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Jonathan JavierGoodwin’s Organics Marketing PlanGeorge Goodwin January 18, 2017Table of ContentsI. Executive Summary3a. Company Profile3-4II. 5 Year Financial Overview4III. Current Market Situation4-9a. Market Description4-5b. Product Review5-6c. Competitive Review7-9IV. Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis9-11a. Strengths9b. Weaknesses9-10c. Opportunities10d. Threats10-11e. SWOT Table11V. Marketing Strategy12-14a. Product12b. Price12c. Place12-13d. Promotion13e. Marketing Research13-14VI. Action Programs14-15Works Cited16I. Executive SummaryGoodwin’s Organics, known for its organic food and products, utilizes marketing in a variety of ways, whether it is through direct marketing, advertising on campus, or connecting with UC Riverside Athletics. Goodwin’s Organics gives consumers a certified, organic product, a healthy alternative to other supermarkets such as Stater Bros or Ralphs. It positions itself well in its market, as it is the closest naturally organic food market to UC Riverside. Its demographics differ from millennials whom attend UC Riverside to Generation X whom are trying to eat healthier foods. Goodwin’s Organic’s gives customer convenience in buying organic food and products; the health benefits help consumers with their lifestyles of staying health-conscious of what they eat. For Goodwin’s to continuously grow its profits, it must expand its market to attract millennials whom are uneducated about the positive, healthy effects of organic products. Goodwin’s continues to grow, as its sales increased by 20% from 2014 to 2015 (George Goodwin). Goodwin’s marketing objectives include generating consistently higher sales and profits while also increasing its social media presence to over 10,000 Instagram followers. This marketing plan covers overviews, competitors, objectives, marketing strategies, and action programs that Goodwin’s may take to expand its social media presence while keeping its consistent marginal profits.a. Company ProfileGoodwin’s Organic is known as the local organic market, carrying a variety of healthy foods and products. Founded in 1946, Martin Goodwin wanted to meet consumer needs regarding quality of products and length of their lives by providing “most whole and pure Organic foods and drinks available” (Goodwin’s Organics Website). After assessing different health stores and natural markets, he wanted to assure his customers that they were buying a genuine, organic product; when they walked in the store, they would already have the assurance that every product was truly organic. Due to this need and his entrepreneurial spirit, Goodwin’s Organic Foods & Drinks was created to help contribute to consumer health and well-being. Through its existence of over 60 years and four generations, Goodwin’s prides itself for being dedicated to “serve their customers the purest and most wholesome organic foods and drinks available” (Goodwin’s Organics Website). Its most recent store was created in January 2008 near UC Riverside, a location which attract many students to purchase healthy foods. Goodwin’s targets consumers, specifically students from UCR and households around the area, to choose organic, natural products rather than other supermarkets. Its consistent sales ultimately shows it is doing well in its market, utilizing strategies to gain competitive advantages over its competitors.II. 5 Year Financial OverviewDue to Goodwin’s Organics being a privately, family-owned business, financial statements online were not found. When researching sales, sales increased efficiently from 2014-2015 by 20% (George Goodwin).III. Current Market Situationa. Market DescriptionTrends in supermarkets have changed throughout the years, as stores try to become more natural and organic. Consumers either see organic food products as healthy for their well-being or too expensive for their budgets. Price-conscious consumers usually choose alternatives to organic foods because they do not see the benefits of buying a higher-priced product when they can get a regular one for much cheaper. Although this is the case in some circumstances, Goodwin’s gives its customers a variety of organic choices, such as purchasing all-natural food in its case, acai bowls, and other products. Consumers who are conscious about what they eat and are trying to eat a healthy lifestyle will purchase its products despite its price; the reason is because they choose quality over price. These consumers are also environmentally friendly and want to support their local supermarket, specifically a company that is family-owned and in their city. Goodwin’s Organics current competition includes nearby supermarkets and other organic stores. These competitors range from supermarkets like Stater Bros., Ralphs, and Whole Foods, as these stores are located the closest to Goodwin’s store off Box Springs. Goodwin’s Organics targets various markets in its marketing strategies. Some demographics it targets range from UCR students, families in the surrounding Riverside neighborhood, and consumers looking for healthy, organic alternatives. b. Product ReviewGoodwin’s Organics provide several features in its