Regional GrocerTO EAT OR NOT TO EATOISIN HAYES C12757415 SAM LYNCH C11418838CONOR MCDERMOTT C11519543 SAUL REES BRENNAN C11412688 STEVE CARROLL C11408848

Health & Wellness growth•Figures show 1/3 of US adults were obese in 2009

•Research from 2012 - over 30% of grocery shoppers are now buying more foods based on nutritional component

•Consumers are becoming more health conscious but their definition of health is also changing.• Today's consumers are increasingly driven by local, natural, organic and

sustainable offerings.• In 2011 Supermarket sales exceeded over $584 Billion• Dietitians have the tools and resources to inform and educate shoppers on

their purchases and health goals

Benefits of DietitiansTeach consumers healthier alternative methods of cooking.

Educate about reading labels

Increase F & V consumption

Manage food allergies

Media wellness coverage

Dispense credible nutrition information

Promote wellness programs

Make connections in the food system

Improve dietitians image

Summary of dietitians In Conclusion – this generation is more savvy compared to previous generations

Dietitians must exploit this by:

1. Staying on top of consumer trends

2. Helping consumer to achieve goals

Strategy DevelopmentThinking

First

Logical, sequential, and linear approach.

Involves analysing a strategic marketing

problem and developing a

solution.

Logic and rationality of Thinking first

provides only one perspective.

Seeing First

Seeing the overall decision can be

greater than thinking about individual

elements.

Looks at the situation as a whole.

Most relevant to new ventures or dramatic changes in direction.

Doing First

When is it used? What is the aim?

How will we do it?

‘Credible and viable strategic approach’

This is the best way to test the

boundaries of stretching a brand

Doing First 3 year StrategyStrong brand equity – Market capitalization.

The Dietitians as a Product.

‘Sainsbury’s Market’ – Feeding the need of the food savvy consumer.

Openness to facilitate for the low involvement consumer opens new market.

Regional Grocer & its connection to non-profit organizations.

A lot companies that successfully diversified did so by figuring out what worked and what didn’t.

2 Simple Rules

How-To• What makes our

process unique?

Boundary Rules• Which opportunities

should be pursued

How-To•Same standard of training across board.

•Staff should receive regular training on different dietary values of goods and to be able to keep on top of trends.

•All customers should receive sufficient information on goods

•Must be accessible to all (promotions run online & offline)

•Website of how to make meals, customer contributions & forums

•Establish a dietician to customer ratio

Boundaries1. Rollout more dietitians in new stores with growth of

interest

2. Freshly prepared healthy meals with all nutritional value provided on packaging

3. Custom made meal plans by dietitian’s with fresh produce delivered weekly

4. Introduce ‘Loyalty Scheme’ with rewards for purchasing what dietitian advises.

5. Encourage dietitians to talk on radio visit schools, centres, workshops

Post Modern Marketing

•Involving the consumer on a personal level

•Not just selling a product we’re providing a service

•What the consumer wants to achieve is our end goal

•Constant development into what the consumer wants

Post Modern Marketing

3 focus areas

FragmentationReversed

Production & Consumption

Decentred Subjects

Fragmentation•Consumers don’t want to buy into a one size fits all idea

•Tailored plans need to be created for different requirements• Postnatal• Athletes• Weight loss• Diabetics• General health & wellness

Reversed Production & Consumption•Consumers don’t like the idea of being sold to

•They want to be in control over their decisions

•Images or symbols

•Exclusivity• Limit spots for Dietitian services• Exclusivity in the process will make the program be seen to as desirable and

unique• If demand is high extra Dietitians can be hired as required to fit in with ratios

Decentred Subjects•Consumers are becoming marketing literate

•Different social classes and locations can no longer be segmented

•Indirect Promotion• Dietitians should train up staff on basic food knowledge• Provide a service to those who cannot pay

•Gamification• Discounts for attending classes/buying as advised

ConclusionFollowing a doing first

approach

Adhering to• Boundary rules• How to rules

Following postmodern marketing methods

• Fragmentation• Reversed Production• Decentered Subjects

Regional Grocer can see success in Health &

Wellness sector

Appendix Aaker, D. & McLoughlin, D. (2010), Strategic Market Management (9th ed). Wiley. Cleveland, C (2009). The role of a registered dietitian in your health care. Cleveland Clinic Retrieved October 09, 2015 from https://my.clevelandclinic.org/health/healthy_living/hic_The_Role_of_a_Registered_Dietitian_in_Your_Health_Care Farris, P., Reibstein, D., Pfeiler, P. & Bendle, N. (2010) Marketing Metrics The Manager’s Guide to Measuring Marketing Performance (3rd ed). Prentice Hall.Palmer, S (2015). Supermarket Dietitians: What They Can Do for You and Your Clients. Today’s Dietitian The Magazine of nutrition professionals. Retrieved October 12, 2015 from http://www.todaysdietitian.com/news/exclusive0711.shtml Peregrin, T (2015) Understanding Millennial Grocery Shoppers’ Behavior and the Role of the Registered Dietitian Nutritionist. Journal of the Academy of Nutrition and Dietetics, 115 (9), 1380-1383 West, D., Ford, D. & Ibrahim, E. (2015) Strategic Marketing Creating Competitive Advantage (3rd ed). Oxford: Oxford University Press.

Brown, S, 2006. Recycling Postmodern Marketing. Marketing Review, [Online]. 6, 211-230. Available at:http://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=4&sid=a7020ff8-cb76-4e95-ae41-9c9072e1a667%40sessionmgr4002&hid=4212 [Accessed 15 October 2015].