Holland & Barrett Marketing: Strategies, Mix, and Effectiveness

This report provides a detailed analysis of Holland & Barrett's marketing strategies, examining their company profile, Porter's generic strategies, marketing mix (product, price, place, promotion), and promotional mix (advertising, public relations, events, direct marketing, personal selling, and social media marketing). It evaluates the effectiveness of their marketing efforts, highlighting their focus on the Google 'see-think-do' strategy and competitive pricing. The report concludes by summarizing the key aspects of Holland & Barrett's marketing approach and its impact on their market position. Desklib offers a range of study tools and resources for students.

Principles and
Practices of
Marketing

Table of Contents
Introduction .....................................................................................................................................1
Main Body.......................................................................................................................................1
Company profile.....................................................................................................................1
Porter's generic strategies.......................................................................................................2
Marketing mix .......................................................................................................................3
Promotional mix ....................................................................................................................5
Strategic decision and relevant taught theories......................................................................7
Evaluate the effectiveness of marketing efforts.....................................................................8
Conclusion.......................................................................................................................................9
References ....................................................................................................................................10

Introduction
Marketing is described as the essential procedure used by the organisation to make
consumers aware of their brand image as well as product and services. It is also the necessary
activity used by the business organisation to promote the purchase and sell of product and
services (Berkowitz, 2021). It includes various tools like advertising, direct marketing, social
media marketing and so on which help the business organisation to boost their trade good and
services among direct consumers and create powerful place of the organisation image in the
minds of the consumers. For this report Holland and Barratt company is taken as the base
company. Holland and Barratt is one of the well established chain of health foods having more
than 1300 stores in around 16 countries. Company was founded in 1870 by Alfred Slapps
Brarrett and Major William Holland, its headquartered is in England, UK offering quality and
healthy products to their customers. This report highlights detailed analysis of the marketing mix
elements to reinforce its positioning in the marketplace. Also the strategic decision and relevant
taught theories used is also mentioned. Also the effectiveness of the marketing efforts are also
taken into consideration in this report.
Main Body
Company profile
Holland and Barratt is one of the well established chain of healthy food shops offering
healthy product to their target customers and ensuring their satisfaction level also. The company
has around 1300 stores in 16 countries, it was founded by Alfred Slapps Brarrett and Major
William Holland in 1870. company is actively using marketing strategy in order to grow and
enhance their performance in the competitive environment (Chaffey and Ellis-Chadwick, 2019).
The usage of impressive marketing strategy leads the organisation to gain competitive advantage
in the marketplace. Holland and Barratt advertising scheme is mainly focused on the Google
strategy “see-think-do”. Company follows effective funnel that generally start with creating
effective brand consciousness and then lead the people through the funnel way towards the sales.
This funnel is considered to be the basis of company's sale approach that is target audience,
storyline and creativity effectively. The company actively use various marketing tools to make
consumer aware of the organisation goods and services. It also help in increasing the customer
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base and enhancing the overall performance of the business. Company has created strong
position in the marketplace through the effective use of marketing strategy (Crick, 2021).
Porter's generic strategies
The porter's generic strategy is defined as kind of strategic framework utilise by the
business organisation to get competitive advantage in the chosen market effectively. There are
primarily three strategic option present to the business to gain competitive advantage in the
market such as cost leadership, differentiation and focus. In context to Holland and Barratt, to
analyse the strategic position of the company the porter's generic strategy is mentioned below:
Cost leadership: The first and foremost strategy is the cost leadership strategy, this is
most commonly used strategy that allows the organisation in order to maker consumer aware of
their brand, leading to enhance their competitiveness through targeting broad market and offering
them lowest price. There are mainly two option either to keep the company's price low or either
keep the consumer price low. Keeping the low price for the consumers allows the company to
attract large number of customers and retain them for long period of time (Fardy, 2019).
Differentiation: Another essential strategy is the differentiation strategy, this strategy
allows the business organisation to gain competitive advantage through targeting a broad market
with relatively high demand and offering unique and differentiated product and services to them.
Offering unique and differentiated allows the business organisation to differentiate them from
their competitors and enhance their overall performance in the marketplace. Offering unique
product and services allows the business organisation to make themselves differentiated from
their competitors.
