”
  • 8. Customer Demographics Age 18-39 (ABC1) Live healthy lifestyle Concerned with eating natural/ healthy foods Motivated by interesting and unique foods Seek an all round exciting experience when shopping Strong connection with the environment (Whole Foods 2011)
  • 9. Customer Segmentation • • • • “Conscionables embody the Core Values of Whole Foods Market; they support social and environmental initiatives and are frequent shoppers who spend the largest proportion of their monthly grocery bill with Whole Foods” “Organics buy organically grown food as a way to maintain their personal health and for food safety reasons” “Foodies equate food with love and are frequent shoppers who shop at Whole Foods stores for selection, value and convenience” “Experientials are driven to Whole Foods Market for unique products and special occasion items” (Whole Foods 2011)
  • 10. Whole Foods’ Marketing Objectives “We spend only 0.4% of total sales on advertising and marketing . We are successfully utilizing social media as a powerful way to gain positive exposure and connect with our internet -savvy customers on a global and local level . We rely heavily on word-of mouth advocacy .” – John Mackey, 2012 (Whole Foods 2012; Forbes 2012)
  • 11. Purpose of Marketing Communication • Create a need • Create, build and maintain awareness, image and reputation • Educate • Inform • Provoke a response • Reinforce competitive advantage • Influence • Build a relationship • Increase profits (Palmer et al. 2007)
  • 12. Marketing Shifts “Traditional media has been accused of being on its deathbed while the internet is being lauded as a better communication tool due to its versatility and superiority at targeting customers” Live? Text? Sound? Picture? Video? Interactive? Print No Yes No No No No Radio Yes No Yes No No No Television No No Yes Yes Yes No Internet Yes Yes Yes Yes Yes Yes (Source: Wergin and Muller 2005, p.85)
  • 14. Social Media Reach 1.15 billion users Users 500 million users 33% 238 million users Non-Users 67% 800 million users (Source: Pew Research Centre 2012; Social Media Today 2013)
  • 15. The Power of Blogging “The key question is NOT WHETHER TO DEPLOY INTERNET TECHNOLOGY- companies have no choice if they want to stay competitive - but HOW TO DEPLOY IT” (Porter 2001, p.64)
  • 16. Empower customers Increase brand credibility Attract the new traffic to the site Enable two- Way communication BLOGGING Gain better understanding Serve Social purpose Enable knowledge sharing and education (Source: Adapted from Signh et al. 2008)
  • 17. Customer Engagement • • • Most socially engaged companies grew revenue by 18% over previous 12 months Least engaged companies saw revenue sink by 6% over the same period ROI is to increase sales not recruit fans (Altimeter Group and Wetpaint 2009)
  • 19. “Conventional marketing wisdom long held that a dissatisfied customer tells ten people. But...in the new age of social media, he or she has the tools to tell ten million.” (Source: Harvard Business Review Analytic Services 2010, p.1)
  • 20. Digital Communications Objectives • Winning customers: customer acquisition and activation • Keeping customers: customer retention and maintenance • • Developing customers: customer penetration/share of wallet, improving the gross value produced by customers Efficiency in customer management: reducing costs (Woodcock and Stone 2012)
  • 21. Four pillars of Social Media (Safko and Brake 2009)
  • 22. Philip Kotler “Integrated marketing communications is a way of looking at the whole marketing process from the viewpoint of the customers” (Kotler 2003, p.563)
  • 23. Social & Digital Marketing Strategy
  • 26. Global v Local GLOBAL 30% • • • • LOCAL 70% Focus on lifestyle Inspiration Information Engagement between visits • • • • Focus on transactions Local products Local promotions Local events (Wholefoods 2012, Red Door Interactive 2013, Information Week 2013)
  • 27. Global and Local Synergy Brand Lifestyle Shared Customer Experience Local Shopping
  • 29. Social Media Reach • 47% visit Facebook daily • 31% visit Twitter daily Facebook Fans Twitter Followers Whole Foods 1,447,437 3,000,000 Ocado 210,500 22,800 Sainsbury's 819,000 211,800 Waitrose 142,000 100,300 (Facebook 2013,; Twitter 2013; Whole Foods 2013)
  • 32. Communication - Hiring staff TWITTER - Global product launch TWITTER - Lunch/ Supper Ideas FACEBOOK - Locally sourced products FACEBOOK - Discounts and promotions FACEBOOK - Local and National events FACEBOOK Collaboration -With local suppliers FACEBOOK/ TWITTER - With customers requesting feedback at an event TWITTER - With customers online TWITTER/ FACEBOOK Richmond Customer Education - Recipes ideas TWIITER/ FACEBOOK - Skin analysis FACEBOOK - Supplements FACEBOOK - Chocolate FACEBOOK - Pomegranate FACEBOOK Entertainment - Local community events FACEBOOK - Pumpkin curving TWITTER/FACEBOOK - Local in store demonstrations FACEBOOK
  • 34. COMMUNICATION Purpose: Lunch/ Supper Ideas Social Media: Local Facebook K
  • 35. COMMUNICATION Purpose: Locally Sourced Products Social Media: Local Facebook K
  • 37. COMMUNICATION Purpose: Local/ National Events Social Media: Local Facebook/ Twitter K
