Marketing Strategies for Grilled Burger

This report discusses the marketing function of Grilled Burger, a popular burger brand in Australia. It explores the use of STP model and 4Ps of marketing strategies to attract customers and gain a competitive advantage.

MARKETING

EXECUTIVE SUMMARY
Marketing is useful tool for a business within market place. With the support of
marketing function, any business can aware different people or customers about its wide range of
products and services. Currently by running different productive marketing campaigns, there are
lot of business within market has gained huge success. This report is based on the marketing
aspect of Grilled Burger. This is a popular burger brand of Australia which currently has large
customers base in its country’s food beverage industry. A business has required to use some
productive marketing strategies also to gain effective results through its marketing functions. In
this modern world, no business can successfully run its marketing function without adopting
some productive or effective strategies of marketing. In this report, two key strategies of
marketing called; STP model and 4Ps of marketing strategies has been discussed in the context
of Grilled Burger.

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
PART 1............................................................................................................................................5
Segmentation...............................................................................................................................5
Positioning...................................................................................................................................6
PART 2............................................................................................................................................7
Marketing Mix.............................................................................................................................7
Target Market..............................................................................................................................8
Distribution channels...................................................................................................................9
Promotional communications and tools.....................................................................................10
CONCLUSION..............................................................................................................................10
RECOMMENDATIONS...............................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is one of key functions for an organisation. This marketing function gives
opportunities to a company for highly promoting its brand at the large scale of the market.
Basically, there are lot of strategies used by different companies within market place to conduct
their marketing functions in very effective manner (Fidel, Cervera and Schlesinger, 2016). In this
dynamic world, there is huge competition in each type of industries or sectors. In this situation,
top-level management of each business has highly required to make its marketing strategies very
effective to attract lot of new customers towards its brand. Basically, after attracting lot of
customers towards own brand, any company can simply gain competitive advantage in market
place. On the other side, lot of companies within market place has taken different steps towards
hiring highly talented and skilled employees within their workplace of marketing, because
talented and skilled marketers always provide very excellent outcomes from the marketing
functions to business.
This report discusses the marketing function of Grilled Burger company. This is an
Australia based restaurant business which is mainly known for its healthy burgers. Headquarter
of company situated in Melbourne, Victoria, Australia. Currently it has chain of restaurants in
over 136 locations, so that it has wide scope of business operations. Grilled Burger company was
founded in year 2004, and from establishment to date, top-level management of this company
has succeeded in expanding its business operations in across Australia. Currently this is highly
reputed brand of burger within the Australia. Local people of this country like to consume
products and services from this company, because top-level management of this company not
compromises with the quality of its different products and services.
There are some key models and strategies of marketing also has used in this report, like;
STP model and 4Ps of marketing mix strategy (Pesonen and Pasanen, 2017). These model and
marketing mix strategy are very beneficial to a company for gaining effective results through its
different operations of marketing. STP model will help in analysing three stages of marketing of
Grilled burger company called; segmentation, targeting and positioning. On the other side, 4Ps
marketing strategy indicates four key areas of marketing, like; product, price, place and

promotion. After considering different components of these model and strategy, the marketing
team of this company will enable to attract lot of new customers towards its brand.
PART 1
Segmentation
Segmentation is basically first stage in the STP model. In this stage, the marketing
manager at Grilled Burger company have to turn it’s a large market into small segments of
market. Segmentation of a large market is very necessary to a company, because after dividing a
large market into small segments of market, the company can simply understand the actual
demand and needs of customers in market place. The marketing manager at this burger company
have to understand one thing that, there are many types of customers exists within the market
place which has different background. In this situation, background of customers always
influences to their efficiency of buying different products and services. The marketing team of
Grilled burger have to divide its various customers on the basis of many areas of segmentations
(Handriana, 2016) (Abbas and et.al., 2019). The marketing team can divide whole market on the
basis of different factors, like; demographically, geographically, psychologically, behaviourally
etc. These all factors mainly help to a business to categorised customers on the basis of their age,
marital status, gender, lifestyles, occupation, education, region and ethnicity etc. So that,
marketing manager at this burger company have to divide its various customers and markets on
these all-mentioned factors.
Nowadays company have chosen its target market segment those market segments where
number of people with age of 65 to 75-year is higher than other age groups people. The
management of this Grilled company has decided to target such market segments also where
number of Middle-age White-Collar individuals (baby-boomers) is very higher. According to
company’s market research, thousands of teenagers also takes huge interest in consuming
products and services of Grilled, so that the management have decided to target those segments
also where number of teenagers is very higher. It will be provided its burger product in such
areas of cities as well which has lots of corporate offices, because many people work within
offices are very much like to take burger in their lunch session. In this situation, marketing team
this burger company has highly required to more improve its marketing strategies to inform lots

