MKT2046 Services Marketing: Customer Focus and Greggs Strategy

This report analyzes Greggs' customer focus through market segmentation, targeting, marketing communication, and the marketing mix (7Ps). It identifies customer segments, develops a customer persona, and defines positioning and targeting strategies to maximize business performance. The report also proposes marketing communication ideas to improve relationships with new and existing customers, and configures the marketing mix elements to enhance customer satisfaction and loyalty. The analysis considers competitor analysis, differentiated targeting strategies, and customer retention to provide a comprehensive overview of Greggs' approach to customer-centric marketing.

AS1 SERVICES MKTG
CUSTOMER FOCUS

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
Portfolio Task 1...............................................................................................................................3
Identifying Greggs’ customer segments and developing customer persona...............................3
Portfolio Task 2...............................................................................................................................5
Defining positioning and targeting strategy to maximize performance......................................5
Portfolio Task 3...............................................................................................................................6
Developing Mar-comm ideas to improve relationship with new and existing customers...........6
Portfolio Task 4...............................................................................................................................7
Marketing Mix elements to enhance customer satisfaction and loyalty......................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Customer focus is one of the important strategies that used to puts the customers in the
centre while making the decisions. The current assignment is based on the Greggs which is the
British bakery chain. The report will outline the customer segments and developing the customer
persona. Further this report will outline the targeting and positioning strategy and will develop
the Mar-Comm ideas. At last this report will outline the Marketing mix 7Ps to enhance the
customer satisfaction.
Portfolio Task 1
Identifying Greggs’ customer segments and developing customer persona
Customer’s segmentation refers to the practice that helps the company to divide the base of
the customers into different groups. The groups are divided on the basis of age, gender, interest,
opinions etc. Greggs is the most popular brand that is used to produce the products for everyone.
As the company is very hard-working used to keep on changing the customer demands and
behaviour (An and et.al., 2018). The cited organization has also launched the websites in order to
enhance their loyalty that is Greggs App. In order to attract the customers the company used to
sell the stamps by which the customers can buy the products which attract more customers.
There are many characteristics of the customers segments. As it is the grocery store so people of
age group of 40 and above used to visited the store mostly (Lombart and et.al., 2018). The men
and women both used to visit at the ratio but the ratio of women was high in order to visit the
retail store. The company used sell products in the national and international market by which
they must know about the opinions and feedbacks of the customers.
Characteristics Description
Age The people of mostly age group of 40 and

above used to visit.
Gender The ratio of women was high in order to visit
the store.
AIO The company must perform the better activities
and know about the interest and opinion of the
customers.
Segments The company used to serve in the markets of
UK and the customers of different countries by
selling its products to whole sellers.
The company can use the competitors’ analysis in order to have the better market
research. By this it helps the company to know about the prices of the substitutes products in the
market. This will helps the company to gain the advantage by knowing and having the research
about the competitors in the market (Griva, and et.al., 2018). By this the company will explore
the better national and international market. This is the best marketing research method that
helps the company to know about the customer segments and customer satisfaction.
Designing the customer persona
Customer: Sarah K.M.
Gender: Female
Age: 39
Country: United Kingdom
Goal To find the best quality of products in order to
live the quality of life.
Challenges She was not able to find the best retail products
in the market where she is living.
Purchase behaviour She has purchased some grocery products fro
her home and also purchase a gift for her
mother.
Benefits of purchasing products She was very happy by using the products of
Gregg’s as it used to provide the best quality of
products In England, UK.

