Marketing Strategy Development and Product Implementation Plan

This report provides a comprehensive marketing strategy and implementation plan for Finsbury Food Group's improved Peppa Pig birthday cake. It begins with an introduction to marketing strategy and the product, followed by an analysis of key market trends, competitors, and customer behavior. The report then delves into segmentation, targeting, and positioning strategies, recommending specific elements of the marketing mix. It addresses implementation issues and concludes with recommendations for successfully launching the improved product. The analysis covers demographic, psychological, behavioral, and geographical factors. The report also highlights the importance of product improvements, such as reducing sugar and saturated fat, and considers the customer's attitude towards price, taste, and presentation. The report aims to enhance sales volume and profitability while creating a strong brand image.

Marketing strategy
development and improved
product implementation plan

Table of Contents
INTRODUCTION...........................................................................................................................3
PART-2............................................................................................................................................3
Key Market Trends-.....................................................................................................................3
Key competitors-..........................................................................................................................4
Customer attitude and behaviour-................................................................................................4
The opportunities relevant to social issues- ................................................................................5
PART-3............................................................................................................................................5
Segmentation, targeting and positioning......................................................................................5
PART-4............................................................................................................................................7
Recommendation of marketing mix elements ............................................................................7
PART-5..........................................................................................................................................10
Implementation issues................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing strategy can be defined as the business plan which is made for reaching or attracting
the potential customers and turning them into actual customers by offering such products and
services that they need. It includes the company’s key brand, value proposition, data related to
customers demographics and other high level components. Whenever the company launches the
new product or improve the existing product its marketing department focuses on coming up
such marketing strategy that is developed considering the target audience and is the
implementation plan of the product which made in order to successfully launch a product.
Finsbury Food group is one of the chief speciality bakery manufacturer offers wide and diverse
range of breads, cakes and bakery snacks for the prime UK supermarkets under its own labels,
and to the high street famous pubs and restaurants. Company makes celebration cakes under the
licence for great brands such as Disney, Thornton’s etc and is also leading manufacturer of
speciality bread like Cranks & Vogel’s. It offers the Peppa Pig Birthday Cake, and that product
has not received good reviews. So the foremost purpose of this report is to improve the overall
quality of the existing product and then offer it to the customers after making changes. Finsbury
will work on improving the product by lowering the sugar level or using sugar free, reducing the
level of saturated fat by decreasing the thickness of icing, making it wet or moist, bland testing
and make it decoration more attractive (Hoque, Hashim, and Azmi, 2018).
This report contains the brief analysis of the markets; its key competitors, trend, current
behaviour of customers and recognises the opportunity. It also examines the persona and the
profile of the target markets and segments to understand their needs so it provides them benefit
and solves the company’s problem. Further it discuss about all the 7Ps of marketing mix and
different issues related to implementation of chosen marketing strategy.
PART-2
Key Market Trends-
Digital Marketing- Bakery uses the technologies and promote their store by electronic devices
like social media, Google ads. It is beneficial to the bakery to expand their business towards
growth as it is digital media and a platform to promote goods and services.
Delivery of goods - Bakery industries follow a trend to provide fresh and healthier food to their
customers so that they can satisfy the customers with their services. The Finsbury Food Group

Ltd. Improving their services and deliver on clarification of the customers who are looking for a
sweet treat (Brown, 2017). Hyper-indulgence can built into bakery products by adding unique
ingredients, ethnic flavour and texture.
Clean Label and Enhanced health Cues- The customers concern with health and wellness, so
the bakery can come with natural positioning, clean claims and simple labels by which they can
attract more customers and move towards the growth and increase the competitions.
Key competitors-
The competitors are La Brea Bakery, Allied Bakeries, EUROPASTRY, Bridor, Britannia
Industries, Canada Bread, Hovis, Gonnella Baking. While all the bakery store using different
positioning strategy. La Brea Bakery adopt a unique selling proposition in which they serve
unique flavours to the customers (MacGill and Smith., 2017). Allied Bakeries grab the position
based on pricing aims to be cheapest in the market with very low-price products in many product
categories. Britannia Industries compete by focusing on the quality of the product or luxury, as
the customers believe to purchase a high quality product or luxury product because of the
reputation of the bakery. Gonnella Baking positioning focuses towards the competitors for
product differentiation as their are lots of competition occurred in market so the company direct
follow some polices to compete with competitors. Hovis bakery benefits a positioning strategy
associated on the products or the quality of the products that characterised from different
products.
Customer attitude and behaviour-
Healthy and Hygiene products- The customers are demanding for a hygiene goods having
good quality of the product and it is beneficial for the health and well-being. The customers
while buying any bakery product they first observe the cleanliness of such product.
Quality of product- Customers looking for the good quality of product, so that they can
maintain their health. As the quality of product means to meet the customers needs or wants and
satisfy the customers by improving the quality of the product which they are offering to their
customers.
Price- The customers are focusing towards the price of the product (Rosenthal, 2016). They are
having an attitude towards the low-price of product buy from the bakery with good quality.

