2. History
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Started in 1958
First called “Pronto Markets”
1967 name changed to “Trader Joe’s”
First Trader Joe’s opened in Pasadena
California- still open today
• Founded by Joe Coulombe
• Gained customer base through
“Californian” wine
• Mission: Offer value, and dedication to
quality service through warm, friendly,
committed employees, along with a
pledge to offer quality products. They
require a culture that supports loyalty and
customer service through personal
contact with the consumer.
Founder
3. Four P’s of Trader Joe’s
•Product: Specialty foods generally
organic/healthy.
–Have their own brands typically do
not carry name brands
•Price: Prices range anywhere form $2.00
- $40.00 depending on product
•Place: Located around major
cities/suburban areas with high income
–Chicago, S.T. Louis
4. Four P’s Continued
• Promotion: Carry their own brand
specifically promoting their products.
• There are also in store advertising on
chalkboard.
• Menus on their site of dishes one can
make using Trader Joe’s products
• Promos such as Two Buck Chuck wines
– Promoting quality product for an
inexpensive price
6. Focus Group
Focus Group Questions
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What stores do you normally grocery shop at?
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Are you interested in eating healthy?
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Do you purchase organic foods?
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Have you been to Trader Joes?
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What is your perception of Trader Joes?
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What do you go to Trader Joes for?
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When you go grocery shopping do you care more about quality or quantity?
Key Insights
•
The participants of our focus group were SIU students consisting of both male and
female. The ages of the participants varied from 20-25. The main idea that everyone in
the focus group had about Trader Joes is that they sell cheap wine. Everyone in the
focus group also agreed that Trader Joes quality is on the higher end, and that’s why
regulars go there.
7. Focus Group Cont.
• Trader Joes over other grocery stores due to
cheap organic food
• Regular shoppers they care about being
healthy.
• organic food and a unique selection of beer
and wine.
8. Target Market
• The projected target market
– MRI data
• Male and female ages 19-49
• Middle class $50,000-$74,000
– Psychographics
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Overeducated and underpaid
Health-conscious label readers
People with champagne tastes and beer money
Well-read, well-traveled people who appreciate good
value
• An eclectic assortment of foodies, college students, sugar
friends, and health nuts
-The Trader Joe’s Adventure: Len Lewis
14. Primary Competition
• September 20, 1980
• Whole Foods Market is a foods
supermarket chain based in
Austin, Texas which
emphasizes "natural and
organic products.”
• 331 locations
• Merging SafeWay with their
Clarksville Natural Grocery
• 1984, Whole Foods Market
expansion
18. Brand Color
• Colors
– Red and Honey Brown
• These colors showing they an organic health conscious
company
• Employee Uniforms
– Hawaiian
– Colorful/Festive
19. Colors used in marketing
• How there colors are used in their marketing materials
• They do not use traditional marketing/advertising
• Their colors are used in their
• Logo and on the design of their bag
• Integrated within store front
• Design of website
20. Web Site
• Same colors as the
signage, both contain
Trader Joe's red and
paper bag brown.
• A "homey" feel.
• Same background though
out the entire site.
• Consistent visual
branding
34. Evaluation
• By using coupons that are brought into the store we can
determine if our ads are working.
• By Facebook clicks and Twitter views. We can determine if
these ads are bringing in customers.
• With in our events we will be able. To determine if our
customers are enjoying the Trader Joe’s brand and
experience.