Flat Earth Positioning and Target Market:
Flat Earth's positioning is as the "healthy chip" brand. They stick in the consumers mind as the meeting point of nutritious and delicious and also as the brand that gives you 1/2 a serving of fruit or vegetables for every ounce of chips.
I agree with this positioning for Flat Earth. I think they filled a niche for the female consumer that is health conscious but does not want to shop at the Whole Foods Market or eat soy based products.
As far as the commercial goes, I think it would be appealing to the target market. There is a thin, healthy looking women in the advertisement which is the ideal body for the consumer Flat Earth is trying to reach. There is also an adorable piglet, which would also appeal to women and then at the end they explain briefly the product because they are still in the stage of getting people to try the product.
If Flat Earth were to market to a younger group I would suggest for their advertisements using more upbeat music and possibly comparing the eating habits of regular college kids and their stereotypical weight gain to Flat Earth and the healthy benefits. I would also suggest they place the product in on-campus markets and give away individual chip bags at student promotions (especially to organizations or events that mainly are comprised of women).
Friday, September 26, 2008
Friday, September 12, 2008
RCS 362 Blog 3- Ethics in Advertising
Ethics is defined as "a set of principles of right conduct." But, who makes up these principles and who defines what is right? Generally, people attribute these kind of duties to government or religious authorities, but who is the ruling voice for advertising? For the time being, as advertising is a fairly new concept compared to monogamy or the various other moral standards we might have, standards for advertising are still disputed and there is little to no regulation for it.
In my personal opinion, there is no need for regulation at this point. For example, alcohol is marketed heavily on celebration days such as 4th of July, but the problem arises when there are drunk drivers. The issue is then with the consumer drinking and then making the choice to drive. That is not the choice of the product, or the fault of the advertisement. In the same regard, fast food advertisements do not make people obese. The conscious choice to eat unhealthy foods on a frequent basis is the fault of the consumer, not the product. Each individual has the ability to choose to use or not use a product, as well as to look at or not look at an advertisement.
In the future, there may be need for extensive regulation of advertisement, but that is yet to be seen. However, I don't believe it will come to that extreme. I think good advertisements do not make consumers question whether or not the advertisement is ethical. I think there is an element of this with Abercrombie and Fitch and the like companies, but I think they stop at getting publicity and attention from consumers. I do not think for example they would put a poster of a naked person on display, nor do I think that Budweiser would have a campaign for under-aged drinking. I think there is a limit to where companies are willing to go with their advertising, and I think once they cross a certain boundary they would be losing costumers. This unseen boundary, I believe, IS what regulates advertising, therefore deferring the need for legal regulation.
Ethics is defined as "a set of principles of right conduct." But, who makes up these principles and who defines what is right? Generally, people attribute these kind of duties to government or religious authorities, but who is the ruling voice for advertising? For the time being, as advertising is a fairly new concept compared to monogamy or the various other moral standards we might have, standards for advertising are still disputed and there is little to no regulation for it.
In my personal opinion, there is no need for regulation at this point. For example, alcohol is marketed heavily on celebration days such as 4th of July, but the problem arises when there are drunk drivers. The issue is then with the consumer drinking and then making the choice to drive. That is not the choice of the product, or the fault of the advertisement. In the same regard, fast food advertisements do not make people obese. The conscious choice to eat unhealthy foods on a frequent basis is the fault of the consumer, not the product. Each individual has the ability to choose to use or not use a product, as well as to look at or not look at an advertisement.
In the future, there may be need for extensive regulation of advertisement, but that is yet to be seen. However, I don't believe it will come to that extreme. I think good advertisements do not make consumers question whether or not the advertisement is ethical. I think there is an element of this with Abercrombie and Fitch and the like companies, but I think they stop at getting publicity and attention from consumers. I do not think for example they would put a poster of a naked person on display, nor do I think that Budweiser would have a campaign for under-aged drinking. I think there is a limit to where companies are willing to go with their advertising, and I think once they cross a certain boundary they would be losing costumers. This unseen boundary, I believe, IS what regulates advertising, therefore deferring the need for legal regulation.
