Marketing Strategies for Grilled Burger: Segmentation, Positioning, and Marketing Mix
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This report discusses the importance of marketing for business organisations and focuses on Grilled Burger, a fast food company that sells fresh and healthy burgers. It covers market segmentation and positioning, the 4Ps of marketing mix, target market, distribution channels, and promotional communication tools.
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EXECUTIVE SUMMARY It is important for a business organisation to adopt various different marketing activities for promoting and advertising the products and services that are being offered to the targeted group of costumers that is the target audience for increasing the sales and profitability ratios of that business organisation. Marketing is the simple process that is used for selling or promoting or for advertising the product and service of the business organisation. Marketing involves creation, communication and exchange of values along with products and services that are important for trading of goods and services in reaching to the target audience in the targeted market in a country. marketing involves all those activities that are used in directing all the flowing and trading of goods and products and services of a business organisation.
Contents EXECUTIVE SUMMARY...................................................................................................2 INTRODUCTION...............................................................................................................4 PART 1..............................................................................................................................5 SEGMENTATION..........................................................................................................5 POSITIONING................................................................................................................5 PART 2..............................................................................................................................6 MARKETING MIX..........................................................................................................6 TARGET MARKET.........................................................................................................8 DISTRIBUTION CHANNELS.........................................................................................8 PROMOTIONAL COMMUNICATIONS AND TOOLS....................................................9 CONCLUSION.................................................................................................................10 REFERENCES................................................................................................................12
INTRODUCTION Marketing plays an important role in this era of stiff competition, as an essential and major function within an organisation which is helpful in increasing sales and thereby increasingprofits of theorganisation. This is alldonewithpromotingandselling products and services and too with the help of different market research and advertising (Hanlon, 2021). It can also be known as the process or function that is there for developing interest for purchasing some particular product or service in individuals with the help of various promotional activities that are done in the market. Most of the companies adopt marketing for generating revenues and growing on a faster pace in themarket.Marketingdepartmentadvertisesalltheseproductsandservicesof business to gain business growth and development. It includes various activities like promoting, advertising, branding, and many other. All these activities are undertaken for buildingbrandvalueandgoodwillinthemarketbyadvertisingandbycreating awareness. The organisation that is there for this report is Grilled Burger which is fast food company that was founded by Simon Crowe in 2004. Grilled burger sells fresh and healthy burgers in the global market and has nearly about 150 locations and consisting nearly4500+employeesworkingwithinitsorganisation.Inthisreportmarket segmentation and market positioning of grilled burger is discussed along with the 2 target customer group. This report also discusses the 4Ps of marketing mix that are needed for the achievement of their overall goals and objectives and also for expansion of business. Marketing mix is basically product, price, promotion and place that are all needed for the marketing and for selling and advertising of products and services. These four are always interconnected with each other in their working and operating for thepromotionalandadvertisementsofallproductsandservicesofabusiness organisation. In this report there is also a discussion about the target market, different distributionchannelsandalsoabriefdescriptionofmarketingpromotional communications and tools that are used by company. It can be said that marketing in today’s world is important and play a significant role in the operating of a business organisation.
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PART 1 STP is a process that involves segmentation, targeting and positioning for analysing and also for identification of a business organisation’s potential customers that is target audience of a business organisation(Hanson and Kalyanam, 2020). There is efficiency and effectiveness with the help of this model in business operations and functioning. Segmentation and positioning related to grilled burger is explained below: SEGMENTATION This is the first step which involves the process of dividing parts or segments or sections in market. Segmentation can also be known and defined as the process that divides a large market into small sections and segments that are all based on the needs, demands, wants, requirements and expectations of different people that is target audience along with their behaviour and purchasing power of products and services. The respective company that is grilled burger has segmented the market into sections and parts geographically like constructing different burger shops and restaurants in the different locations that is in nearly 150 locations across the globe and it also sees that they are not very far located away from residential areas. It has also segmented its market on the basis of people that are dieting, or losing weight or detoxing. The other section also involves the people who are looking for gluten free, grain free, dairy free andnaturalfreshandhealthyburgers.Segmentationinvolvesgrilledburger organisation to divide its whole market of target audience into smaller parts that are based on similar needs and wants and requirements of its customers. Grilled burger also segments its market and customers on the basis of certain psychological factors and those different psychological factors are customer’s lifestyle, personality as well as social characteristics(Kamps and Schetter, 2018). Here the main segmentation is all about the people who are dieting and are wanting to lose their weight. There is always the traditional concept that involves that only healthy eating is there that is for no eating of junk or fast food but grilled burger does provide fresh, natural and healthy burgers that can be eaten during diets also. The burgers of grilled burger are low super bun carb and are gluten free, grain free, dairy free and also natural.