of people within these all market segments about its exclusive burger product. It should adopt
competitive-based pricing strategy also while selling burger product in various selected target
segments of market. By using this strategy in target market, it will enable to gain huge
competitive advantage in market place.
These all are few major factors which the marketing team of Grilled Burger should be
considered for systematically conducting its marketing stage of segmentation. Generally, on the
basis of these all factors, burger company will simply gain excellent outcomes in its various
target market segments.
Positioning
Positioning is the last stage in STP model where most companies or businesses takes
different steps towards position their product or service in the selected market segment. In this
situation, the marketing management at Grilled burger has also required to consider this stage of
STP model within its marketing function to get better results in different segments of market. In
this stage, marketing management have to effectively promote its products and services in
decided segments of market. This is the stage where top-level management of company also
need to make its operations of supply chain very much effective, because after having effective
supply chain operations, this company will simply deliver its various products and services to
customers on time in different market segments (Kleber, Florack and Chladek, 2016). There is
implementation of marketing mix strategy is very necessary task to marketing team in this
positioning stage.
Many companies try to make effective relationship also with different customers while
positioning their product in the selected market segments, because after having effective
relationship with various customers, a business simply make a loyal customer base. According to
different business experts, a company is able to influence customers to take decision towards
buying only its product with maintaining effective relations with customers. So that, employees
of marketing team of Grilled burger have highly required to visit in various segments of market
to communicate or interact with customers. Basically, with the support of effective
communication skills, company’s marketers can simply build an ordinary relationship with
customers.

On the other side, while conducting this positioning stage of STP model, top-level
management of company have to use such employees in its operations of supply chain who has
effective skills and talent. The main reason behind this step is that, only effective employees
always enables to run supply chain operations of company effectively (Hult and Ketchen, 2017).
Analysis of consumer behaviour is another key task to marketing team in while positing its
product, because after analysing consumer behaviour, company will simply identify that,
customers of existing market segment takes interest in fulfilling their different key needs or not.
Most products of grilled burger company come under the prime needs of customers, because this
provides food and beverage items. So that, customers always be motivated to fulfil their prime
needs. In this situation, marketing team at Grilled Burger have to run different attractive
campaigns of advertisement to influence customers for fulfilling their need of food items with
Grilled.
Segmentation and positioning are really productive stages within the STP model, because
both stages provides a specific framework of marketing to business to conduct its various
operations of marketing in very effective manner. This is very necessary to the marketing
manager of Grilled burger to always consider these both stages of STP model within its daily
operations.
PART 2
Marketing Mix
Marketing mix strategy is one of productive strategies of marketing, because this strategy
includes 4Ps of marketing called; product, price, place and promotion. Currently these all four Ps
is followed by many of companies within market place (Mouzas and Ford, 2018). So that,
marketing team at Grilled burger also have to adopt and implement this marketing mix strategy
in its workplace to gain effective outcomes. All four Ps of this marketing strategy has been
described below for this Australian restaurant company.
Product: Currently top-level management Grilled burger has decided to sell its exclusive burger
product in different target market segments. According to top-level management of company,
this burger product will definitely give an excellent experience to customers when they will be

consumed burger of Grilled company. The company has included different flavours and
ingredient in this product, like; red chilli, green chilli, spinach, sealable tomato, cabbage etc.
( Philips, 2017). According to market research, most people within Australia are crazy to a
burger with these all ingredient, and that’s why this business has developed its product by using
various productive ingredient. The management is fully capable to maintain an effective quality
of its burger product as well.
Price: The company can use various pricing strategies to set price of its exclusive burger
product, like; competitive-based pricing strategy and value-based pricing strategy. But according
to current highly competitive market situation, upper management of company have to choose
competitive-based pricing strategy. Basically, this strategy of pricing plays an effective role in
setting price of own products something cheaper than existing competitors (Ulaga and Kohli,
2018). In this situation, after implementing this pricing strategy, Grilled burger will be simply
able to make price of its burger product favourable than various other burger companies.
Place: The management of this restaurant business has decided to provide its burger product in
across the Australia. Currently this company operates its different products and services in
different 139 locations in its home country. Currently the main target market places of company
to provide its burger product are people of age group 65 to 75-year-old is higher than people of
other groups. The company will give higher priority to provide its product on time in that market
segments or places also where many baby boomers exists. Many of people within across
Australia very like to consume products and services through Grilled burger. In this situation,
top-level management need to try for making distribution channel very much effective to provide
its burger product in each market place on time.
Promotion: Promotion is one of key components within 4Ps of marketing mix strategy.
According to this stage, top-level management has to give order to its marketing department to
develop or innovate some productive strategies of marketing to gain effective results through its
various marketing operations. For example; currently digital marketing strategy plays an
effective role to different businesses in attracting many new customers in market place. In this
situation, marketing manager at Grilled burger has also required to take steps towards
implementing digital marketing strategy within its daily operations. This strategy mainly give
opportunity to company for running its various image and video ads on different social media

