Principles and Practices of Marketing - Pret a Manger Company

This report discusses the principles and practices of marketing used by Pret a Manger Company. It covers the STP analysis, use of marketing mix elements, and evaluation of marketing efforts using KPI, social media, and benchmarking. The report is based on secondary data and includes recommendations for the company.

Principles of
Marketing

Table of Contents
INTRDUCTION..............................................................................................................................4
MAIN BODY...................................................................................................................................4
STP Analysis...............................................................................................................................4
Use of four marketing mix elements in their UK operations to reinforce its positioning...........6
Evaluating the effectiveness of marketing efforts.......................................................................8
Recommendation -....................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRDUCTION
Principles of marketing is concerned with regulations and rules of government which is
applied by the organization during the time of popularising their product and services. But the
basic meaning of marketing is to increase the sale and popularity of their product in short
duration by using various strategies. Strategies includes KPI, online advertising, use of social
media, personal selling, official portals etc. Due to the use of various strategies profit, vision,
mission and objectives of the company are easily achieved in short duration (Aravik, Amri, and
Febrianti, 2022). The chosen company is Pret a manger for evaluating the principles of
marketing in proper manner. It is basically a restaurant which was established in 1983 and is
headquartered in United Kingdom. In this restaurant variety of dishes are available according to
the desires and wants of the customers. This report will be covered STP of company, 4P's
marketing mix and also suggesting appropriate strategy to company for increasing their goodwill
in minds of customers. This report will prepared on the basis of secondary data which includes
newspapers, articles, journals. This company established their office in other locations also
which includes Singapore, China, Dubai, Denmark, France, Germany, US and others. In these
locations also their food products and soft drinks are highly popular between customers.
MAIN BODY
STP Analysis
STP is basically a method which is used by the Pret a manger for identifying the targeted
audience. Because with help of targeted audience company are able to increase the sales in their
product and also for facilitating best quality products to the customers according to their wants
and desires. STP stands for segmentation, targeting and positioning which are described below -
Segmentation – It basically refer to distribute the product and services according to the
customers needs and desires in various aspects which includes Demographic, Geographic,
Psychographic and others. Demographic segmentation refer to the personal factors which is
highly considered by the company during the time selling their product. It includes age, marital
status, gender, ethnicity, education, or occupation. Geographic segmentation refer to those
factors which is utilized by company for targeting the customers and also for increasing the sale
of their products. It includes country, region, state, city, or neighbourhood. Psychogrphic
segmentation concerned with those factors which are essential increasing the overall

development of employees. It includes personality, risk aversion, values, or lifestyle. The last
type is behavioural segmentation and according to this method organization are focusing
providing benefits and reliable product to customers.
But out of these segmentations demographic are highly suitable Pret a manger company.
In context to Pret a manger, management must facilitate their quality dishes to consumers on the
basis of demographic segmentation. In demographic segmentation income and status of every
user are totally different (Arfaee, Mirdamadi and Farajollah Hosseini, 2022). Due to using this
strategy company are able to set different prices for different products which leads to increase
their productivity at large level for long duration. But in this segmentation it is also necessary
for the management that they must facilitate best quality to all categories of users equally.
Because food is one of the most important element which is highly essential for customers
health.
Targeting – It refer to target those customers who are highly consumable and valuable
for company and their product. Due to the use of targeted customers the popularity and sales of
their new and existing food and soft drink products are easily increased in market for long time.
In context to Pret a manger, target those customers who liked their drinks and other food
products very much and those consumers are young generations and children's. In today's time
rather than parents these two types of customers are highly consumed the food and drinking
products in both offline and online mode. In context to Pret a manger, for targeting that type of
customers management must use social media platforms or various apps for highlighting their
ingredients, flavours and offers of their product. In this way young generations and children's are
highly attracted in large number.
Positioning – It refers to maintain positive image of the brand in minds of customers by
providing best product and service to them time to time (Azimovna and Ilkhomovna, 2022). In
context to Pret a manger, management must management must position their brand image in
minds of customers by using various marketing techniques and digital platforms. It includes
advertising, direct selling, use of social media, payment systems and others. Due to using these
methods customers always received quality and tasty food product in their table or through
online mode in time. With help of digital marketing and various other methods transaction of
money are done in fast manner and also able to highlight their product specifications effectively
in the minds of customers. Due to this positive word of mouth are easily spread from the

