Marketing Strategies for Low Calorie Vanilla Slices

This document discusses the marketing strategies for low calorie vanilla slices in the global market. It covers the 7Ps of marketing, SWOT analysis, PESTLE analysis, and Porter's Five Forces analysis. It also provides information on the target markets and marketing budget for the product.

Unit 2: Marketing Essentials
Marketing Concepts, Strategy and Internal Relations
Student number:
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1.0. Executive summary
To commercialize the goods and services in the global market it is essential to market
them in the global market. Social media platform is widely used by the companies in order to
raise their productivity and profitability ratio. 7Ps of marketing is used in order to understand
the emerging needs of the customers. SWOT analysis is studied to examine the opportunity
and threats prevailing in the open market place so that strategies can be framed to overcome
them. Pestle analysis is measured to understand how external forces influence day to day
working of the business in the international market. Marketing plan is prepared by scanning
the dynamic environment in order to make the innovative good (Low calorie Vanilla Slices)
successful in the global market. Proper budget is prepared so that deficiency of funds does
not occur. By this organization's new food item can be promoted smoothly in the market and
huge customer base can be raised for them.
Table of Contents
1.0.EXECUTIVE SUMMARY ............................................................................................................................ 2
1.1. INTRODUCTION...............................................................................................................................................5
2.0.SITUATIONAL ANALYSIS........................................................................................................................... 5
2.1.COMPETITIVE ANALYSIS.....................................................................................................................................6
2.2.SWOT ANALYSIS ............................................................................................................................................7
2.3.P.E.S.T ANALYSIS............................................................................................................................................8

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2.4.PORTER'S FIVE FORCE ANALYSIS:........................................................................................................................9
3.0.MARKET STRATEGY .............................................................................................................................. 11
MISSION: ..........................................................................................................................................................11
CORE VALUES AND PHILOSOPHY: ...........................................................................................................................11
MARKETING OBJECTIVES: .....................................................................................................................................11
4.0.TARGET MARKETS ................................................................................................................................ 12
4.1.SEGMENTING: ..............................................................................................................................................12
4.2.TARGETING:..................................................................................................................................................13
4.3.POSITIONING: ..............................................................................................................................................13
5.0.MARKETING BUDGET............................................................................................................................ 13
6.0.MARKETING MIX .................................................................................................................................. 13
7.0.MARKETING OBJECTIVES....................................................................................................................... 19
8.0.IMPLEMENTATION PLAN....................................................................................................................... 20
9.0.CONTROL ............................................................................................................................................. 20
10.0.CONCLUSION....................................................................................................................................... 21
11.0.APPENDIX........................................................................................................................................... 23

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List of Figures

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Marketing Mix and Marketing Strategic Planning
1.1. Introduction
This report will provide detail analysis of marketing strategies and 7Ps of Greggs. The
marketing strategy of Greggs will be compared with the marketing strategy of its competitor
Subway. The primary purpose of this report is to highlight some significant tactics that are
applied by organisations such as Subway and Greggs to achieve their business objectives.
Additionally, a basic marketing plan for Greggs will be recommended that highlight specific
actions. Greggs Plc is the largest bakery store in UK. It is located near Newcastle Upon
Tyne. Various products are offered by the firm such as, Sausage rolls, Vanilla slices, Bakes,
Boughnuts, Sandwiches and many more.
2.0. Situational Analysis
Greggs Plc is located in North Tyneside near Newcastle upon Tyne. Various food
products like, sausage rolls, bakes, doughnuts, sandwiches and so on are offered by the firm.
Organization turnover in terms of operating income is $ 107.2 and net income is $84 in the
year 2018. There are 2009 stores of Greggs product in the global market.
3.0. Competitive analysis
Greggs adopts VRIO Model in order to analysis competitiveness as well as to
categorize their resources as per the priority level. The acronym VRIO is formulated by four
dimensions which are as follows:
Value: Greggs value their resources which are used to prepare the food. Management
try to utilize their resources effectively so that best outcome can be attained. By this firm is
able to compete with Subway and other rivalry prevailing in the market. Subway serve
bakery sandwiches without deep fry which are healthy for customers. Greggs is coming up

