Whole Foods Pricing Strategy

Product

Since Australia is very similar to the U.S. UK and Canadian market, there are relatively little adaptions to make in order to meet the Australian consumers expectations. However, there are a few things that need to be taken into consideration before launching the products. The most obvious factor is the language. Apart from subtle differences in the spelling (colour vs. color), there are cultural differences when uses the language in order market a product. While in the U.S. consumers are used to hearing the decorated marketing language. For example, Whole Foods carrot juice with turmeric is advertised as an “Organic Immune Refresher”. In order to be able to market to Australian consumers the language has to be more unemotional. Austrlia´s most popular spread “Vegemite” is for example simply labelled as “concentrated yeast extract,”

A big factor for the success of Whole Foods´ products is the “organic” label that signals consumers a high quality. The Australian consumer is to certain extent different, because studies have shown that the Australian is twice as likely to be influenced by “Australian Made” products in comparison to organic labels. However, having an organic product can be an important differentiating factor in a competitive

Therefore, it is advisable to keep the money in the country and to reinvest it in the long-term. Furthermore, the product range should be influenced to a certain extent by the goods and service tax exemptions for mostly unprocessed food, in order to be able to achieve a competitive price point. In general, the Australian market requires a more price conscious approach, because the agricultural environment offers high quality products and consequently the product range of the competing supermarkets are already more similar than in the