Marketing Report: Detailed Analysis of Marketing Mix and Strategies

This report provides a detailed analysis of marketing strategies, focusing on segmentation, targeting, and positioning. It examines the marketing mix, including product, price, promotion, and place, using the examples of Grill'd, an Australian burger chain, and running shoes. The report explores how Grill'd segments its market based on behavioral and demographic characteristics, targeting health-conscious individuals and young people. It then discusses how Grill'd positions its products as a healthy fast-food option. The report also analyzes the marketing mix for running shoes, considering the target markets of university students and millennials, and discusses appropriate pricing, promotion, and distribution strategies for each segment. Furthermore, it covers promotional communications and tools, providing a comprehensive overview of marketing principles and their practical application.

Marketing

Executive Summary
Marketing isset of activities that involve activities from the creation of the product to the
time it reaches to its end user and in some cases even after that. There are certain things that
affect activities that are undertaken by the organisation. Among all others is target market of the
product. This means market that company or brand is willing to serve. Later on the basis of this
target market strategies are developed and employed. These strategies are employed in form of
marketing mix, promotional strategies and distribution strategies. All these strategies are created
and employed to achieve overall organisational objectives. This report has discussed about
different activities and consideration of marketing.

Table of Contents
INTRODUCTION...........................................................................................................................4
Part 1 Discussion.............................................................................................................................5
Segmentation...............................................................................................................................5
Positioning...................................................................................................................................6
Part 2 Discussion.............................................................................................................................7
Marketing Mix.............................................................................................................................7
Target Market..............................................................................................................................8
Distribution Channels..................................................................................................................9
Promotional communications and tools.....................................................................................10
CONCLUSION..............................................................................................................................11
Recommendations..........................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing can be defined as set of activities that an organisation undertakes to promote
the sales of the product and services. In other terms, marketing involves processes such as
creating, communicating, delivering and exchanging offerings that have value for customers and
clients of an organisation (Mix and Brand, 2017). On the basis of this definition of marketing, it
can be concluded that it covers creation of products and services, than communicating to
potential customers about availability and existence of particular product or service. Followed by
this when customers purchase the product they are delivered to customers. These activities
involve several other activities and consideration. Marketing has become one of the key areas
being considered by organisation because success of organisation is highly dependent on success
of the marketing activities. In relation with marketing several things are considered. Further
creation of strategies of marketing is also based on different elements that are known as
Marketing Mix. Marketing activities are based on customer segment and market that are targeted
by organisation this means segments to whom organisation is willing to sell its products and
services. Organisations require to create product that requires and desired by the the target
market. Moreover,organisation also requires considering that it communicates to right customer
segment in order to attract more customers.
This report will discuss about segmentation, targeting and positioning of Grill’d. Grill’d
is an Australian food chain specialising in healthy burgers. This company was founded in 2004
bySimon Crowe and is headquartered at Melbourne, Australia and operates at 136 locations.
Products of the company are Hamburgers, Alcoholic beverages, Soft drinks and Chips. This
report and discussion is based on one of the ad video of Grill’d and highlight their target market.
It is important for successful marketing operations that organisations have their segmented
market and have clarity about market that company want to serve its services and products. This
report later will discuss about marketing mix of running shoes in two target markets. Marketing
Mix involves elements of marketing on which strategies of organisation are based. This will
further involve discussion about target market and distribution channels. Distribution channels
refers to those channels and places through which organisation can distribute products and
services to customers (Gupta and Nair, 2020). There are several channels through which

organisation can distribute and selection of the channels should be based on target market
customers. Further this report will discuss about promotional and communication tools. This
means tools using which organisation can communicate with its customers about value that is
provided by the organisation.
Part 1 Discussion
Segmentation
This is one of the activities in marketing that is concerned with segmenting markets and
potential group of customers. This means identifying different characteristics of customers and
on the basis of these dividing them into groups for the purpose of marketing (Liu and
et.al.,2019). Segmentation helps organisations in creating products and services that are required
for the particular customer segmentation and subsequently target these customer group. This is
important because this will enable organisation communicating to and centralising their
marketing efforts to those for whom organisation has its services. Customer segmentation is
mainly done on the basis of few criterion which are geographical, demographical, psychographic
and behavioural aspects.
Geographical- This means segmenting customers on the basis of country, area, region and
location. For example- Grill’d is Australian company hence it segment its customers on the basis
of area and location.
Demographics- This segmentation involves break down of customers on the basis of age, gender,
education ethnicity, marital status and profession.
Psychographics- This segmentation is based on characteristics like behaviour, linked to purchase
choices, attitude, lifestyle, hobbies and personality. Overall factors that affect choice people
while buying a particular product.
Behavioural- This segment of customers is based on nature of purchase, brand loyalty, benefit
sought by the group, distribution and channels used by customers in segment.
These are some of the segments that companies and organisations can divide their
customers into.

