Marketing Strategy for Improved Product Implementation Plan

Marketing strategy
development and improved
product implementation plan

Table of Contents
INTRODUCTION...........................................................................................................................3
PART-2............................................................................................................................................3
Key Market Trends-.....................................................................................................................3
Key competitors-..........................................................................................................................4
Customer attitude and behaviour-................................................................................................4
The opportunities relevant to social issues- ................................................................................5
PART-3............................................................................................................................................5
Segmentation, targeting and positioning......................................................................................5
PART-4............................................................................................................................................7
Recommendation of marketing mix elements ............................................................................7
PART-5..........................................................................................................................................10
Implementation issues................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing strategy can be defined as the business plan which is made for reaching or attracting
the potential customers and turning them into actual customers by offering such products and
services that they need. It includes the company’s key brand, value proposition, data related to
customers demographics and other high level components. Whenever the company launches the
new product or improve the existing product its marketing department focuses on coming up
such marketing strategy that is developed considering the target audience and is the
implementation plan of the product which made in order to successfully launch a product.
Finsbury Food group is one of the chief speciality bakery manufacturer offers wide and diverse
range of breads, cakes and bakery snacks for the prime UK supermarkets under its own labels,
and to the high street famous pubs and restaurants. Company makes celebration cakes under the
licence for great brands such as Disney, Thornton’s etc and is also leading manufacturer of
speciality bread like Cranks & Vogel’s. It offers the Peppa Pig Birthday Cake, and that product
has not received good reviews. So the foremost purpose of this report is to improve the overall
quality of the existing product and then offer it to the customers after making changes. Finsbury
will work on improving the product by lowering the sugar level or using sugar free, reducing the
level of saturated fat by decreasing the thickness of icing, making it wet or moist, bland testing
and make it decoration more attractive (Hoque, Hashim, and Azmi, 2018).
This report contains the brief analysis of the markets; its key competitors, trend, current
behaviour of customers and recognises the opportunity. It also examines the persona and the
profile of the target markets and segments to understand their needs so it provides them benefit
and solves the company’s problem. Further it discuss about all the 7Ps of marketing mix and
different issues related to implementation of chosen marketing strategy.
PART-2
Key Market Trends-
Digital Marketing- Bakery uses the technologies and promote their store by electronic devices
like social media, Google ads. It is beneficial to the bakery to expand their business towards
growth as it is digital media and a platform to promote goods and services.
Delivery of goods - Bakery industries follow a trend to provide fresh and healthier food to their
customers so that they can satisfy the customers with their services. The Finsbury Food Group

Ltd. Improving their services and deliver on clarification of the customers who are looking for a
sweet treat (Brown, 2017). Hyper-indulgence can built into bakery products by adding unique
ingredients, ethnic flavour and texture.
Clean Label and Enhanced health Cues- The customers concern with health and wellness, so
the bakery can come with natural positioning, clean claims and simple labels by which they can
attract more customers and move towards the growth and increase the competitions.
Key competitors-
The competitors are La Brea Bakery, Allied Bakeries, EUROPASTRY, Bridor, Britannia
Industries, Canada Bread, Hovis, Gonnella Baking. While all the bakery store using different
positioning strategy. La Brea Bakery adopt a unique selling proposition in which they serve
unique flavours to the customers (MacGill and Smith., 2017). Allied Bakeries grab the position
based on pricing aims to be cheapest in the market with very low-price products in many product
categories. Britannia Industries compete by focusing on the quality of the product or luxury, as
the customers believe to purchase a high quality product or luxury product because of the
reputation of the bakery. Gonnella Baking positioning focuses towards the competitors for
product differentiation as their are lots of competition occurred in market so the company direct
follow some polices to compete with competitors. Hovis bakery benefits a positioning strategy
associated on the products or the quality of the products that characterised from different
products.
Customer attitude and behaviour-
Healthy and Hygiene products- The customers are demanding for a hygiene goods having
good quality of the product and it is beneficial for the health and well-being. The customers
while buying any bakery product they first observe the cleanliness of such product.
Quality of product- Customers looking for the good quality of product, so that they can
maintain their health. As the quality of product means to meet the customers needs or wants and
satisfy the customers by improving the quality of the product which they are offering to their
customers.
Price- The customers are focusing towards the price of the product (Rosenthal, 2016). They are
having an attitude towards the low-price of product buy from the bakery with good quality.