POSITIONING Grilled burger should choose effective location for setting up its restaurants with the main purpose of selling the fresh, natural and healthy burgers at the market. The positioning is one of the major marketing art that plays its major role in the development of positioning of a product here burger according to sales operations and other business functions that are there in the business organisation. The respective company that is grilled burger has positioned itself in the market as a valuable brand with great goodwill that is affordable for the targeted audience of costumers and it also offers products of highest quality possible that are fresh, natural and healthy for them. Also, there is global recognition of the brand as the prices of the burgers are cheap with affordable pricing in the market and it also defines quality of its burger products. Positioning is that step that is taken in organisation that helps in maintaining their valuable and strong image with good brand will in the mind of customers by increasing awareness and by more marketing of the products that are fresh, natural and healthy burgers. Grilled burger conducts and takes part in various marketing campaigns that help in its growth and development like road shows, television advertisements and many other marketing activities that also help in analysing customer’s needs, demands and wants as well as requirements of target audience and other aspects(Tong,Luo and Xu,2020). Grilled burger attracts attention by letting people know and also by advertising and marketing about healthy lifestyle and all the benefits that its burgers provides to its customers and the target audience with the help of various different digital platforms. The people who are interested in gluten free, grain free and all fresh and natural and healthy burgers and bun are attracted towards the grilled burgers along with keeping their motive and aim straight of fresh and healthy buns and burgers that are carrying low carbs within them. Positioning in the minds of customers allows the company in increasing more of its value and branded goodwill. This also increases the chances of more competitive advantages to the grilled burgers from the market that is created by its targeted audience of costumers.
PART 2 MARKETING MIX Marketing mix is an effective and efficient marketing tool that is used by the business organisation that helps it in enabling and also in attaining predetermined goals and objectives of that business organisation in specific and pre-determined time period with greater profitability ratios and revenues for it. There are many different aspects and different factors of marketing mix that are used by business organisations for its growth and development in the market. Some of the various factors that is the 4 main Ps of grilled burgers are explained are price, place, promotion and product. Factors of the 4Ps of grilled burgers are as follows that helps in its growth and development are as follows: Product:product is the main element that the business organisation sells in the market with the main aim of generating profits and increased sales for the business. Product is that commodity that is produced and provided in market for its use by the target market(Wang, 2021). It is element which is offered to that target market of customers for availing and use and these product is made according to the demands, needs and wants of the customers. Grilled burgers provide its customers with fresh, natural and low carb buns that are highly qualified and healthy and natural for eating and enjoying by the customers. There are latest and advanced technologies that are used and implemented by grilled burgers for more creation of quality and fresh and natural and healthy burgers and bun products. Grilled burgers deal with a large product portfolio of burgers in the market and has all its different functions and operations in different segments of its market. Price:It is value of products or services of business organisations in terms of money that is decided by that business enterprise for its product or service that is being provided to the target market for availing its use. Grilled burger has set up a good and reasonable price that is affordable by its customers for its products. Grilled burger also uses the strategies of discounting and incentives for its customers to gain more of the customers and also for more market capturing for a longer time period in the market. Along with that care for health has opted great discounts for its regular customers(Wang, 2021). It sets pocket friendly prices for
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its customers in the market. Grilled burger uses affordable pricing strategy and targets all classes of customers that are interested in healthy lifestyle or are dieting and wanting to lose their weight. Place:This is yet another important factor or element that includes location or the place from which customers or the targeted audience will purchase particular products and services of a company or business organisation. Grilled burger has its nearly 150 locations or outlets as it can be said in the market. This location can be a high street, retailing stores, departmental stores, shops, e-commerce, mail order, shopping malls along with many other different locations that are there. Grilled burgers provide its fresh, healthy and natural bun and burger products with the help of large number of outlets and different locations. Promotion:Promotions and advertisement helps in persuading and attracting more and more customers to purchase more and more business organisational products and services from the market.This promotional factor includes activities andfunctionsthatarerelatedtoadvertising,sales,marketing.promoting, personalsellingandallotherdifferentrelatedactivitiesofabusiness organisation.Grilledburgerusesvariousdifferentpromotionalactivities, advertisement, social media marketing and also some other media marketing too, direct marketing and other modes of marketing that are also helpful in creating awareness and more and more promotion of its fresh, natural and healthy burgers in the market. TARGET MARKET The target market of grilled burger is the people who are ready to lose weight as well as people who are dieting. The other target audience of grilled burger is that section of customers that are wanting gluten free, dairy free, grain free and all natural buns and burgers for a healthy lifestyle(Wirth, 2018). The grilled burger organisation is also selling its target audience low super bun carb burgers and buns in its target market. This target market is also targeted for the costumers that are detoxing their bodies for living a healthy lifestyle.