store for college students, families, and weight watchers. They include the following:All natural and organic Hormone free Locally grown Fresh organic bakeryGluten-freeVegan/vegetarian productsOrganic farming and Deli Organic Café and Juicery.Target SegmentCustomer NeedsFeatures/BenefitsCollege Students, specifically from UCR and Riverside Community College- Organic choice alternative- Healthy options at an affordable price- Acai bowls- Location close to UCR-Students can buy healthy alternatives to fast foods-Local deli and juicer to purchase organic meals/products-Low calories and makes you feel great after consumption Families/Households around Riverside area-Location convenience for organic products-Healthy to feed kids-Local produce and “support your neighborhood market”-Products that kids enjoy consuming-Convenient for parents to buy products locally to save timeWeight watchers/Dieters-Low calories, healthy consumption products-Products that will make them feel good after consuming-Products with lesser calories, fat, etc. then other supermarkets-All natural and organic ingredientsc. Competitive ReviewKey competitors to Goodwin’s Organics include the following supermarkets:-Stater Bros: Stater Bros was founded on August 17, 1936, tracing its beginnings back to a “small grocery store on West Yucaipa Boulevard” in Yucaipa, California. First listed on the Fortune 500 List in 2005, Stater Bros has been rated as the “best place to shop for groceries” among supermarket chains in Southern California by Leading National Consumer Magazine (Stater Bros History). It has stores in 168 locations, including one off Blaine Street, with over 18,000 employees and annual sales of $4 billion. Stater Bros offers products such as produce, poultry, and frozen foods to customers at a low price compared to other supermarkets. Through current CEO Jack H. Brown’s leadership, Stater Bros continues to grow and ultimately achieve its goal of being the number one supermarket for consumers.-Ralphs: Founded by George Albert Ralphs in 1873, Ralphs Grocery Company is one of the largest grocery chains in the country and the largest food retailer in Southern California. Ralphs has over 400 stores throughout California, as it offers thousands of products such as perishables, produce, and organic products (ReferenceForBusiness). Ralphs has three stores in Riverside, the closest to the University of California, Riverside located on Canyon Crest. Students, families, and other consumers like to utilize Ralphs as their grocery supermarket because of its low prices along with its membership benefits, which range from discounted products and point systems; when the consumers reach a specific amount of points through their purchases, they get discounts at Shell gas. Ralphs is also a subsidiary of Kroger Co. with over 201 locations worldwide. Kroger CEO David Dillon hopes to continue growing Ralphs to the next level and ultimately keep its position as a powerhouse in the retail industry.-Whole Foods: Whole Foods, established in 1980 with a staff of only 19 people, was founded in Austin, Texas by John Mackey, Renee Lawson, Craig Weller, and Mark Skiles. Whole Foods prides itself as being America’s healthiest grocery store, as it “seeks out the finest natural and organic foods available, maintain the strictest quality standards in the industry, and have an unshakeable commitment to sustainable agriculture” (Whole Foods Website). Although no Whole Foods stores are currently located in Riverside, its stores are found throughout the country in 435 locations with over 91,000 employees. Whole Foods sells a variety of organic products, ranging from produce, meats, and juices. Although its stock price has decreased in recent years, Whole Foods looks to control the organic foods industry and increase its profits petitorProductsFeaturesStater Bros.Produce, Bottled Drinks, Bakery Goods, Poultry, Deli, Hair Care, Cleaning Products, Pastries, Dairy, Meats, etc.-Cheap, affordable prices for students and families-Natural and organic private label productsRalphsBottled Drinks, produce, Bakery Goods, Poultry, Meats, Frozen Foods, Cleaning Products, Dairy, Health and Beauty, etc.-Discounted prices and point system for members-Product variety and exceptional customer service -Quality brands through Kroger-Simple Truth organic productsWhole FoodsOrganic Foods, Oils, Poultry, Dairy, Produce, Seafood, Private Labels, Meats-Locally grown products -High standards of quality and taste-Variety of organic foods to choose fromIV. Strengths, Weaknesses, Opportunities, and Threats (SWOT) AnalysisGoodwin’s Organics holds various strengths involving its organic produce and high ratings. It may improve significantly by expanding on strengths and opportunities. Goodwin’s Organics succeeds through efficient marketing and holding true to an all-organic and natural market; however, threats may concur due to competitors and other circumstances.a. Strengths: Goodwin’s Organics holds many strengths including the following:1. One of the greatest strengths that Goodwin’s Organics holds involves the use of an entire organic and natural market. These products give customers healthy products and options to choose from. Customers