Public Relations Management by Objective
Client: HEB
1.0 Definition of the Problem: HEB Grocery is the most successful grocery store in South Texas, however, despite its popularity and success, the client has been struggling with getting more customers to buy store-brand (HEB) products. The client would like to understand why customers are not buying HEB products and why customers are choosing other name brand products versus the same HEB brand products. The client’s goal is to increase the sales of HEB’s own brand products. Measurable objectives for this research project include:
- To determine why people are not buying HEB brand products
- To discover the reason of buying name brand products versus HEB brand products
- To create strategies to encourage people to buy and use HEB brand products
2.0 Definition of Audiences/Target Publics to Research
- Customers who only buy name brand products
- Customers who don’t “trust” HEB brand products
- Customers who are unaware that HEB brand products are the same (made the same, same ingredients, etc.) as name brand products, just cheaper
- Customers who encourage/tell other customers about HEB brand products
3.0 Audience/Public Research Objectives
- To determine strategies to increase the number of customers to buy HEB brand products
- To inform customers about HEB brand products’ quality and affordability
- To encourage current HEB brand product-buying customers to encourage non-HEB brand product-buying customers to switch to HEB brand products