Marketing Insights and Strategies for Pret a Manger

This presentation provides an analysis of market insights and strategies used by Pret a Manger, a fast food chain known for its fresh and healthy eateries. It discusses the STP approach, marketing mix, and brand building techniques. The presentation also highlights the company's mission, objectives, target segments, and product positioning. The marketing mix elements of product, price, promotion, place, people, processes, and physical evidence are explored. Overall, the presentation showcases how Pret a Manger effectively uses marketing strategies to meet consumer demands.

Pret a Manger

Table of Content
 Introduction
 Company Overview
 STP Approach
 Marketing Mix
 Conclusion
 References

INTRODUCTION
Marketing insight is known as a process of systematic data collection
required to deeply understand customers, competitors & industry trend.
These insights are gathered by managers to properly understand what
customers want from their company and improvements made
accordingly. The following assessment shows various aspects of market
analysis done by an organisation using STP approach, 7p's of marketing
mix etc. to evaluate current application of marketing strategies. Also
following presentation determines multiple ways of brand building &
meeting up consumer wants.

Marketing
Marketing is an essential tool that help organisation of every level achieve
their goals & objectives as per consumer demand (Mathur, 2018).
Various strategies are adopted by organisations such as Pret a Manger,
an international franchise famous for its sandwiches all over UK.
Company Overview
Pret a Manger is a fast food chain company based out of London, UK
founded in 1986. The company has 335+ stores worldwide
approximately providing consumers with fresh and healthy eateries.
The speciality about this organisation is they provide organic eateries
that are high in protein & vitamins without any chemical preservatives
or harmful additives. The food chain outlets also completes their social
responsibility towards society by donating leftover food to homeless

Continue..
Some of extraordinary benefit services offered by Pret a Manger are
catering services on specific events, doorstep online delivery facility
etc. providing a flexible option to its valuable customers.
Mission- The chosen organisation mission is to distinguish their fast food
services with other common outlets by creating fresh handmade natural
food recipes with no added preservatives, additives or chemicals etc.\
Objective- The above mission of company is attained with their in-house
kitchen facility on every Pret outlet to chefs preparing fresh food for
consumers in market. Also on a daily basis the leftover qualities of food
are donated in charity & not used the other day to maintain their health
standards (Nabila and Hasnul, 2020).

Continue..
Products- The company key products include sandwiches, salads,
baguettes, wrap rolls, organic drinks, coffee, desserts & snacks.
Industry and market analysis: Market researchers have recently come up
with a sustainable strategy that focuses on impact of external
environment on company business. Some of these were ecosystem
protection, energy consumption, health awareness, food education,
hygiene and environmental security etc.
The strategies were therefore created based on following approaches
discussed below by chosen food enterprise:

STP approach analysis:
This model of marketing is a framework that help businesses define their
target customers, analyse their product and create a position of product
among target market. The approach consist of three steps that is
segmentation, targeting and positioning which is useful in establishing
strong market communications by providing potential customers with
valuable goods & services. In context with Pret a Manger, the company
has been utilizing this model as follows:
Market segmentation: This is a process of dividing customers into
segments based on their common traits or perspective. The first step is
segmentation that can be classified into four general types that are
behaviour, geography, psycho-graphs and demographies etc. This step
allows chosen firm know which approach should be applied to meet up

Continue..
Geographic segment: In relevance with Pret a Manger, targets
metropolitan cities & urban areas with good tourist destinations as
well as business hubs (Wakil,Schmitt and Kavallieratos, 2020). The
stores are located nearby such business houses so that bulk orders can
be taken from firms offering good quality food facility to employees at
breakfast and lunch breaks during working days. With around 200 plus
stores located at tourist attractions, restaurants attract maximum
customers form different destinations.
Demographic segment: Business professionals & young students are
target base focused by Pret a Manger between 18- 40 age people
mainly. These age groups are generally found amongst middle class
facilities, international students & salaried workers.

Continue..
Behavioural segment: Selected company offering healthy sandwiches &
organic coffee to consumers have different preferences. Customers
consisting of employee or students are in need of quick delivery of food
that are available at affordable prices. Picky foodies also prefer to have
multiple alternatives to eat at daily intervals. Moody consumers
therefore if not provided with different variety of food items may
switch top other fast food restaurants.
Psycho graphic segment: It is important for Pret a manger to create a
psychological satisfaction of recipes to people consuming their food
items on regular basis (Woo, 2019). People today are very much
cautious about their health demand for organic nutritious food with
inexpensive prices. Also working individuals have to carry their lunch
boxes prefer easy to grab food packages. Employees or students have

Continue..
Customer targeting: After classification of variety consumers into
different segments, company decide target segments to be focused
upon for profitability of firm efficiently. There are different factors that
determine selection of target segment which are size of group, potential
growth, external influence etc.
In context with Pret a Manger, target group of customers are selective in
nature. These groups are young students, employees, workers, migrants,
professionals etc. The young generation demand for healthy, chemical
free, fresh and easy to grab food affordable food. People have become
more health conscious with time hereby prefer picking up quality over
quality of food. Selected company has come up with strategies such as
meal offers, discount vouchers and coupons for attracting these target
segments in different localities.

