Analysis of Marketing Mix Strategies and Social Media

The provided text is a collection of references related to marketing mix strategies and their application in social media. The resources include articles, journals, and books that explore the intersection of marketing theory and social media. Key concepts such as persuasive messages, popularity cohesion, and message diffusion are discussed in relation to social media marketing. Additionally, the importance of uncertainty in marketing mix strategy elements is examined in the context of emerging business-to-business export markets. The references also touch on destination marketing organizations, content marketing, and the role of social media in influencing purchasing behavior for community products at traditional markets.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................2
P1 Responsibilities and role of marketing functions...................................................................2
P2 Responsibilities and roles of marketing connected to wider organizational context..............4
LO 2.................................................................................................................................................6
P3 Comparison between two different companies apply marketing mix to marketing planning
procedure to achieve business objectives....................................................................................6
LO 3...............................................................................................................................................10
P4. Marketing Plan for Organization.........................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing of product or services is very essential for business as it helps to increase
profitability and generate revenue. Marketing is necessary for business growth and success
within marketplace. It helps to finding out what people's want, then support for developing and
planning the service or goods that will attract customers. With the help of marketing department
companies can be able to create good marketing plans or strategies and sell their products
effectively to target market (Chang, Yu and Lu, 2015). Marketing department hire the most
talented and skilled applicants within team that helps to create the best promotional strategies
and conduct market research effectively. With the help of advertisement company able to
introduce the new and existing products in market, it supports in expansion of market and
increase sales than before. Pret A Manger also used several marketing tools which is beneficial
for them, the present report is based on the above company. It explains responsibilities and roles
of different marketing function and also define role and responsibilities of marketing in context
of organization. Furthermore, this report justifies ways in which different companies apply
marketing mix to marketing planning procedure to gain business objectives. Evaluate and
produce the basic marketing plan for Pre A Manger.
Company Overview-
Pret a Manger is the multinational sandwich shop chain founded in 1983 based in UK.
Company successfully run their business than 9 nations and has over 450 shops, they make
healthy and tasty sandwiches for people. They serve their services in Germany, Netherlands,
France, Singapore, China, United states etc. organization used natural ingredients while
preparing food and also advertises about their sandwiches which is made on day of purchase in
the kitchen at each of its location. They packed sandwiches in paperboard and avoid use of
plastic bags because it effects on people health. Firm employed 14000 people of whom 60%
were from European Union nations and 19% were from UK as they employ only 1 in every 15
applicants. Organizational structure of company is separate between its main offices and stores,
New York city office is the hub for American stores and London head offices is Centre for
United Kingdom stores. Each of their stores contains stages of positions that extent from team
member to common manager of store. Pret a Manger encourage the internal culture as
represented in the leaflet entitled Pret Behaviours.

LO 1
P1 Responsibilities and role of marketing functions
Marketing is the most essential part of business, it helps to promote products and services
of business and also support to reach the target market effectively. Television commercials,
magazine promotion and billboards on side of road is the best examples of marketing. Marketing
department and its team members create plans or strategies based on particular product and
efforts to launch it successfully within marketplace (Constantinides, 2014). As it contributes to
garb the attention of consumers and drive them towards purchasing goods constantly. With the
help of promotion Pret a Manger can be able to attract more people towards them and also
generate awareness among group of peoples effectively. Positioning, branding and creating the
message are three concepts of marketing that helps to advertise business products in target
market. It is based on thinking about organization in term of customers satisfaction and their
needs. Marketing has less to do with getting clients to pay for goods as it does processing the
demand for that specific products and fulfilling people's needs. Service/product management,
pricing, promotion, marketing information management and distribution are the six types of
marketing functions which work together to get goods from processes to consumers.
Roles of marketing function-
Product management-
Product management team and manger role is to implement strategies, feature definition
and create roadmap for that products line. It is the organizational life-cycle function within firm
dealing with forecasting, planning, production or marketing of goods at all phase of product life
cycle. Product management is the main function of marketing in which team members must
focuses on managing the whole life cycle of things effectively and helps to create the roadmap
which makes it easy to meet with consumer needs. Their role is to improve the services or
products mix in response to market possibility.
Pricing-
Pricing is the another marketing function, their role is to adjust and determine prices of
products to maximizing return and meet clients perceptions of value (Dahnil and et.al., 2014).
Marketing department set the pricing strategies which they follow as whole promotional
procedure. Pricing strategies is beneficial for business, with the help of this function company
can be able to attract people and increase their profit margin than before. It is typically the

extremely analytical, data driven function that incorporates fact based analysis of competitive
prices, costs, consumer prices, product value.
Distribution-
Distribution is the function of marketing, role of distribution is to create pathways
through which product move from processes to ultimate consumers.
Selling-
Role of selling is to help the consumer make the purchase as opposed to persuading the
clients to make the purchase. Selling is one of the tactical activities within product marketing
such as advertising and pricing. Selling role is to sales the products as per the needs of customers
which is beneficial for company.
Promotion-
Promotion role is to generate awareness and attract people's than the competitors in
market. In marketing promotion is the main function which refers to any kind of marketing
communication used to inform and aware peoples of relative advantages of the products (Du
Plessis, 2015). Marketing manager role is to make the best advertisement plans in order to garb
the attention of target market as well as other customers towards them.
Responsibilities of marketing function-
Marketing functions has the huge and several responsibilities which need to accomplish
effectively for the growth of business. For example, marketing department must make good
promotional strategies and plan and promote the product within target market effectively. The
main responsibility of promotion is to engage customer with business for long term period and
aware them about the things or materials will be used in goods (Talpau, 2014). Marketing
department accountable for preparing promotional activities which helps to engage people and
create awareness. Marketing team members' responsibility is to advertise goods exactly it looks
like that is important to build trust and good relationship. Their responsibility is to set affordable
prices at each of the products which also helps to grab the attention of people than before.
Product manager responsibility is to develop vision, positioning and product pricing strategies
and also accountable for understanding consumer experience. Product manager is accountable
for setting strategy and vision of products which is essential to managed the whole life cycle. In
short product management is one of the most vital procedure that responsible for focusing on
bringing the new goods to market and develop the existing one successfully.

P2 Responsibilities and roles of marketing connected to wider organizational context
Marketing is related to the promotion of business services or products within market,
marketing department create strategies based on conducting market research which is essential
before making plan or taking any decision. Pret as Manger advertise their sandwiches via using
several marketing tools that is effective and beneficial for them. Marketing is the most essential
function in business because it has directly impact on productivity and profitability as well as
effect on sales. Pret a Manger use talented and skilled staff members and departments for
purpose of marketing. Marketing department of company needs to work more closely with other
operations in firm, finance, research development and human resources to check their strategies
or plans are possible.
Role of marketing related to Pret A Manger-
Marketing plays the essential role in establishing good and strong relationships between
clients and company offering to market. Marketing function is tasked with participation in
publicity activities, branding of firm, advertising and consumer interaction through feedback
aggregation. Marketing department within Pret A Manger play important role in promoting the
mission of company and business. It is very essential for business because marketing permits
them to maintain their position and reputation for longer time period in market effectively. With
the help of good promotional strategy organization can be able to attract new people and retain
the older ones with them for long lasting. In Pret a Manger marketing department role is to make
effective and the best advertisement and promotional plans in which they need to conduct market
research before starting the procedure because it is beneficial for them and helps to make the
great promotional plan. The main role of marketing is to generate awareness among customers
about the products which they purchase from market and pay for the same. With the help of
sandwiches advertisement people get to know more about the ingredients which has been used in
production procedure. In short marketing plays many roles that is pretty essential and is
important for Pret a Manger. Marketing helps to identify the consumers wants and needs and also
determine future trends and market scope (.Kotler and et.al., 2015). Role of marketing is to find
out the current and existing business competitors of company in industry. With the help of
analysing competition in sector Pret A Manger can be able to beat or compete with them via
making better marketing strategies. Marketing department play vital role as they help to design
new services or products to meet consumers needs and fulfil their expectations. Marketing

department role of is make advertisement which is used to introduce the business and build the
position of Pret A Manger against their competitors. Marketing department role is to produced
sales forecasts to plan operations production schedules. It helps to increase productivity and
profit margin of firm and play role in growth and success of overall business.
Responsibilities of marketing in context of Pret a Manger-
Setting marketing plan or strategy-
Setting marketing strategy is the one of the main responsibility of marketing in Pret a
Manger. It is accountable to set marketing plans in line with all over organization objectives and
strategy. With the help of strategies business is able to increase their share within specific market
sector for example to open the new channel of distribution such as internet to reach at the wider
population market. Marketing responsibility is to set plan based on market research which is
beneficial for business as well as employees growth. Strategies of marketing contribute to gain
better outcomes and helps to achieve business goals and objectives.
Conduct market research-
Market research is the another responsibility for marketing, it helps Pret A Manger to
identify market opportunities and also support to understand their consumers needs and demands
(Išoraitė, 2016). With the help of market investigation company can be able to understand in
depth about their business competitors weaknesses and strengths so they take action to protect
business with new and existing consumer or win whole business from weaker rivals. By studying
industry reports, contacting clients, by market data on websites and prospects to survey people
needs marketing carry out their own research which is beneficial and useful for business.
Promotional and communications materials-
The most important responsibility of marketing is to develop communication material
and plan campaigns to promote Pret A Manger products within market place effectively.
Marketing with available funds successfully plan advertising campaigns, create promotional
content for organization websites, develop e mail marketing systems, write press releases or
goods publications such as firm brochures, consumer newsletters etc. with the help of great skills
marketing design and write promotional materials within department to produce work. Marketing
is one the main sources to communicate with target audience and understand their needs. With
the helps of communication company will be able to understand market trends and peoples
perspectives.

Exhibition, events and seminars-
Marketing is accountable for organizing events such as seminars, exhibition, consumer
hospitality events and conferences (Sajid, 2016). It may helps to build good relationship and
strong bond of company with customers which is quite beneficial and useful for them as for
success and growth of business. Marketing department plan logistics of event, booking meeting
facilities or exhibition booths, and also responsible for providing event materials such as
handouts, displays or presentations. Marketing must arrange the best and wide level of events
which garb the attention of number of consumers.
LO 2
P3 Comparison between two different companies apply marketing mix to marketing planning
procedure to achieve business objectives
Marketing Mix is the combination of components that controlled by firm to influence
clients to purchase their products. Marketing mix is usually made up of 7Ps: Product, Price,
People, Place, Promotion, Physical evidence and Process, all these elements is used by Pret A
Manger and for marketing planning procedure to achieve their business objectives and goals. It
refers to term which is connected to several marketing tools through which organization is
capable to sell their services or products to clients. It is used by businesses in order to reach at
target market and to achieve its short or longer term objectives.
7 Ps Pret a Manger Burger kings
Product Product is the main sources of
building good relationship
with customers and item that
produced to satisfy the
demands and needs of group of
people as well as target
consumers. Pret A Manger
provide sandwiches to their
consumers it is one of their
best product that helps to garb
the attention of peoples. Pret A
On the other hand Burger King
is one of the most famous and
leading restaurant chain, they
also focus on their products
and produced it according to
consumer needs which is
beneficial for business. Burger
king is the American global
chain in Hamburger fast food
restaurants, they serve their
services in UK as well. As

Manger production department
focuses on process of making
organic coffee in order to
attract people better than its
competitors (Aghaei and et.al.,
2014). Pret a Manger make
some changes in their
sandwiches, they consider
peoples needs and expectations
towards them.
compare to Pret A Manger
Burger King less focus on
innovation, they cannot be able
to make creation in Burgers
and change their taste which
might be impact on their
business as well as financial
performance. Burger king has
range of products as compare
to Pret A Manger such as
French fries, milkshakes, soft
drinks and desserts.
Price Price is the second P of
marketing mix. Pret a Manger
used low pricing strategy in
their business and set prices of
each products according to it
which is beneficial for them.
With the help of low pricing
company can be able to retain
their consumer with them for
long term period and also able
to attract the new ones as
compare to their competitors.
They continually re-examining
and examining prices of
sandwiches that they sell to
make assure that price is still
appropriate to realities and
according to current market.
But on the other side Burger
King used Price skimming
pricing strategy in which they
set prices of their goods
relatively high at first which is
not beneficial for them as well
as impact on their consumer
base negatively. Company
lower down the price of
products over time but still it is
not appropriate for firm and as
compare to Pret A manger they
cannot be able to retain
existing clients for so long with
this strategy.

