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WEGMANS451 INTERN MARKETING PROJECT
AGENDAI. Agency IntroductionII. Situation AnalysisIII. Marketing Plan
I. Public RelationsII. SocialIII. SearchIV. Design
IV. Conclusion
Today’s Special:
A Look at Wegmans
I. AGENCY
MEET THE CIRCLE AGENCYOur Motto: The Circle Agency consist of dynamic team members that bring brands and product to life by making lasting impacts with the right audience using the right message at the right time.
Services:• Marketing communication • Creative: Conceptualization and Design • Social Media Marketing• Social Marketing• Public Relations • Media Planning • Event Management
II. SITUATION ANALYSIS
INDUSTRY OVERVIEW
Trends:• Customers use money-saving
strategies (coupons)• Mobile apps: comparison shopping• Private labels = brand loyalty• Shift towards shopping at mass
merchandisers, especially Millennial Generation
• The more focused grocers are more successful• Ex. 201Central, Good Cents,
Whole Foods
$543.7 billion industry
COMPETITIVE ANALYSIS
HighProduct Variety
(groceries)
High Customer Experience: Offerings Aside from Groceries
LowProduct Variety
(groceries)
Low Customer Experience: Only Groceries
• Strong brand & loyal shoppers due to excellent customer service
• Supply chain efficiency
• “Best in class” amongst other grocers
• High quality products
• Offers high end food products, imported, and organic
• Luxury shopping experience• Tavern, bar, sushi, pizza, seating
areas
Strengths
• Enormous size stores• Confuses customers– too many
products offered• High prices• Target segment: how to reach the right
customers• Privately owned
• Less capital to expand as a company
Weaknesses
• Expanding geographic reach• Wegman’s mobile app
• View shopping list offline• Preorder items• Scan items at store• Add “recipes”
• Opening more stores• Private label
• Products like organic vegetables, imitation crab, salad dressing etc. have been extremely successful
Opportunities
• Competition from 2 sides• High-end: Whole Foods• Price competitive: Wal-Mart
• Mass merchandisers• Economic recessions
• As high-end grocer, must remain competitive during recessions
Threats
TARGET CUSTOMERMiss Independents
• 22-35, female• Young professional• Single, independent• Career-driven• Information sources:
newspaper, blogs, social media, online
• Time Magazine• Business Week• NY Times• Boston Globe• Facebook, Twitter, etc.• Blogs: Corporette, The New
Professional, Mizhattan
Money Moms
• 35-50, female• Upper class• House wives• Family focused• Information sources:
television, magazines, newspapers
• Local News TV• O Magazine, Good Housekeeping
Magazine, etc.• Boston Globe• NY Times
POSITIONING STATEMENT
For the Miss Independents and Money Moms, Wegmans is a grocery store that delivers a luxury customer experience and high-end food products unlike other competitors.
THE PROBLEM?
HOW TO GET BOSTONIANS AWARE OF (AND TO LOVE) WEGMANS
OUR SOLUTION
BRANDING OVERHAUL– FOCUSING ON THELUXURY EXPERIENCE OF WEGMANS THAT CAN BE FOUND NOWHERE ELSE
III. MARKETING PLAN
A. PUBLIC RELATIONSPLEASE SEE HAND-OUT
LAUNCH PLANPhase I• Pre-Launch
Phase II• Launch
GOAL: Create buzz• Branded automobile
• Wegmans information posted on car
• Ask people to send pictures to social media if they spot the car for a chance to win 4 different Wegmans gift cards (50, 100, 200, 500)
• Cut-out boards• People place face in photo• Figure wearing Wegmans apron
and Wegmans chef outfit with cut-out heads
• Share pictures on Instagram for chance to win gift cards
GOAL: Spread Word of Mouth• Chefs make their signature dishes
using all ingredients found in the store
• Owner of Wegmans along with two other judges taste the finished dishes and choose the best
• Customers given a chance to sample dishes as well & vote for Fan Favorite
• Winning dish will be served at tavern for first month after opening
BOILERPLATEWegmans Food Markets, Inc. is a privately held, family owned supermarket chain with 81 stores in Massachusetts, New York, Pennsylvania, New Jersey, Virginia, and Maryland. Wegmans has been recognized for 16 consecutive years as FORTUNE Magazine’s “100 Best Companies to Work For.” Their consistent low prices, community outreach, and their employee benefits are what set Wegmans apart from their competitors.
FACT SHEET• About the Company• Locations• The Wegmans Difference• Commitment to the Community
PRESS RELEASESPhase 1 Purpose: Get to Know WegmansWegmans to open Boston location in April 2014
Phase 2 Purpose: Creative Interactions with Future CustomersWegmans seeking opinions, asking future customers what “luxury” grocery shopping means to them in preparation for Boston store launch in April 2014
MANAGEMENT BIOS• Daniel Wegman, CEO• Colleen Wegman, President
MEDIA LIST• Boston News Outlets• Greater Boston News Outlets• Boston Bloggers• National News Outlets• Online News Outlets• Local Television & Radio
SAMPLE PITCHES• Boston Globe• Boston Magazine• WHDH 7 News
B. SOCIAL
MATCHBOOKVoice:FOCUS: How to attract Miss Independents & Money Mamas
• Neutral – Not too feminine or masculine• Friendly –
• Fun, approachable and personable tone • Welcoming
• Authoritative without talking down –• Source of knowledge for food• Official branch of Wegmans stores, and always approachable
• Smart - Always spell words out and utilize proper grammar.• Engaging –
• Share interesting content, not just directly relating to Wegmans• Interact with fans by replying to inquiries
Main Focus: • Facebook & Twitter. *see handout
MATCHBOOK Content Categories (Facebook & Twitter):• General Wegmans News:
• Post about national Wegmans brand news, store updates and building progress.