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with low calorie Vanilla Slices so that healthy food can be offered to them in the era where
people are suffering from issues related to obesity and other health problems.
Rare: The resources which are used to prepare low calorie Vanilla Slices by Greggs
are rare in nature. In order to gain competitive advantages against subway it is essential to
come up with innovative idea continuously. Greggs creative food item is of low calorie which
helps to reduce fats from the body and make people fit and healthy.
Inimitable: In the open market place resources can be imitable because of the
combination of three aspects such as, unique historical conditions, social complexity and
ambiguity. In order to compete with Subway Greggs need to set the nominal prices for low
calorie Vanilla Slices so that they can be expensive to substitute. By this Greggs is able to
gain huge profit which is a positive mark for the business.
Organized: To prepare low calorie Vanilla Slices Greggs uses the resources in
organized manner so that they turn out to be profitable for the firm. Subway uses their
resource in systematic manner so that less deep fry sandwiches can be served to the
customers in the set time frame. Whereas, Greggs utilize the ingredients as per the
requirement so that low calorie Vanilla Slices can be offered to customers so that they can
remain fit and healthy.
3.1. SWOT analysis
Strengths Weaknesses
 Provide full range of baked products.
 Modern equipment are used in order
to meet the demand doubled
overnight.
 Pre-order and collect breakfast
 The attrition rate of Greggs
 Lack of knowledge of foreign
markets.

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service.
 Huge charity work with local schools.
Opportunity Threats
 Leading bakery chain of UK
 Online channels can raise new
customers.
 New trends in customer behaviour
helps to diversify the products.
 Expansion in international market.
 Create better relations with the
supplier.
 New technologies adoption
 Government policies.
 Substitute products
 Intense competition
3.2. P.E.S.T.E.L Analysis
Elements Bullet Point of Pestle analysis
Political factor Create impact on long term sustainability
and profitability.
Economical factor Economic status of the country can be
determined by studying economical factor.
Social factor Helps in examining the demographic trends,
power structure.
Technological factor Raises the importance of the technological
factors at the process of strategic making.
Environmental factor Benefits from the renewable technologies and

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help to foster the business.
Legal factor Provide potential threats to the firms
purchasing power of buyers.
3.3. Porter's Five Force Analysis:
Bargaining power of suppliers: The power of degree is high when suppliers size is
less in number. They charge high prices for the goods and exploit the customers. The raw
materiel which are needed by Greggs to prepare low calorie Vanilla Slices are limited in
nature. The power of supplier is intense when:
 Suppliers are large in number
 Cost of switching raw materiel is more
Bargaining Power of buyers: Here, customers can push the seller to sell high quality
goods at low price. By this Greggs is able to sell low calorie Vanilla Slices at nominal price.
The bargaining power of buyer is high when:
 Many substitute are available
 Switching rate to other suppliers are low
Threat of new entry: Greggs faces threat when more form are entering into the same
market with similar product. Through innovation in food high barriers can be formulated by
firm which will deter new entrants. The power is intense when:
 Less funds are needed to enter
 Goods are mostly similar in nature

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Threat of substitute: Subway is the competitor for Greggs because they sell bakery
sandwiches which are less deep fired. Greggs also deals in bakery food items so slight
changes in the prices or taste of the food can bring huge loss to the firm because customers
can easily switch to subway products. By this profit margin decreases.
Competitive Rivalry: Greggs frame unique tactics in order to deal with rivalry
prevailing in the global market. By this set objectives can be attained easily. The power of
rivalry among competitors are high when there are too many competitors present in the
market, exit barrier is more and low customer loyalty.
4.0. Market Strategy
Mission:
The Mission of Greggs is to provide health food to the customers over the years. In
order to attain this statement employees are trained properly so that they can perform their
job role effectively.
Core values and philosophy:
Greggs core value is to provide high quality packed food to the customers. To meet
this firm is scanning the dynamic environment so that designed core value can be attained
easily.
Marketing Objectives:
 Social media platform is used by Greggs so that sales ratio of low calorie Vanilla
Slices can be raised rapidly in the global market. By doing so huge profit can be
maximized for further growth and development of the bakery business.
5.0. Target markets
STP is involved in target market which are explained as under:

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5.1. Segmenting:
In order top compete with the rivalry Gregg need to segment their products. By
segmenting the food item bakery business can be flourished easily in the competitive market
place. By this tough bench mark can be created for rivalry. Customers will be benefited by
this food item as it will help them to remain healthy.
5.2. Targeting:
Gregg's innovative low calorie Vanilla Slices is targeting those customers who are
health conscious and wants to remain fit in the hectic life schedule. As Vanilla Slices has low
calorie so it does not raises fat in the body and can be easily digested. Example: Firm merge
retailer in its bakery outlets into single brand. This is the best tool to promote bakery food
item in the market.
5.3. Positioning:
The food item of Greggs want to position their image in the mind of the customer. By
this they can be bind for longer time duration towards low calorie Vanilla Slice. By this set
objectives of the company can be accomplished easily. Example: The innovative products is
positioned in the eyes of the customers through adds. It is done for longer time duration.
6.0. Marketing budget
Firm require 60,000 pounds during the first year of operation. It will be spend on
promotion and production. Low calorie Vanilla Slice is innovative food-item of Greggs they
are going to spend 20,000 on production process and in order to commercialize this creative
food they are going to spend 15000. For catalogue an amount of 5000 is spend and left over
20,000 are spend on tools and equipments needed to prepare Vanilla Slice.
7.0. Marketing Mix
What are the 7Ps of Subway

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Marketing mix is defined as set strategies used by firm in order to commercialize their
goods and services in the global market. By effectively using it in the working premises
Greggs is able to accomplish set goals and objectives in the specified time duration. Through
this organisation is able to gain competitive advantages against rivalry. 7Ps of marketing mix
in context of Greggs are illustrated as under:
Figure 1: 7Ps of Marketing Mix
Product
The products of Greggs are, sausage rolls, sandwiches and bakes. The innovative
food is low calories Vanilla Slices (Grecia & Qondado, 2019). The products is unique

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because of its taste and texture as compare to rivalry bakery. Innovative food is prepared by
understanding the customers preferences so that sales ratio can be raised tremendously. By
this overall productivity and profitability ratio raises to large extent in the global market.
Subway is famous for its foot-long and submarine shaped sandwiches. Sandwiches of
Subway are highly customised which come with two bread sizes, including full (foot long)
and six-inch (half) (Bhasin, 2019).
Price
The price of the Gregg’s products fluctuate depending upon store location. For
instance, a sausage roll cost 1.15 pounds to take away at Victoria Station (Manchester) and
the amount of pepperoni pizza is 2.10 pounds. On the other hand, 0,95 pence is the price of
sausage roll nearby Arndale shopping centre and cross street branches, and pepperoni pizza
costs 1.75 pounds at the city stores. (Nguyen et al., 2018) Due to a large information share
online by competitors, the price strategy used by Greggs is following a competitive based
pricing.
The price of Subway goods varies from countries to countries and restaurants to
restaurants. Comparing to the amount of McDonalds and KFC products, amount of Subway
products is premium. The 6-inch meatball marinara sandwich cost 2.99 pounds in the U.K.
But in Subway same food is rated as 5.99 pounds.
Place
Stores of Greggs can be found in retail parks, industrial estates etc. Greggs is focusing
to open store on non-street location customer might have a desire for baked goods on the go
(Nguyen et al., 2018). By this sell ratio of the bakery food can be raised.

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Subway restaurants are found in shopping malls, business centres etc. Most of the
Subway branches have ‘take-away’ as well as ‘eat-in’ services. In some countries, Subway
also provides delivery services (Rahman, 2017)
Promotion
Greggs promote food item on newspapers, televisions and social media. Greggs
promotes various available food options for customer on many websites. Firm offers award-
winning loyalty app to its customer that give points to its dedicated customers (Grecia &
Qondado, 2019).
Subway achieve its objectives by using celebrity endorsement strategy. The
endorsement partners of Subway include Brazilian football legend Pele and Olympian
swimmer Michael Phelps etc. (Guttmann, 2019).
Process
The process is a standardised set of tasks to accomplish a specific objective, for
example, processing a customer's order in case of Greggs. In 2018, Greggs launched a service
in three shops in Manchester which offers consumers to pre-order and collect breakfast. This
facility is provided through Greggs collect Manchester app which is powered by Pre day.
Customers are now able to order breakfast minutes or even days before the collection. This
service is perfect for around-the-corner ordering to avoid the queue in the morning. A range
of porridges, granola and pastries are included in Gregg’s breakfast menu. Moreover,
customer can order baguettes, wraps and sandwiches along with a variety of freshly ground
international coffee. A pumpkin spice latte is a new product included in Greggs coffee menu
(Grecia & Qondado, 2019).
People have to know some exceptional services of Subway before going to the
restaurant. First of all, customers have to choose size and type of bread and the type of

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sandwich, for example, Cheese is added if customer want, moreover, it also depends on the
customer that if they want cold or warm. There are various other options like salads and
sauces, and then customer moves forward to pay. This process is the typical and traditional
way of purchasing a Subway sandwich (Rahman, 2017).
People
Gregg’s highest priority is customer service as it has millions of customers across the
United Kingdom and other states. Motivated and talented people are hired at Greggs who will
work as a team, and it offers various opportunities. The job positions of Greggs are
categorised in three divisions including regional jobs, local restaurant jobs and headquarter
jobs. People can explore career opportunities at Greggs by browsing its website (Nguyen et
al., 2018).
The staff of Subway is highly efficient and motivated as about 5,300 sandwiches are
served by Subway every 60 seconds. The job categories of Subway are also divided into three
sectors which are regional jobs, headquarter jobs and local jobs (Guttmann, 2019)
Physical Evidence
Physical evidence is the last element of the marketing mix of Greggs, which is
associated with the physical environment that is experienced by customers. For a bakery
brand like Greggs, the primary physical evidence is how the bakery store look. It includes
hygiene, how the items are placed, and how the staff is dressed. The official website of
Greggs looks user-friendly and beautiful. Greggs deals effectively with over all elements of
physical elements (Nguyen et al., 2018).
The primary physical evidence of Subway is its stores, seating facilities and the
appearance of staff. Subway's physical evidence also includes the atmosphere of the
restaurant, its location and maintenance. Moreover, tangible evidence of Subway is highly

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depended upon the quality of products. For instance, a variety of bread, chicken and
vegetables (Bhasin, 2019).
8.0. Marketing objectives
 Greggs marketing objective is to open five more new stores in UK in the coming one
years.
 Low calorie Vanilla Slices is the innovative food prepared by Greggs for their
potential customers. Firm is offering free home delivery who order five Vanilla
Slices once at a time. As well as from 7 to 8 AM in the morning free delivery is given
to the customers. By this brand recognition can be done easily among people.
9.0. Implementation Plan
In order to implement this plan of home delivery of low calorie Vanilla Slices
management is training their employees and making them aware about the road map so that
food can be delivered on time. It is every essential to understand the road map in order to
timely delivery the order food at the door step of the customer. Management's prepare plan
by examining the internal and external factor so that the designed idea can be executed
properly. By this goodwill can be raised in the eyes of the customers regrading the brand.
10.0. Control
Separate team is made who will be controlling the quality of the food regularly. By
this resources can be utilized properly and customers needs can be accomplished in the set
time frame which is a positive mark for the bakery business. By controlling all the business
activities continuously chances of error and mistake can be eliminated and high quality
bakery food item is delivered to the customers in the global market. The innovative food item

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which is low calorie vanilla slices can be made successful by controlling its production
process effectively and efficiently sop that same level of taste and texture is there in all
vanilla slices.
11.0. Conclusion
This report provides marketing strategies of Greggs and Subway, including 7Ps of the
marketing mix. It can be concluded that Greggs is the leading bakery chain of the U.K.
because of its baked product on-the-go and its pre-order services. On the other hand, Subway
is famous and successful for its unique customised sandwiches and nutritious foods. The
marketing strategies of both organisations are strong and unique. However, Greggs have to
implement new marketing strategies to maintain its position and distinctness in the
competitive market. For this reason, a marketing strategy has been recommended in this
report which can help Greggs to achieve its business objectives.
References
Bhasin, H., 2019. Marketing mix of Subway. “Marketing Strategy of Subway” Available at:
https://www.marketing91.com/marketing-mix-of-subway/
Chen, Y. (2016) Subway plans to spend big in digital with a 150-person team, Digiday.
Degeneffe, D. et al. (2009) ‘Segmenting consumers for food defense communication
strategies’, International Journal of Physical Distribution and Logistics Management.
doi: 10.1108/09600030910973733.
Grecia, W., Qondado LLC, 2019. Display screen or portion thereof with a graphical user
interface. U.S. Patent Application 29/614,488.
Guttmann, A., 2019. Subway: ad spend in the U.S. 2012-2018. “Marketing Strategy of
Subway” Available at: https://www.statista.com/statistics/306676/ad-spend-subway-
usa/

