Distribution Strategy (Location)Zero Waste Market will focus its marketing strategy in the Kitsilano area. According to research, the projected location has a high concentration of the target demographic (LOHAS 20-50). Kitsilano's population has increased significantly in recent years; in 2006 the population was 40,000 and by 2011 the population had grown by over 4% to 41,700 (Statistics Canada, 2016). This data suggests that the population will continue to grow, creating more potential customers for ZWM. Most Kitsilano people have the income to afford high-quality products and possess the desire to purchase these goods for themselves and their families. The Kitsilano area also has many local gyms and yoga studios. This is an indicator that Kitsilano residents are concerned about maintaining their health. Since direct competitors in the local area are limited, the market will not be required to alternate between services and products. Despite this, there are several indirect competitors with respect to popularity in the area. Although they do not pose a direct threat, they have a common stake in customers, products and slogans. Promotional Strategy Zero Waste Market will use media as a promotional strategy. ZWM will strive to attract the attention of several news networks and leverage ZWM's already strong presence on social media to create buzz about the inauguration. Furthermore, since a campaign involving flyers would be counterintuitive to the main objective and value, the promotional initiative will be waste-free, using platforms such as radio, TV and word of mouth. In addition to creating integrated marketing communications objectives, consumer behaviors, budget and business objectives must be the focus of the paper and determine whether they are above or below those set. If sales are lower, corrective actions will be taken beyond those established to reevaluate the marketing plan and current advertising efforts. Additionally, if sales are above the target amount, taking advantage of a positive diversion action, action would be taken to invest more money into current marketing strategies. Conclusion The Zero Waste market is revolutionizing the way consumers shop, making them consider the effect the products they choose to purchase have on the environment and community. Providing customers with organic and ethically sourced products in an environmentally friendly way will revamp the way consumers purchase groceries. Zero Waste Market is the first store of its kind in Canada, and with a strategic marketing plan in place, it is possible to turn Zero Waste Market into a nationally known brand.
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