Wednesday, September 3, 2008
Brand Identity: Analysis of Earth Fare
What does Earth Fare stand for? According to their website, "We pride ourselves on our stringent definition of what makes food the best it can be. Great food begins with pure ingredients as close to their natural state as possible. You don’t need artificial ingredients to make a delicious meal—only the best and freshest ingredients."
Their mission is simple- "empowering people to make healthier choices for themselves, their communities, and generations to come"
What do you think of when you hear the Brand Name Earth Fare? Personally I think of healthy, fresh food, friendly staff, and higher priced but higher quality goods. When I asked a few friends what came to their minds one replied, "hippies and vegetarians because that's who shops their." Another said "Locally grown produce."
What does the Logo signify? The logo for Earth Fare is a ripe red tomato with a green stem. It signifies the freshness and quality you receive when you shop with EF. It also signifies that health and healthy eating starts with EF.
What does the country of origin mean to consumers? Earth Fare prides itself on using locally grown produce which consumers love. This gives the consumer the mindset that they are not only getting fresher food because it's not being held up in shipment somewhere, but also that they are helping their local farmers by buying their products. Earth Fare is also loved, especially by North Carolinians, because it did start as a small corner market in Asheville, NC.
What does the brand color signify? Earth Fare almost always markets their products using red or green to print their name. These colors tie into the ripe tomato logo and remind the consumer of that logo, the integrity of the company behind the logo, and also may stimulate the consumers mind to think of fresh produce.
What relationships does the brand have with other organizations? Earth Fare is obviously a sponsor of locally grown produce and therefore local farmers. EF is also an official Carolina Cooking sponsor and runs free cooking classes periodically to teach students keys to healthy cooking. On top of these relationships, EF also has a great relationship with the Human Society (SPCA), regularly sponsoring the "Dog Days of Summer" for prevention of cruelty to animals. The proceeds and 5% of EF sales for the days of the event go to support the cause.
What is the brand proposition? You should by from Earth Fare because... The slogans say it all. "The foods you love. Only better. " and "The healthy supermarket." The consumer should buy from EF because it is a large supermarket that will have everything that they could need or want, but those choices will be healthier and better tasting. This is the proposition of Earth Fare.
According to the David Aaker Model:
CORE IDENTITY-
Value Offering:Earth Fare provides value as defined as by the products, by the special events they hold, and by the buying experience
Food Quality: Earth Fare believes that their product is "the foods you love. Only better." They not only claim great quality, but they claim it is higher quality than the competitors
Service: Staff at Earth Fare are friendly and knowledgeable about their products. Service over all is simple and easy for the consumer.
Cleanliness: As you would expect with a higher priced grocery store (ex- Harris Teeter), the cleanliness level is extremely high.
Users: Consumers for this store are generally young singles or young married couples that care about the environment and their health
EXTENDED IDENTITY:
Convenience: Earth Fare is only located on the East Coast of the United States, so it is not yet convenient to everyone in the nation, but within the store the set-up is quick and hassle free. They even have pre-made dishes for on-the-go shoppers.
Product Scope: Earth Fare carries every reasonable grocery store necessity but generally different brands that cater to their emphasis on healthy living. There is a special emphasis on produce.
Sub-brands: Brands include items from Silk Soymilk to Farm grown zucchini
Brand Personality: wholesome, healthy, environmentally friendly
Relationship: Earth Fare harbors relationships with many organizations such as the SPCA, and Carolina Cooking. Consumers enjoy that Earth Fare supports local organizations and "good causes"
Logo: Earth Fare's logo is a ripe red tomato with a plush green stem
VALUE PROPOSITION:
Functional Benefits: Earth Fare functions as a regular grocery store for all your home cooking needs, but is a healthier alternative to more mainstream brands. EF also functions as a teaching facility for healthy living cooking classes, and also as a sponsor to many local groups.