Concerned with targeting of customers from the segment, it is based on certain elements such as
possibilities of profit, size of market, difference in segments, accessibility of customers. On the
basis of these certain elements Grilled Burger has target market of Grilled Burger is based on
behavioural, demographic characteristics.
As shown in the video Grilled Burger targets health conscious people, people of young age and
those looking for healthy fast food.
 This means that health conscious people who are health conscious people andavoid
eating unhealthy food. This burger provides them a choice that they can eat healthy at the
same times eat fast food.
 People of young age are another target market forGrilled Burger this has been targeted
because people of young age are more likely to eat fast food like burger. Targeting this
customer group helps in attracting people who will remain loyal to Grilled Burger
because they are more likely to eat fast food compared to people of other age groups.
 People looking for healthy fast food, this group are the one looking to eat food, that is
healthy at the same time their desired fast food (Dolnicar, Grün and Leisch, 2018).
Basically, those people who do not want to compromise with anything like taste or
health.
Video highlight a girl looking to eat food products that is free of fat and this video target those
people looking to eat healthy and food free of fat. This way Grilled Burger has targeted people
with intention to give value in terms of healthy fast food choice.
Positioning
Positioning is last step in the marketing and this is concerned with how company
positions its products in target right customer segment for the organisation. In this case this is
concerned with targeting and positioning in right customer segment. Positioning is concerned
with creating strategies and developing marketing mix fortargeting and attracting customers.
Some of the elements and factors to consider in this are why customer would purchase products
of Grilled Burger rather than competitors of Grilled Burger. This requires considering unique
selling proposition and draw positioning map (Rodríguez-Díazand et,al., 2018). Positioning map
is one of the tools which help companies in identifying their place in market and where they

stand in front of their competitors. This involves elements such as price, value, and quality of the
product being offered. This help company in determining their position and it can identify
perception of different customer segments and help in determining ways in which company can
best position its offerings.
After understanding their perception later company focuses on different needs and wants
to customer segments. After this value propositions are created by explaining how offerings of
company will fulfil their requirements better than competitors.
Concerned with positioning of Grilled Burger it has positioned its products as low carb,
superbun. This means that burgers by Grilled Burger have low carbs. This mean it becomes a
choice for people willing to eat burger but at the same time is free of gluten, free of grain, dairy
free and natural. This means that it fulfils requirement of people looking for healthy alternative
in fast food and company has positioned them in this target market with their campaign (Harun,
Prybutok and Prybutok, 2018). This means positioning company by creating a value proposition
for explaining that it offers a product that fulfils requirement for healthy people and offers fast
food. This has been explained in video of Grilled Burger that people does not require to suffer
and eat anything in order to eat healthy and maintain low fat.
Benefit and Differentiation Positioning
Benefit and differentiation positioning has been utilised by Grilled Burger in which their
products positioning is based on benefit positioning. In this strategy of positioning they position
themselves by specific benefit that their product provides to their customers.
Differentiation positioning on the other hand is the positioning in which product of
Grilled Burger stands out and differentiate from its competitors. This means that like other
burgers it is not full of fat and unhealthy.
Part 2 Discussion
Marketing Mix refers to set of actions and decisions that organisation undertakes to
promote their brand. Following is a marketing mix for the brand of running shoes. This brand
targets two segments that are university students and millennial age group of (21 and 28).

Marketing Mix
Product
Products of the company is running shoes, the product has several qualities and are designed and
created with effective technologies. Midsole of the shoes have been injected with EVA for better
cushioning and comfort (Wu and Li, 2018). Outsole involves non-marking rubber for better grip
and durability. Insole of the shoes has been made with 4mm foam for extra cushioning and
comfort. Along with this shoes also have heal moulded heal counter for stability in performance.
This product strategy is same for both target market.
Price
Price plays important role in success of the product in its target customer. Price of this product is
competitive in order to achieve benefit of the competition and competitive advantage. There are
several brand operating for running shoes and this is why offering product at competitive price
will help company in getting competitive advantage. Price strategy is slightly different in both
target market. In this competitive strategy is for university students and for Millennial it will be
value based price strategy.
Promotion
Promotions play important role in overall success of the organisation. Promotion refers to
activities undertaken with the purpose of communicating with prospective customers.
Prospective customers are university students and millennial and this is why strong social media
promotional campaign is most suitable for running shoes. Other than this, digital channels for
promotion are also one of the most suitable for the product. This will also help in maintaining a
low cost promotion strategy. This promotion strategy will be applied for both the target market.
This is because both the groups are active are active users of social media and digital services.
Place
Place refers to place where customer and company connect with each other. These places are
channels where running shoes are available for customers (Pogorelova and et,al., 2016).
Generally there are two places that are online and offline, offline are those that are available in
physical stores and online available through online channels. These running shoes are available