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Haleem, F. and Jehangir, M., 2017. Strategic Management Practices by Morrison PLC, UK.
Analysis, Lessons and Implications. Middle East Journal of Business, 12(3).
Hinder, A., 2012. Greggs—Superstar Doughnuts prove the sales power of social
networks. Journal of Direct, Data and Digital Marketing Practice, 14(2), pp.143-148.
Leary, P.A., Bell, G.A. and Thomson, E.M., 2017. Exploring aspects of strategic
management for a small plant bakery.
Nguyen, Q., Nisar, T.M., Knox, D. and Prabhakar, G.P., 2018. Understanding customer
satisfaction in the UK quick service restaurant industry: The influence of the tangible
attributes of perceived service quality. British Food Journal, 120(6), pp.1207-1222.
Rahman, M., 2017. Marketing mix of Subway. “Marketing Strategy of Subway” Available at:
https://www.howandwhat.net/marketing-mix-subway/
Zabeen, S., Wei, J. and Lu, X., 2016. Development of e-business solutions for fast food
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Online:
About Greggs, 2020. The Importance of Marketing in the HospitalityIndustry.
[Online]. Available through:<http://www.hoovers.com/company-information/cs/company-
profile.greggs_plc.97fc3153d1e8d7a9.html?aka_re=1>
12.0. Appendix
Subway SWOT analysis
 Subway restaurant is reported as one of the highly famous sandwich franchise and
present all over the world. Currently this company is working in more than 72
countries enclose over the 20,532 restaurants in this planet. Subway is one of the well-
known brand name in the case of fast food manufacturing world. Due to outstanding
strategies of the company make it a very important franchise in the world in a very

Marketing Strategies 18
small period of time. Subway provided a highly quality and healthy food which make
its image very positive among the customers (Chen, 2016).
 In this case, the beautification as well as being a franchise is said to be outdated.
Another crises regarding to this company include the intensity of favouritism of the
customer is not similar across the different franchises and the some of the franchises
execute very poor. The services obligations reported to be non-reliable from store to
store. These are reported to be interconnected with the employees as there is not
enough incentive and the revenue rate of the staff is very high (Nguyen et al., 2018).
 There are number of opportunities are associated with the company as more money
can spending to expand its industry in the international market. Furthermore the
development regarding the adornment and look to give confidence. The customer
satisfactory level can increase which reported to be helpful in the satisfaction level of
the customer and can be greater.
 There are different number of severe threats to the company from the other
competitive companies like McDonalds, KFC and Wendy’s. As these companies are
very older and having huge experiences regarding the customers behaviour (Chen,
2016).
Subway PESTLE analysis
The brief explanation of the Pestle analysis are done below which are described as
under:
Political factor: Political factors are one of the important factors that are reported to
provide a strong influence on the long term sustainability as well as the profitability of the
Greggs. In the case of political context the dynamic success rate in the international business
environment is related to diversify the systematic risk.

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Economic factor: Another important factor is economic factor. These factors include
the local market condition, exchange rate, inflation and saving rate etc. and are reported to
determine the whole economic status of the country. The country economic developments
reported to directly influences on the organisational performance (Nguyen et al., 2018).
Social factor: Another most important factor in this case is are social factors and
these include the social norms, values ad trends. The important understanding of the
demographic trends power structure and the consumer spending pattern reported to helpful in
the management of the Greggs.
Technological factor: Technological factors in this case highly effective as the rapid
development in the technologies throughout the world reported to increase the importance of
the technological factors during the process of strategic making.
Environmental factor: The environmental regulations is currently much needed
factor in an international environment. Detailed environmental analysis is reported to vital
factor and need to investigate carefully. Some highly important and key influential important
factors in this case include the proper recycling and waste management, renewable
technologies, weather and climatic conditions. Gregg reported to get benefits from the
renewable technologies and help to foster the business.
Legal factor: The legal factor are also effected the company to greater extend
including the patent right issues and taxation issues. The company further effected by the
economical fluctuation that are reported to be provide a potential threats to the company’s
purchasing power of buyers. As in the global economic crises reported to affect the
company’s profit (Nguyen et al., 2018).