Place The procedure of moving
goods from producer to
intended user is called place.
In other words place is how
business product is bought and
where it is bought. It is the
third P in marketing mix. Pret
a Manger putting their own
direct distribution channel and
efforts to reach directly to their
target market, it can be
through opening their own
stores or restaurants. They
open new restaurant within
main market or high
population area where they
easily sold their products and
where consumer actually
meets with salesperson.
As compare to Pret A Manger,
Burger King goods is available
at their restaurants worldwide.
Burger king provide their
services via internet to people,
but due to some network issue
consumer can be able to place
order online, company less
focus on Physical stores as it
impact on their position within
marketplace (Helm and
Gritsch, 2014). Pret a manger
attract people more than
Burger king with the help of
their physical presence than
online.
Promotion Pret A Manger used current
marketing tools such as
Facebook, Twitter and other
that helps them to directly
connect with their target
market and also support to
introduce their products within
marketplace.
Burger king applied different
ways to introduce their
products, they use print media
marketing, advertisement in
magazines and newspaper.
With the help of promotional
strategies company is able to
grab the attention of
consumers, but as compare to
Pret A Manger they are not
using current social media

tools.
People People is accountable for
every components of sales.
Pret a Manger always thinking
in term of their employees
outside and inside of business
because they are responsible
for each and every components
of their marketing strategies
and functions. Within
company management create
friendly environment in order
to retain talented people with
them. They also focus on
hiring appropriate applicants
and efforts to make them
comfortable within new
working environment.
Burger king as compare to Pret
a Manger less focuses on their
employees and highly focuses
on consumers. They try of
satisfy peoples and provide
quality food to them, but
without peoples they can not
be able to serve the best quality
products to consumers.
Company must concentrating
on workers as well just like the
consumers which is beneficial
for them.
Process Process is the main part of
production in which
production team focuses the
most (Davari and Strutton,
2014). Pret A manger food
manufacturing department
mostly focuses on the
procedure of making
sandwiches which is essential
to accomplish on time.
Management always try to
maintain the taste of food
On the other side as compare
to Pret A Manger, Burger king
focuses on quality of products
than taste which is not suitable
for business growth and
success in market, it impacts
on their market reputation and
position.

products that help to retain the
new and current consumers
with them for long.
Physical evidence As compare to Burger king,
Pret A Manger presence is
lower, they have only 450
locations and serve in 9
countries.
On the other side Burger king
presence is more than 15000
locations and serve with more
than 71 nations much larger
than Pret A Manger.
LO 3
P4. Marketing Plan for Organization.
Marketing Plan for Pret A Manger
Marketing plan describe the current business strategies of the firm. It clearly describes the
promotional goals of the Company. A projected budget is being prepared under this to
determine the expenses and costs which occurs during marketing of the newly launched
products. This is helpful in bringing innovation in the company.
Executive Summary – Pret A Manger is going to launch a new product range of fresh organic
products as the customers in UK are becoming health conscious. Thus, the enterprise can take
competitive edge by launching this product. The marketing plan has covers the Mission and
Vision of the company. Furthermore, it has been described the objectives of innovation. This
plan has included the STP of the newly launched products. SWOT analysis has been conducted
to identify the new opportunities for the enterprise. Marketing plan also includes the 7ps of
marketing mix. Budget has been prepared to determine the total cost, which is occurred in this
innovation. Lastly, Monitoring and evaluation of newly launched products has been done.
Mission – The Mission statement of the Pret A Manger is to serve customers natural handmade
foods by avoiding the vague chemical and preservatives.
Vision – Pret A Manger Vision is to deliver customers healthy food products in order to retain
customers towards their company.
Objective – The objective of Pret A Manger is to bring a new range of fresh organic products
as in UK people are becoming more health conscious. Thus, they prefer healthy food products.