customers in market at maximum level. In this way the positive relationship between employee
and consumers are strongly developed for long time.
After the analysis of above information of STP it is concluded that use of segmentation,
targeting and positioning plays the crucial role for facilitating best quality product to customers
in long term. The combination of all these three elements helps the company to identify those
customers who are highly beneficial and valuable for company (Baptista, Alves and Pinho,
2022). Due to targeting these type of customers such as young generations and children's
popularity of their food and soft drinks are easily increased in market at maximum level. After
the popularity of their product company need to change price in their product for increasing
profit margin effectively. In today's time restaurant is one of the highly successful business in
every location because this business is closely connected with all type of food and drink which is
consumed by users on daily basis. In this business employees are able to put their own ideas and
creativity effectively which leads taste and flavours of their product at higher rate.
Use of four marketing mix elements in their UK operations to reinforce its positioning
Marketing mix is basically a method or the set of actions which is applied by
organization for enhancing their portfolio and market share at higher rate. With help of this
strategy company also able to identify their own strength in current situation. In marketing mix
basically four stages are involved which are described below -
 Product – In this stage organization facilitates unique and best quality product which is
totally different from other competitors (Gabellini and Scaramuzzi, 2022). In aspect of
marketing or digital marketing highlighting product uniqueness and specifications is very
important and challenging task for company. In context to Pret a manger, management
must always keep a modification option in their various dishes for customers. Due to
providing modification options to customers, they easily choose right and favourite dish
with in few minutes. Due to always facilitating this option to users, they always received
desires and best quality food for long time which increased their profit effectively. In this
was the relationship between restaurant and customers are easily sustained for long
duration.
 Price – It refer to fixing favourable and average price in the company's products by top
level management for all customer segments. Due to maintaining fair and average price
demand and supply of company's product are easily stabled in market for long time. The

other advantage for keeping favourable price is that young generations are easily
consume their food products and services at higher rate. It leads to increase the visits of
customers in their restaurant for long time and also enhanced their profit effectively. In
context to Pret a manger, management must use competitive pricing strategy effectively
for attracting the consumers in large number regarding their services and product. In this
strategy company fix those prices in their product which are favourable for both company
and customers. In this way company easily achieved the competitive advantage in
market for long duration (Gaumer, Ashley-Cotleur and Amone, 2022). The other
important point is that when organization are facilitating best quality products to their
customers, then price are highly consider by users. Due to this young and kids
generations highly consume their product for long time which leads to increase their
revenue at large scale in various locations.
 Place – Here place refer to the suitable and effective location which is essential for
company to run their overall activities smoothly. The other advantage for choosing right
location is that convenience are highly increased for both company and customers
effectively. In aspect of company they are able to buy the raw materials from their
suppliers within low time (Gurning and Aslami, 2022). But in aspect of customers they
are able to avail the products and services of the company at large quantity within low
time. In context to Pret a manger, management must establish effective infrastructure and
distribution channel for deliver the products to customers in time. Due to the use of
effective distribution channel products and services of the company are easily delivered
to customers in time. Due to effective connectivity between connectivity between
customers and organization portfolio of firm are easily enhanced at maximum level.
Therefore, reliable location are highly essential for run the business functions smoothly.
 Promotion – It means in which way company popularising their product and services by
using various strategies. Strategies includes online advertisement, digital marketing, use
of various apps, email marketing, social media, online advertising and others. In aspect of
online advertising it is also the other type of technique which is used by company for
increasing the brand and product popularity in market. In this strategy the awareness and
popularity of their product and services are covered at broad manner and between
customers. In this method customers easily received the information repeatedly in various