Taste of product- Customers are looking for a good taste of cake, they demand a good taste of
product and having an attitude towards the flavour used while making an cake.
Way of presentation- The customers attitude depends on the way of looking by which they can
attract more towards the good. The bakery must represent the cake or their product in such a way
by which the customers are attract towards their product.
The opportunities relevant to social issues-
In Modern era customers are more fond of celebrating each occasion by bring cake from
bakery so it's a very good opportunity for the Finsbury Food Group Ltd. To make the good
quality of cake with good presentation and a hygiene product so that the customers are more
attract towards their products and the bakery can increase the competitions (Cocuzza and Yan,
2018). And the bakery can also adopt the opportunity of digital marketing so that the customers
can book their order through online and the bakery will increase the sales by online platform in
present-era and build competition.
PART-3
Segmentation, targeting and positioning
Company in order to promote its product or services to maximum number of individuals
have classified or segmented people on basis of several factors so that specific strategies can be
formulated to attract and retained them within organisation. Segmentation is a process of
dividing group of market into smaller or separate group of individuals that have similar taste,
preferences and interest level. Finsbury Food Group Ltd has classified customers on basis of
demographic, social, psychological and geographical in order to decided appropriate strategy
which could be fruitful in attracting maximum individuals within firm (Trim and Lee, 2019).
Therefore, the way company have segmented individual for promotion of its new or improve
products can be stated as follows:
Demographic basis: It is segmentation of people into several groups on basis of demographic
factors like gender, income, age, education, birth and death rate and population of particular
areas. Finsbury Food Group Ltd in order to promote its new or improved products which is
Peppa Pig birthday cake has planned to segment or classified people on the basis of demographic
factors so that specific strategies can be formulated to attract them within organization. UK have

population around 67,886,011, life expectancy of female is more than that of male that is 83.3
years and 80.2 years. London is most populated country therefore company has decided to select
London and different areas to market its new products with an motivate to enhance sales volume.
Income: It is another basis which has been selected by Finsbury Food Group Ltd in order to
segment people as customers take decision to buy specific products on basis of their average
income. Disposable income of people living across United Kingdom is around £30,800 which
clearly and its is continuously decreasing due to impact of Brexit and corovirus. Therefore,
company for price sensitivity customers have planned to set reasonable prices so that customers
are motivated to have its products for satisfaction of their needs (Yan and et.al., 2018,).
Psychological factor: It is also one of suitable method of segmentation of people into specific
group of individual such as personal traits, value, attitude, lifestyles, interest and many other
factors. Company have segmented people on basis of psychological factors that helps in
identifying people that are interested to spend their money in having tasty, delicious Peppa Pig
birthday cake in order to enjoy their birthday or any other occasions.
Behavioral factor: It include information related to behavior of individual which motivates its
to make purchase of specific products and services in order to satisfied its needs. Finsbury Food
Group Ltd marketing manager by analysis and understanding the fact that people have tendency
to enjoy their birthday with an cake like Peppa Pig. Thus, is able to set specific strategies to
induce people to have its cake in order to have fun at birthday party (Goncharova, Solosichenko
and Merzlyakova, 2019).
Geographical factor: It is last factors that is used to classified group of people to promote
Peppa Pig birthday cake as people that are near shop can easily come and purchase the products
as per their respective requirements. Thereby, it can be illustrated that company have segmented
people on basis of geographical or location basis to frame strategy that motivates them to
become part of it rather than other competitors in market.
Targeting: It is stage at which organization target its customers in order to set appropriate
strategy which could influence them to have its new or improved products in order to satisfy
their respective needs. The company have decided to target broad market from children to
younger generations or adults that are interested to have tasty and delicious cake in their
birthday. It has targeted younger generation as they are mostly like to have party and birthday
cake therefore it will help in fulfilling their respective needs (Jiang and et.al., 2018). Company

