Whole Foods Rebranding Campaign

If target decides to acquire Whole Foods, then its first objective should be to launch a rebranding campaign. For many consumers Whole Foods has an image problem. While consumers like the stores and what they sell, they feel that they cannot afford to shop there. Whole Foods is not going to ever be a mainstream market, but they can take steps to attract more customers. Target national advertising campaign can position the brand as more than just a high priced, organic grocery store. This is done in order to overcome the current situation regarding the Whole Foods brand. Whole Foods has lately been derided for high prices and unnecessary costs that burden the consumer. As a result many of their customers have fled to new competitors, such as Walmart. Due to their …show more content…
In essence the marketing campaign will solely focus on Whole Foods itself, since the campaign is not designed to attract consumers form other grocery markets. The main reason for this is that Target fully understands that they can never compete with companies, such as Walmart who have several competitive advantages over them. Walmart is able to offer a wide variety of organic foods at affordable price, which is what Whole Foods even with Target cannot offer. What Whole Foods can sell in their marketing campaigns to their consumers is that they have better values then Walmart, such as ethics This is what John Mackey the current CEO of Whole Foods believes that their marketing campaign should be focused on, which he states in the article called Whole Foods Desperately Wants Customers to Feel Warm and Fuzzy Again ,“We’re trying to advertise who we are. We’re trying to change what we think is a negative narrative about our company,” This is done to win back the frustrated and disillusioned customers that were once over