Portfolio Task 2
Defining positioning and targeting strategy to maximize performance
Positioning strategy: This used to make the customers attract towards the products of the
company. The company used to focus on the qualitative positioning strategy. This states that the
company used to have great focus on the quality of the products (Kalam, 2020). By focusing on
the quality and quantity of the products it will helps them to maximize the performance of the
business.
Targeting strategy: Targeting refers to the splitting of the customers who are willing to
purchase the products from the company. The company used to follow the concentrated targeting
strategy that helps them to sell its products over the globe. By this it makes the company to
maximize the profits and have better performances.
1. Competitors analysis
Basis Greggs Finsbury Food
Group
Pert A Manger
Pricing It used competitive
pricing strategy.
It uses penetration
pricing strategy.
It focus on Hybrid
pricing strategy.
Market share It has the wide
market share.
The company is
having less market
share as it has
penetration pricing.
The market share of
company is better
than Finsbury plc.
Promotion of
products
Promote its
products with two
different channels
that is direct selling
and by wholesalers.
The company uses
traditional media to
promote its
products.
The company uses
digital marketing
techniques to
promote its
products.
2. The cited organization must follow the differentiated targeting strategy that helps them to
sell its products to the large number of customers. As the company used to produce the
variety of product so this targeting strategy will help the company to gain the good
market share and improve the business performance (Nadube and Didia, 2018). This is

the best strategy that helps the company to gain competitive advantage by increasing the
profitability.
3. It is very important to maintain and retain the customer by having the positive
relationships with the customers. By taking the feedbacks frim the customers at the time
of purchasing the products helps them to retain the target customers. They must build the
intimacy and engagement that helps to gain more customers in the store. This will helps
the company to move up the ladder of loyalty by having the good profits. By satisfying
the needs of the customers will helps the company to have customer retention rather than
acquisition.
Portfolio Task 3
Developing Mar-comm ideas to improve relationship with new and existing customers
Marketing communication is the tool that helps the company to convey the messages that
the marketers used to communicate in order to have the target markets (Akturk and Ketzenberg,
2022). There are some ideas to Greggs in order to maintain and improve the relationship with the
new and existing customers in the market. The ideas are as described below:
Mintel database: This is one of the best tool that the company can use in order to promote its
business in the worldwide. This is online database which helps to provide the fast moving of the
goods of the consumers (What Are Marketing Communication Tools?, 2022). It is also known as
the consumer packaged goods that make the cited organization to have the fastest delivery of the
goods. This will helps the company to maintain and improve the relationship with new and
existing customers.
Advertising and sales promotion: By doing the advertisements of the products the company
can enhance their sales by having the more target customers (Kisiołek, Karyy and Нalkiv, 2021).
The cited organization must do the advertisements and sales promotion of their products that
helps to maintain the relationship with the new and existing customers.
Direct mail and Catalogs: When the people used to purchase from the online, the company
must help the customers to provide the reply on the mail and providing the catalogs. By
providing the catalogs to the customers it helps the company to improve and maintain the
customers relationship and retain the customers in the competitive market. The direct mail and
catalogs can be one of the best idea to attract the more customers in the market.

Social media tool: This is one of the most trending marketing communication tool that helps
the company to attract more customers (Civelek and et.al., 2021). This tool used to provide the
services and information to the large audience in the global market about the products. By this
tool company can increase their positive relationship with the new and existing customers in the
market. The potential customers are attracted and purchase more things by having the discounts
and sales.
There are some Mar-comm ideas that can be used by Greggs in order to maintain and create
the positive relationship with the customers in the global market.
Portfolio Task 4
Marketing Mix elements to enhance customer satisfaction and loyalty
Marketing mix used to includes the areas that the company must focus on in order to have the
comprehensive planning in the market. The marketing mix of the Greggs in order to enhance the
customer satisfaction and loyalty is described below:
1. Product: The product of the company must me made which used to attract the customers
in the market. Greggs used to sell different categories of products which are all sold
under brand name. By selling the products according to the needs and wants of the
customers will increases their satisfaction and brand loyalty towards company. The
product of the company must be so attracting that helps to have better positioning in the
market.
2. Price: The Company must follow the best pricing strategy that helps them to attract the
customer sin the market. Greggs used to follow competitive pricing strategy as there are
many competitors in the market (Prikhodko and et.al., 2019). By providing the discounts
and offers to customers it will help the company to gain the customer satisfaction and
loyalty in the market. The company must have the psychographic pricing strategy that
helps to attract more customers.
3. Place: The place of the company must be so wide which makes the easy availability of
the products in the market. Greggs used to have two marketing channels in order to sell
their products (Altay, Okumuş and Adıgüzel Mercangöz, 2021). They used to sell their
products directly to the customers and sell it to the wholesalers in order to sell in different
markets over the globe. This will help the company to gain the customer loyalty and

