Report on Managing Customer Experience at Griggs Bakery, UK

This report examines customer experience management at Griggs Bakery, a UK-based bakery chain. It covers key aspects such as customer persona development, targeting and positioning strategies, marketing communication ideas, and the marketing mix (price, place, product, promotion, people, process, and physical evidence). The report highlights the importance of understanding customer needs and demands to enhance customer experience and achieve business growth. It also discusses the use of cost leadership pricing, online and offline sales channels, and digital marketing methods to expand the customer base and maintain a competitive edge. The report concludes that a focus on customer experience is crucial for success in the food and beverage industry.

Managing the
Customer Experience

Contents
INTRODUCTION...........................................................................................................................3
Portfolio Task 1...............................................................................................................................3
Customer persona........................................................................................................................3
Portfolio Task 2...............................................................................................................................4
Targeting and positioning strategy..............................................................................................4
Portfolio Task 3...............................................................................................................................5
Marketing communication ideas..................................................................................................5
Portfolio Task 4...............................................................................................................................6
Marketing Mix.............................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Managing the experience of the consumer is known to be the main aim of the restaurant industry.
This becomes one of the very essential for the company in order to identify as well as evaluate
the need of managing the experience of the consumers on the consistent basis everyday the
complexity In the environment of the business which is enhancing. The global pandemic over 19
has influenced the food as well as restaurant industry very negatively in the market area of
United Kingdom and because of this several companies are opted the existing environment in
accordance to make sure that they are meeting the needs as well as requirements of their
consumer base (Pecorari. and Lima, 2021). The following report is based on the organization
Griggs form which is the bakery that focuses on baking sandwiches, sweet items as well as other
bakery product to their consumer base in the market. The organization is situated in England
United Kingdom. The following report aims to understand and edifier the significance of the
experience of the consumer and several related components of the respective organization.
Portfolio Task 1
Customer persona
Customer persona
Customer persona is the explain description of individual that is representing the specific
target consumer base in the market area. Basically it is the fictional but commonly it is totally
based on in depth research of the current consumer base or the targeted audience of the
organization. It is known as the customer person or the marketing persona which is made by the
organization. This is also known to be the plan that is linked to the betterment of the organization
so that management can suitably position the plan of action in accordance to have the consumer
ways as well as the market share for the long period of time. In context to the respective
organization the management creates the individual persona and they can also identify as well as
understand the main elements of the consumers which the organization Can accomplish large
group of the consumers in order to make them buy from the brand that can assist the organization
in increasing their sales revenue as well as profitability in the market share (Dyankov, 2020)

Portfolio Task 2
Targeting and positioning strategy
This is known as particular group of customer base that likes to buy the offerings of the
organization. The main targeted consumer base of the organization can be evaluated by there
income, Age, gender location and many other elements. Additionally the target audience has
center around particular group off consumer ways that can be both men or women as well as
children. The organization also utilizes the segmentation, targeting as well as positioning strategy
of marketing in order to accomplish it’s long term goals and objectives. Also consumers are
segmented into several different groups of age which are entirely based on demographic and
geographic strategy. The management of the respective organization also utilizes social media
platforms in order to market their brand in a large market area at once. In addition to it the goods
are placed in such a manner in the outlet which assist them in generating more appropriate
repetition in the minds of their consumer base and by separating their goods from of the rivals of
the organization management of respective organization can construct suitable position in the
market area. (Stein, and Ramaseshan, 2020).
Point of parity (POP)..
These are known to be the components that known to be essential for the organization in
order to carry out legitimate the rivals in the particular classification and it is the manner in
which the offered products of the company together with the rivals in the market area. This is the
area in which the organization requires to offer goods and the rivals are not required which will
lead to the organization refocusing the attention on the several point of the difference. In relation
to the respective organization there mean laying in point of difference as management are
providing several differentiated product through which they are having the edge over their
competitors also leading to possess the appropriate brand value as well as attaining the trust of
their consumer base.
Moreover to this respective organization is providing the unique selling point in that day are
providing the products and they are known as the number one bakery organization that is
basically recommended by several chef and cook in the target market area.

