Wild Oats--A Marketing Analysis

Paper Summary:

This paper analyzes the marketing strategy of "Wild Oats," a chain of natural supermarket, through an examination of their promotional techniques. The author describes the different advertising approaches found on the chain's homepage. Although the tone of the marketing is not overtly persuasive, it subtly uses persuasive informative and reminder-type techniques. The author finds that "Wild Oats" successfully employs an integrated marketing communication strategy that appeals to middle class consumers.

From the Paper:

"Wild Oats thus deploys a mass advertising promotional strategy through its web page, which gives consumers information about the product, and uses Amazon.com to increase the sales as well as the visibility of its product on a national level through the web. However, within the local stores themselves, Wild Oats makes use of community outreach through schools, by selling and promoting local products, and by engaging in other efforts through the stores themselves to increase local visibility, such as advertising the farms from where its products were purchased. Finally, by offering purely informational material on its Internet site, it draws additional traffic from web-surfers who may be looking for information regarding the benefits of 'going organic,' and after becoming persuaded about the general superiority of such produce, decide to make their next grocery store trip at Wild Oats."

Sample of Sources Used:

• "Field Trip: Factory." Wild Oats Official Web page. [6 Aug 2006] http://www.wildoats.com/u/community100161/
• "Shop for Wild Oats at Amazon.com." Wild Oats Official Web page. [6 Aug 2006] http://www.wildoats.com/redesign/shop.php
• "Wild Oats: Home." (2006) Wild Oats Official Web page. [6 Aug 2006] http://www.wildoats.com/u/home/
• "Wild Oats Natural Marketplace: Community." Wild Oats Official Web page. [6 Aug 2006] http://www.wildoats.com/u/community

More papers on Wild Oats--A Marketing Analysis:

• Analytical Essay # 5590 : "A Marketing Analysis of the Mail Order Industry"
• Comparison Essay # 70878 : "A Film Analysis"
• Marketing Plan # 125960 : "Healthcare Marketing Analysis"

APA Citation:

MLA Citation: