Sales and Marketing Report: Customer Needs at Frankie & Benny's

This report provides a comprehensive analysis of the sales and marketing strategies employed by Frankie & Benny's, focusing on the introduction of a wrap vegetarian snack. It begins with an introduction to sales and marketing, emphasizing their importance in the food and beverage industry. The report then delves into the application of STP (Segmentation, Targeting, and Positioning) to Frankie & Benny's, examining how the restaurant segments its market, targets specific demographics (young and middle-aged individuals), and positions its new product. The rationale for innovation, specifically the wrap vegetarian snack, is discussed, highlighting its usefulness for busy customers, competitive advantages, and alignment with the company's growth objectives and existing strategies. The report also explores viable solutions, such as the cost leadership strategy, to meet customer needs. Finally, it examines the role of data in improving relationship marketing, including how data can enhance customer expectations and service excellence.

Sales and Marketing

Table of Contents
Introduction......................................................................................................................................1
LO 2.................................................................................................................................................1
a Concept of segmentation, targeting and positioning.................................................................1
LO 3.................................................................................................................................................3
b. Rationale for Innovation in meeting needs of customers in line strategy of Frankie &
Benny's.........................................................................................................................................3
LO 4.................................................................................................................................................5
c. Viable solutions to meet customer needs.................................................................................5
LO 1.................................................................................................................................................7
d. Role of data in improving relationship marketing within business.........................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

Introduction
Sales and marketing can be defined as kind of business operations that helps in enhancing
overall sales and profitability of an organization in an appropriate manner though promoting and
selling products and services that are manufactured or sold by companies(Malshe, Johnson and
Viio, 2017). Sales and marketing are two most important functions of an organization that helps
them in increasing awareness and knowledge about their products and services among their
customers, attract new targeted customers in order to enhance their overall sales. Sales and
marketing both the functions of a business are inter related because without effective marketing
sales of an organization cannot be enhanced and if sales of a product is not good then there is no
use of marketing that product. Food and beverage industry are one such industry in which
marketing plays a vital role in increasing sales of their products and services provided by them
for their targeted customers. This assignment will lay emphasis upon role of data in improving
relationship marketing for enhancing customer expectations and service excellence, Assess the
concepts of segmentation, targeting and positioning, rationale for innovation in product and
service design in meeting the needs of customers and development of viable solutions to meet
customer needs. Organization focused upon in this assignment is Frankie and Benny’s restaurant.
It is an Italian-American-themed restaurants in the United Kingdom who are introducing
wrapped vegetarian snack for busy people who do not have time for having proper breakfast and
lunch.
LO 2
a Concept of segmentation, targeting and positioning
STP stands for Segmentation, Targeting, and Positioning. STP helps organizations to
examine their product so that they can communicate its benefits to their target market
segmentation using appropriate strategy(Sleep, Lam and Hulland, 2018). STP has helped in
shifting focus of organizations from product-focused marketing to customer-focused marketing.
Segmentation
Market segmentation is based on the process or method of dividing a heterogeneous
market into relatively more homogenous segments on the basis of certain parameters such as
demographic, behavioral and psychographic. Basically, market segmentation can help them to
target the suitable people which most likely to become satisfied existing potential consumer of
Frankie and Benny’s company. This enterprise will use their food item such as wrap vegetarian
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Snack for busy people (Vinuales, Magnottaand Kulkarni, 2019). To segment a market, it is very
important to split it up into groups of individual people that have a similar characteristics. It can
identify the base of segment on one or more qualities while splitting up an audience. It allows for
them to more preciously targeted marketing and personalized content.
Frankie and Benny’s is based on the chain of Italian America themed restaurants in the
United Kingdom and running by enterprise group. It is kind of family friendly American
restaurant with providing the different options within menu cards. This restaurant will be
targeting the young generation people and middle age of people below 40 years old. These
people are usually very busy in their working lifestyle so that it become great opportunities to
use this kind of services. Sometimes, they do not have much time to take breakfast on time.
That’s why, Frankie & Benny’s will segment the people on the basis of demand.
Market segmentation allows to target the content and right people rather than targeting
the entire audience within generic message. It is helping to increase the chance of individual
people engaging with ads, content. As a resulting, it is more efficient campaigns and improved
return on the investment.
Targeting
Frankie and Benny’s is targeting the targeting the young generation people and middle
age of people below 40 years old with the help of Wrap vegetarian snacks. Some people have a
lack of time for taking a proper breakfast time. In this way, it is targeting the market strategy that
will break a large market into smaller segments to concentrate on the young and middle age
below 40 years for both rural and urban areas (Vinuales, Magnottaand Kulkarni, 2019).
Sometimes, it can define a segmentation of existing consumer base on their unique
characteristics and focus on solely on serving them.
Instead of trying to reach within specific entire market that needs for “Frankie & Benny’s
restaurants and use to target marketing. In order to put their energy into connecting within
specific, defined the targeted audience within marketplace. Frankie & Benny’s restaurant is
playing as important to consider as holistic marketing strategy. This will impact on the
advertising and consumer experience. In case, young people can use them wrap vegetarian snack
service where they can show as positive experience. This will help for attracting the other
consumer who have not enough time. That’s why, other young people will try to use this kind of
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wrap vegetarian snack services. Afterwards, it has been summarized that Frankie & Benny’s can
increase their popularity in market because of their product as well as service.
Positioning
Positioning is the final step in STP approach. On finalizing target market segment that
organization wants to target, next step is to design a marketing program that can be resonated
with target market (Saputra, 2020).With the help of this product Frankie and Benny wants to
develop a unique image in their consumer’s mind. They use different positioning strategy that
can be used by them for their different target markets as compared to their competitors. In order
to market their product they focus upon their customer behaviour and they are focusing upon
introducing wrap vegetarian snack as a product for their busy customers who do not have time
for breakfast and lunch so that they can have this snack any time. In order to position their
product Frankie and Benny’s have used low cost strategy as they will be focusing on providing
highly nutritious wrap vegetarian snack to their customers at lower cost so that they can have this
snack at any time of day as per their convenience. They also use adaptive product positioning
strategy so that they can reposition their product as per changing market segment.
LO 3
b. Rationale for Innovation in meeting needs of customers in line strategy of Frankie & Benny's
Innovation for the product that Frankie & Benny's are using for meeting needs of
customers include wrap vegetarian snacks. Rationale for design and development of this product
on the basis of customer analysis and data collected are as follows-
Highly useful for busy people
Wrap vegetarian snacks is a product that is very useful for young and middle aged people
do not find adequate time for breakfast and often skip breakfast because of lack of time. On the
basis of customer analysis and data collected it has been identified and concluded that many of
young and middle age people often skip their breakfast because of time constraints and busy
schedules (Nandan and Mandayam, 2020). This product will be a solution for this problem,
because this negatively affects health of people. Wrap vegetarian snacks are useful as this people
can eat this product on the go and will not affect their health negatively because of skipping
breakfast. Along with these this product is also healthy and suitable for people with different
health conditions. Hence this product is a very good and useful for those people with lack of time
and will not deteriorate the health because of this reason.
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Competitive advantage
This is another important rational for this innovation. Wrap vegetarian snacks is product
that is specifically designed for busy people and customers can use this product to eat on the go
and this characteristic of product provide competitive advantage to organisation. This is also one
of the qualities that Frankie & Benny's use promotion of the product. Additionally, this product
is also designed with considering effect on health and fitness. This product is also good and
favorable for health and does not contain any element like other fast food items and side effect
and negative effect of fast food products on health. In order to maintain Frankie & Benny's this
product will utilise cost leadership strategy for competitive advantage. Cost leadership strategy is
one in which cost of product is likely to be lowest in industry and compared to all competitors
(Munim, 2018). Further, Wrap vegetarian snacks, is an alternative for breakfast and this is why it
is best to provide product at affordable price in order to ensure maximum sale of the product.
Increasing customers and growth objectives
Increasing customer and growth of business is a objective that every firm has and Frankie
and Benny's also has 236 outlets nationwide. This means that Frankie and Benny's have strong
presence and this can be further enhanced by increasing customers and market share in existing
market. This is another rationale for developing this product is that through this product
company will be able to attract customers from different market segment and this will help in
achieving growth objectives of Frankie and Benny's. This is because this mainly aims at busy
customers and fulfilling their requirements for breakfast. This way Frankie and Benny's will be
able to position it on the basis of utility. Through this company will be able to increase its market
share and profit of the company. Further because of its healthy and tasty characteristics it is also
able to attract customers from different customer segments and also existing customers of
Frankie & Benny's can also take interest in this product. This means that product has effective
potential in contributing growth objectives of Frankie & Benny's and is helpful in increasing
market share and sales.
In line with existing strategies and capabilities of organization
In order to ensure success and feasibility of innovation it is very important that
organization has required resources to create and develop the product (Boon and Edler, 2018).
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This is another element for rationale of creating Wrap vegetarian snacks. This means that
developed product is in line with existing strategies and capabilities. This means that Frankie and
Benny's will not require making additional investment and can utilise its existing resources for
the purpose of developing new product. This is also one of the reasons for developing this
product. This means that it is very important that organisation collect and source required
material for developing new and innovative product. Concerned with this product Frankie &
Benny's have required resources making is more feasible and viable for creating and offering to
customers.
Sustainability of Frankie and Benny's
This is another reason and rationale for this innovation. This means that innovation is key
and most important element for sustainability of the organization in a highly competitive
business environment. Frankie and Benny's have strong presence in market and further its
growth and sustainability can be achieved through offering innovative product and service.
Frankie and Benny's can also ensure their sustainability through Wrap vegetarian snacks that it
creates for busy people (Ozer and Piatt, 2017). Developing this product is a useful strategy
through which Wrap vegetarian snacks can also achieve and attain benefit of first mover for
certain time and during this with effective promotion and marketing company can achieve
significant benefit. This product development will also increase variety of offerings for existing
customers of Wrap vegetarian snacks.
LO 4
c. Viable solutions to meet customer needs
Cost leadership strategy
This is a strategy that Frankie and Benny's can utilise to ensure it is able to address needs
of its target market. This strategy will ensure that maximum customers can buy the product and
also afford the product. Cost leadership strategy will ensure that along with getting effective
profit margin Frankie and Benny's is able to give benefit to its target market. Low cost products
having adequate quality are preferred by a large number of customers. This is why this strategy
is suitable for Frankie and Benny's new product. This strategy of marketing will also help
Frankie and Benny's in retaining customers that it has gained through this product offering.
Leverage Influencers
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This is one of marketing strategy that Frankie and Benny's can utilize. This means that in
this strategy Frankie and Benny's will be able to communicate effectively with its target market
customers (Smith, 2018). Leveraging Influencers, is strategy that is very effective in influencing
young and middle aged customers through different social media channels. Influencers are
people who have power to affect purchasing decision of customers because of knowledge and
position that they possess regarding certain product and service. Frankie and Benny's can utilize
this strategy to reach to its target market and fulfill their needs. This also involves social media
strategy and benefit of social media in marketing, this way it is an effective strategy for Frankie
and Benny's marketing.
Starting small outlets at busy places
In order to ensure success of product development and to fulfill requirement of target
market it is important that product developed is easily available for customers to buy. This is
important for both attracting customers as well as retaining customers. This is another strategy
for sales that Frankie and Benny's can utilize to sell to its target market. Because target market
involves busy people who are having time constraints Frankie and Benny's can open small
outlets especially for Wrap vegetarian snacks (Vlahović and et.al., 2016). This can be started at
places like busy streets, bus stop and railway station from where customers can easily buy
products of Wrap vegetarian snacks. Other than this, Wrap vegetarian snacks can identify places
where people are most likely to go in order to commute to their workplace. This is because
product has been designed to fulfil needs and requirements of such people who do not get
enough time to have breakfast. Through these small outlets they can easily buy their breakfast
alternative.
Developing unique brand position: Brand position is one of the main things that differ
company’s products than others and customers also find easier in taking buying decision. They
do not have to think about it. By developing brand by making use of effective content, colour,
logo and other things, it can attract customers and can retain with itself by providing and
fulfilling their promises (Panzavolta, 2016). As like other companies like Coca cola that has an
effective brand position, this fast food store can also make use of this strategy and can make its
business successful.
Using social media: It is found that this fast food store wants to offer nutritional and healthy
wrap vegetarian snack for busy people that skip their breakfast only because of work load. It is
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also found due to work load and not focusing on health and having healthy food, people are
becoming unhealthy and physically unfit. It is increasing several health related problems and
diseases that is also increasing mortality rate. For reducing this rate and improving overall health
and quality of lives, it can make use of social media for making people aware. It is important for
people to know about features of this new product and it is not possible for company to interact
with customers individually and face to face (Du, Yalcinkaya and Bstieler, 2016). It can
consume their time. So, by uploading images and including all features and information of food
products on social media, it can attract customers to the great extent and can also retain them
with the company for the long run. Health is primary need and happiness and by having this food
product, customers can focus on their work more effectively.
Document buyers journey for each persona: Company can make buyers journey on the basis
of sales and marketing. There is requirement for leaders of sales and marketer to work through
each persona in joint sales. It is important to know that how they become lead and this lead can
help employers in increasing sales. This process can help company in increasing sales,
accomplishing goals and improving health of people by providing qualitative food products and
services to target customers (Märtin, Asta and Bissinger, 2020). It is also important for leaders
and employers to know that what resources they have and how they can make use of resources
for providing better services and improving quality of life.
So, from the above discussed all strategies it can be said that Frankie and Benny’s can attract
customers, retain them and improving their health.