Portfolio Task 3
Marketing communication ideas
Promotion mix is known as the combination of several approaches of marketing that is being
utilised by the organization in order to make effectual promotional activities through which
management can attain more and more audience and consumer ways for the organization. (Smit,
and Melissen, 2018)
 Public relations: This is the action of evaluating the aim of the organization as well as its
relationship in the community. Management of the respective organization is basically
increasing the trust towards the consumer through which appropriate relations with the
consumers and the organization are being constructed.
 Sales promotion: This is a technique in which commercial business utilizes the several
campaigns for temporary purpose or they provides to enhance the interest towards the
product of the organization in the target market area of the organization through which
management can attain large number of consumer base.
Selection of media is the identification of one of the most cost effectual media so that
management can provide the desired outcome as well as the kind of exposure to their consumer
base in the market area. In relation to the respective organization management are utilizing
several types of selection of media that are described below:
 Television advertising: It is also known as the television commercial advertisement
which is the span of the programming of television that is being manufactured and paid
money by the company so that management can convey their content regarding the
advertisement and marketing in order to increase the brand value of the particular goods
and services. (Hietanen, 2022)
 Print and digital Publications: This makes the individuals in order to prepare for their
career in the field in which requirement of the several exceptional capabilities and skills
in the expository writing. This is the organization in order to select one of the best media
through which management can have the suitable sales methods in the market area.

Portfolio Task 4
Marketing Mix
Price- Management of respective organization implemented the cost leadership pricing strategy
and management also focus on managing the low priced code which are offered to their
consumer ways without compromising with the quality through employing the approach of
cost leadership. Management also utilizes this type of pricing strategy in order to manage the
sales revenue as well as collaborating with their suppliers on the consistent manner in order
to guarantee appropriate supply chain management that gives the outcome in the reduction
of the prices.
Place- Management of the respective organization focus in supplying their goods and food items
to their consumer base with the assistance of the several online portals as well as offline stores.
The company is having several outlets in stores around the United Kingdom (Peppers, 2022).
Product- The company is one of the biggest bakery which focus in selling the several range of
the food items as well as bakery products to their consumer ways in the market area.
Promotion-. Management has the suitable brand reputation in the market area that assist them in
their marketing practices. The respective organization uses several type of digital media
methods in which social media platforms are the men area where the organization focus and
advertising their products which can assist them in increasing their consumer base for the
long period of time.
People- The company is having employees that are functioning at their retail outlets that assist
the consumers on site through answering there queries or assisting them in order to make
them decide the good appropriately suits their requirements.
Process- This element is the standardised combination of practices which assist in achieving the
specific target as well as process the orders of the consumer base. In relation to the organization
the management provides online as well as offline payment methods in which the consumers can
either pay the amount by cash or they can also pay through digital payment method. (Koetz,
2018)
Physical evidence- The company has their logo as well as it creates the effectual utilization of
colours through this it is very useful for the organization in order to having the edge over
their competitors. The product that are offered in the offline outlets of the organization are
conveniently available for their consumer base.

CONCLUSION
From the above report it has been concluded that experience of the consumer is known to be one
of the most essential name of all the companies as the food and beverages organization requires
to enhance their consumer experience so that they can attain success as well as growth in the
market area. The following report also included the need as well as importance of the
understanding of requirements as well as demand of their consumer base which are targeted by
the organization and the management is capable to make several techniques in accordance to that
only.

REFERENCES
Books and Journals
Koetz, C., 2018. Managing the customer experience: a beauty retailer deploys all tactics. Journal
of Business Strategy.
Rogers, M. and Peppers, D., 2022. Managing customer experience and relationships: a strategic
framework. John Wiley & Sons.
Hietanen, E., 2022. Managing omnichannel customer experience through customer journeys in
the automotive industry.
Smit, B. and Melissen, F., 2018. Sustainable customer experience design: Co-creating
experiences in events, tourism and hospitality. Routledge.
Stein, A. and Ramaseshan, B., 2020. The customer experience–loyalty link: moderating role of
motivation orientation. Journal of Service Management.
Dyankov, T., 2020. Marketing Opportunities For Managing Customer Experience With The
Tourist Brand. In Anniversary Scientific Conference with International Participation
TOURISM AND CONNECTIVITY 2020 (No. 1, pp. 349-355). University publishing
house" Science and Economics", University of Economics-Varna.
Pecorari, P.M. and Lima, C.R.C., 2021. Correlation of customer experience with the acceptance
of product-service systems and circular economy. Journal of Cleaner Production, 281,
p.125275.