Focus: The last strategy is the the focus strategy, this strategy allows the business
organisation to gain competitive advantage through focusing on the target customers in the target
market. This includes the either cost focus or differentiated focus. Cost focus allows the business
organisation to focus on their cost in the target market whereas the differentiated focus allows the
business organisation to bring new and unique product in the target market (Garner, 2019). This
allows the organisation to improve their performance and achieve competitive advantage.
In context to the Holland and Barratt, the company uses cost leadership strategy in order
to enhance their overall performance and gain competitive advantage in the marketplace. The
company offers high quality products at value for money which allows them to gain sustained
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competitive advantage in the marketplace. The company follows lower cost structures to draw
large consumers base and leads towards growth and success.
Marketing mix
The marketing mix is described as the set of activity taken the business enterprise to
make their goods and services visible in the marketplace and maintain their position. It allows
the business organisation to focus on the multiple areas as a part of the marketing plan allowing
them to enhance their overall performance (Johnstonand Sheehan, 2020). In context to Holland
and Barratt, the marketing mix of the company are mentioned below:
Product: It is the commodity offered by the business organisation to their target audience
in order to satisfy their needs and wants. It is considered to the driving force behind the success
and growth of the business. In context to Holland and Barratt, the company offers wide range of
product and services to their customers, some of the products of the company includes in the
category of vitamins and supplements, foods and drinks, sports nutritions, health and wellness,
vegan, natural beauty and so on. The company target to satisfy changing preference of their
target customers effectively.
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Price: It is defined as the value offered by the consumers in return of the community
brought by them, it is considered to be the vital factor of the marketing mix it helps in enhancing
the overall performance and profitability of company. In context Holland and Barratt, company
follows the competitive pricing strategy in order to attract large number of customers and
enhance their overall performance (Layton, 2019). Competitive pricing strategy allows the
company to analyse the final price of the product and services against the price of the
competitors. This pricing strategy allows the company to remain competitive in the marketplace.
Place: It is described as the geographical location considered by the company in which
they can offer their product and services, location makes it easier for the consumers to easily find
the product and services of the target company. In context to Holland and Barratt, the company
has their headquartered in Nuneaton, England, UK. The company also has their stores in around
16 countries offering quality services to their target customers (Leeand Kotler, 2019). The main
store of the company which is in UK is located at the prime location making simple for the
buyers to their discovery their product and services.
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Promotion: It is another essential marketing mix tool considered by the business
enterprises to attract large number of customers to buy their product and services. There are
various promotional tools such as advertising, public relation, sales promotion, personal selling,
direct marketing, social media marketing and so on, the use of these promotional tools makes it
effective for the company to directly interact with the customers and creating awareness
regarding the product and services. In case of Holland and Barratt, company is actively engaged
in the marketing strategy in order to gain competitive advantage in the marketplace (Lim, 2021).
The company uses advertising and social media marketing in order to attract their customers. The
company's advertising strategy is mainly on the basis of google strategy; See-think-do strategy.
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Promotional mix
A promotional strategy is described as different marketing approach considered
marketing manager to determine and effectively optimise the promotional efforts used. It is also
refer to as using different making tools and techniques to promote their brand and make
consumers aware of the product and services (Miliopoulou, 2019). In context to Holland and
Barratt, the company largely focus on promoting their product and services among the customers
leading to increase their sale and performance in the marketplace, the company also use
marketing tools in order to get required information regarding changing customers taste and
preference and to satisfy them accordingly. The various promotional tools used are mentioned
below:
Advertising: It is one of the most essential and commonly form of promotional tool used
by the business organisation in order to promote their product and services as well as make the
consumers aware of their brand image. It is defined as the paid form of non personal promotional
, which helps in attracting large number of customers. In case of Holland and Barratt, the
company is activity uses this form of promotional technique in order to attract large customer
across the globe. It helps the company to deliver company's brand and product message to large
audience effectively (Nicholas, 2018).
