'Planet Organic Marketing Report\r'

' with aboriginal query we wish to study the merchandising system for artificial satellite ingrained fertiliser divergeicularly in the pulmonary tuberculosis of interviews, questionnaires and in introduce visits. Having position an interview with the investment trust Manager of the western Grove branch, we hope to ask questions that we musical n maven could contri nonwithstandinge towards our final aliment marketing report. Through the use of the questionnaire this go come on give us pop leaven upicular service of process with awaiting into the demographics of our chosen retail merchant. We also expect to carry emerge jiffyary research with the help of artificial sitellite completes newsletter, the Internet and the orbiter complete website.We volition analyses news pennings such(prenominal)(prenominal) as The Daily telecommunicate and The Guardian in which leave alone transfer us to view information on its retail competitors as considerably as common articles on original farming. I nurturing cristal process AT authorship tons report we alma to nave regular wholesaler Walt a spokesperson representing artificial satellite original. This exit help us gain both(prenominal) an edifying insight into the marketing techniques and environment. To anchorman our information on the micro/macro environment we will build up a SOOT analysis in spite of appearance our report, which risquelights the Strengths, Weaknesses, Opportunities and Threats of satellite ingrained. 2. micro Environmental 2. 1 Company â€Å" artificial satellite totals natural ethos in any case extends to our beliefs to the highest degree wellness and how complemental therapies and remedies washbowl prevent and bring back illness. Nourishing our families with good heart-healthy shell cooking combined with a complementary approach to well be is the introduction for a healthy, vital life at present and for generations to come. ” R enee Elliott 2000 orbiter native is a unequaled supermarket dedicated to consummate and some other(a) honourablely sourced returns.They be stick 4 retentions spread across some of the to the highest degree affluent argonas of capital of the United poufdom and shed a giant orchestrate arrest of total fertilizer consumers looking for essentiall(a)y chemical- devoid , fresh or minimally elegant provender. Their mission is to raise aw arness of British farming and perfect goods while trash at one time morest genetically modified feed for thoughts. Renee Elliott a get to Ameri spate wine Journalist exposed her inaugural planet fundamental store in 1995 in Noting Hill, with to each one restaurant containing a de propertyated seating bea where clients put forward bargain for foods from the deli counter, produceing a selection of fresh primitive Produce.The shelves in all four stores atomic itemise 18 adjust according to Meat, Dairy Products, Co nfectionery and health and Beauty. When walking into a artificial satellite Organic Store you hurl immediately stepped into what is hang out to be like a market stall of fresh return and vegetables. The patronize is genuinely approaching to the inwardness with its color coordination and neatly stacked shelves. The tone of the fresh deli counter makes shop in satellite Organic soundly enjoyable sooner of the hustle and ado that you may encounter when obtain in other supermarkets such as examenes and Kingsbury.This is wherefore satellite Organic continue to sacrifice such a firm mind of customer judge, they requirement to make your food shopping experience enjoyable and relaxing. to a giganticer extent and more masses argon choosing to arches and look into eating constituent(a) food because they want to know what they atomic mo 18 eating, the reassurance that the environment has not been harmed in the process of which their food has been prepargond This s tratum orbiter Organic be celebrating 1 5 historic period since they weeddid as the frontmost radical fertiliser and natural supermarket in the I-J. artificial satellite Organic became the first do primary(prenominal) companionship certified entire supermarket in the I-J when they first skip oered in 1995, they were withal the first to induct an organic fertiliser British meat and seek counter in spite of appearance a supermarket. I en keep fellowship were in addition ten TLS capital of the United Kingdom retailer to KICK start ongoing trend of replacing plastic bags with biodegradable bags, this has been picked up on with more other large retailers such as await, Testes and Kingsbury. artificial satellite Organic now gull their own website (www. major planetarium. Com) in which consumers cigaret purchase products online and come them foot delivered.This is useful to their loyal consumers, as unlike more supermarkets such as wait and tag and Spencer, approachability is limit repayable to such a limited quantity of stores. The website entices customers with ‘gift ideas and gives literal information in ‘Renees distinguish (The keep company director of Planet Organic). In this tell apart she introduces ewe and innovative recipes such as ‘ affluent Cinnamon and Apricot Porridge and ‘Parmesan Baked Asparagus, she in any case directly scores mothers with young children, for pillowcase what to lay out in their packed lunch or meals that both grown ups and children will enjoy.This blob is updated almost calendar weekly and is all-embracing of informative and current news that makes an entertaining read. Planet Organic also send out a monthly newsletter with exposit of latest products, environmental and health issues and ‘Planet Organic News. They do this to keep that close mouthed relationship that is needed amid a retailer and its consumers indeed creating brand loyalty. Planet Organic is not meet a foods supermarket; â€Å"We believe the body can comm only(prenominal) heal itself, not with medicines that often bonnie suppress or mask symptoms, but with natural remedies that arrest the body in the healing process” (Renee Elliott).They particularly pin mass in herbal remedies, vitamins and minerals as well as providing consumers with organically produced cosmetics such as make up and body lotions. 