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Chuck Traders Joes Innovative Marketing
By Frank Williams

Innovative marketing isn't about creating ways to bring a horse to water, but finding ways to make the horse thirsty. Perhaps this was the thinking when Trader Joe's began exclusive distribution of the Charles Shaw brand of wine at an unheard of price of $1.99.

Great marketing ideas seem obvious after they become successful. Such is the case with this niche grocery store and what Global Marketing, Inc. terms the $2-Buck-Chuck marketing phenomena.

Started by Joe Coulombe Trader Joe's has evolved into its present form over a number of years. Trader Joe's actually began in 1958 as a chain of convenience stores called Pronto Markets in the Los Angeles area. In 1967 Joe Coulombe, wa...
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