Loblaw has launched a new marketing scheme to target food-savvy Canadians. Since more and more competition has come into the food industry, Loblaw has decided to reinvent itself. Instead of having Galen Weston travelling to various communities in Canada talking about various products, the company has decided to focus on ads and commercials explaining where the food comes from, how it is made, and where it originated. This was out of the intention to target a food oriented society. It has been a trend now to have organic, and fresh produce. People are now starting to wonder where their food comes from, and how it is being produced. Loblaw realizes this, and is launching a new commercial that explains just so.

In my opinion, I feel this is a great marketing strategy that is innovative and one that will work. Being someone who is concerned about where my food is made, and where it comes from, I can relate to the customer segment Loblaw is targeting. It gives people a piece of mind knowing that their food providers care about the food process. For instance, how Loblaw’s extra virgin olive oil is from South Africa, instead of Italy. Loblaw is trying to target the mainstream foodie culture, and with that they are vowing to remove all artificial colours and flavours from their products. This attracts the new natural and healthy lifestyle which more and more people are leaning towards. I am therefore, optimistic about Loblaw’s new marketing scheme.

Sources:

Nguyen, Mai. “‘Crave More’ Attempts to Make PC a Lifetsyle Brand.” Marketing Magazine. N.p., 18 Sept. 2014. Web. 20 Sept. 2014. <http://www.marketingmag.ca/ advertising/crave-more-attempts-to-make-pc-a-lifestyle-brand-124926>.

Krashinsky, Susan. “Loblaw Targets Food-savvy Canadians.” The Globe And Mail. N.p., 11 Sept. 2014. Web. 20 Sept. 2014. <http://www.theglobeandmail.com/report-on-business/industry-news/marketing/loblaw-targets-food-savvy-canadians-in-major-marketing-overhaul/article20647658/>.

Referring to the article given in the additional reading options for Class 3 on working conditions, I agree that companies can act ethically and socially responsible through enforcing codes of conduct regarding working conditions. As improper working conditions in foreign countries have proven to be a large issue with multinational corporations, it provides companies with an opportunity to become more socially responsible, and act with ethical means. The article used Nike as an example of a company that has strived in promoting ethical practises through better working conditions, and Apple as an example of a not so ethical company with regards to working conditions. I would agree that Apple faces challenges when they introduce new products and must meet the high demand, as they must then ask their workers to put in large amounts of over time to get the job done. This conflicts with what is known to be ethical practises as workers are not supposed to work an excessive amount of hours. Now referring back to Nike, which has various stakeholders working together to ensure demand is being met, and code of conducts are also being followed, I feel then in profitable business practises, the two can go together.