Proposing recommendations for improving a Business Plan is part of our COMM 101 group assignments. We chose to work on an Organic Foods Store in Ohio (USA). In fact, we find this market attractive and particularly trendy. It is also growing in a way that may offer opportunities for entrepreneurs. Personally, I like the numerous values encompassed in the “organic” feature: it carries symbolic significance and ideas such as health, eco-friendliness, quality of life, wellness, etc. It goes beyond mere nutrition and it emotionally involves the consumers. Since our Business Plan lacked content for its Marketing Strategy, I decided to develop it and found out some analytic tools backing up my observations. Interestingly enough, it appears that the forecasts of these studies published in 2004 pointed towards the good direction: eating “organic” is more and more part of a real way of life.

Currently, the classical mainstream positioning of organic foods is still based on the benefits of the products such as better taste, no chemicals, GMO free, no added artificial flavoring, etc. All these qualities draw on the values of Health and Environment. However, as Jonathan Gutman would point out, these are only instrumental values. Consequently, I would rather suggest focusing the marketing strategies of organic foods on Wellness and Well-Being. These are the terminal values most consumers are consciously or unconsciously considering when buying organic. Wellness and Well-Being include a full-fledged way of life, the ideas of enjoyment and fitness. In Vancouver, the new marketing channels of such strategies could definitely target the yoga clubs and Lululemon stores for instance.

Sources:
– Zanoli R. and Naspetti S., (2004). “The positioning of organic products: which way forward?”. Resource for the European Commission Research Directorate-General.
– Gutman J., (1982). “A means-end chain model based on consumer categorization processes”.  Journal of Marketing 46 (1): 60-72.