have set reasonable price of its improved cake launched thus people belonging from middle to
higher income group can easily make purchase and satisfied their respective wants. Therefore, it
can be understand that Finsbury Food Group Ltd by targeting group of individual can easily
enhance sales volume and profitability of products.
Positioning: It is successful elements of marketing as it contribute in creating strong brand
image or awareness of company products or services among large number of individuals.
Finsbury Food Group Ltd marketing manager through improvement in its product or introduce of
Peppa Pig birthday cake has decided to positioned its image in minds and hearts of customers. It
wants to offer qualitative and tasty cakes to customers so that in future they are motivate to be
part of firm rather than other organization operating in similar industry (Kanten and Darma,
2017). Timely services, better facilities and good infrastructure has contributed in creating strong
positioning of firm in external environment. Therefore, company in order to retained its market
positioning has decided to adapt itself as per trends in market so that needs of customers are
satisfied beyond their expectancy level and it can enjoy maximum market share.
PART-4
Recommendation of marketing mix elements
Marketing mix is strategy that is used by marketing manager in order to pursue individual
to have particular company products and services to satisfied their needs in best possible manner.
Finsbury Food Group Ltd marketing manager has decided to make use of marketing mix
elements to attract more and more customers to its improve products which is Peppa Pig so that
it can easily enhance its market share. The way company has make use of different marketing
mix elements to retained and attract more people are as follows:
Products: It is first elements that influence maximum number of individual to be part of
organisation by consuming its products or services. From the several complain of people about
the cake of company that is too much sugar and saturated which is unhealthy specially for
children. Another complain is that it has bland tested, very dry, so organisation in order to make
customers happy and satisfied has decided to make some improvement or changes such as
launched Peppa Pig. Like company have decided to reduce amount of sugar and make it more
healthier and tasty for children so that they can easily consume and fulfill their respective
requirement (Kibik and et.al., 2019). So, all such changes as per feedback of customers or

previous experienced of people has helped company in making better cake that helps in
satisfying needs of all age group individual in effectively manner. Company have tried to make it
less dry and more decorative so that children by seeing its unique decoration are motivate to have
it for satisfaction of their respective requirements.
Pricing: Price place an important role in influencing customers as people before making
purchase of specific products evaluates its pricing and value gain. At the same time due to
several alternative options available consumers can easily switch over from one organisation to
another. Therefore, Finsbury Food Group has decided to set reasonable price of improved cake
so that people belonging to middle as well as higher income group are motivated to have its
products to satisfied their respective wants. In its new or improved Peppa Pig birthday cake it has
tried to add more value and minimize prices so that people are motivates to taste it rather than
cakes of other bakery or company to fulfill their respective needs (Johnson and et.al., 2017).
Thus, it can be stated that pricing strategy of company has also contribute in attracting more and
more individuals within organization.
Promotional strategy including digital media: There are different method which could be used
by enterprise in order to promote its products or services to maximum number of individuals so
that it can attained its objectives in limited time frame. Company has decided to make maximum
use of digital technologies in order to attract more customers within organisation so that it can
enjoy higher profitability and market share. It has decided to make use of social media platform
such as Facebook, Instagram and twitter to make people aware of improved cake so that they can
purchase it in any birthday occasion. Content and email marketing is also one of the method
which has been selected by company in order to build strong relationship with customers so that
in near future they are motivated to be part of organisation. Finsbury Food Group through its
content, email marketing has informed people about several changes that it has made in the cake
so that their issue can be resolved. It has informed people that in its improved cake it has
minimized content of sugar and tried to make it more healthier so that children as well as adults
can have healthy cake for enjoying their birthday party (Taoketao and et.al., 2018). Official
website of company also acts as promotion of new or improved Peppa Pig birthday cake as it has
contained all relevant information related to it so that customers can take right decision to
purchase it for fulfillment of their desired. Therefore, effective promotional strategy set by

