Marketing Mix and STP Analysis of PRET a Manger

This report analyzes the marketing mix and STP analysis of PRET a Manger, an international sandwich shop franchise chain in the UK. It includes an overview of the organization, the use of marketing mix elements, STP analysis, and evaluation of marketing effectiveness.

PRET A MANGER

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Overview of the chosen organisation .........................................................................................1
Used at least four of the seven marketing mix elements in their UK operations, to reinforce its
positioning within the last three years.........................................................................................2
Marketing mix for the chosen organization................................................................................3
STP analysis of chosen organisation...........................................................................................5
How organisation evaluate effectiveness of their marketing efforts...........................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
It is very important for the business organisation to perform several functions in order to
achieve the goals and objectives. The marketing plays the important role within the business
enterprise. The marketing is a broad concept where organisation has t focus on different aspects
this includes several other activities such as product designing, market research , promotional
activities etc. The marketing is an important function for the company in order to achieve the
organisational goals and objectives. The organisation need to focus on various external and
internal factors which have a influence over te activities and functions of the business enterprise.
This report is based on the PRET a Manger which is an international sandwich shop franchise
chain. The business organisation is situated in United Kingdom. The company was founded in
1983.. The company has approximately 400 shops in United Kingdom.(Akbar, , French, and
Lawson, 2020). This report will include various topic such as overview of the organisation,
marketing mic in reflation to positioning, marketing mix of the company, STP analysis and at
last effectiveness of the marketing efforts.
MAIN BODY
Overview of the chosen organisation
PRET a manger is the organisation which deals in the food industry. It s a shop of
sandwich which has a franchise chain in the United Kingdom. The business organisation has
approximately 400 shops in the United Kingdom. The various outlets of the company spread
over 324 locations in the London. The company was founded in 1083 . the company deals in
serving the variety of food items to its customers. The company is famous for serving organic
coffee, sandwiches, breakfast food items etc. this is the famous in the United Kingdom. The
business enterprise was founded in 1983 the company was started earlier which just as a small
businesses. Now further it has created popularity by taking care of the quality of the food which
is been served by the business organisation. The company has 1400 employees in its
organisation. It is spread over the locations in the London, United Kingdom. (Bao, H., 2018)
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Used at least four of the seven marketing mix elements in their UK operations, to reinforce its
positioning within the last three years.
The positioning of the business organisation is the mos important concept where the
company need to focus where it has positioned itself. It is very essential for the marketer to
position its products and service in such a way that the company is able to achieve its
organisational goals with it. This impacts in the brand image of the company in the minds of the
customers. There are various element of the marketing m,ix which is needed to be analysed by
the business organisation in order to take care of the marketing concept.. the various eelementst
of the marketing mix is explained below in context of PRET a manger:
 Positioning in Product- It is been analysed that marketing mix provides full support to
the objectives of the product positioning. It is very essential for the company to position
its product or service according to its needs and demand of the customers. In context of
the PRET a manger it is very essential for the organisation to produce the products or
services according to the taste of the customers which will enhance in achieving the
organisational goals and objectives. (Guenthner, 2020)
 Positioning in Price- This is the another element of marketing mix which is the most
important for the organisation in order to attract customers. This also helps in positioning
of the company's product or service in a better way in the market. It is been identified that
the PRET a manger focus on flat pricing strategy. This helps the company in attracting
customers.
 Positioning in location- This is the another element where the company need to be
careful of the distribution channel through which the organisation can reach to its
customers. In context of the PRET a manger It is very important for the company to
position the product in the right channel so that it is available to its customers. The
company has the outlets in which it sells sandwiches to its customers. Also the company
focus on the online platforms to distribute they product to the customers. (Hanson, and
Kalyanam, 2020).
 Positioning in Promotion- This is the element which can be adopted by the business
organisation t0o promote its products or services. This is considered as the most
important for the organisation in order to position themselves within the market. This
includes the various platforms such as social media, advertisement etc. this helps the
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organisation to create the value in the market and make customers aware of the product
or services to the customers.
