Marketing Practices of Grilled Burger: Segmentation, Targeting, Positioning and Marketing Mix

This report analyzes the marketing practices of Grilled Burger, including segmentation, targeting, positioning, and marketing mix. It discusses the product, pricing, distribution channels, and promotional communication and tools. The report also justifies the selected target market and provides recommendations for value creation.

Marketing

Executive summary
Main aim of this report is to analysis the marking practices of a specific organization, with
a concern on analyzing target market and purchasing behavior for specific organization. There will
be certain relevant theory to show an understating of the model and their application. This report
is based on the specific product that provides customer satisfaction by meet their demand. This
report has created a new widget for the target customer. In this report, STP analysis will help the
marketers to quickly reach key target customer to become main provider of widgets to the target
market. Purpose of this report is to conduct marketing mix for the product so that marketer can
understand what their service or product can offer to their customers. So it help the marketing in
palling, developing and executing and effective marketing strategies by plan a successful product
offering.
Contents

Executive summary............................................................................................................................2
INTRODUCTION.............................................................................................................................4
Part 1..................................................................................................................................................5
Concept of the market segmentation and define three target market of Grilled Burger................5
Concept of the positioning and discuss grilled burger positioning strategy..................................6
Part 2..................................................................................................................................................7
Select one product with two of the target customer group............................................................7
Justification for the selected target market....................................................................................7
Discuss 4 ps of the marketing mix in particular group and how value can be created in each of
marketing mix................................................................................................................................7
Recommendation..........................................................................................................................9
CONCLUSION................................................................................................................................11
REFERENCES................................................................................................................................12

INTRODUCTION
Marketing is considered as a comprehensive term that includes all the resources and set of
the activities essentially to direct and facilitate flow of the goods or services from the producer to
customer. Businessman regards the marketing as a function of management that plan, promote and
deliver the product to the customer or clients. The human efforts, management and finance
constituted the special resources in marketing. A marketing start with an identification of the
customer's wants or requirement and then satisfying these requirements by providing a good
quality product or services. Modern concept of the marketing is customer oriented that is
concerned with earning profit by providing customer satisfaction. First function of the marketing
is to create a market or customers. The customers are most significant people in whole marketing
process (Amin, 2021).They are the cause and purpose of all the marketing activities. Marketing is
a creation and delivery of standard of living to society. Its definition catches a real spirit of the
marketing procedure. It has customer oriented, this duly honors the concert of marketing that that
indicate a shift from the product to consumer- orientation, i.e., meet customers desire and needs.
It emphasizes major functions of the marketing, viz, satisfaction of social and customer demand
for the material goods or services. Through marketing process, organizations create a value for the
customers and build a string customer relationship so that they can capture a value form the
customer in return. information technology and globalization have increase the customer's
expectation. They do not purchase brand or product, but a set of values or benefits. They expect
the marketer to be concerned with their full satisfaction. In marketing, the marketing mix is a
mixture of the numerous plans or idea which are followed by the marking representative on order
to promote company's product and service (Batat, 2021). Efficient marking management is pre
requisite for a successful business operation. Marketers association with customers continue even
after the product's sale and this is called a relationship marketing. In this report the topic chosen is
Grilled burger. In this report a product will be selected on the basis of which it will cover the
concept of marketing segmentation and positioning, understanding of the concept's application,
justification of that segmentation analysis, marketing mix of the selected product, understanding
of the value creation of product and justification for the analysis and explanation.

Part 1
Concept of the market segmentation and define three target market of Grilled Burger
Market segmentation
It is a process of segmented up the mass market into various group of the similar wants
and needs. Market consist of customer and customer differ in one or more respect. They can be
segmented based on demographic, geographic, psycho graphic and behavioral factors. Any of
these variables can be undertake by the marketer to segment a market. Organization can design a
separate product and marketing program potential buyers. In relation to the respective
organization, the have segmented their market based on the demographic basis that include age,
gender, income etc. Respective organization mainly forces on the age to segment the market
(Cameron and et. al., 2022).
As demographic segmentation, organization has divided its customer by youth, age. Respective
organization has chosen this segmentation as it make it easy for them to obtain data. This
segmentation help them to identify that which customers are most likely to make a purchase, that
aid define their target market. With this segmentation, organization is better able to market direct
to its target customer in a way that generate healthy customer response. It will lead to high
revenue without increasing any expenses.
By choosing this specific segmentation, organization will get more customer retention and loyalty.
Through personalized marketing strategies organization can reach the customer on a more human
level, that create a strong connection. When the customer are valued, then they are more likely to
be repeat the customers (Walker, 2021).
Another main reason to chose demographic segmentation is that it allow the organization to get
more creativity and specific with the marketing. When company know exactly who is their
audience is and what are their wants, then organization become able to clarify their message and
other future advertising plan. It save the organizational resources, time and money.
Targeting
As market segmentation unveil the market segment opportunities facing by the
organization, so now the organization has to evaluate different segment and decide that how many
and which one to target (Ford and et. al., 2021). Development of the marking max that can then
be directed at a specific unique segment. Organization need to choose the market segment which

