BRAND AUDIT

Presented by: Rainbow KirbyFALL 2013

BRAND HIERARCHY

Hybrid: 80% of its stock is its own brand

TWO BUCK CHUCK

BRAND NAME

• Memorable: YES. Rolls off the tongue

• Compelling: Eh, not so much.• Sustainable: Somewhat, but the

name loses relevancy with each new generation, the focus now seems to be on “Joe’s”

• Unique: YES. Trader Vic’s is close – BUT, it’s a Polynesian-themed chain of restaurants

THE ESSENCE OF JOE

Quirky

AffordableQuality

Friendly

Organic

Wholesome

Healthy

BRAND POSITIONING

ADVERTISING

POSITIONING: TRADER JOE’S is your neighborhood grocery store that provides healthful, organic products at a great price because all products are are directly and locally sourced.

COMPETITORS

TARGET CONSUMERS:•THE HEALTH NUT•THE FOODIE

•THE BARGAIN SHOPPER

IDENTITY

“Your Neighborhood Grocery Store”

TOUCH POINTS

THE FEARLESS FLYER CIRCULAR

THE WEB SITE

E-NEWSLETTERTHE BROWN BAG

IN-STORE EXPERIENCE

GREAT PRICE DISPLAYED! GREAT PRICE DISPLAYED!

LARGE HEALTH SUPPLEMENT

DISPLAY

LARGE HEALTH SUPPLEMENT

DISPLAY

BRAND PROMISE AT ENTRANCE!

BRAND PROMISE AT ENTRANCE! HELPFUL

CREW MEMBERS

HELPFUL CREW

MEMBERS

THE GRADE

BRAND ELEMENT SCORE (OUT OF 5) SUGGESTED IMPROVEMENT

Hierarchy NONE

Name Focus less on “Trader”, more on “Joe’s”; Trader makes one think “discount”

Essence NONE

Positioning Need to also compete with regular grocers, too; Trader Joe’s prices are much more competitive

Identity Pretty spot-on

Touch Points Web site needs to be more interactive; Must add social media presence to take control of their messaging (do not have – it’s all fan-based and “hater-based)

Experience Offer local delivery in city markets, such as New York where lines are off-putting;