Marketing mix for the chosen organization
The marketing mix is the broad concept which need to taken into consideration by the
business organization in order to evaluate the various strategies which is beneficial for the
business enterprise. This is the concept which includes 4 P's where the company can focus on it
for achieving the organizational goals and objectives. (Newman., Peck, and Wilhide,2017). The
marketing mix is a tool which is used by the company which helps in creating awareness to the
customers and evaluate which factor will be responsible for making the need of the product in
the market. The various elements are discussed below in context of PRET a manger :
 Product- This is the first and the basic elements of the marketing mix where the business
organization focus on developing the product according to the customers needs and
desires. It is analyzed that it is not important for the company to have a physical entity of
a product as it can be both tangible or in intangible. The main of the company is to
provide the product or service to is customer so that it can achieve its organization goals
by selling the products to its customer. The another aspect which is necessary for the
customer is to satisfy the customer need with its product or service. The product of the
business organization is defined as the item which is offered by the company to the
market. The PRET manger is the organization in United Kingdom which is the shop and
has various outlets. The organization focus on offering the variety of product such as
organic coffee, breakfast, sandwiches, frozen croissants etc. This is the type of the
organization where it focus on serving the delicious food and the tasty items to its
customers. Here the company is adopting the pull strategy rather than push strategy in
order to attract customers. (Kotler, , 2017)
 Price- This is defined as the monetary value of any product or item which is been kept by
the business organization in order to earn profits. The customer pays the price for
availing the product or service. This is the most important aspect for the organization to
take care of the several factors while deciding the pricing strategy and keeping the prices
according to the customers expectations. This is important because the customer is
dependent over the price of the product or service which directly impacts the sales of the
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business enterprise. As after the covid- 19 the pricing factor plays the most important role
within the business organization., the this increase in the rise of the product which can
made the decline in the demand of the product or services. This has impacted the
companies a lot in maki8ng profits. This was the major factor after the pandemic for the
various business organization which has lead to loss for the business enterprise. The
PRET a manger focus on the flat pricing strategy where it keeps the equal prices. Also
the company has focus on serving the 1.7 million of free cups of coffee to its employees.
The company has adapting the good pricing strategy in order to attract customers. The
prices are same for everybody in every outlets for the customers where the company
focus on the various aspect for fulfilling the customers needs and demands. This is the
important strategy for the business organization in order to make the wide base of
customers and earn profits and increase the market share for the business Enterprise.
(Paley, 2021).
 Place- This is the another element which is the most important for the business
organization. This element focus on the distribution channel which is adopted by the
organization in offer to make the availability of the products to its customers. The place is
the important factor in order to achieve the objectives and goals of the business
enterprise. It important for the company to determine the place where a they want to
distribute their products and service in the market in order to market them in most better
manner. It is been observed that the PRET a manger places it products in the variety of
locations in the United Kingdom. The business organization has too many locations. It is
important for the company to provide the products in different locations according to the
customers interest and availability. The company target the audiences who are interested
in the product. The outlet of the shop is located at different locations from where the
product is been purchased by the customers. (von der Heidt, , 2018)
 Promotion- This is the last strategy or the element of marketing mix which defines as
the promotional activities which is needed to make aware of the product or service to its
customers. This is the most important element for the business organization in order to
attract customers. This is the element which focus on communicating with its customers
and this plays the vital role in making aware of the product to the customer. This is
important because the company need to be positioned themselves and place by making
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aware that such type of product is available in the market. PRET a manger is focusing on
the various pro0motionla tools such as social media, advertisement etc. the one of the
major effective tool is the digital communication for business enterprise which helps the
marketer to make aware of the product in the market. Also the social media helps the
organization to target the wide range or audience. This is important for the company in
order to attract customers. Also the organization can focus on the other various
promotional techniques such as offers, discounts, coupons to its customer which will help
in attracting more of customers. Thi8s also help in bringing the customer attention and
the customer start building trust (von der Heidt, 2018).
STP analysis of chosen organisation
STP analysis refers to a marketing that helps company to analyse their product offerings
as well as the method for communicating their products value and benefits to their target
customers (Salamat, Hadavifar and Rezaei, 2019). STP analysis describes three important steps
which includes Segmentation, Targeting and positioning which help company to fulfil their
customers needs and make profit for them. This is a most useful model for companies because it
helps them to identify their most valuable kind of customers as well as develop promotion
strategies in order to sale them effectively. In respect of Pret a Manger, the STP analysis for its
products are described below:
Segmentation- This refers to a first step of STP analysis in which different segment is
created based on common criteria and traits of customers. Mainly four type of segmentation is
created that helps company to analyse most suitable consumer group for their customers. In
geographic segmentation, audience is classified as per the country, state, region, etc. In
demographic segmentation, audience classified as per their gender, education level, occupation,
age etc. In behavioural segmentation, audience is classified as per the behaviour in order to
purchase the goods and service in the market (Christensen and Munro, 2018). In psycho-graphic
segmentation, audience is classified as per their common hobbies, activities, lifestyle or opinion.
In regards of Pret a Manger, the combination of geographic and demographic segmentation in
order to analyse its customers for fulfilling their needs with the help of their products effectively.
Targeting- This is a second step of STP analysis that help company to identify which
segment will be more profitable for their products or services. The ideal segment for the
company is the one that helps in increase their growth and consist high amount of profitability
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and low cost of acquisition. In order to determine most profitable segment for the company, it is
important for the manager of Pret a Manger to consider certain step before selecting a targeting
segment. First they have to analyse the size of each segments in order to analyse how large is
their market segment as well as their future potential growth. Then they have to identify the
profitability of each segments which help company to understand which segment provide more
profit to them. In last they have to identify their reachability in order to understand how it will
easy or difficult for reaching their target customers effectively. The most profitable target
segment for the products of Pret a Manger is high and middle class of audience within age
between 15 to 55. The company always make their focus on providing high quality products to
the customers in order to capture large amount of market share.
