Whole Foods Market’s marketing mix enables the company to connect with consumers. The marketing mix defines the business strategies and corresponding activities to implement the marketing plan. In Whole Foods Market’s case, the target customers are engaged through the company’s evolving marketing mix. The success of the firm as the top performing health food store chain in the United States reflects the effectiveness of its marketing mix. Whole Foods Market is especially successful in using public relations in highlighting the benefits of its products and business.
Whole Foods Market effectively uses its marketing mix, which emphasizes public relations and product quality. Nonetheless, product, price, promotion and place are effectively used to capture the target market.
Whole Foods Market’s Products
As a grocery and health food business, Whole Foods Market has a wide array of products. This element of the marketing mix defines what the company offers to its target customers. In Whole Foods Market’s case, the following are the main product lines:
- 365 Everyday Value
- Whole Foods Market Brand
- Engine 2 Plant-Strong
The 365 Everyday Value product line is Whole Foods Market’s offer for price-conscious buyers. On the other hand, the Whole Foods Market Brand includes premium products. Also, the company addresses vegetarian and special dietary preferences through the Engine 2 Plant-Strong product line. In addition, the firm uses the Whole Trade label for products that come from suppliers certified under the Whole Trade Guarantee for sustainability, fair labor practices and related criteria. In this component of the marketing mix, Whole Foods Market effectively satisfies the preferences and concerns of price-conscious buyers and vegetarians and customers with special dietary needs.
Place in Whole Foods Market’s Marketing Mix
Whole Foods Market continues to expand by adding more locations for the distribution aspect of its marketing mix. The place or distribution element of the marketing mix defines the venue through which products are provided. In Whole Foods Market’s case, the following are the main places for distribution:
- Whole Foods Market stores
- Whole Foods Market Online Store
Whole Foods Market stores are the main places for distributing the company’s products. The vast majority of sales transactions occur in these stores. However, the firm also has an online store where people can place their orders. The firm offers delivery service for online purchases. In this component of the marketing mix, Whole Foods Market capitalizes on the popularity of its brand to draw customers to its increasing number of stores in the U.S., Canada, and the U.K.
Whole Foods Market’s Promotions
Whole Foods Market uses varying promotion activities, depending on the season and industry conditions. This element of the marketing mix deals with business communications with the target market. Whole Foods Market’s promotional mix has the following main activities:
- Public relations
- Sales promotions
Whole Foods Market’s advertisements are mostly regional, although the firm also uses national advertising campaigns, such as the “Values Matter” campaign that highlights health and a deeper purpose for business. The company also gets involved in various regional public relations programs with communities. In addition, Whole Foods Market offers discounts as a form of sales promotions. In this component of the marketing mix, Whole Foods Market focuses on building its quality brand image.
Whole Foods Market’s Prices and Pricing Strategy
Whole Foods Market uses a premium pricing strategy. Most of its products have higher prices compared to alternatives available from firms like Walmart. Whole Foods Market complements this pricing strategy with high quality standards to guarantee customers that the company’s products are worth buying. In this component of the marketing mix, Whole Foods Market aligns prices to its generic strategy of broad differentiation.
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