This will lead to increase the customer's satisfaction towards the Company (Rowley, 2017). It
is helpful in giving competitive edge to the firm. To increase the market share up-to 20 % by
launching this organic range in the upcoming 12 months.
STP
Segmentation – Pret A Manger will do geographical and demographic segmentation on which
they will divide their customers who are located in various countries. In demographic, they
classify in terms of the age and gender as the children prefers differs from the adults in food
products and favours. Thus, it is crucial to segment both of them.
Targeting – The company will target the potential buyers who are health conscious and wants
to purchase the healthy organic food products of the firm. Pret A Manger will mainly target the
people whose age group between 25 and 50 years.
Positioning – The Company will do effective positioning of their new product range by running
the health campaigns. They advertise their new range of organic food product in such as way
that customers will feel to purchase their products (Puddle, 2015). They will be encouraged to
consume the healthy products in these campaigns.
SWOT Analysis
Strengths
 Pret A Manger has strong supply chain network which deliver the food products as
quick as possible.
 The firm follows Rigorous food and safety standards.
 The Company has good reputation among the customers.
 The enterprise serve high quality products and affordable price range to their customers
(Rancati, Gordini and Capatina, 2016).
 The firm promotes ethical conduct which leads towards good brand image in the
marketplace.
Weaknesses
 Pret A Manger is facing high staff turnover.
 The Company has lack of access towards natural resources.
 The firm has lack of distribution channel.
Opportunities
 The Company has opportunity to deliver healthy food products as there is growing

health trends can be seen among the customers.
 The firm can opt for joint venture with the retailers.
 The company can choose cost-efficient location for opening their franchises at global
level.
Threats
 Pret A Manger has high competition from reputed brands such as Seattle Coffee
Company and Arcos Dorados Holdings.
 The Company has threat from political instability and interest rate fluctuation when they
are planning to expand their business at wider level.
4Ps
Product – A new range of organic food products is being launched by Pret A Manger. This
range includes healthy drinks and fresh food items. The company started serving the fresh
lemon and orange juice with their sandwiches.
Price – The cost of the organic food products will be reasonable so that customers can easily
afford them. Combo packs and discounts will be offered to the costumes on the festive seasons
or the customers who purchased in bulk (Bhatt and Gupta, 2018). Thus, through this customer's
retention in the company get increased.
Place – The new range of organic food products will be available at the franchise and outlets of
the Pret A Manger. It is available at every store of the company at various location all over the
globe.
Promotion – The company will promote their new range of organic food products viva social
media channel such as Facebook, Instagram, whatsapp etc, Through this they are able to attract
large number of customers at one time (Pike, 2016). Beyond this they will also use customize
advertisement viva google ads so that they can attract health conscious buyers easily.
Budget
Budget is being prepared or designed tactfully for fulling the marketing requirements of the
Company. Thus, the proportional budget is being prepared to bring the innovation in the
market-
Budget plan for Pret A Manger
Costs Amount £
Production cost 2000

Raw Material 150
Wages and Salaries 800
Market Research 60
Social Media Advertising 40
Miscellaneous expenses 10
Recruitment cost 40
Total £3091
Evaluation and Monitoring – Pret A Manger will do evaluation of their innovation by
considering the honest feedbacks of the customers on the online portal of the company. By
reading those feedbacks the further improvement is being made in product quality (Larsonand
Draper, 2015). Regular monitoring is being done in order to measure the effectiveness of the
new range of organic food products.
SOSTAC Model
Situation Analysis- Prat a Manger is currently working in 9 countries and operation on more then
45o locations. The current situation of organization is good in market place.
Objective- The business objective of the organization is to include various new organic food
product in menu of restaurant to improve profit by attracting more customer.
Strategy- Business strategy of Pret a Manger is to provide fast service to customer to improve
their satisfaction level.
Tactics- By taking short term goals and full fill them by using latest technology.
Actions- To achieve the business goal STP strategy is used by organization to full fill marketing
objective.
Control-Company has achieved the business and marketing target by using high technology and
better management in organization.
CONCLUSION
It has been concluded from the above project report that marketing of the products and
services is essential from the growth perspective of the firm. It has been identified that marketing
includes promotional activities which makes organization able to attract large numbers of
customers towards their products. As the above study is based on Pret A Manger thus, it has

been determined that firm uses various marketing strategies in order to retain customers towards
the organization.
It has been summarized that Marketing plays a crucial role for Pret A manger as it is
helpful in building healthier relationships with their customers. Moreover, the report has
analysed that responsibility of marketing in context of the company. Comparison between Pret a
Manger and Burger kings has been done to know how the firm deliberate the marketing mix.
Furthermore, a new marketing plan has been made for the company in order to give competitive
advantage to the firm.

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Online
Pret A Manger competitors. 2015. [Online]. Available through :
<https://craft.co/pret-a-manger/competitors>.