Positioning- This refers to the final step of STP analysis that allows company to set their
product or service separated from their customers in the mind of their target customers. In order
to position product and service in the market three important factors help company to increase
their competitive position are symbolic, functional and experiential (Lee and Miller, 2019). In
symbolic positioning makes company to develop those strategy that helps in increasing their
customer self esteem or image. In functional positioning, makes company to solve customers
problem with the help of their product and services as well as provide benefits also. And in
experiential positioning, makes company to focus on emotional connection of their target
customers that they have with their product, service or brand. There are many companies in the
global market that are providing similar services which makes manager of Pret a Manger to
identify the most effective strategy that help them to become more competitive for their
customers. The products of Pret a Manger are wide in variety and uses fresh and healthy material
in order to provide quality services to their customers. They also provides their products in
reasonable prices for can easily accessible to its target customers.
How organisation evaluate effectiveness of their marketing efforts
It is important for every company to evaluate its marketing efforts because it guides them
to make marketing initiatives for future as well as achieve their goals in relevant manner. The
marketing efforts can be measured by analysing the long term and short term revenue generated
by their different marketing campaign. By analysing how their costs of customer acquisition are
reducing with their campaign also help them to identify their marketing efforts. This will helps
company to improve their marketing strategies and activities in order to make effective growth in
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the market (Marchand, Hennig-Thurau and Flemming, 2019). There are many tools available
that help company to measure their marketing performance and efforts. The manager of Pret a
Manger use KPI as key performance indicator in order to measure their marketing efforts. KPI is
a performance measuring tool that help company to measure its performance for specific
objective in a certain period of time. This makes their managers to get ensure that their
objectives should be completed by their subordinates as well as received feedback properly. The
company is also uses social media marketing effectiveness in order to measure its marketing
effectiveness because it help in generating huge amount of revenue for the company. The
number of posts, shares, etc on their social media campaign also helps them to measure their
marketing performance. As the larger number of engagement in their social media campaign
describes how effective is marketing campaign.
CONCLUSION
From the above mentioned report, it is concluded that the principles of marketing helps
company to develop effective strategy of marketing that help company to sell their product and
service to their target customers in more efficient manner. Marketing mix is a most essential tool
that help company to formulate effective marketing strategy for their offerings. The STP analysis
is also an important tool for marketing that help company to identify most valuable and
profitable customer segment for their product or service. The company uses various tools in
order to analyse the efforts of their marketing strategy in order to make them successful in future.
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REFERENCES
Books and Journals
(Akbar, French and Lawson, 2020)(Bao, 2018)(Guenthner, 2020)(Hanson and Kalyanam, 2020)
(Kotler, 2017)(Newman, Peck and Wilhide, 2017)(Paley, 2021)(von der Heidt, 2018)
Akbar, M.B., French, J. and Lawson, A., 2020. Use of social marketing principles in sexual
health: An exploratory review. Social Business, 10(4), pp.365-381.
Bao, H., 2018. Marketing of tourism services/experiences. In The emerald handbook of
entrepreneurship in tourism, travel and hospitality. Emerald Publishing Limited.
Christensen, M.C. and Munro, V., 2018. Cost per successfully treated patient for vortioxetine
versus duloxetine in adults with major depressive disorder: an analysis of the complete
symptoms of depression and functional outcome. Current Medical Research and
Opinion, 34(4), pp.593-600.
Guenthner, J.F., 2020. Principles of Economics and Marketing. In Potato Production
Systems (pp. 547-572). Springer, Cham.
Hanson, W.A. and Kalyanam, K., 2020. Internet marketing and e-commerce.(Student ed.).
Thomson/South-Western.
Kotler, P., 2017. Philip Kotler: some of my adventures in marketing. Journal of Historical
Research in Marketing.
Lee, J. and Miller, H.J., 2019. Analyzing collective accessibility using average space-time
prisms. Transportation Research Part D: Transport and Environment, 69, pp.250-264.
Marchand, A., Hennig-Thurau, T. and Flemming, J., 2019. Social media resources as strategic
determinants of social media marketing effectiveness. Available at SSRN 3112613.
Newman, T., Peck, J. and Wilhide, B., 2017. Social media in sport marketing. Routledge.
Paley, N., 2021. The manager's guide to competitive marketing strategies. Routledge.
Salamat, S., Hadavifar, M. and Rezaei, H., 2019. Preparation of nanochitosan-STP from shrimp
shell and its application in removing of malachite green from aqueous solutions. Journal
of Environmental Chemical Engineering, 7(5), p.103328.
von der Heidt, T., 2018. A scholarship approach to embedding creativity and sustainability in
Marketing Principles curriculum. Australasian Marketing Journal (AMJ), 26(2), pp.99-
115.
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