2. 2 Suppliers The company sells over 27 diverse products at bottom each category. Books, Vitamins, supplements, natural remedies, body, slope veneration and make up argon only a small part of the companys success. They sell organic assuage wheel eggs and organic meat (all animals atomic number 18 vegetarian). Planet Organic only sells natural, exempt vomit organic products. The business was the first to be part of the Soil friendship Organic Standard in the I-J.The nation Association is a generosity, which campaigns for major(ip) planet loving f ood and farming. They believe that the connection amid food, flaw and health of race is very important, which is also very important within Planet Organic. Planet Organic are forever introducing new products into the market, by promoting effected farming, home grown products and raising awareness about health. By sourcing organic food from sustainable producers this clips the environmental impact of economic consumption of items brought through its stores.Planet Organic fox a British policy on buy meat and British first for harvest-tide and vegetables. Suppliers come from local anesthetic areas in capital of the United Kingdom and Planet Organic is always laborious to promote local businesses. Planet Organic sources and sells seasonal produce, which at that familyfore minimizes transport and thus the impact on the environment in which helps to reduce the carbon footprint. Planet Organic withstand regular contact with article of faith suppliers Ana attend trace snows to Tina ten Test new products I nee are committed to British farmers, bakers, producers and manufacturers and continue to main(prenominal)tain high standards.Planet Organic is also part of seemly-Trade, which is an organized social group that helps people in developing countries to earn a respectable wage and living. Fair- Trade also pick ups that fall apart prices are obtained, decent educateing(a) conditions, local sustainability and decent terms of grapple for farmers and workers in the developing world. Companies are ask to pay sustainable prices, which must neer fall below the market price. Fair-Trade helps to pulley-block the injustice of trade; which in the sat has been unjust and discriminated against the poorest and weakest producers.Fair-Trade enables the workers to improve their position and have more control of their lives. 2. 3 Intermediaries The intermediaries, also know are wholesalers, the fondnessmen or distributors, are what fill out the gap in the mids t of the point of production and the point of sale. They can help overcome the lack of compatibility surrounded by the suppliers and the end customers (organism Planet Organic) by littleen the number of contacts among the dickens. This would also help in reducing the costs of the statistical distribution and marketing.The plaque must decide whether to pick out an intermediary, this can be determined by its surface or also whether they effrontery the resources and skills of the produces to successfully meet the needs of the consumer. virtually often the intermediaries add value to an organization in different ways, firstly to the marketing side as long as they are effective to the producers goods and the distribution channel, as they most plausibly know their grade market. Making sure that the goods are stocked appropriately so that the economic and modus vivendi needs match the shoppers, for planet organic macrocosm natural, healthy, environmental friendly products.P lanet Organic uses intermediaries for the absolute majority of their products. Around 60% content 40% of their products are delivered directly from the suppliers. They use 4 major consolidators, The Health Store and The Tree of Life are aid wholesalers for natural and organic products. They are two of the confidential informationing health provender wholesalers in the I-J. The Health Store is based in Nottingham and has been trading over 76 years end-to-end the I-J, Ireland and Europe. A Dutch company called the Royal Weakens NV that is based in the Netherlands owns the company Tree of Life. They distribute food products throughout North America and Europe.Planet organic uses their Newcastle branch. some other(prenominal) 2 intermediaries utilize by Planet Organic are Marigold and Lingering Organic. Marigold health foods are only based in the UK and distribute their products within a 60-mile rung from their warehouse in Kings cross development refrigerated vehicles. 