company has helped in inducing maximum customers in minimum cost, time frame thus helped
in achieving end goals.
Channel or distribution strategy: It is another elements of marketing mix which emphasis on
channel or distribution strategy that is used by organisation to delivered products to large number
of customers in minimum time possible. Finsbury Food Group has tried to work on its
distribution channel or networking so that people can get home delivery of cakes in limited time.
Company through strengthening its distribution channel is able to delivered cakes to number of
individuals thereby enhance company profitability and market share in long term.
Process: It refers to procedures and steps that are taken by company in order to delivered
services to key individuals as per their expectancy. Finsbury Food Group manager has decided
effective procedures and policies or system that needs to be followed by individual while
completing their respective task (Rufaidah, 2016). Thus, systematic procedures helped in
completing the task in limited time possible by avoiding wastage of time, resources thereby
delivering maximum value to end users. Therefore, it can be stated that process of company has
helped in quick delivery of cake to customers so that their needs can be fulfilled.
Physical evidence: It can be stated that things that helped individual to identified particular
company such as its strong brand image, qualitative products or services and distribution
channel. Finsbury Food Group has decided to emphasis on physical evidences so that more and
more people are aware of its improved products thereby take right decision to select it for
satisfaction of their needs. Manager has decided to work on its brand image by resolving the
problem of customers in best possible manner, or improving the cake so that people can enjoy
their birthday by having tasty and delicious cake. Quick delivery services and stores of company
has also contributed in motivating more individual to have its cake to fulfill their respective
needs.
People: It is most important elements of marketing as human resource by putting their best
efforts and making optimum utilisation of their capabilities are able to delivered services that are
beyond expectancy of customers. There are approximately 1000 employees that are working for
company so that number of people can be delivered services in minimum time possible.
Company has decided to organised training and development program so that they are able to
teach about the method that they can used to offer services to customers (Pogorelova and et.al.,
2016). Company has tried to provide better working environment or place to employees so that

they can learn from each others and actively contribute in growth and success of organisation. At
last it can be stated that manager of Finsbury Food Group Ltd by effectively managing diverse
individual is able to coordinate them to work together for achievement of common goals.
Therefore, from the above recommendation it can be stated that Finsbury Food Group
Ltd is able to promote its new product or improved cake to maximum customers through making
use of marketing mix strategy. So, it can be stated that it has helped in growth and expansion of
firm in industry and achievement of end goals in effectively manner.
PART-5
Implementation issues
While Implementing the plan there are some key issues which are faced by the store. They are
not able to maintain proper coordination between the departments and occur dissatisfaction with
the workflow. The bakery store won't able to manage the coordination among different
departments as the marketing department having an issue with the finance department as they are
not providing them fund on time this issue will create problem at the time of implementation.
Also, the role of internal market is to engage employees towards the goal of the organization and
the employees can build their knowledge, skills with new technologies and ensure that the
employees have a positive attitude towards organization culture and brand but the organization
arises issues the employees are not accepted the culture of their firm, they are dissatisfied with
the new implementation and provide negative result on their work ( Durakovic and et.al., 2018).
Henceforth, the company also face an issue while implementing the new trend they required
proper resources and having the capability so that they can provide a good quality of product and
can compete in the market and increase their market share, but they are not acquiring the
resources on time and it will create a issue for the Finsbury Food.
CONCLUSION
The following report above discusses in detail about the product improvement implementation
strategies by considering various other concepts. The report first of all determine the analysis of
market such what are the key trends in UK market, who are the competitors of Finsbury Food
and how are they positioned, what is the attitude of customers in the market to know their

expectations and buying pattern and identifying the prime issue that is to offer hygienic and
healthy celebration cakes which can be an opportunity for company in this competitive market.
This report also discuss the concepts of segmentation, targeting and position and determine the
size, geo-demographic etc and evaluates the profile and persona of target market so that it can
offer the improved changes as per their need and which can benefit them. Further, the report
addresses the concept of marketing mix which helps the company in effectively planning,
developing and executing the efficient marketing strategies in order to avoid the unnecessary
costs. Later, this report talk over issues related to coordination between the departments, about
the role of internal marketing and what are resources and capabilities that are required to
Finsbury Food in order to successfully implement their marketing strategy.

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