Marketing Strategies for Grilled Burger: Segmentation, Positioning, and Marketing Mix

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.

Marketing

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
increasing profits of the organisation. This is all done with promoting and selling
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
the market. Marketing department advertises all these products and services of
business to gain business growth and development. It includes various activities like
promoting, advertising, branding, and many other. All these activities are undertaken for
building brand value and goodwill in the market by advertising and by creating
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
nearly 4500+ employees working within its organisation. In this report market
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
the promotional and advertisements of all products and services of a business
organisation. In this report there is also a discussion about the target market, different
distribution channels and also a brief description of marketing promotional
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.

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
and natural fresh and healthy burgers. Segmentation involves grilled burger
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

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
and functions that are related to advertising, sales, marketing. promoting,
personal selling and all other different related activities of a business
organisation. Grilled burger uses various different promotional activities,
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.

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
that is selling fresh, natural and healthy burgers in the market. Grilled burger
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
costumers of grilled burger is also discussed within this report. Various different
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
From the above project of marketing about grilled burgers, it can be clearly
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
burger to adopt and have advanced and innovative technology within the
business organisation for increasing productivity and efficiency and effective in
market for grilled burger.

REFERENCES
Books and Journals
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation
Publishing.
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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. and Schetter, D., 2018. Performance marketing. Springer Fachmedien
Wiesbaden.
Kumar, V., 2018. Transformative marketing: The next 20 years. Journal of
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. Hello marketing, what can artificial intelligence help you
with?. International Journal of Market Research, 60(5), pp.435-438.