Marketing Strategy for Products: Wild Oats Grocery

Marketing Strategy for Products:

Wild Oats Grocery is a small and autonomous cooperative grocery store with a wide range of foods that are high in quality. As part of its strategy to provide high quality products, the grocery store offers foods that meet the tastes of its customers. The mission of Wild Oats Grocery is to offer natural, high quality, and fresh foods as well as health and well-being products. In order to maintain excellent customer service in its entire operations, the company's employees are ready to serve, friendly and willing to educate.

Type of Products Offered by Wild Oats Grocery:

Wild Oats Grocery contains various products that help in satisfying customers' needs for a delicious meal and healthy snack. The store offers several grocery items like beans, natural sweeteners, coffee substitutes, canned tomatoes, pasta, hot chocolate, and tea. Additional products are organic nut butters, juices, chips, spritzers, and salsas produced from natural ingredients. The company is also committed to constant efforts in trying new products and ensuring that the tastiest ones are brought into the store. ("Grocery," n.d.).

Generally, Wild Oats Grocery specializes in organic and natural products with organic products beings foods that are grown without genetic engineering, herbicides, fungicides, and pesticides. On the contrary, the natural products provided by this company are foods that are prepared with minimal processing and contain no artificial additives. The firm also offers non-food products like supplements and personal and household items that are naturally made.

The primary characteristics of these products offered at Wild Oats Grocery include the facts that they are naturally made, non-irradiated, don't consist of artificial preservatives, lack chemical additives, and they are free of artificial colors. As part of the basic features of the firm's products, these items are not tested in measures that are harmful to animals.

Product Branding Strategy:

Wild Oats Grocery will pursue a market penetration strategy that requires an effective strategy in product and branding measures. The company continues to adopt various measures to increase its customer base and brand awareness through private label brands. Given that the organic and health food market currently serves a relatively small number of customers, Wild Oats branding strategy will involve the introduction of more private label brands. In addition, the firm will also strive to become the low-cost differentiator in the health food market in order to develop a strong brand. Through measures to become a differentiator, Wild Oats Grocery will remain competitive in the market rather than attempting to imitate the mass-merchant grocery stores (Walker, n.d.).

The introduction of more private label brands will enable Wild Oats Grocery to attract new customers while maintaining the existing ones. This product branding strategy will also involve responses to customers' needs regarding the type of product they want. This will result in the development of a niche differentiation strategy that would help in minimizing the loss of customers to low-cost competitors.

Product Line:

The manufacture of naturally made products by Wild Oats fits within the company's product line since the firm's long-term strategy is to become a leader in the natural and organic products industry. Generally, this company seeks to maintain its natural and organic product line because of the recent growth that this industry has continued to experience as compared to the conventional foods segment. Generally, the company's product line will consist of food items and non-food items that don't include the recognized national conventional products. The foods items include products like juices, meat, bakery products, ethnic foods, seafood, gourmet, and wines. The non-food items include skin and hair products, soaps, toothpaste, bath salts, household products, and supplements and personal care items. While the firm's product line excludes conventional products, it will only stock traditional items that are naturally made and meet its natural standards (Aina & Cruise, 2005).

Alignment of Product and Target Market Strategies with Organizational Strategy:

The long-term strategy of Wild Oats Grocery is to become a leading firm in the natural and organic products industry. The main objective of the company is to offer high-quality natural foods to customers who are health-conscious in an appealing and educational environment at competitive prices. Wild Oats seeks to provide these products to customers in all its market by focusing on the main elements of its operational strategy.

The firm seeks to achieve its product and target market goals through various measures including promoting growth by developing new stores in order to saturate the current markets and building greater customer awareness ("Investor FAQ," n.d.). Furthermore, Wild Oats Grocery seeks to achieve its product and target market goals by developing a strong national brand through unconventional retail alliances.