may purchase all their needs at Goodwin’s Organics, such as produce, dairy, and body care products.2. Another strength of Goodwin’s Organics includes the use of a café, bakery & kitchen, and an organic food truck. There are three sections at the Goodwin’s Organics store: it includes a café with various cooked organic foods, grocery section, and a kithcen that has various juices, acai bowls, and scones. Goodwin’s also provides great customer service to its customers who support its local, organic supermarket.b. Weaknesses: Goodwin’s Organics holds two weaknesses that may be improved to increase profitability and customer retention:1. One of the weaknesses of Goodwin’s Organics involves prices in relation to the type of consumers in the area. Some consumers may not want to pay extra for all-natural, organic products and would prefer to buy a product cheaper at a different store. They may compare prices and may not be educated on the benefits of organic product consumption.2. Another weakness is consumer preferences regarding competitors. Many consumers may prefer to buy products from supermarkets they already go to from before such as Stater Bros. and Ralphs. These stores also may hold products that Goodwin’s Organics does not have.c. Opportunities: Goodwin’s Organics possess several opportunities for exploitation and exploration.1. One of the opportunities Goodwin’s may expand upon utilizes its café products, specifically with acai bowls. Millennials, specifically UCR students, enjoy acai bowls because of their taste and healthiness; however, the closest juice bar to UCR is Juju Bar, which is about 15-20 minutes away. Some students are unaware that Goodwin’s Organics offers acai bowls; by raising awareness of the product, Goodwin’s Organics may increase its customer retention and gain market share. 2. Another opportunity involves having a rewards program for customers. Although Goodwin’s Organics has a membership program involving discounts and other coupons, a stamp card or points system may create more customer retention. The stamp card may be used involving the acai bowls; for every 6-8 purchases of acai bowls, customers may come back and receive a free acai bowl.d. Threats: The threats that Goodwin’s Organics face have the potential to take customers away and ultimately lead to profit loss.1. One threat involves losing customers due to other supermarkets. Consumers may prefer a supermarket they regularly purchase from rather than Goodwin’s Organics because of comfortability and preferences. Also, other supermarkets have been in Riverside longer than Goodwin’s Organics, so they may have already loyal customers who consistently buy their products.2. Another threat includes customer preferences regarding organic versus non-organic products. Consumers may not be educated about the health benefits of organic products, thus organic prices are higher. Ultimately, the consumers may buy non-organic products rather than organic products because of their price tag; for example, a consumer may want to buy bananas at Stater Bros at $.69/lb rather than at Goodwin’s for $1.99/lb because of the cheaper prices.VI. Marketing Strategy a. ProductGoodwin’s Organics provides consumers with a supermarket in the Riverside area with all-natural, organic products. Its products give consumers a healthier option compared to other foods that they may purchase from other supermarkets. It also provides a need to help people “improve the quality and length of their lives by providing the most whole and pure Organic foods and drinks available” (Goodwin’s Organics LinkedIn). Goodwin’s Organics wants to assure consumers that all its products are certified organic so they do not have to check labels and worry about contaminants.PriceGoodwin’s Organics product prices are a little more expensive compared to other supermarkets in the area because the products are organic. Organic products usually cost more than regular products because they typically come from smaller farms who do not use any chemicals or growth hormones compared to larger, conventional farmers. Although organic products are more expensive, they have fewer pesticides, are grown with natural fertilizers, and are fresher than conventional products (Help Guide). Goodwin’s uses mostly cost-based pricing in its products. It uses cost-based pricing to be sustainable and hold market share, as prices must be set where profits exceed expenses and where gross margins are higher. There are also discounts on products regarding membership discounts and first-customer percentage discounts to increase customer loyalty and retention.Place Goodwin’s Organics sells its products both in store and online. Its location provides convenience for customers to buy organic products, specifically students and families around the area. The location ultimately gives UCR students a certified, organic market with all natural products; when customers walk into the store, they are assured that everything they purchase is 100% organic and beneficial to a healthy lifestyle. Through its website, Goodwin’s Organics gives customers the option to buy various products online such as organic lunches, wraps, smoothies, and juices (Goodwin’s Website). This implementation provides potential customers the option to see products online and purchase through the website instead of in the store; however, although online orders are an option, the minimum purchase orders must be over $50. Goodwin’s website allows customers to see store events, cooking classes, and café menus instead of having to go directly to the store. Through these tactics, Goodwin’s Organics creates customer convenience for those without transportation and time efficiency.d. Promotion-Customer CommunicationAdvertising, specifically through television, is very costly, especially to a local market. However, by utilizing marketing tactics through social media sites, Goodwin’s Organics may use free advertising or marketing through Instagram, Facebook, and Twitter. For example, on its Instagram page, Goodwin’s Organics posts pictures of its products along with new products that are available in store. Before, Goodwin’s would go to lectures at UCR and give promotion cards for free coffee or other products, incentivizing potential customers to come try its products. Another way Goodwin’s may utilize social media marketing is through product promotions and reposts; Goodwin’s “regrams” posts from Instagram users on its page. An idea that may be utilized is through various hashtags and contests, which may ultimately create more awareness to users about its products and health benefits.e. Marketing ResearchFor Goodwin’s to gain marketing research, it may utilize surveys to incentivize customers to give legit, authentic reviews on its products. The incentive to provide these survey reviews may involve deals to those who give feedback after purchasing specific products. For example, Goodwin’s Organics may use testimonials from these reviews and post them on either its social media platforms or website to engage potential customers to see how beneficial its products are. For the surveys, there can be guidelines for customers to follow regarding authentic feedback on its products. At the end of the surveys, Goodwin’s can provide deals such as percentages off or exclusive deals for those with legitimate reviews. These reviews ultimately help Goodwin’s tailor its products to customer needs and wants, which then keeps customers happy. Goodwin’s has a high rating on Yelp, which helps because Yelp users see what products they should purchase according to customers who have consistently bought products from them. Although its rating is relatively high, there is always room for improvement and growth.VII. Action ProgramsAn action program that Goodwin’s Organics may utilize involves stamp cards, specifically regarding its café and kitchen. One of the ideas involves promoting acai bowls to potential customers because students and other customers love acai bowls, and I feel that many customers only know about the grocery section of the store. In February, a stamp card regarding acai bowls may be implemented so that customers may be incentivized to go back to the store. Students love to post on social media about products that have great presentation; for example, Afters Ice Cream and its products are seen throughout Instagram and Snapchat not only because of its products, but also because of the backdrop it has in its store. Customers take pictures of the products and post them on their social media sites, which ultimately creates free advertising and marketing. The stamp cards may have either six to eight stamps; when the whole stamp card is filled, the customer receives a free acai bowl or other product of Goodwin’s Organics choice.February- Goodwin’s Organics posts on all social media platforms regarding its new stamp cards for products, specifically acai bowls. This implementation creates awareness to potential and loyal customers about the stamp cards while also incentivizing consumers to come check out Goodwin’s products.March- Using data and looking at profit/loss statements, Goodwin’s Organics may see how much profits or expenses it incurs when utilizing the stamp card system. It can see if the penetration rates and comparable rates are higher compared to last year’s, ultimately showing if the stamp cards are beneficial or not.April- If the stamp card system is successful, Goodwin’s Organics may keep using the system to gain potential customers and increase profits. Goodwin’s can also create better acai bowls with better presentation that will make them stand out; for example, there may be a tropical-based acai bowl that has a little umbrella on top to make it more presentable.Works CitedGoodwin, George. “George Goodwin’s LinkedIn”. LinkedIn. N.p., n.d. Web Jan 2017.“Goodwin’s Organics Website”. Goodwin’s Organics. N.p., n.d. Web. Jan 2017"A History of Success." Stater Bros. History. N.p., n.d. Web. Jan. 2017."Ralphs Grocery Company - Company Profile, Information, Business Description, History,Background Information on Ralphs Grocery Company." Reference for Business, n.d.Web. Jan. 2017."Whole Foods Market History." Whole Foods Market. N.p., n.d. Web. Jan. 2017."Organic Foods: What You Need to Know About Eating Organic." Help Guide. N.p., n.d. Web.Jan. 2017. ................
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