26. Culver City Vons Site Interviews Low income demographic; store located 15 minutes from nearest Vons 100% TJ’s awareness, many had also shopped at TJ’s Non-shoppers(mostly Latino-Americans) perceptions of TJ’s: Expensive Not aligned with the needs of a large family
28. Interview with a Trader Joe’s Captain 18 year TJ’s veteran; guarded and often non-responsive Only carrying best sellers leads to customer complaints Company evolving; carrying new items, Paper towels, condiments. “Location affects customer base”. “Trader Joe’s considers anyone who sells food a competitor!”
30. Overcoming Perceptions Action : Increase Print Advertising Target appropriate segments Choose smaller, neighborhood publications. Showcase unique cultural product that they cannot find at larger stores. Get them in the store.
31. Increasing Business Action - Expand Quick Service Ready Made Meals Advertise Fearless Flyer Radio Ads Create “Neighborhood Eating Area” Condiments, napkins, microwave Expand Store Hours.
33. To Conclude In order to TJ’s to continue its growth Reinforce value proposition. - High Quality , Low Price and Shopping Experience. Making it more difficult for competitors to clone our model.