local relevant sv produce final final

Communication PlanHyperlocal Produce Utilizing Social MediaGetting Produce in the Bag

Eric J. Ellis4/20/2011

Agenda• Background/Current Situation• S.W.O.T Analysis• Plan Goal• Target Audience• Communication Plan• Stakeholders• Evaluation of Plan• Timeline• Summary

Background

• SUPERVALU commitment to fresh, locally relevant produce

• Individual banner and store control• Social media not being utilized to

highlight fresh, locally relevant produce at local stores

• Facebook being utilized more as a customer service tool and recipe idea tool than generating buzz about SUPERVALU’s focus on fresh, locally relevant produce

Current Situation

SWOT Analysis

SWOT Analysis

• A wide variety of traditional grocery store formats that span the United States

• Intricate and involved Supply Chain service that not only provides needed goods to their store banners, but also procures products and services to independent store owners.

• Distribution centers are centrally located throughout the country to procure and relay regional and local goods and services to all stores it services.

SWOT Analysis

• Marketing programs are underdeveloped despite increased initiatives to reach their customer base.

• Relatively high product prices • 12-straight-quarter sales decline in store sales• A 2006 acquisition of west coast grocery giant

Albertson’s has created a substantial debt load for the retailer.

SWOT Analysis

• New processes and tools are being utilized and developed to correct pricing and promotional concerns

• By leveraging SUPERVALU size, can garner tremendous support from the vendor community to capitalize on better go-to market strategies

• Social media outlets can be utilized to highlight and support company-wide initiatives, specifically hyper-local produce

SWOT Analysis

• The Albertsons Inc. acquisition in 2006 has created a highly debt ridden business model

• Operates in a highly competitive market that is traditional grocery

• Walmart and Target emerging in traditional grocery • Current competition (Kroger, Safeway, Roundy’s)

Plan Goal

• Utilize Social Media to create buzz surrounding SUPERVALU fresh, locally relevant produce

Target Audience

Primary Target:• Current SUPERVALU shoppersSecondary Target:• Natural food store shoppers

Communication Plan

Key Message• Utilize social media to increase SUPERVALU produce sales to

be in line with SUPERVALU’s locally relevant fresh produce initiative

Communication Objective• Create an environment where SUPERVALU is the destination for

locally fresh produce that is relevant to the seasons and the neighborhood

Positioning Statement• We want current SUPERVALU shoppers AND natural

foods shoppers to utilize social media as a tool to find and follow locally grown produce as more important and beneficial than the competition

Communication Plan• Create media buzz by holding a SUPERVALU banner contest

that will highlight a winner from a local farm

Communication Plan• The young farmer winner will be featured and followed via

Facebook and Twitter as he or she recognizes their own locally grown produce picked special for SUPERVALU banners

Communication Plan• The young farmer winner will also follow produce crops from

the planting season, to harvest, to the SUPERVALU stores

Communication Plan• The young farmer could also feature in his or her social media:

“Cooking in the kitchen with mom”

“In the field with dad”

“Behind the scenes with brother, Bobby”

Communication Plan• Produce specifically from the young farmer’s family farm, will

be featured via Smartphone barcodes• Consumer will immediately be taken to the family website, or

the young farmer’s Facebook page

Stakeholders

Communication Plan Evaluation

Timeline

Conclusion• Background/Current Situation• S.W.O.T Analysis• Plan Goal• Target Audience• Communication Plan• Stakeholders• Evaluation of Plan• Summary