they want to focus on and also put their future business strategy. In this, marketers faces various
important decision including, what criteria they should be used to evaluate the market, which
market segment is most valuable and how many marker to enter.
The respective organization targeted its market base don three criteria including youth generation,
urban area and health conscious. people Respective organization has target the health conscious
people as they avoid the the the harmful food product and prefer to eat something healthy.
Respective organization, had made its burger with certain specific ingredient like lean beef,
poultry and bison so that people can enjoy its burger without any health risk. Aside from standard
veggie burger, people try marinated or grilled portobello mushroom cap in bun.
Another target market of the organization is Urban area as people in cities have high income rather
than the rural ares (Gois and et. al., 2022). So in urban are, people can afford the different variety
of burger that will be profitable for the business.
Respective organization also has target the youth generation because nowadays, youth generation
prefer the junk food over the traditional home cooked food and their choice has been attributed to
a powerful marketing strategies of the organization.
Concept of the positioning and discuss grilled burger positioning strategy
Market positioning is a process of the communication a brand to the target customers in
such a manner that can well recognize where it fits with the competing product (Trewern and et.
al.,2021). Objective of the positioning is to connect with audience on personal level. It is final step
in the Planning approach; segmentation, targeting and positioning, a framework for developing the
marketing plans or setting objectives. The Grilled burger has mainly targeting the youth market. It
position its market as serving great tasting high quality an affordable food. As compare with other
rivals Grilled burger is targeting youth, urban and children, they has a different targeting
customers. Respective organization , is also serving an affordable food, but serving the customer
in different way, grilled burger promise its customer can HAVE IT YOUR WAY, customer can
customize all the ingredients of their food. In relation to Grilled Burgers strategy, with an
exception of a low cost strategy and limited set of product, it can reach a wide audience. When it
come to market positioning, it is fundamentally a marketing strategy which pay more emphasis on
creation of a perception of service, product and brand of unique image in customer's mine.

Part 2
Select one product with two of the target customer group
The target customer group is refereed as target market which is group of customers that
shares demographics which has been identified as most likely buyers of the company products and
services. The target group involves the attributes such as age, income, education and geographic
location. The increase in sales of the organisation helps in expanding target market internationally
which allows company to reach at broader subset of target market in other regions of world. The
product of burger is been selected which is loved by every person as it is easy to eat (Grimm and
Malschinger, 2021). The burger comes in different varieties with different tastes as there is use of
different veggies and sauces. The burger is kind of food which consists of fillings basically patty
or ground meat, beef that is placed inside a sliced bun or bread roll. The burger which has first
target market of Middle-age group between the 40 to 60 age. White collars which are those who
work in office and individual baby-boomers which are members of demographically large
generation born between the year of 1946 to 1964. The second target market is upper-middle class
seniors with the age group of 65 to 75 years old.
Justification for the selected target market
This two target market is been selected in burger as they are reasonable price and
affordable which can be purchased by anyone and providing delicious in taste. The burger is
served in hotels, restaurant. The other reason to target this group was as burger is available
everywhere which is easy to carry for the people and available from streets to remote corners of
world. The people are made feel relieved by knowing that their favourite sandwich is founded in
all corners of globe. The baby boomers are likely to spent significant amount of money on eating
out and they aren't as tech savvy. It offers the simple menu which helps in attracting and targeting
the new customers without alienating existing ones.
Discuss 4 ps of the marketing mix in particular group and how value can be created in each of
marketing mix.
The marketing mix mainly cover 4 Ps including product, price, place and promotion.
There are various marketing strategies like pricing approach, product innovation, promotion
planning and many more (Sood, 2022).