platforms, like; Facebook, Twitter, Instagram, etc. On the other side, the marketing team have to
adopt different traditional strategies of marketing as well to effectively promote its brand at the
wide scale in market (Pantelic, Sakal and Zehetner, 2016). For example; poster, banner and
brochure marketing, television advertising, radio marketing etc. After considering these all
strategies of promotion, grilled company will simply attract many of customers towards its
burger product.
Target Market
Currently target market segment to this venture are only those segments of market where
number of people (age group of 65 to 75-year-old) is higher than people of other age groups. On
the other side, the management of this business targets those segments of market also where
Middle-age White-Collar individuals (baby-boomers) is very higher. These two types of market
segments are mainly targeted by company in its whole market environment. Of course, company
provides its products and services in many other types of market segments as well. Currently the
main objective of management in this venture is to always make available its various products
and services in its each restaurant. According to management, if grilled burger not provide its
product in its various target market segments on time, then competitors will attract its customers
(Zuhdi and et.al., 2019). So that, this is very necessary this business for always retaining
different customers with own brand. After retaining different customers within target market
places by providing its burger on time, this business will enable to gain high competitive
advantage in market place. There are many teenagers also very much like to consume burger
through this business. In this situation, the management takes different steps towards targeting
those segments of market also where number of teenagers is very higher.
Distribution channels
The company was founded in 2004, and from establishment to date, this company has
succeeded in making its distribution channel or supply chain very much effective. Basically,
currently Grilled burger runs its operations in different locations of Australia. In this situation, it
has very strong distribution channel right now. Basically, different suppliers of company provide
raw-material in its regional office, then the management of company’s regional office transfers
raw-material through different logistics services to its various authorised restaurants. After
getting raw-material on time, the restaurant manager can simply provide different products and

services to customers in the restaurant area on time (Mirzaei, Micheels and Boecker, 2016).
According to the management, the communication skills plays an vital role to business in
maintaining effectiveness within its distribution channel. For example; when the manager of a
grilled resultant knows that, there are raw-material is required to fulfilling requirements of
different customers in restaurant, then it communicates with its head office or regional office to
transfer raw-material in the restaurant. On the other side, after getting raw-material through
various selected suppliers, the reginal management contacts to its logistics service to deliver that
raw-material its restaurant. That’s why well-developed communication skills are very necessary
to grilled burger company in the terms of maintaining strong distribution channel.
Promotional communications and tools
Promotional communications and tools also key aspects of company. Basically,
promotional communications and tools has used by this business to maintain a productive
relationship with different customers in market place (Kirova, 2017). In this situation, there are
some major promotional communications and tools of Grilled burger company has been
discussed below;
Advertising and sales promotion: This is one of key tools which has already adopted and
implemented by this company in its workplace. Basically, by running different advertisements on
platforms like; TV, radio and newspapers. On the other side, company conducts sales promotion
also in the term of promotional communication campaign. This tool really attracts many new
customers towards its brand.
Social media: Social media is another major tool to this business in this modern world.
Basically, the company has accounts and handles on different social media platforms which it
has used for the purpose of maintaining effective engagement with lots of customers and people
(Bandyopadhyay and Ray, 2019). There are many customers can simply communicate with
officials of grilled company through the comment box and direct message etc. on these various
social media platforms.

CONCLUSION
On the basis of above findings, it can be concluded that marketing is very essential to the
Grilled burger company in this dynamic world. This is the function that enables to company to
gain huge competitive advantage in this highly competitive market. According to findings,
currently marketing department of Grilled is able to use lots of productive marketing strategies.
STP and 4Ps of marketing mix are two very effective strategies of marketing, so that marketing
management of company have to adopt and implement these all strategies of marketing within its
workplace to boost brand value of own business in market place.
It can be also concluded that, there are market segmentation is very necessary task to this
business for perfectly knowing the actual demands and wants of customers. After segmentation,
marketing team of Grilled company have to target its customers on the basis of their interest and
attitude. There is product positioning stage is also too mandatory to this burger venture for
delivering its product to customers on time. It can be concluded that, after conducting these all
stages of STP model, the marketing team have to implement all four Ps of marketing mix
strategy in its workplace to positively influence different customers within market place.
RECOMMENDATIONS
According to current situation of company, the marketing manager at Grilled burger
should be more active in its workplace to adopt and implement different strategies of marketing.
Currently STP and 4Ps of marketing mix are two very productive strategies to company, but
manager should focus on implementing digital marketing tool as well (Koval and et.al., 2019).
This is also a marketing strategy will enable to company for maintaining an effective
engagement with different customers in market place. On the other side, the company have to
make its distribution channel stronger to deliver its various exclusive products to customers
quickly than its competitors. After considering these all recommendations, Grilled burger will
gain huge competitive advantage in different market segments.

REFERENCES
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in the innovation process: effects on innovation capacity and marketing
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Handriana, T., 2016. The role of relationship marketing in small and medium enterprises
(SMEs). Jurnal Pengurusan. (UKM Journal of Management), 48.
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Kirova, V., 2017. Exploring the role of strategic marketing department. Journal of Marketing
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Kleber, J., Florack, A. and Chladek, A., 2016. How to present donations: The moderating role of
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Koval, V., and et.al., 2019. The role of interactive marketing in agricultural investment
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Pantelic, D., Sakal, M. and Zehetner, A., 2016. Marketing and sustainability from the perspective
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Zuhdi, S., and et.al., 2019. Role of Social Media Marketing in the Successful Implementation of
Business Management. International Journal of Recent Technology and Engineering. 8.
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