The company I chose to be a Marketing Manager of is Edible Arrangements® for this week’s assignment. The company’s headquarters are located in Wallingford, Connecticut. Their mission is simply “To Wow You!”
The mission states “When it comes to a WOW, we think you know one when you see it. We’d love to tell you more about what our mission means to us: how we spend years developing our unique and inventive fresh fruit concepts, how we require that every piece of produce we use meets the highest standards of quality, and how our in-store Fruit Experts® craft each arrangement with care, because ...view middle of the document...
We will also offer free advertising for a limited time on the new locations opening. I believe this will increase sales, increase growth, and public awareness of who Edible Arrangements® is, what we offer, where we are, when our new locations will be open, and how one can order until then. My goal is to have these stores opened by December, 2017.
I also believe there is room to target the business industry more. Business supervisors, managers, directors, and employees are always looking for that unique and easy gift to reward their employees and each other with, why not an edible arrangement or chocolate dipped fruit? I think by targeting the business industries with promotional items such as catalogs, emails, advertisements, etc, there is an additional opportunity for growth. These arrangements and fruit dips may also be purchased for meeting, banquets, and parties for the businesses.
As with all companies, there are competitive companies that offer similar products out there. To name a few we have Hickory Farms, Harry & David, Gifttree.com and Wine.com. Harry & David seem to be the ones that offer the most similar products as Edible Arrangements®.
The value proposition is that Edible Arrangements® offers a unique fresh fruit bouquet or variety of specialized chocolate dipped fruits, often with same day delivery at no additional charge or guaranteed with next day delivery.
To elaborate on this, we look at the product which is the unique fresh fruit bouquet or variety of specialized chocolate dipped fruits. Customers can choose from several different items, and at their convenience. The next thing we will look at is our place, where do buyers look for our product or service? They will be looking at our franchise stores and at our online store. Continuing, we look at the promotion of our targeted customers which include advertisements which may include television and radio, catalogs, and the internet to name a few. Finally ending with the price; edible arrangements vary in price depending on the sizes on the arrangements. A small arrangement can start at $40.00 depending on the variety you are selecting. The prices also vary depending on whether you are ordering the fresh dipped chocolate covered fruits and the sizes as well. These start at approximately $29.00 and increase on the sizes. ("The Marketing Mix and the 4Ps of Marketing - from MindTools.com," n.d.)
Advantages for Edible Arrangements® is the uniqueness of its products, it stands out among the competitors in its trade. As you see from the competitive companies, there were only a few that offered the fruit dipped chocolate, and I was not able to find many the offered fresh fruit baskets with same or next day delivery as Edible Arrangements® does. The Wow factors that they offer and the unique appearance and sizes are true advantages, plus the same day delivery at no extra charge. You cannot get that with Harry & David, for a cheesecake they offer a flat rate...