Marketing Strategy of Trader Joe’s analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Trader Joe’s marketing mix, help the brand succeed in the market. Let us start the Trader Joe’s Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Trader Joe’s marketing strategy can be explained as follows:
Trader Joe’s is a leading retailer for groceries bases out of US. The target market of Trader Joe’s are young adults, i.e., those aged between 18 to mid-40’s. This market has been chosen because they spend more on groceries. At the same time, they tend to eat locally and are more conscious about the food they are eating in terms of healthiness and due to high costs of living, customers want to pay less and get more value. Keeping this in mind, Trader Joe’s offers specialty foods which is generally organic/healthy usually under its own brand name instead of big brand names. In other words, it Privately Labels its products which account for 80% of the products available in its store.
These privately labelled products can’t be purchased by its customers from elsewhere which increases the demand for this product. Through Private Labels, it promotes products which are healthy and go through ethical green production process. Its marketing mix product portfolio includes daily consumed food like fruits, vegetables, bread, milk; frozen or ready-to-serve products ranging from Italian, Hispanic to Indian, Chinese, etc. Not only this, non-food items like soap, lotions and cream are sold at the store.
Trader Joe’s Price/Pricing Strategy:
Below is the pricing strategy in Trader Joe’s marketing strategy:
Trader Joe’s offers products which are affordable for its customers. To gain an edge over its competitors and meet the needs of its customers, it uses competitive pricing strategy making its products affordable and inexpensive.
Price of the products ranges from $2-$40 depending upon the product. Trader Joe’s has been able to keep the prices low mainly because of Private Labels by cutting the intermediaries in the value chain. The annual revenue of the company is in the range of $12 billion.
Following is the distribution strategy in the Trader Joe’s marketing mix:
Trader Joe’s stores are spread widely across the country and has more than 500 stores across USA. The average size of the stores range between 10,000-15,000 sq. ft. Each store at each location is designed to represent the respective area. Although it is common to see same theme throughout the stores in such chain stores, this s not the case with Trader Joe’s. Its stores blend well with the local area. For e.g.- Store near the beach has surf theme.
The ecommerce portal offers all the products, which can be purchased online & shipped to the customers.
Trader Joe’s Promotion & Advertising Strategy:
The promotional and advertising strategy in the Trader Joe’s marketing strategy is as follows:
Trader Joe’s resorts to a combination of multiple strategies for promoting itself. In its sales promotion strategy, it has weekly sale promotion in store in place and do “The Fearless Flyer” which includes cooking tips as well and this helps not only in advertising but keeping the flyer thinking it can be put to use in future. It maintains Public Relations by supporting the after school program and sponsoring for some organizations working to fight against breast cancer. Since the target customer is young adult who use more of digital platforms than their previous generations, Trader Joe’s resorts to Facebook and Instagram and releases coupons which can be collected by customers after liking their page. It also does store advertising on chalkboards and promotes quality product for an inexpensive prices. Th brand has a strong online presence and interacts with its customers via social media engagement.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Trader Joe’s.
As is well said “Employees are the greatest assets of the organization” so is it in the case of Trader Joe’s. It has knowledgeable staff which is also always on toes to serve the customers. Customers are the ones who are served by every organization in their best possible way and Trader Joe’s knows its customers well. It caters to their needs by providing quality products at low price and even discontinues individual products based on the reactions of the customers to free up space for new items which customers want. It does not, in an era of “data is king”, has customer’s data to spy on them. More than 50,000 employees are a part of the company.
The way of handling the stores and the brand is slightly different from what other companies do. Trader Joe’s has had only a few CEOs till date. These leaders during their tenure has shown/ showing how the company has evolved from the first phase of incubation to second of decentralization to the last phase of maturity. This system has ensured consistency of leadership and steadiness which has benefited the organization all these years. Second differentiating factor is the core value of the company, “Kaizen”, which means that everybody owes a better job every day to everybody as the company ,made by its people, considers each store as its own business. Third is the expansion strategy of the company. Trader Joe’s is so popular that it can grow at a faster pace but its owners choose not to primarily because they believe having the right number of Captains and Mates doing right kinds of things is more important than just opening more stores and not being able to serve the customers well.
Trader Joe’s stores of the company are defined by several attributes. The colors red and honey brown are used in their logo, on the design of their bag, the design of website and signage. This is also known as Visual Branding. Another is employee uniforms. It is based in Hawaiian theme which is colorful/festive. This might seem absurd to have such dress code at such a place but it, the company believes, makes the place vivacious. Hence this completes the marketing mix of Trader Joe’s.
About Trader Joe’s:
Trader Joe’s, earlier known as Pronto Market was found several years ago, in 1958, by Joe Coulombe. It is a subsidiary of German supermarket chain ALDI Nord.
It has headquarters in Monrovia, California, USA and it is associated with Retail (grocery) industry. Trader Joe’s is widely recognized as America’s one of the successful brands which can be trusted.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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