1. NATURAL RESPONSE (NEWSWEEK)
Ch. 9 :
Integrated Marketing Communication (Promotional) Strategy
Kristy Phillips
Adolfo Escalante
Mauricio Ramos

2. HIGHLIGHTS & REVIEW
With the economy in a point of a recession, high priced items such as organic products are seeing a drop in sales.
Due to the drops in sales, retailers such as Whole Foods Market is facing difficulties of motivating customers to remain purchasing organic with the raise in prices.
Falling profits and stock price off 20% in 2008.
1 of 5 organic consumers are hard-core devotees.

3. OBJECTIVES OF IMC STRATEGY
Differentiate their products from competitor’s- Advertising
Convey the idea of organics as eco-friendly- Advertising
Combat competitive pressure- Sales Promotion
Inform stakeholders about products & their benefits- Public Relations
Start, Strengthen, and Renew customer relationships- Direct Marketing

4. SUGGESTIONS & SOLUTIONS
Educational Programs
Enhance Online Experience– Emphasize Philanthropy
Reward Card Program
Prepared Food Instead of Fine Dining  Saves $$