Enjoy Life Foods Case

Issues

Enjoy Life Foods (ELF) must be able to meet the increase in volume that Whole Foods requires in order to meet sales expectations and promotions.

ELF must come up with a creative solution to offer Whole Foods to solve their lack of shelf space otherwise they will not get their products on the shelf.

ELF must be able to acquire the right employees in order to meet the increase in product demand.

ELF must implement a creative marketing campaign for their products in Whole Foods.

ELF must articulate brand differentiation in order to prove to Whole Foods they should earn shelf space.

Recommendations

Product Selection and Volume - Focus on pitching the Grab ‘N’ Go snack bars to Whole Foods in the first quarter to see if they can handle the increase in volume. If ELF is successful then they will continue to introduce more products incrementally starting next with baked or box cookies.

Win Shelf Space- Convince Whole Foods to drop either the Govinda brand or Ener-G Foods brand. These are the two major competitors of ELF Grab ‘N’ Go snack bar, and are currently occupying all of the available shelf space in Whole foods for this product.

Creative Solutions - Create personalized shelf displays to address the preliminary issue of shelf space. Whole Foods expressed interest in liking ELFs’ brand and products, however, they do not currently have the capacity to accommodate them. An alternative to this is to create other ways to display the products. By doing so they can use the “retailer request forms” that have been successful in the past to prove their worth to Whole Foods.

Reaching the Grab ‘N’ Go: Placement of the product needs to be convenient and accessible. Promotional idea include, but are not limited to, individualized bars near registers for impulse buys and cardboard floor displays near aisle end caps.

Grassroots Marketing Strategy - ELF should continue their low-cost marketing strategy of fostering relationships with allergy and celiac...