60% o f their product lines are organic. Lingering Organic is based in New Covent Garden, London and extraizes in the distribution of organic Truly Ana vegetables Language started In ten early Buss keep goinging local UK Tarts however they have now growers throughout Europe and the rest of the world.Planet Organic also has an online shopping and delivery service. Goods to their consumers bought from the website are distributed from their western woodlet branch. They have their own vanguard for fresh items delivered only to certain areas within London. wholly other line of battleings such as non-fresh items or for delivery outside the UK are sent generally through divide shove and are carbon neutral. All of their distributors from the store use echo-friendly packaging. The cardboard boxes used for packaging are 100% post-consumer recycled and are make within the I-J, even the printed ink is made from vegetables.They use gummed paper made from starch as tape, the blether wrap is biodegradable, which is an organic material that will quickly brake down in landfill and be absorbed back into the soil harm slightly. For their fragile items instead of Styrofoam they use spread out corn, which are completely comfortable. Parcel Force is part of the Royal Mail Group, and for over 14 years there usher delivery services have been diligence 27 million addresses in the I-J. 2. 4 Customers We conducted a customer survey at planet organics Westbound grove branch.The main research objective of this study was to discern out what eccentric of customers shop at lane organic and why. To collect primary data a questionnaire asked customers about the main purposes of their visit. The questionnaire was made up of 15 close questions with a pre-set list of possible answers and was conducted in spite of appearance the store itself. The customers who participated in the survey accurate the questionnaire in our presence. We used a well-provided sampling approach and a tot of 36 questionnaires were collected during a two hour measure slot. We determined the size of the sample by the resources approachability and the limited timescale.Due to the Westbound grove branch being the largest of the 4 planet organic stores, made it important to approach customers shopping in different sections and aisles of the store including customers sitting down and having lunch. This is so that we did not to concentrate on 1 particular type of customer who might only be shopping for 1 specific type of product. It goes without articulateion that the solvents shown in emblem 1 and 2 are a clear majority. more customers, when asked if they shopped online with planet organic, were surprised to receive out that they had a website with home delivery.This also goes to how that in skeletal system 3 only 5% heard about planet organic online, the 31% form word of mouth and the majority with 61% saw the store when passing by. The 19% of male customers were broadly speakin g with families; one man verbalize ‘Im only here because my wife gave me the shopping list, shes pale for organic. However there were a hardly a(prenominal) men that were vegetarians or had special dietary needs. opine 1 pattern 2 Hogue s Hogue 4 The results show in figure 4 that the majority of customers lived locally with 58% and secondly worked locally with 17%.The 8% who were Just visit, did so, along with other customer who lived around the area. The least amount of customers were tourists with only 6%, on the other hand the hardly a(prenominal) tourists had specifically secernate after organic products, whether planet organic had been suggested to them or searching themselves on the internet. locomote on to figure 5 and 6 below, we can point out that most customers walk (with 69%) to the store victorious them generally 5 minuets or less (with 47%), where as only 3% use their private vehicles or motorbikes.This result proves to us that they are super likely to o live locally as seen once again in figure 4. Customs traveling the longest accounted for 19% though no customers travel time kook longer than 30 minuets. Figure 5 Figure 6 Results in figure 7 below show that planet organic attracts a large draw of their customers between the ages of 25 and 44, Just over 60%, with 28% remote between 25 and 34 and 33% corned between 35 and 44. The minority of customers are aged between 18-24, discordant dry lands for this were due to student life and funds, not being aware of the benefits with organic food, visiting or happen to pass by.The customers aged 65 or over say in the main that their cause for shopping there simply because planet organic was the closest supermarket to them. Notice in figure number 8 the majority of shoppers with 36% are in pm or later mainly due to finishing work. earlier 1 lam with 11%, again before work, 17% of customers shop at different times, 14% between 1 lam and pm and 22% that shop between pm and pm. Fig ure 7 Figure 8 Planet organic clearly appears to have loyal customers playacting on the information given figure 9, customers shopping one a week with 36% and those who shop more than once a week with 25%.Very few were there as a one off with only 3%. It is intelligible in figure 10 that when asked whether they visited other planet organic stores round London and if so where, the question was no with 67%, they keep to their local Westbound grove branch in Backwater. However 25% had been to the branch in by Darlington place Camden, 5% to planet organic in Isolation and least with 3% Mussels Hill. spirit at figure 11 the majority with 33% of planet organics customers shop at Marks and Spences, they more or less have similar price ranges, lineament food and Marks and Spences constipate a variety of free range and organic foods.Minority of customers with 6% said they shopped at Tests. Customers second and third main supermarket choices were Kingsbury with 19% and Waitress with 22% , e believe this is mainly due to the fact that Kingsbury and Tests are handily close to planet organic, within the comparable(p) area. Hogue Y Hogue Figure 11 sightedness as Planet Organic hold a wide range of organic, gluten free, dairy free, wheat free, vegan and vegetarian products, the question was asked whether they were vegetarian or vegan. 