  • 38. COMMUNICATION Purpose: Global Product Launch Social Media: Global Twitter K
  • 39. COMMUNICATION Purpose: Global Product Launch Social Media: Blog K
  • 40. COMMUNICATION Purpose: Global Product Launch Social Media: Blog K
  • 41. COMMUNICATION Purpose: Global Product Launch Social Media: Global Twitter K
  • 46. EDUCATION Purpose: Skin Analysis Social Media: Local Facebook K
  • 47. EDUCATION Purpose: Information on Supplements Social Media: Local Facebook K
  • 48. EDUCATION Purpose: Benefits of Chocolate Social Media: Local Facebook K
  • 49. ENTERTAINMENT Purpose: Community Events Social Media: Local Facebook/Twitter K
  • 51. ENTERTAINMENT Purpose: Local Community Events Social Media: Local Facebook K
  • 52. ENTERTAINMENT Purpose: Local Community Events Social Media: Local Facebook K
  • 53. (Source: Safko and Brake 2009; Woodcock and Stone 2012)
  • 54. Weaknesses Strengths - Integrated with corporate core values Localised marketing (70%) Real time dialogue Interested in health not just food Engaging and compelling Personable Enticing use of images - Local marketing officer will require training - Local marketing officer has autonomy - UK/ London treated as one - No personal details requested on sign up to news letters Richmond Customer Opportunities - Introduce local marketing to each store Improve CRM systems Offer personalised news letters Threats - Competitors may use target profiling more effectively
  • 56. “Embracing social media is no longer a strategic business option, but a necessity and a huge opportunity” (Argenti 2011, p.61)
  • 58. References Argenti, P., 2011. Digital strategies for powerful corporate communications. The European financial review. 61-64. Altimer Group and Wetpaint, 2009. Deep brand engagement correlates with financial performance. [online] Available from: http://www.altimetergroup.com/2009/07/engagementdb.html [Accessed 25 November 2013]. Chaffey, D., 2012. Digital Marketing Strategy. Implementation and Practice. 5th edition. Harlow: Pearson Education Limited. Forbes, 2012. Marketing spend on the rise: three trends worth watching. [online] Available from: http://www.forbes.com/sites/christinemoorman/2012/10/18/marketing-spend-on-the-rise-three-trends-worth-watching/ [Accessed 5 December 2013]. Harvard Business Review Analytics Services , 2010. The new conversation: taking social media from talk to action. [online] Available from: http://www.sas.com/resources/whitepaper/wp_23348.pdf [Accessed 2 December 2013 ). Information Week, 2013. How Wholefoods handle their social media? [online] Available from: http://www.informationweek.com/how-whole-foods-handles-social-media/d/d-id/1106145 [Accessed 25 November 2013]. Kotler, P., 2003. Marketing management. 14ed. Harlow: Pearson Education International. McAfee, A. and Brynjolfsson, E., 2012, Big data: the management revolution. Harvard business review. 90 (10), 64. Miletsky, J., 2008. Principles of Internet Marketing. Oxford: Butterworth-Heineman. Palmer, P., Cockton, J. and Cooper, C., 2007. Managing marketing: marketing success through good management practice. USA: Elsevier. Pew Research , 2012. Social media in 2013: user demographics for twitter, facebook, pinterest and instagram. [online] Available from: http://blog.bufferapp.com/social-media-in-2013-user-demographics-for-twitter-facebook-pinterest-and-instagram [Accessed 27 November 2013]. Porter, M., 1985. Competitive advantage: creating and sustaining superior performance. London: The Free Press.
  • 59. Porter, M., 2001. Strategy and the internet. Harvard business review. 79 (3), 62-76. Red Door Interactive. 2013. Event recap – Whole Foods Market’s healthy strategy for social media. [online] Available from: http://www.reddoor.biz/event-recap-whole-foods-markets-healthy-strategy-for-social-media [Accessed 25 November 2013] Safko,L. and Brake, D.K., 2009. The social media bible. New Jersey: John Wiley and Sons. Signh, T., Veron- Jackson, L. and Cullinane, J., 2008. Blogging: a new play in your marketing game plan. Business Horizons. 51, 281—292. Social Media Today, 2013. Social media in 2013: by the numbers. [online] Available from: http://socialmediatoday.com/jonathan-bernstein/1894441/social-media-stats-facts-2013 [Accessed 2 December 2013]. Stone, M. and Woodcock, N., 2013. Social intelligence in customer engagement. Journal of strategic management, 21 (5), 394-401. Taprial and Kanvar, 2011. Understanding Social Media. [online] Available from: http://books.google.co.uk/books?id=g2RjpWcCyTAC&pg=PA34&dq=social+media+landscape&hl=en&sa=X&ei=WWcUrXxPOqh7AaCz4GoAQ&redir_esc=y#v=onepage&q=social%20media%20landscape&f=false [Accessed 20 November 2013]. Wergin, R. and Muller, R., 2005. A case study in marketing communications: traditional vs. e-media advertising. International journal of the academic business world. 6 (1), 85- 94. Whole Food Demographic Analysis, 2011. Form 10k Whole Foods. [online] Available from: http://www.wholefoodsmarket.com/sites/default/files/media/Global/Company%20Info/PDFs/WFM_2012_10K.pdf [Accessed 8 November 2013]. Whole Foods., 2012. Green Mission Report. [online] Available from: www.wholefoodsmarket.com [Accessed 25 October 2013]. Whole Foods, 2013. 2012 Annual report. Whole Foods Market: Texas, USA.