satisfaction. As the new customers are developed by suing the online selling which will
helps to enhance relationships with new and existing customers.
4. Promotions: In order to do promotion the company must use the different promotion
channels that make the customers to know about the products. Greggs Plc. used to
promote its products by using the multiple media channels which includes advertisements
on the radio, T.V., etc. This helps the company to make the customers to know about
their products and have more selling of the products. This will helps the company to have
more targeted customers and gain the customer satisfaction. It is suggested to the
company that they must have online marketing of the products.
5. People: The organizations must have the good team and staff that used to have better
production. As the cited organization is having the better team that helps the company to
have better production. The staff must be trained and skilled that used to attend the
customers nicely. This will increases the customer satisfaction and loyalty in the market
by making the customers satisfied with the products.
6. Processes: Greggs must make sure that the products they used to sell must be available at
their retail store. By having the proper availability of the products and production will
helps the company to have increase in the customer’s satisfaction and loyalty.
7. Physical evidence: The cited company used to sell its products in the different colour
packaging that helps the customers to identify the products easily (Tanjung, 2021). The
company must take the feedback from the customers that help the company to know
about the needs and meet the customer’s needs.
The leaky bucket theory used to suggest that the firm are losing its customers, as in order to
maintain the share the company must gain the equal number of customers. Greggs must also
focus on this theory which will helps them to have the large number of customers in the market.
The trade-offs also used to describe that the amount of the products must be carried in such a
manner that helps every customers to buy the products.
CONCLUSION
From the above report it is concluded about the customer segments and their features and
also developed an customer persons. Further this report has also evaluated about the Targeting
and positioning strategy to maximise the business performance. Moreover this report has also
evaluated some Mar-Comm ideas that helps the company to establish relationship with

customers. At last this report has concluded about the marketing mix in order to achieve
customer’s satisfaction.

REFERENCES
Books and journals
Akturk, M. S. and Ketzenberg, M., 2022. Exploring the competitive dimension of omnichannel
retailing. Management Science. 68(4). pp.2732-2750.
Altay, B. C., Okumuş, A. and Adıgüzel Mercangöz, B., 2021. An intelligent approach for
analyzing the impacts of the COVID-19 pandemic on marketing mix elements (7Ps) of
the on-demand grocery delivery service. Complex & Intelligent Systems. pp.1-12.
An, J. and et.al., 2018. Customer segmentation using online platforms: isolating behavioral and
demographic segments for persona creation via aggregated user data. Social Network
Analysis and Mining. 8(1). pp.1-19.
Civelek, M., and et.al., 2021. Marketing communication tools and their influence on marketing
innovation: Evidence from Slovakian SMEs. Management & Marketing. 16(3). pp.210-
227.
Griva, A., and et.al., 2018. Retail business analytics: Customer visit segmentation using market
basket data. Expert Systems with Applications. 100. pp.1-16.
Kalam, K. K., 2020. Market Segmentation, Targeting and Positioning Strategy Adaptation for
the Global Business of Vodafone Telecommunication Company. International Journal
of Research and Innovation in Social Science (IJRISS). 4(6). pp.427-30.
Kisiołek, A., Karyy, O. and Нalkiv, L., 2021. The utilization of Internet marketing
communication tools by higher education institutions (on the example of Poland and
Ukraine). International Journal of Educational Management.
Lombart, C. and et.al., 2018. Regional product assortment and merchandising in grocery stores:
Strategies and target customer segments. Journal of Retailing and Consumer
Services. 42. pp.117-132.
Nadube, P. M. and Didia, J. U. D., 2018. Market targeting and strategic positioning. International
Journal of Marketing Research and Management, 8(1), pp.32-45.
Prikhodko, K. and et.al., 2019. Innovative opportunities and reserves of contemporary marketing
communication.
Tanjung, I., 2021. Analysis of the Effect of Marketing Mix 7P on Purchase Decisions at Sentra
Snack Stores. International Journal of Review Management Business and
Entrepreneurship (RMBE). 1(2). pp.125-133.
Online
What Are Marketing Communication Tools?. 2022. [Online]. Available through:<
https://marcom.com/what-are-marketing-communication-tools/>