devices which includes TV, radio, hoarding and others. Social media is basically a
platform types of information’s are shared between multiple users within in few minutes.
In today’s time young generations are high used the social media in the form of Twitter,
Facebook and various apps for receiving information regarding company product and
services quickly. Due to using these strategies organization are able to facilitate accurate
and reliable content to customers regarding their product and services quickly and in
effective manner. Email marketing is a method which is used by company for sharing
various types of information to multiple users regarding their product and services with
low time. But here negative point is that in this process many fraud messages are send
from hackers and crackers (Karomi, 2022). Due to this chances are easily increased for
decreasing the goodwill of the Pret a manger between customers in long term. This type
of strategy are also comes under the category of short duration method. In context to
Pret a manger, management must use this strategies effectively for increasing the reach
of their product and services to all customer segments and in various locations. Due to
enhancing reach of their various products visits of new customers are easily increased at
large scale which leads to sustain their profitability in long term.
From the above information it is understood that product, price, place and promotion plays
important role in the activities of organization. With help of these elements organization are able
to sustain their market share for long duration.
Evaluating the effectiveness of marketing efforts
In aspect of marketing strategies like KPI, social media and benchmark plays the crucial
role for sustaining the strong positive relationship between employees and employer or employee
and customers. Due to using these type of strategies company easily increased the desires and
wants of the customers for buying their product at any cost especially young and kids generation.
The strategies which are used by Pret a manger are described below -
 KPI (Key performance indicator) – It is basically a method which is used by the
organization for analysing the overall performance of workers effectively. Due to using
this technique organization easily identifies the real problems of every employees within
low time. Due the effective analysis of their difficulties overall development of the
employees are easily increased at maximum level by receiving effective training from top
level management. In context to Pret a manger, management must facilitate challenging

task to their employee's for preparing food in the form of training. In this way
potentiality, ability and skills of the employees are highly developed for handling any
type of customers and complicated situations easily. Due to effective performance of
employees consumers easily received the wide range of dishes with unique flavours and
taste for long time.
 Use of social media – It is also the another type of marketing strategy which is used by
the organization for increasing their company awareness and product popularity. The
main advantage of this strategy is that informations are shared in fast manner with
multiple users (Satriady, 2022). In this strategy various types of apps are used by
company for maintaining fast communication with all customer segments. In today's time
especially young generations are highly used the digital platform for achieving the
benefits during the the time of ordering food and soft drinks. In context to Pret a manger,
management used this technique highlighting the uniqueness and features of their product
between customers at higher rate. The other advantage for using this technique is that
people listen or see the adds carefully with high interest inn long term. In aspect of social
media organization always send the meaningful and reliable information to users.
Because if company send wrong informations to consumers then definitely, company put
complaint against them which leads to decrease the goodwill of company effectively.
 Benchmark – It is basically a process which is utilized by organization for measuring the
performance of business and employees against the competitors in same market (Sendow,
Mangantar and Gunawan, 2022). It also refers to setting of some specific standards and
objectives from organization which leads to sustain their productivity, vision and mission
in for long duration. In context to Pret a manger, management use this technique
effectively for achieving the competitive advantage in market for long duration. Due to
utilizing this method effectively some other benefits are also achieved by organization
that effective understanding of customer needs and desires, sustaining performance
according to the expectations of top level management, identifying strength and weakness
and also monitoring employee performance on regular basis from senior officers.
After the analysis of all these three strategies it is understood that in digital marketing investment
are highly made by senior management for increasing the popularity of their product in
effectively. With help of these three elements company are able to send reliable, meaningful and

attractive content to users in fast manner. Due to providing attractive information to users the
sale of their product are easily increased for long duration. It leads to increase the market share
of organization at maximum level which is not good for competitor's. Due to using these above
strategies senior management are able to control the lower level employees effectively.
Recommendation -
From the above information KPI (Key performance indicator) is suggested to Pret a
manger. Because in this method performance of the employees are effectively measured and
then, according to that benefits are provided to them from higher authorities (Siagian and
Prasetyo, 2022). Due to using this technique functions of whole organization are done in smooth
manner and also helps to finish the target in time. In this way the portfolio of company are easily
sustained for long duration. It also helps to build strong relation between employee and customer
for long time. Due to the use of Key performance indicator it is mandatory for the employees that
they must do their work with perfect and useable manner for increasing the positive output of
company. Due to increasing their positive output good relationships are strongly and effectively
developed between employee and customer or employee and employer for long duration. The
KPI is highly effective in comparison with social media and Benchmark because in this
technique employee's are regularly monitored from higher authorities in their job roles and
responsibilities.

CONCLUSION
After the analysis of above information it is concluded that digital marketing plays the
important role for attract the customers in large number. Because with help of digital marketing
company are able to highlight the features of their product at higher rate. Strategies includes
advertising, email marketing, use of social media like twitter, Facebook and others. Due to the
use of Twitter, Facebook and other social media customers always read the information of their
product in interesting way. Due to using these strategies the overall growth of the company is
easily increased at large level which is not good for competitors. In digital marketing
information’s are easily accessible for customers which leads to increase the convenience of
customers for buying the company product with in low time from any location. Online
advertising refers to digital adds which are shown in various devices by company. It includes big
size hoarding, radios, televisions and others.

REFERENCES
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