• Recipes/Shopping Tips: • Post recipe ideas, shopping tips, and spotlight produce
and products. • Downtown Crossing/Surrounding Area:
• Post about Boston news, new store openings, and the history of Downtown Crossing/Boston.
• General Food/Grocery News: • Post about current food trends, nutrition information and
grocery stores in the news.*see handout
MATCHBOOKOther social media sites:• Presence on Foursquare, YouTube, Pinterest & Instagram.
Social Media Promotional Ideas:• Who’s excited about Wegmans?
• Have fans on Facebook submit videos, art work or other creative mediums to express their excitement. Winner receives a prize!
• Do you know your food? • Ask fans trivia questions and reward winners prizes & coupons.
• Speed Shopping Giveaway• Have fans enter online, and give them extra entries for “liking” the
Facebook page and posting about the contest on their personal Facebook page. A random winner will be rewarded everything they can put in a cart in 60 seconds on opening day.
*see handout
FACEBOOK: OVERVIEW
FACEBOOK: TACTICS Customized Tabs: • Opening Countdown
• Countdown widget that fans can download onto their Facebook page or personal website.
• Building Progress• 3D visual of building• Includes videos (time lapse)
• Sign up for Newsletter.• Allow fans the chance to sign
up for newsletter to receive updates.
Milestones:• Include Wegmans Brand
Milestones
Event for Grand Opening:• Create an event page to
amp up excitement
FACEBOOK: SAMPLE POSTS
Example Posts:
TWITTER: SAMPLE TWEETS
BLOGSSEO Keywords: Grocery:• Groceries
• Grocery stores
Wegmans:• Wegmans grocery store
• Wegmans food markets
• Wegmans.com
*see handout
Downtown Crossing:• Boston Downtown Crossing
• Boston down town
• Boston
BLOGS
*see handout
BLOGS: SAMPLE POSTS
Blog #3: Counting Down the Days!It’s almost here! Check out how we’re getting ready for Opening Day.
Blog #1: “Word on the Street: Who’s excited about Wegmans?”We’ve taken to the streets of Downtown Crossing to find out who’s excited about the opening of Wegmans!
Blog #2: Wegmans Official Store Layout Revealed!It’s finally here… check out the official layout of the store!
*see handout
D. SEARCH
INCREASING ONLINE PRESENCE AND VISIBILITY
Create a Wegmans listing on Google Places to show up across the web.
• Get found on Google search, Maps, Google+, and other mobile devices.
• Consider Bing as well
PPC STRATEGIES• Geo-targeted ads for Boston
area and other major locations.• Attract a more qualified
audience.• Keep advertising costs at a
minimum.• List business on Google
Local Business Ads• Street address will be
added to Google Maps results to increase relevancy.
SEARCH ENGINE OPTIMIZATION• Website Changes:
• Current URL for “contact us” • http://www.wegmans.com/webapp/wcs/stores/servlet/Cate
goryDisplay?categoryId=256608&storeId=10052&langId=-1&catalogId=10002
• Should be changed to something simple and easy for search engines to find:• http://www.wegmans.com/contact-us
• This applies for all other sections on site
SEARCH ENGINE OPTIMIZATION (CON’T.)Market and keyword research• Pages can be further optimized by placement of strategic
keywords.• Ex: In their “About Us” section.• Very little content.
• No Meta-description available for any of their pages.• A good meta-description can indicate to a searcher that a search
result is particularly relevant. • Lack of Headers.
• An effective header should communicate what the page is about.• Placing keywords in strategic places with the appropriate content
can optimize search results.• Be careful not to keyword stuff.
IV. DESIGN
CREATIVE BRIEFBackground Wegmans opening in Downtown Crossing; first Wegmans to open in Boston Goals• AWARENESS• Word of mouth• Make customers
loyal• Re-vamp brand
Target Audience Miss Independents and Money Mamas
THE MAIN IDEA Wegmans delivers a luxury experience to customers unlike any other grocer.
The Must Haves• Differentiate• Strong social media
Proof is in the Pudding• Wegmans tavern, bar,
restaurant• Wine selection• Sushi bar • Fresh pizza• Organic & imported food
selection
LOGOBEFORE
AFTER
• Keep inspiration behind original- modernize• Green: sustainability, fresh, organic• More inviting script• Modern take on images
PRESENTATION BRANDING
IV. CONCLUSION
• Make Money Mamas and Miss Independents aware:• Word of mouth• Loyalty• Understand differentiation between Wegmans and
current grocers
Circle Agency
THANK YOU.ANY QUESTIONS?
Circle Agency