Emotional Benefits: Consumers feel good about buying from Earth Fare because they feel they are getting healthier options for themselves and their families. They also may feel inclined to shop here because they feel they are giving back to the community by buying secondarily from local farmers. Lastly, consumers like to support this company for it's support and sponsorship of local events and groups.
Source: Earthfare.com
Their mission is simple- "empowering people to make healthier choices for themselves, their communities, and generations to come"
What do you think of when you hear the Brand Name Earth Fare? Personally I think of healthy, fresh food, friendly staff, and higher priced but higher quality goods. When I asked a few friends what came to their minds one replied, "hippies and vegetarians because that's who shops their." Another said "Locally grown produce."
What does the Logo signify? The logo for Earth Fare is a ripe red tomato with a green stem. It signifies the freshness and quality you receive when you shop with EF. It also signifies that health and healthy eating starts with EF.
What does the country of origin mean to consumers? Earth Fare prides itself on using locally grown produce which consumers love. This gives the consumer the mindset that they are not only getting fresher food because it's not being held up in shipment somewhere, but also that they are helping their local farmers by buying their products. Earth Fare is also loved, especially by North Carolinians, because it did start as a small corner market in Asheville, NC.
What does the brand color signify? Earth Fare almost always markets their products using red or green to print their name. These colors tie into the ripe tomato logo and remind the consumer of that logo, the integrity of the company behind the logo, and also may stimulate the consumers mind to think of fresh produce.
What relationships does the brand have with other organizations? Earth Fare is obviously a sponsor of locally grown produce and therefore local farmers. EF is also an official Carolina Cooking sponsor and runs free cooking classes periodically to teach students keys to healthy cooking. On top of these relationships, EF also has a great relationship with the Human Society (SPCA), regularly sponsoring the "Dog Days of Summer" for prevention of cruelty to animals. The proceeds and 5% of EF sales for the days of the event go to support the cause.
What is the brand proposition? You should by from Earth Fare because... The slogans say it all. "The foods you love. Only better. " and "The healthy supermarket." The consumer should buy from EF because it is a large supermarket that will have everything that they could need or want, but those choices will be healthier and better tasting. This is the proposition of Earth Fare.
According to the David Aaker Model:
CORE IDENTITY-
Value Offering:Earth Fare provides value as defined as by the products, by the special events they hold, and by the buying experience
Food Quality: Earth Fare believes that their product is "the foods you love. Only better." They not only claim great quality, but they claim it is higher quality than the competitors
Service: Staff at Earth Fare are friendly and knowledgeable about their products. Service over all is simple and easy for the consumer.
Cleanliness: As you would expect with a higher priced grocery store (ex- Harris Teeter), the cleanliness level is extremely high.
Users: Consumers for this store are generally young singles or young married couples that care about the environment and their health
EXTENDED IDENTITY:
Convenience: Earth Fare is only located on the East Coast of the United States, so it is not yet convenient to everyone in the nation, but within the store the set-up is quick and hassle free. They even have pre-made dishes for on-the-go shoppers.
Product Scope: Earth Fare carries every reasonable grocery store necessity but generally different brands that cater to their emphasis on healthy living. There is a special emphasis on produce.
Sub-brands: Brands include items from Silk Soymilk to Farm grown zucchini
Brand Personality: wholesome, healthy, environmentally friendly
Relationship: Earth Fare harbors relationships with many organizations such as the SPCA, and Carolina Cooking. Consumers enjoy that Earth Fare supports local organizations and "good causes"
Logo: Earth Fare's logo is a ripe red tomato with a plush green stem
VALUE PROPOSITION:
Functional Benefits: Earth Fare functions as a regular grocery store for all your home cooking needs, but is a healthier alternative to more mainstream brands. EF also functions as a teaching facility for healthy living cooking classes, and also as a sponsor to many local groups.
Emotional Benefits: Consumers feel good about buying from Earth Fare because they feel they are getting healthier options for themselves and their families. They also may feel inclined to shop here because they feel they are giving back to the community by buying secondarily from local farmers. Lastly, consumers like to support this company for it's support and sponsorship of local events and groups.
Source: Earthfare.com
Subscribe to:
Comments (Atom)