(Source: Holland and Barrett advertising, 2019)
Public relation: Another form of promotional tool used by the business organisation is
the public relation, this helps the business organisation to maintain effective relationship with the
public. Public relation includes the required and necessary communication with the all the people
with whom the business organisation has direct contact. In context to Holland and Barratt, helps
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the organisation to build positive and effective brand image in the eyes of general public, the
company uses effective PR in order to retain their customers and enhance their overall
performance.
Events and experiences: Event marketing is one of the growing form of promotional tool
which enable the organisation to promote their brand among large number of audience. Event
marketing is a tools that marketer uses in order to promote their brand, products or services with
an in person or real time engagement of the audience. Under this the event is organised by the
company or the CEO in order to make consumers aware of the new launch or the new services
offered by the company (Olomu, 2019). In context to Holland and Barratt, the company
organises events in order to make consumers aware of their new services offered.
(Source: Holland and Barrett Events, 2020)
Holland and Barrett Events organised by the CEO of the company
Direct marketing: The direct marketing is a form of advertising in which the potential
customers is directly targeted in order to make them aware of the product and services or to make
a sale. Direct mail, telemarketing and email marketing are considered to the popular form of
direct marketing. It is also consist of kind of marketing process that depends of direct
communication to the consumers. In case of Holland and Barratt, the company uses direct mail
and email marketing to directly interact with their potential customers.
Personal selling: Another form of marketing is the personal selling, this form of selling
is also called as face to face selling which involves marketer trying to convince the target
consumers to buy their product and services. Under this the product and services are directly sold
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to the customers. It involves marketer using their skills and abilities to make the sale to the target
customers. In case of Holland and Barratt,l use of this marketing tool will help the company to
directly interact and communicate with the customers and influence them to buy their products.
Social media marketing: The social media marketing is one of growing field of
marketing with large number of users using these platforms. There are various type of social
media platforms such as Instagram, Twitter, Facebook and so on are used by the business
organisation in order to directly interact with the customers. In case of Holland and Barratt, the
company actively engaged on social media platforms to directly interact with their potential
customers (Park,2020).
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Strategic decision and relevant taught theories
Strategic decision are the kind of decision taken by the business organisation that are
directly concerned with the whole environment in which the firm operates. This allows the
business organisation to take proper decision regarding their mission and objective and achieve
desired goals and objectives. It helps the business organisation to enhance their overall
performance and profitability as well as allowing them to gain competitive advantage in the
marketplace. In context to Holland and Barratt, the company follows proper steps in order to take
right decision and achieve desired goals. The company follows effective five step model to
effectively make the strategic decision through properly defining the problem, than collecting the
required information regarding the problem, after collecting the required information the
company effectively develop and evaluate the options available and then finally choose the best
action available in order to take the right decision (Rudani, 2020). Also in context to Holland and
Barratt, to analyse the relevant taught theories used by the company in its marketing efforts the
push and pull strategy is taken into consideration.
Push and pull strategy: The push and pull strategy is an important strategy utilized by the
business enterprise to effectively reach to their target audience and achieve desired marketing
efforts. This strategy allows the business organisation to direct their promotional routes to the
market effectively. In context to Holland and Barratt, the push and pull strategy is mentioned
below:
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Push strategy: It is the kind of strategy used by the enterprises in order to make
consumer aware of product and services. It involves directly taking the companies product and
services to the customers. In involves ensuring that consumer is aware of the company's product
at the time of purchase. Under this various marketing strategies are used by the organisation in
order to make consumer aware of the goods and services. It involves pushing a product and
services at the customers in order to increase their sale and enhance their productivity and
profitability (Sahoo, 2019).
Pull strategy: Another kind of strategy is the pull strategy, this strategy involves pulling
a customers towards a product and services. Under this the main focus of the organisation is to
build a strong brand image and create great value which will help them to attract large number of
customers and enhance their performance. This kind of strategy requires highly strong and
visible brand enhanced through through mass media advertising or any other social media
marketing. This strategy is mainly focused on creating demand and supply channels will handle
the process, the brand image and competitive advantage of a particular company helps them in
pulling large numbers of customers to buy their products (Scharmer, 2018).
In context to Holland and Barratt, the company uses push strategy in order to draw large
number of business to buy their product and services. Company uses various marketing
techniques like direct advertising and social media marketing in order to create awareness
regarding the product and services among the target customers. Offer them required information
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