These business strategies help a brand in succeeding. Marketing mix of organization analyze the
burger with marketing mix framework that cover mainly 4Ps including product, price, place and
promotion. When it come to the value creation, respective organization fulfill the value creation
and select its value, it perform the marketing by segment its customers and market, target the
attractive segment and also positioning its brand accordingly. In relation to the Main element of
the marketing mix are mentioned below:
 Product- It represents a product and service which is design with the purpose to satisfy
customer wants or needs. To market a product effectively, it is essential to identify that
what differentiates to form other competing service or product (Lang, Beemer and
Fernandez Gaviria, 2021). It is also very important to find out if other service pr product
can be marketed in the conjunction with it. The burger as a product is fast food. It is a
popular food product which is consumed commonly. Burger is used to define as a popular
sandwich which is made from ground meats which are formed into a patty, cooked and
then placed between two halves of the bun. In burger, there are various alternatives which
do not include the meat such as ground vegetables. In relation ot the value creation,
organization can add value in burger by adding some new feature like provide healthy
ingredient in burger, increase speed of the online burger delivery. Burger has divided its all
global operation in to three segments. It has established a reputed image in market and
many organizations has developed alliance which has proven profitable and strategically
sound. In order to maintain the expansion of burger, various organizations like McDonald,
Burger kind and many more has been using a different franchising option.
 Pricing- There are various pricing strategy adopted by the organisation (Polynskaya,
2021). In relation to the burger, its pricing may be comparable to the market demand and
behaviour. With main competitors with other organisation, respective firm burger has
focused on more in its taste and quality with an affordable price. The operational cost is
another essential challenge to uphold the cost pricing strategy. In relation to value creation
in pricing strategy, organisation should offer a right combination of the quality and
excellent service at an affordable rate. This pricing policy has included redesigning an
existing product to offer good quality for the given price and same quality for less.
 Place or distribution channels- The burgers are easily available at any place like
restaurant, street, and other place. This competent in marketing mix defined as a venue

which is used by the organisation to transact with the target customers (McKendry, 2022).
Organisation uses various channel of distribution including Mobile app, restaurant and
website for the deliveries. Aside from the restaurant, customer can also use the
organisational respective mobile app in order to access the coupons for the special offers.
In relation to the value creation, organisation can add value by bridging major time, place
and the possession gaps which separate the services and goods from those who would use
them.
 Promotion or promotional communication and tools- In marketing mix, promotion is
that marketing tool which is used by the organisation to communicate with customers. In
this, seller tries to influence or convince the customer to buy their product. Burger are
promoted through various ways. When it come to value creation, the, organisation should
promote their product like burger in such a way that create a positive customer experience.
Companies need to adjust their marketing strategy by prioritize the quality over price. An
organisation uses various means of the promotion including advertising, social media,
magazine, television and many more (Peeroo and Mooznah Auleear Owodally, 2021). The
promotional tools are defined as methods, resources and strategies that compel customer to
buy any product or services. In relation to the burger, organisations use various the
promotional tools to raise awareness of new product and increase sale of burger within
market.
Recommendation
From the above analysis it is recommended to grilled burger it can attract larger group of
customers by taking use of social media platforms, offering of online menus. The positioning
strategy can be improved by offering quality product on the affordable prices. The brand message
can be improved which can be made more effective and empathetic as customer personas in to be
known. The marketing mix can be improved by having market research and product innovation as
it helps in knowing exactly to whom is needed to deliver. It is recommended to that there should a
product innovation in burger so that it can gain attention of more customers. Based on the above
analysis, organisation need to adjust certain of their strategies in order ot maintain the

competitiveness. Organisation can increase the service quality by improve the burger to address as
healthy lifestyle trend

CONCLUSION
Form the above report it is concluded that by using the STP analysis, an organisation can
identify their most profitable and valuable customer segment that create product and marketing
communication which target the audience. It helps the organisation in creating engaging, a
personalised marketing campaigns which convert the visitors to customer at high rate. Marketing
segmentation, targeting and positioning are very crucial or useful tool in marketing is it helps the
company to make their product successful. The STP is related with the market research in specific
industry. This tool uses the information regarding current market size, potential customer, market
share, a connection with customer base for specific product and customer’s purchasing decision
process which collected from the market and marketing research to make a specific product
successful. Thos report has discussed about the STP analysis or Marketing mix of Burger.
Therefore, it is identified that burger is a well established food product in market. Organisation
with the burger service has potential efficiency to innovate their operation of business for a long
time period. Besides, it in marketing the marketing mix is another essential aspect. Organisation
does not always utilize all the Ps but most of time they defiantly uses a mixture of some. It is
analysed that importance of using main marketing mix such as product price, place and promotion
and organisation become able to get success in the development of their product and growth or the
business. Therefore, it is recommended that the organisation should create some value in their
product and other strategy that helps them to attract more customers and establish a well know
reputed image within marketplace efficiently.

REFERENCES
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