Greegs' Marketing Strategies: An Introduction to Marketing Insights

This report provides a comprehensive marketing analysis of Greegs, a British bakery firm. It begins with an overview of the company, detailing its history and product offerings. The main body of the report delves into the STP analysis, examining Greegs' segmentation, targeting, and positioning strategies to understand how it caters to its customer base. Furthermore, the report analyzes the 7Ps of the marketing mix – product, price, place, promotion, people, process, and physical evidence – in the context of Greegs, providing insights into its marketing tactics. The report concludes by summarizing the key findings and implications of Greegs' marketing approach, offering a valuable case study for understanding marketing principles. This analysis is contributed by a student and available on Desklib, a platform providing AI-based study tools.

Introduction to
Marketing Insights
Table of Contents

INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Overview of company.............................................................................................................................3
STP analysis............................................................................................................................................4
7P’s of marketing mix.............................................................................................................................5
CONCLUSION...........................................................................................................................................8
REFERENCES..........................................................................................................................................10

INTRODUCTION
The term marketing is a collection of those activities which promote to buying or selling
a specific product or service (Bruskova, 2019). It includes advertising, selling and delivering
their product of customers or such institutions. For this assessment, selected organization is
Greegs is a British baker firm in UK and it specializes various products which are named as
sausage rolls, sandwiches, donuts and many more products they have sold to customers. It was
established by1939 and founder is John Greeg. In this report, various topics are covered such as
overview of company, STP analysis (segmentation, targeting and positioning) and 7P’s of
marketing mix.
MAIN BODY
Overview of company
Greegs is a bakery firm in UK which was founded in 1939 and headquartered Newcastle,
England. These firms concentrate many products but mainly it is specialize in sandwiches,
sausage rolls and donuts (Chaffey and Ellis-Chadwick, 2019). In 1994, firm acquired baker’s
oven chain bakers and in 2008, they should be announced 165 bakers oven branded shops are
would be re branded and this benefit comes from domestic campaign of advertising. This firm
has many outlets like over 2000 with many towns and cities and consists of various stores. In
2019, the chain has over 2000 outlets are regional for nine bakeries which make products for
local area like in Scotland and employed are 22000 staff members in all over total outlets. These
firms have also collect services and delivering products to customers and implement these
services which they have provided. On October 2016, Greeg announced that they would launch
new services on a trial basis and if these services would be implemented then it should be
successful if customer is happy about these services. There are many products that this firm sold
such as sausage rolls, pizza, pasta, donuts and various types of soups. Vision statement of this
firm is to become customer’s favorite food on the go and main aim is to provide them to a
greater place to work, where they can feel comfortable and valued.
STP analysis
This analysis stands for Segmentation, Targeting and Positioning is a procedure which
allows development for a particular and actionable strategy of marketing (Dolnicar, Grün and

Leisch, 2018). It means they should examine or study goods or services and it is a way to
communicate their customers for particular segments benefits. It is important role is to get
provide the right customer on right basis and all three segmentation are provided their tools to
align their products with right and best customers. It also reduced risk to deciding where, when,
whom and how product will be noticeable. In case of Greegs, it is important or organization
because it helps to target different parts of customers for a specific position in more effectively
manner. It helps to easily whoosh in best profitable parts of firms so that they can develop more
opportunities in many offers.
Segmentation: This segmentation is a procedure which is all about identifying attributes
between person and staff members in marketplace. It is also identified some people or require in
collection of person where they can be able to focus their message in that way so that has much
wider marketing campaigns (Erlina and Hermawan, 2021). Main purpose is that to create
customers segments based on a particular criteria and attributes that customer choose in a
particular market. It defines whether business divided its customer or demographic into various
smaller groups based on some characteristics which are named as age, gender, income or
behavior of customer towards their firm. For Greegs, it is significant because it helps marketers
to be well-organized in money, time and many other income are required. Market segmentation
allows firms to study more about consumers and increase a better thoughtful of customer needs
and wants. In market segmentation which includes many factors such as demographic,
geographic, psychographic, values, behavior, lifestyle and many more. In geographic
segmentation it is based on nation, region, state and territory etc. in demographic segmentation, it
is based on age, gender, education, occupation and so on.
Targeting: It is that segments where they picked or target that segment to identify best
opportunities for them (Kamthania, Pawa and Madhavan, 2018). They have to identify those
potential candidates who will purchase their product based on such needs of customers. It refers
to determining their products of uncovered areas should be targeted and focuses on best
competitive advantages. It would be determine that those segment are likely to be produce
preferred conversations and segments is one which is actively increasing and more profitability
and low cost of achievement. It must include size, profitability and reach ability through

segments of customers. For Greegs, targeting is all about to identify best customer opportunities
using various data and insights through their procedure of segmentation.
Positioning: Positioning helps to respond for unmet needs of customers in marketplace
that product should be fulfilled (Kinnunen, Luonila and Honkanen, 2019). This step of STP
analysis which allows setting a particular goods or service apart from competition in target minds
of customer and best at particular position. In marketing, it is important to understand a position
to market and meet how products should stands in market different from other products.
Positioning ensure that brad should be occupied right spot in mind of target customers and know
which goods and services can be differentiated from one products to another product. The main
concerns of this positioning are physical traits, functionality and ability which firm has offered
products that brand offers. The next part of this brand is to communicate their customers and
understand how they can perceive value to other competitors in market. The main benefits of
positioning are to increase their firm offerings and provide direction and focus on various
marketing strategies. Identify market growth opportunities through identify new customers or
product uses. If there is target market segments which promise to a required rate of return on
marketing investments.
7P’s of marketing mix
The term marketing mix is a set of actions which is used to promote its brand of product
or services (Li, Porter and Suominen, 2018). It is always focused on customer that what
customer should prefer for a particular product or service and firm use to pursue its marketing
goals and objectives in target market. 7 P’s of marketing mix are product, price, place,
promotion, people, process and physical evidence. Each and every element of marketing mix is
independent as they are often to be determined dependent on one another. 7P’s of marketing mix
with context to Greegs which are described below:
Product: Product should be one element which is useful for customer and it represents
those item or service which is satisfy for customer needs and wants. Product must be deliver a
minimum level of performance which is used to be determine best work on another element.
Product should also determine that how much business can charge of it and where they should
replace a product and how should they promote its workplace or in front of customers. It is
important that if another products or services should be marketed or not (Molenaar, 2019). In