for millennial and university students and these customers are more likely to buy products from
online channels. Running shoes can be sold through website of the company and other than this,
it can also be available at different retail websites. Place strategy is also same for both target
market products is available at multiple places and both target markets can buy according to their
preference.
Target Market
Target market can be defined as group of potential customers to whom company is
willing to sell its products and services. This group is also the one towards which marketing
efforts of the company are directed towards. This is one of the part of the market of a particular
market for a product or service (Thao and Duong, 2019). Consumers of a target market share
some common characteristics that can be in terms of their age, interest, geography, allowing
company to develop strategies and tactics that are suitable for every consumer in target market.
Identifying target market is one of the first and important acts to do before developing and
employing marketing strategies. Identification and determination of target market helps in
determination of strategies according to the target market. Target market audience for running
shoes is millennial and university students.
University students has been identified and selected as target market for running shoes. This is
because they are more likely to indulge in running activities these activities can be in systematic
manner such as for competition and running activities. Other than this, increasing number people
getting health conscious is one another reason that students are buying running shoes (Poklikuha,
2020). University students mostly seek comfort and style in their shoes and this is why it is
important to consider that shoes are stylish as well as they are comfortable. This can be
communicated to them in marketing campaigns of running shoes company.
Another target market is millennial age group 21 to 28. This age group is another target
market. Millennial is one of the segments that is being targeted b different organisations and
companies because compared to baby boomers as a group millennial are larger. This means that
targeting millennial will increase possibility for increase in sale and subsequently will make
positive impact on profitability of company.

Distribution Channels
Distribution channel refers to chain of businesses and intermediaries through which a
good or service passes until it reaches to end consumer. This channel involves several parties
such as dealer, wholesaler, retailer and then good and service is received by final buyer also
known as end user. In order to ensure that goods effectively and timely reach to its end user it is
important to design a right distribution channels according to target market. There are different
channels of distribution that organisation can use to deliver its goods and services to end
consumer. These channels are-
Direct Sales
This channel of distribution links seller with its final buyer of the product. This means
that buyer directly contact with company to buy product. This involves certain conditions such as
quantity of the product is high, buyer requires special consideration regarding their product.
Presently buying through the website of company is another way in which companies are directly
selling to their customers.
Brokers and Distributors
This is another channel of distribution that is being utilised by the company. In this
channel of distribution manufacturer selects to work with agents and buyers (Aminoff and
Hakanen, 2018). These broker and distributors present company in front of buyers.
Wholesaler/Retailer
This is one of common distribution chain that is adopted by the companies. This channel
of distribution involve wholesaler and retailer, they purchase product from manufacturer. Later
they take the risk for selling the product.
E-commerce
This is another channel for distribution that is presently one of the most successful
channels. This involves e-commerce company, this work as intermediary and later sells products
to customers through their online channels. This requires fewer intermediaries in the process of
distribution.

For running shoes they can utilise more than one channels in which direct sales,
wholesaler/retailer and e-commerce organisation are included. This is because wholesales and
retailer create base and reputation of the company and its products and on the basis of target
market that are millennial and university students, online and e-commerce channels are
important distribution channels on the basis of their buying behaviour.
Promotional communications and tools
Promotional communication is one that is intended to promote sale of the brand ad
products of company. This involves an appealing message that communicates with audience
regarding how their needs will be fulfilled by the product of company (Zilianiand et,al., 2019).
There are different tools that company can utilise for its promotional communication. These tools
are-
Social media
This involves using social media for the purpose of promotional communication. This
means that companies can utilise different social media platforms to communicate with target
audience and potential customers.
Advertising and Sales promotion
This is concerned with advertisements on television, newspaper, magazines and different
channels. Sales promotion refers to promoting sales through free samples, discount and
vouchers.
Email Advertisement
This involves communicating with target market and potential customers through Email.
This enables companies and brands to generate more lead and prospects and also drive traffic on
their websites. This strategy is suitable for both markets.
Trade shows
This involves participating in trade shows and increasing popularity of trade shows is a
successful and effective way that brand can communicate with potential customers. This sales

promotion strategy is more suitable for millennial market. Because they are more likely to attend
trade shows.
Sponsorships
This involves sponsoring programs and providing monetary assistance for organising
events. Suitability of this strategy for target market differentiate on the basis of the event being
sponsored.
Interactive Marketing
This means interacting with audience on social media platforms (Ieva and et.al., 2018).
This enhances and increase engagement of users and also helps in connecting them with the
brand.
Running shoes brand can utilise more than one tool for promotional communication. Social
media and interactive marketing is very effective and other than this running shoes can also
sponsor events but this requires monetary investment.
CONCLUSION
On the basis of above discussion, it can be concluded that market segmentation is one of
the key function that is completed by companies before creating and employing marketing
decisions. This is also important for leading companies to determine their target market. Grill’d
Burger targeted markets that were based on healthy food and low carbs food options. Targeting
is important for positioning the brand in the market. This means positioning brand according to
requirements and wants of customers, that encourages buying products being offered by the
company. Grilled Burger positioned it identifying healthy food requirements of people who are
diet conscious and created products that fulfil their requirements. Report later discussed about
running shoes and their marketing. Marketing mix was discussed in context of its target market.
Marketing mix was discussed and it was outlined that product of running shoes can follow a
competitive price policy and social media promotion policy and in terms of place it needs to use
both online and offline places. Later target market was discussed and target market selected for
product ‘running shoes’ was university students and millennial. This means that marketing