I decided to work with two brands/websites that I identify with - healthy groceries stores. Since I am probably included in their target audience, I wanted to look deeper on their websites content and also analyze each brand. First I will describe what I found from each one, then I will compare them both
Cream of Crop Natural (http://www.creamofthecropnatural.com)
Choice of logo: The logo is a bunch of carrots with the name of the brand on top of it. The colors of the letters and also the layout of the page is green, which reminds you of natural, greens such as produces like lettuce. They used different tones of green, but generally I think that it was used with the intent of reminding you of green produces.
Website design: Overall the design is good and easy to research on. It lacks some final touches in my point of view, looking a little simple. But they did the major things such as adding only simple info about their brand, kept the logo clear and visible, add the social media, a bar with the jump links to do the research. It looks clean.
Website content: The bars they have are: Special and Savings, Deli and Juice Bar, Local Products, Catering, Contact, Shop Online (doesnt work)
All of them have some little or missing information
Analysis of target audience: The brand is a small grocery shop that offers natural products, deli and juice and catering. It is located in Oceanside, so we can narrow down some of the targets: people who live in the neighborhood and North County (we can include Carlsbad, Encinitas since it's closer), people who have a healthy lifestyle and cares about their products being organic, people who likes to shop locally and support the community, also new suppliers, brands and vendors that are interested in make some partnerships with the store might be a possible target.
Conclusion:
From the research we can conclude that the brand is not updating their website and calling out with sales or trying to attract more consumers. Since they are a small shop in a neighborhood, they clientele are probably consistent. Not everyone cares about eating clean or organic, so they diversified with juices and deli sandwiches which is something good to attract more people.
Sprouts (https://www.sprouts.com/)
Choice of logo: Sprouts has the logo green as well, probably for the same reason that Cream of Crop had, to remind the buyer of something natural and eating "green", like produces. In the middle of "O"in Sprouts they add a leaf to remind that as well.
Website design: The website is pretty well developed. They have a different and unique font for the letters. The jump bars are very complete with choices to navigate. 5 social medias are announced in the bottom. The alignment is also very good. Generally, it is a very easy site to research what you want. Maybe they have too much information, but they are all separated in the links, so you only need to see them if you want and click on them.
You can also shop on the website with the choice of delivery or pickup, which is a toll very important nowadays since the buyers have the chance to do their groceries in the comfort of their home - it is becoming more popular to do groceries like that.
They also have articles with recipes, how to know when avocados are ripe, so many cool information if you are a cook lover.
"Ways to save" is another tool in their bar that is very useful since they post their ads and sales.
Analysis of target audience: Sprouts is one of the biggest produce store in United States. They are in many cities and states. Their target market are: people over 21 (usually teenagers and kids under don't shop for the groceries of the house since they don't have jobs or they live with their parents), people who are healthy and like to buy organics, people who cares about the environment and want to shop products that are clean for the planet, people allergic to certain foods such as gluten, milk, eggs (they have specific brands for some type of allergies, and also, usually people with a diet more restrict tend to buy more produces), mothers of babies and young children (they have an aisle full of baby choices). Since they are spread around the country, they are do not have a "local" target demographically - also since they offer the delivery service, the person doesn't have to live in the neighborhood.
Comparing both brands: Sprouts and Cream of crop has some similarities in their customers, both needs them to enjoy health foods and organic produces. But since we are talking about a small business and one big store name in the country, their target can differ a lot. Same for their website and approach. Cream of Crop has a limited target since they are small shop who offers less services and products, in the other had, Sprouts target market is not limited only to the organics lover, or the healthy public, its more vast than that. They need to fill a bigger need from a bigger audience. Thats why they expand their option of products and also why they have a better developed website (beside more capital to invest in their marketing since their income comes not only from one small shop, but from a bunch of locations all over the country). Thats another thing they need to consider, consumers from California are different than consumers from Maryland, what is produced here is different than there because the wheather is different and the price reflects on that as well. Even though they think as a big brand, every shop has their own target market that is probably managed as well
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