MKT 225 Module Four Activity_RodriguezValerieM

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Southern New Hampshire University *

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225

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Marketing

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Feb 20, 2024

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MKT 225 Module Four Activity Template Use this template to analyze your company’s marketing approach by examining its use of different strategies . Business Name: Whole Foods 1. Describe the current digital marketing strategy of your selected company by filling out this table. Do They Use This Digital Business Model? (Yes/No) For Those Models Identified as “Yes,” Provide a 1- to 2-Sentence Overview of How the Company Markets Through These Models. A. Do they have a website? Yes Whole Foods has their own website, https://www.wholefoodsmarket.com/ . Customers can also shop online via the Amazon website, https://amazon.com . B. Do they have a social media presence? Yes Whole Foods has expanded their social media presence since first launching their website in 1999 (Whole Foods, n.d.-a). They can now be found on Facebook, Twitter, Instagram, Pinterest, YouTube, TikTok, and Threads. C. Do they have an app? Yes The app offers users the convenience of browsing products, accessing weekly sales, and providing options to add items to their cart or create a shopping list with delivery and pick-up choices. For Amazon Prime members, the app provides an in- store code that allows them to save an extra 10% on their purchases. D. Do they sell online/have ecommerce? Yes Customers can buy products online through Whole Foods' website and app, as well as on the Amazon website and app. E. Do they have a subscription service/option? No Whole Foods does not offer a subscription of its own, it is associated with Amazon Prime. F. Do they utilize an affiliate program? Yes Their website and offerings are linked to Amazon Prime where members can access exclusive benefits and savings. G. Do they advertise online? Yes User interactions on the website are used to collect information that enables the placement of interest-based advertisements on other websites and online services they visit (Whole Foods, n.d.- a). H. Do they have a physical customer-facing presence? Yes Whole Foods has 515 physical stores across the United States (ScrapeHero, 2023), 14 in Canada (Instagram, n.d.), and 7 in the United Kingdom (Bayford, 2022). 2. Select one of the models above and evaluate its effectiveness. The most significant decision made by Whole Foods to enhance their marketing model was advertising online. According to an article published in Marketing Evolution (2022), “63% of the world’s entire population can be reached online via digital marketing.” The article further explains that digital marketing facilitates personalized interactions between consumers and producers. These tailored exchanges make customers feel acknowledged and understood, leading to a boost in online revenue. Establishing an online presence, especially on social media platforms, enhances consumer appeal and fosters trust between buyers and sellers.

The data presented in a Consumer Insights report by Statista demonstrates the effectiveness of Whole Foods’ online advertising efforts through social media and other touchpoints (Aldi & Biagi, 2023, pp. 33-35). The report encompasses responses from over 12,000 internet users located in the United States, aged 18 to 64, who shop at Whole Foods, as gathered from the Statista Consumer Insights Global survey (Aldi & Biagi, 2023, p. 2). The effectiveness of online advertising in Whole Foods’ marketing model is evident from the diverse range of online activities that customers engage in through digital advertising touchpoints. As depicted in the two graphs below, the utilization of interest-based advertisements to reach their target audience relies heavily on the significant level of online interaction.

Resources Alda, M., & Biagi, L. (2023, July). Grocery stores: Whole Foods markets shoppers in the United States . Consumer Insights by Statista. https://www.statista.com/study/65620/grocery-stores-whole- foods-markets-shoppers-in-the-united-states/ Bayford, K. (2022, November 1). Whole foods market looks to grow UK business . Grocery Gazette - Latest Grocery Industry News. https://www.grocerygazette.co.uk/2022/11/01/gordons-whole-foods- market/#:~:text=The%20US%20supermarket%20chain%20which,operational%20stores%20across %20the%20UK . Don’t miss Tomorrow’s Marketing Industry News . Marketing Dive. (n.d.). https://www.marketingdive.com/ex/mobilemarketer/cms/sectors/retail/3619.html Marketing Evolution. (2022, July 20). Digital Marketing Platform Guide: Definition & Examples . What is a Digital Marketing Platform? https://www.marketingevolution.com/marketing-essentials/what-is- a-digital-marketing-platform-marketing-evolution Number of whole foods market locations in the USA in 2023 . ScrapeHero. (2023, July 10). https://www.scrapehero.com/location-reports/Whole%20Foods%20Market-USA/ Whatever makes you whole . Whole Foods Market. (n.d.-a). https://www.wholefoodsmarket.com/

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MKT 225 Module Four Activity_RodriguezValerieM

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