DISTRIBUTION CHANNELS There are various channels of distribution that are present and these channels are used for advertising and promoting the business organisation’s products and services in the market. These are various channels of distribution that a business organisation uses for creating awareness of its products and services in the market. These different channels of distribution are retailer, distributors and all and nowadays internet is yet another important distribution channel. Grilled burger uses various channels for distributing its burgers throughout the targeted market. These are different vendors, wholesalers and retailers and other distributors and also the internet. The internet is the online shopping or distributing channel to its far away targeted market of customers. PROMOTIONAL COMMUNICATIONS AND TOOLS There are various promotional communicating tools that are used by the business organisations for creating awareness and selling its products and services in the target market(Goldfarb, Tucker and Wang, 2022). These promotional communication tools are used for supporting sales and also used for generating awareness about that particular brand or particular product or service. These promotional communication tools are also used in connecting with the target audience of customers with complete efficiency and effectiveness. Some of the various promotional communication tools that are used by grilled burgers are explained as follows: Advertising: The biggest communication tool that is the marketing team of grilled burger use in promoting its products and service. Advertisements have a wide range of reach with it as its reach is on global level. Promotion of sales: sales promotion is one of the best promotional tool that is used by business organisation. This is a great promoting communication tool as it involves direct connection and interaction with the target audience of customers of grilled burgers.
Personal selling: this is another communication tool that is used in promotion of a product or service. Grilled burger also this method of communication tool for promoting its burgers in the market. Internet: Internet is the most common and effective communication tool that is used for promoting as it gives the most efficient results to the business organisation. Grilled burger is great tactic or tool for marketing communication. Internet helps a business organisation in enabling it in generation of more leads with the help of different websites that are present in the market. These are various different communication tools that are used for promotion and advertisements of a business organisation here grilled burger(Deepak and Jeyakumar, 2019). Marketing communication is process that consists of various different marketing tools for promoting and advertising its products and services in the market of its target audience. These different marketing communication tools and promotional tools for generating awareness among the targeted audience of customers.
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CONCLUSION From the above stated report it can be concluded that marketing is important for promoting and advertising the business organisation’s products and services. There are various marketing tools and techniques that are used the business organisation for promoting and advertising and also for creating awareness in the market about the products and services of the business organisation to the target audience of customers. In this above stated report there is clear discussion about the grilled burger organisation thatissellingfresh,naturalandhealthyburgersinthemarket.Grilledburger organisation also has its complete focus on providing its customers with gluten free, grain free and dairy free buns and burgers that have low carb present in them. In this report there is explanation and discussion about the marketing mix of price, product, promotion and place in the market of grilled burger. Segmentation and positioning of grilled burger is also explained within this report. Marketing mix is also discussed along with price, promotion, place and product in the above stated report. The target market of costumersofgrilledburgerisalsodiscussedwithinthisreport.Variousdifferent channels of distribution that are used by grilled burgers is also discussed and explained within this report. Various different communication tools that are used in the promotion and advertisement of the grilled burger business organisation are also explained and discussed within this report. This above stated report is all about marketing of fresh, natural and healthy buns and burgers that have low carbs within them for the target market of customers of grilled burger is discussed and explained.
RECOMMENDATIONS Fromtheaboveprojectofmarketingaboutgrilledburgers,itcanbeclearly recommended that there should be more concentration and focus that should be there for promoting and advertising various products and services with the help of various promoting and advertising activities for solving issues and problems for advertising and promoting. These strategies can be implemented or the various recommendations that can be provided to grilled burger are explained in following ways or methods: By generating awareness by promoting and advertising on a larger scale among the customers of the target market about its products and services. It is also recommended to grilled burger for using different and varied and advanced cost saving techniques in the organisation with the help of different and advanced innovative technologies. Building effective strategy within the business organisation that will help the business organisation that is grilled burger in overcoming competition in the market and also for gaining competitors market share. This is also recommended to grilled burger to be very crucial in the organisation for the supervisors and the management team of marketing to keep their plans and strategies, decision-making confidential so that there is no copying of them by the competitors that are present in the market. The managers and whole team of marketing is also recommended to the grilled burgertoadoptandhaveadvancedandinnovativetechnologywithinthe business organisation for increasing productivity and efficiency and effective in market for grilled burger.
REFERENCES Books and Journals Deepak,R.K.A.andJeyakumar,S.,2019.Marketingmanagement.Educreation Publishing. Goldfarb, A., Tucker, C. and Wang, Y., 2022. Conducting Research in Marketing with Quasi-Experiments.Journal of Marketing,86(3), pp.1-20. Hanlon, A., 2021.Digital marketing: strategic planning & integration. Sage. Hanson, W.A. and Kalyanam, K., 2020.Internet marketing and e-commerce.(Student ed.). Thomson/South-Western. Kamps,I.andSchetter,D.,2018.Performancemarketing.SpringerFachmedien Wiesbaden. Kumar,V.,2018.Transformativemarketing:Thenext20years.Journalof Marketing,82(4), pp.1-12. Tong, S., Luo, X. and Xu, B., 2020. Personalized mobile marketing strategies.Journal of the Academy of Marketing Science,48(1), pp.64-78. Wang, C.L., 2021. New frontiers and future directions in interactive marketing: inaugural Editorial.Journal of Research in Interactive Marketing. Wang, C.L., 2021. New frontiers and future directions in interactive marketing: inaugural Editorial.Journal of Research in Interactive Marketing. Wirth,N.,2018.Hellomarketing,whatcanartificialintelligencehelpyou with?.International Journal of Market Research,60(5), pp.435-438.
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