Julian Graves' is looking to adopt new technologies to benefit from the convenience of digital marketing to reach wider targeted customers. The challenge is that the company still practices the traditional ways of marketing, 'Word of Mouth', and have little or no knowledge of digital technology alignment. Questions
Case Study 1: Julian Graves Marketing
The first Julian Graves store opened in 1993. The product range comprises over 600 lines of dried fruit, nuts, herbs, spices, and sweets. The shop targets middle-aged and elderly people, predominantly female customers, who gain a sense of nostalgia when browsing through the product range. This includes basic cooking ingredients, a product category that has been 'squeezed' by supermarket retailers in recent years, as well as gourmet items, such as porcini mushrooms, that might be considered a marginal item by most supermarket operators.
The store environment is clearly laid out with pine-wood fixtures that complements the 'natural' feel of the products. The goods are displayed in transparent packaging so that the colours and textures of the products themselves contribute to theaesthetics of the store. To reinforce the browsing and leisure shopping appeal of the store, the company prefers to operate in seaside and tourist towns, as well as prosperous market towns.
Julian Graves is a vertically integrated company; sourcing, packaging and distribution is all carried out-in-house. In 2010 the company ran 93 outlets, including 14 factory outlets that sell misshapen products and short-dated, stock and in March of that year Julian Graves was named 'Rising Star of the Year' at the Retail Week Awards.
The Business Situation:
'Julian Graves' is looking to adopt new technologies to benefit from the convenience of digital marketing to reach wider targeted customers. The challenge is that the company still practices the traditional ways of marketing, 'Word of Mouth', and have little or no knowledge of digital technology alignment.
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