Continue..
Product positioning: This is a process where company focus on
maintaining a good reputation of firm in industry market. For
establishing goodwill of firm at different regions ,organisations create
an effective brand image of product & services. Branding of products
require effective marketing through promotion, advertisements,
brochures & standardisation of goods.
In relevance to Pret a Manger, is the only enterprise using fresh ingredients
to create sandwich & salad recipes everyday (Nichols, Stolze and
Kirchoff,2019). Manager of selected firm make sure that the food
quality is high & affordable to middle class income earners. Also deals
such as coffee with sandwich or snacks are offered on weekends by
outlet heads. The programmes conducted by marketing executives of
Pret corporation has been popular with its sustainable strategy

Marketing mix
Marketing mix is a foundation tool with a set of components used by
businesses to sell their products or service among target customer
market with effective promotional & recreational activities. The
elements of marketing mix therefore are classified as product, price,
promotion, place, people, processes & physical evidence.
 Marketing mix of a company mainly focuses on creating an effective
marketing plan for taking good decisive actions.
 The tool help organisations take strategic decisions with regards to
improve existing products by revising them according to new
strategies .
 Launching a new product or service by company requires set of
marketing mixes to reach up to a wide range of audience.

Continue..
Product: The key products of selected food company are Niche coffee
with fresh sandwiches. Pret offers high quality products containing GM
free ingredients that are ethically sourced on daily basis (Nichols,
Stolze and Kirchoff,2019). The organic coffee is prepared through use
of world best coffee beans that give a competitive advantage to Chosen
firm over other competitors such as Starbucks. Mangers also provide
“buzz” service to people creating flexible environment for quick order
& delivery of food items.

Continue..
Price: Target group of Pret a Manger consist of high class income earners
and middle young students. It is important for every company to know
spending range of target customers in market. The company follows
value based pricing model adopted by top authority of firm exercised at
their food outlets worldwide.
Promotion: Effective promotion of company products first need
consumers to know what value actually the product deliver them with.
Pret spend around one percent of its total turnover revenue over
marketing of firms food offers & services. It kee

Continue..
Place: Easy access to food outlets is important as long distances may lead
to fall in consumer visits as they can easily switch to other fast food
joints locate nearby. Therefore pret a manger has located its varied
restaurants at prime locations that are convenient enough to approach
within time.
People: The recruitment process are carefully carried on by Pret a Manger
based on three core values that are teamwork ability, passion towards
work and clear communication skill of candidate. A whole selection
team conducts hiring to know which one is the right fit for the
organisation.

Continue..
Process: Respective company conduct business operations at different
locations by maintaining standardised level of service provided by
employees to consumers in all stores. Regardless of any Pret restaurant
consumers visit they receive the same high satisfaction from consuming
food recipes. The buzz atmosphere adopted by chosen entity encourage
recruitment & manager visits on regular basis.
Physical evidence: The tagline of company “Made today, gone by tonight”
itself denotes its freshly made food products daily. The menu evidences
variety of eatables with low caloric value, high protein nutrition and
healthy recipes (Nath, 2017).

CONCLUSION
The following report concludes various marketing tools used by
companies to analyse their product or service according to customer
needs. The use of market segments in following assessment has help
chosen firm identify potential customers willing to avail their food
services. Also elements of marketing mix in relation to the three levels
of a product has been discussed for effective implementation of
marketing plans & strategies. With respect to respective company ,
various stages of marketing mix required for innovating existing goods
or service or launching a new product are shown. The sustainable
strategy adopted by company has also laid emphasis on various ways
corporate social responsibility can be maintained . How introduction of
organic products help organisation develop a healthy environment
fulfilling maximum customer satisfaction in society as whole has been

REFERENCES
(Books and Journals)
Nath, K., 2017. The Study of Marketing Mix on Different Stages of PLC
and its Haze on DVD Players. Asian Journal of Management. 8(2).
pp.155-162.
Gupta, K., 2020. Role of 4c's of marketing mix in building trust to achieve
brand loyalty in case of fastener's industry: a PLS-SEM approach.
International Journal of Public Sector Performance Management. 6(5).
pp.587-604.
Sabri, N. S. A. and et. al., 2020. FOUR P MARKETING MIX TO
INCREASE UNDERSTANDING MARKETING FOR BUSINESS
STUDENTS. Journal of Critical Reviews. 7(12). pp.2170-2175.
Bernstein, J., 2017. Standing room only: Marketing insights for engaging

Continue..
Wirth, N., 2018. Hello marketing, what can artificial intelligence help you
with?. International Journal of Market Research. 60(5). pp.435-438.
Chakoma, I. C. and Chummun, B. Z., 2018. Insights into forage seed
production and marketing in smallholder systems of Zimbabwe.
AfricaGrowth Agenda. 15(Apr/Jun 2018). pp.12-16.
Nichols, B. S., Stolze, H. and Kirchoff, J. F., 2019. Spillover effects of
supply chain news on consumers' perceptions of product quality: An
examination within the triple bottom line. Journal of Operations
Management. 65(6). pp.536-559.