Background to Media Plan of Unpackaged Grocery Retailers Essay

Background to Media Plan of Unpackaged Grocery Retailers - Essay Example â€Å"Media planning  - is the choice of optimal channel advertising (advertising contacts), conducted in order to maximize the effectiveness of advertising campaigns† (What is a Media Plan? n.d.). Situation Analysis: About Unpackaged and its Products: Unpackaged, is an organic grocery store set up locally in North London in the year 2007. (Unpackaged: Using Less Wasteful Packaging n.d.). It makes use of the design which helps its local customers to purchase products using less wasteful packages, and thus helps them to remain more eco- friendly. Unpackaged sells environmentally friendly standard mass items such as grains, sugars, flours, spices, and the traditional grocery products like oil, milk, eggs, cheese, wine, and beer. â€Å"Unpackaged was founded in 2006 by Catherine Conway,† who recognized that it is important to work with designers to be more successful for the plan of alternative to supermarket shopping† (Unpackaged n.d.). With the aid of design agen cy Conway managed to develop a strong brand and certain new ways of shopping. Unpackaged began its operation â€Å"as a market stall at Exmouth Market† (Easy Tips to Being Greener (and Better off)! 2007) with Conway pointing out the type of grocery people like to buy loose and â€Å"lots of feedback from customers† (Diamond 2012) regarding the reasons behind to stay off from buying Unpackaged products. So they created a jar icon when they remain still in the small business in the market. The business still found it difficult to brand the organization as it removed the essential thing i.e. the vehicle for branding purpose: packaging. Later they designed a flyer that utilizes icons with the same ratios as the unpackaged jar to clarify how the new concept of shopping works. They moved from the stall into the retail shop in the market, and more versions of the icons in gold foil were put on the door, so that everybody who comes into the shop can effortlessly make out how i t will work. The movement of Unpackaged into a shop, intended for a new style of shopping, proved to be popular in the market. â€Å"The mantra of Unpackaged is: Reduce by only buying what you need, Reuse by bringing your containers for a refill, Recycle what you can’t reuse. And†¦ if you can’t reuse or recycle it then don’t buy it!† (Unpackaged Shopping without Packaging 2012). About the Market: The grocery market in UK