Table of Contents
Executive Summary Introduction Situation Analysis  Product & Service  Market  Market Trends and Growth  Distribution Network  Competitive  Current Financial Situation  Historical Marketing Efforts  Macroenvironment SWOT Analysis  Internal  External  SWOT Action Plan Campaign Objectives and Critical Issues Marketing Communications  Marketing Strategy  Target Market  Positioning  Marketing Mix Creative Strategy Strategy Statements Tactics  Advertising Tactics  Public Relations Tactics  Digital Tactics  Promotional Tactics Market Research  Quantitative  Qualitative  Implications Internal Communications Timeline Budget & ROI Evaluation Conclusion Appendix  MENU Feature  Survey Instrument 3 5 7 8 10 11 12 17 18 21 23 23 24 26 28 28 28 29 31 33 34 37 39 41 43 43 46 48 49 50 51 52 53

2

Executive Summary Wegmans Food Markets is a grocery retailer that has enjoyed considerable and enduring success while displaying wisdom through adaptability. Based on an evaluation of the company’s sales, markets, as well as consumer trends, an integrated marketing communications plan has been developed for the implementation of a campaign to capitalize on the growing demand for organic food in Wegmans’ New York State markets. While Wegmans serves market areas in six states, this IMC plan is focused on the regions of New York in which Wegmans operates; Buffalo, Rochester, Syracuse, Southern Tier and Finger Lakes. As the focus of this plan is simply expanding consumer preferences, Wegmans’ current customer base makes up the target market. This market contains three important segments; those who currently purchase organics regularly, occasionally, and not at all. At Wegmans, the natural growth rate of organic product sales has been surging to anywhere from 15-25% in the past five years. This rate has been consistently double that of the total