LO 1
d. Role of data in improving relationship marketing within business
Data is one of the important key of the success of marketing as without having information it is
not possible for marketers to make their marketing functions successful. Marketing functions are
being performed for taking better decision and providing products to customers as per their
needs. So, for this purpose of providing qualitative products, marketers require having
information of the market and customers as what they want, which features in products can
satisfy their needs. So, it can be said that data plays an important role in improving relationship
marketing within business (Suoniemi and et.al., 2020). In regards to Frankie and Benny’s
restaurant wants to improve sales, taking competitive advantages and for that it is focusing on
product development. In product development strategy it wants to provide new healthy and
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nutritional wrap vegetarian snack to people who are busy in their life and skip breakfast due to
busy schedule. They can have this wrap anytime, anywhere as there is no requirement of sparing
specific time for having it. So, it can improve their health and can satisfy their needs. There are
several advantages of data in context to marketing that can be beneficial for Frankie and Benny’s
such as:
Improve customers’ relation: For promoting products and satisfying customers’ needs
that is the main role of marketing, marketer requires having customers related information. So,
by gathering information of market as what is going on, current trends, needs of target market,
marketer can provide qualitative food products. By getting products as per the needs, customers
feel valued and it increases trust within business and they are more likely to stay with the
company. This loyalty and trust improve relation of company with customers and it helps them
out in increasing customers’ retention rate.
Increases sales: Data have relation with marketing functions and nowadays companies mainly
focus on this function because it helps companies out in making people aware about features of
products. Sales can also be increased with effective marketing functions. Marketing functions
can be performance in an effective and successful manner when marketer has appropriate and
accurate data or information. By having accurate information as requirements, reasons of having
needs of customers, marketers can attract customers and provide them food products. It can
increase sales and overall productivity of the company (Payne and Frow, 2017).
Marketing functions can support company in accomplishing their pre-determined goals like
taking competitive advantages, increasing revenue, profit margin, increasing customers’
retention rate, improving image and others. So, by having appropriate data or information,
Frankie and Benny’s can develop its new product and can also attract customers towards buying
it.
Role of data in improving customers’ expectations
Data helps in knowing customers needs: For increasing customers’ satisfaction and
expectations it is important for marketer of having customers’ information. With appropriate data
or information, marketer can understand their needs or behaviour as what they are expecting
from company, what are their needs. By making use of all these information, company can
satisfy their needs and can makes they feel valued by providing valuable products and services to
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them. For knowing their needs, marketer communicates with customers that can improve
relation. So it can be said that data plays a vital role in improving customers’ expectations.
Real time data promotes accuracy: Real time data is known for accuracy and speed that help
companies in making better decision related to products. When leaders make use of real time
data and can access information faster than they can make decision related to business operations
more effectively. It can also promote accuracy and accuracy is one of the main key of effective
decision and problem solving. From above discussed strategies it is found that Frankie and
Benny’s is focusing on product development strategy and along with it cost leadership can also
help it out in attracting customers to the great extent and making its business successful (Kunz
and et.al., 2017). It can also be made better when, data are being gathered from customers as how
much price they can afford and others.
Customers’ services can be tailored to buying preference: In regards to customers’
satisfaction and delivery of products it can be said that company can able to over deliver and
increase sales if they understand buying behaviours of customers. Knowing buying behaviours
can be done by interacting with customers while taking information and knowing about market
trends. For saving time, Frankie and Benny’s can make use of technology and can serve ads to
customers all over the internet and can get data about their shopping habits. It can help them out
in making their business successful and competing with other companies in an effective manner.
All these data can also be used in making decision about products and services in which
customers are interested.
So, on the basis of above discussed all effectiveness of data in regards to both marketing
relationship and increasing customers’ satisfaction it can be said that it plays a vital role and can
provide several advantages to them (Hanaysha, 2018). In the context of Frankie and Benny’s it
can be said that by gathering information they can attract customers’ great extent and can
improve their health as it is one of the main aims of this fast food store of developing new food
development.
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CONCLUSION
It has been summarized from the above study that marketing and data collected by marketers’
plays an important role. Data helps company in having detailed understanding about customers,
market trends. All these data also help them out in taking better decision as well as
accomplishing goals. It has discussed reasons and importance of segmentation, targeting and
positioning people as it also helps company in attracting customers and increasing sales. Further,
it has discussed some reasons as why companies focus on product development and bring
innovation in new product. Innovation and uniqueness in new product also help company in
attracting customers, satisfying their needs and retaining customers with the company for the
long run. Marketing mix also plays an important role as it provides detailed information to
customers about products, pricing strategy and other elements of product. Lastly, it has discussed
roles of data in marketing relationship within business and importance of having accurate
information for making marketing functions successful.
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