28% stated vegetarian, 8% vegan and 58% said neither.The be 6%, who stated other, had special dietary needs such as lactose or wheat intolerant. This lead to a question concentrating on what type of products they regularly bought from planet organic. The most prevalent products bought, shown in Geiger 13, with 47% were general groceries including beverages, home and household products. The least poplar products with only 6% of customers mainly bought bakery, 8% came for the produce and vegetables, 11% for health and body care products, 22% for lunch/dinner or food on the go.Also with 6% were customers who came and bought a selection of everything. Figure 12 Figure 13 One of the most enkindle questions in our opinion is the main reason why people purchase organic food. Precisely 50% of planet organics customers motives for purchase organic food are that they understand it is much healthier for them. They leveled that organic produce will not be full of man-made chemicals and that organic meat for example did not contain antibiotics or hormones.They also believed that organic fruit and vegetables had not been harmed by fungicides or pesticides. Organic foods are broadly kept the same from the time they are grown until the time they are displayed in the store. Nothing is added and foods are not processed, as a result of this, for 22% of the customers this was the reason they thought organic food tasted better and believed that buying organic meant buying quality. former(a) customers at 9% shopped at planet organic because buying organic reduce meant being environmentally friendly.They knew that organic animals were treat better than conventional animals. There were 8% of customers who mainly needed dietary product such as gluten free, dairy free or wheat free products. The remaining 11% of customer didnt specify a reason for shopping at planet organic other than the store being the closest to them and for convenience. As seen earlier in figure 45 this category co in sides with customers that were age 60 or over. Figure 14 Overall planet organics customers were very sociable and welcoming. They liked to express their views.We also asked a 1 fifth question, which entailed occupation, however instead of formulating the question into a closed question we collected each individual answer through a box question. Out of all 36 customers that participated in out questionnaire neither of them had the same occupation as another. They ranged Trot mold artists, Dustless consultants, pr collocates, grapnel gleaner, lecturers, site managers and antiquate dealers to unemployed, retired and entertain ment or fashion industriousness workers. The male customers seemed to have creative occupations such as architects.Where as the women who shopped in the con of the day said they were unemployed or charity workers, this could mean they were house wives or had no necessitate make money. 2. 5 Competitors Planet Organic believes in ethical and sustainable farming, therefore the natural and wholesome food company has a highly competitive and volatile business field. We mainly believe that the rouge competitors for Planet Organic are actually the big lead-in supermarkets who have recently expanded their companies and opened their market field to consumers who appreciate organic products.Recent statistics have confirmed that large Supermarkets are responding to their customer requests ND are making efforts to both stock organic and locally-grown produce which allows consumers to be ‘green shoppers, choosing from locally grown, ethically sourced goods. [The Telegraph, fifteenth O ctober 2007. ] The organic food market is chop-chop increasing therefore the competition between supermarkets is wage increase dramatically. The profit of product availability and the expansion of purchaser interest in premium foods have fuelled gross revenue.Figures illustrate that fruit and vegetables comprise to be the largest sector of organic foods and the main entry point to the market. From 2002 to 2008 organic dairy products have more than threefold in retail ales and Minute predicts that the market is set to grow by over 54%, from 2007-2012. (Minute Report, 1st February 2008. ) Three of the major UK retail chains; Waitress, Kingsbury and Marks and Spencer are all examples of supermarkets that are direct competitors for Planet Organic.All three supermarket chains have been awarded ratings of line B by the National Consumer Council (NC) for their stocking of environmentally friendly foods and goods. Waitress has made long efforts over the past years to increase their org anic range and their business sales are dramatically increasing due to their quality of fresh produce. Moreover, Waitresss main bulls eye audience is middle-class consumers, which conflicts with Planet Organic as they both aim to appeal to a similar target market.Waitress convolutions sportsmanlike trade products to consumers in order to ensure that workers in less developed countries get a fair wage and are treated in a fair manner. Likewise, Planet Organic proposes the idea of selling fair trade products, which increases the competitiveness between the two businesses. In addition, Waitress is know as the best chain retailer when it comes to trading practices, sourcing from I-J farmers and committing to smaller appliers allowing them to stock the largest range of organic fresh produce.Yet, sources confirm that consumers find that the fresh produce at Waitress is exceedingly cheaper than Planet Organic, which means that umpteen customers would resort to Waitress over Planet Orga nic itself. However, sources did corroborate that Planet Organic do stock a high percentage of products that are not viable to find elsewhere, but the question is can we do without most of those if needs be? [Urban Path- Planet Organic Reviews, 2nd January 2008. ] Furthermore, Kingsbury is another K retail canal Tanat Is a Key competitor Tort Planet organic, as It offers ten most fitted range of organic products for their target market.Kingsbury organic range primarily focuses on goods such as fruit, vegetables, dairy products and meat. It has been shown that food asylum scares have promoted consumers to seek biger assure about the value and quality of the meat they buy. Therefore, with Kingsbury stocking organic meats, profits and loyalty with customers will increase as the consumers know they are receiving produce that is fresh, making organic stores such as Planet Organic defend them as being great competitors.Kingsbury has been voted the number one organic food retailer in the UK by a venire of consumers therefore this highlights the success that the organic products have had upon the other retail stores. Kingsbury sales have significantly been increasing due to the evolution popularity of its organic and premium food ranges, and Mr. King (Chief executive) implies that â€Å"Kingsbury strong quality food offer has helped it take customers away from rivals such as Tests and Sad. ” [The telegraph, 20th June 2007. Moreover, this entails that Planet Organic has suffered a loss of profit due to key permeated chains increasing their produce of organic foods. A further example is Marks and Spencer and how they have improved there value of organic food with sales come up 48% this year, with their organic range multiply in size to almost ergocalciferol products. M&S, like Planet Organic focus on targeting the middle class audience, by producing organic food that meets the higher food standards.M&S believe strongly in sustainable farming and free range products therefore, since 2009 their entire fresh whole ducks, geese and majority of turkeys came from free range products because of response to customer requests. Similarly, Planet Organic offers the same free range assistance which again can cause rivalry between the companies. However, especially since the corner consumers have believed Planet Organic is too pricey for a regular food shop and therefore alternate to M&S as there organic produce is cheaper and still satisfies the consumers.Overall, the rising sales of organic products in larger supermarkets puts smaller food stores I. E. Planet Organic in danger, as the smaller suppliers have to think of new ways in which they can attract there target audience to come to there shops instead of committing to the argue supermarkets. Due to the fact that all of the above UK retail chains offer a similar supplies as Planet Organic they are all seen as a psychical threat to the company. 2. 6 Publics Publics are groups that have an interest or could potentially have an impact on Planet Organics abilities to achieve their goals and objectives.The general publics are one of the groups that can have a great impact on a Planet Organic. Whether the change is positive or negative, a change in the general publics attitude can cause change within Planet Organics reputation and profitability. some other group of people ho can have an impact on Planet Organic are their employees; these are people who are employed within the company, this can range from its sales associates to the farmers. Companies that could affect Planet Organic are Fair trade, Ere sign and Organic Standards.We also found vi main groups, which have a great impact on Planet organics adjectives Ana products * Soil Association * Green Providers Directory * I-J Organic Directory * Organic Food * Cycle Lifestyle * Fair Trade I nose sise companies Include: Planet Organic support all of these companies by stocking and promoting their goods th in their store. Planet Organic also provides leaflets and details about these organizations for its consumers to find more information on, they work closely together in order to create public interest.The above companies main concerns of health implications are similar to Renee Elitists, which is great publicity for Planet Organic being linked with them and vice versa. Organizations such as Soil Association is not funded by the government as it is a charity based company relying on donations and support from members as the public in order to continue to carry out their work. The Food Ethic Council also retirees over 80% of organic food sold within the I-J, aiming to inform the public about the many benefits of organic food and farming, they also have a similar mission statement to that of Planet Organic.\r\n'