case of Greegs, they sell their products about 5 parts which each of these have a separate product
lines. It has a lot of selection are should be accessible which is allow consumers to chose their
variety which is suits for customers. In product, they sell their products which are highly
differentiated as compare to other competitors such as sandwiches, sausage rolls, pizza, pasta and
so on. Greegs product strategy is they should introduce new products with latest trends and
identify opportunities in market to make new products. It should also progress their packaging so
it will be more easily are willing to pay their transport charges for each and every product which
is to be attracted by consumers.
Price: Pricing is most important factor in marketing mix because it sell price should
reflect customers are prepared to pay for product or not (Nasif, 2019). It all depends upon cost of
production, segment and capability to market for supply demand and shortest and circuitous
factors. It can be many pricing strategies to tied up overall plan of business and it should be
enhanced their differentiated or image of product. Current pricing strategy of Greegs is
competitive based pricing strategy and it is because of some data are easily available about
competitors and due to high number of rivals which exists within that industry. They sell their
product at higher prices as compare to competitors and their brand value are increased so that
customer are attract towards this firm and purchased more products. It currently sells bundle
pricing strategy as well as which defined where products are bundles together and sold at lower
prices as compared to rivals. It should introduce discounts, offers for a short period of time so
that customer will attract and gain market share. Their psychological pricing of a particular
product are $100 and $99 for those people who would consider as lower them.
Place: Place is that one element where order should be place form one place to another
and make it easy for customer to buy any product or service for a particular store also online and
offline delivery (Saidani and Sudiarditha, 2019). The main aim is to produce some distribution
strategy or channels of distribution so that it will be easy to placed order from one place to
another. With relation to Greegs, they sell their products through two channels of marketing and
firstly they sell their customer through websites only where wholesalers who sell their different
retailer who were located in many different cities. They sell products over 500 cities, towns and
ensure that customer is available for that place to purchase their products. It has over 500
suppliers which provide raw materials and it should maintained a close relationship with

customers and allow firm to work and motivate about new and introduce innovations and
characteristics on more products. The place strategy is should open shops on social media
websites on many platforms with many social media posts. This will generate mores sales and
social media should be included easy navigation for its end users. It should also ensure that there
is a online website which is used to improve large retailers through personal selling.
Promotion: Promotion refers those activities which are undertaken to promote their
selling product or services which include advertising, word of mouth personal selling, pass
reports and many more so that firm can sell their product through these promotions also
(Wilkins, 2020). It will be helpful to attract more customers and increase their brand value. The
main aim is to promoting a product which is reveal to customers and why they should pay for a
specific product for a certain price. It used various multiple media channels for promoting their
product or service which is advertisement, TV and radio as well. It will be helpful due to large
reach customers and capability for high customers and it advertise various social media
platforms you tube, face book, twitter and many usage. They should promote their product for
hiring best influencer also such as any bloggers, movie stars because bloggers can post this
content on social media so that customers are attract and purchase that product because stars are
used on this product. It will be helpful to increase their alertness of brand in mind of target
customers and they should make social media which is useful for customers.
People: It refers those people which are work in firm such as staff members, delivery
person and managing director and having a right people is necessary for firm because they are a
part of selling and offering product or service (Witek-Hajduk and Grudecka, 2018). It indicated
those people who are work under sales team and putting their efforts to make their product
perfect. They are maintain relationship with customers and contact in case of any issue these
people are guide or motivate towards other product and provide better feedback. These people
are getting resolve issues for many of customers and keep them permanent customers and it is
important to maintain or improve their quality system for final goods. It should experience more
teaching for its sales force, services for customers and consumers are purchasing should play a
role of delivering goods for customers. It should provide incentive to its sales force thorough
bonuses if they can work are effectively manner and show people that should respect for each
customers and are committed to firm.

Processes: There is a procedure for delivery person that order should be placed from one
place to another place and making any product is a process for customers to move other place
(Kamthania, Pawa and Madhavan, 2018). How customers are delivered their service properly
and what customer are paying for a particular product. In this, it is making sure that there is
products are available on various retail stores and retailers can inform whether stock levels are
low or not. It is an online delivering procedure where customers are established their product in
processor system based on such orders from stock is shipped from delivering service provider. It
also understands that what are the consumer needs through feedback and it is also collected at
store and it is also helpful for social media pages. Processes strategy should use system to switch
those services to enhance its efficiency and product is delivered on timely basis. It should
constantly improve their procedure in terms of efficiency and eventually it leads to lower prices
of goods.
Physical Evidence: It should include almost all services that determine what customers
are paying for intangible service. They sell their products for different color which could be
easily available and identify on retail shelf (Kinnunen, Luonila and Honkanen, 2019). It should
an easier for consumers where they can locate all address for customers which has online
websites also that is user friendly which is allows for consumers that they have provide high
quality products in their websites. This strategy is based on collecting feedback from customers
regarding labeling, packaging and those services. It should also set up to open up various stores
were it should provides friendly environment, their ambience, well dressed customers to
encouragers their products.
CONCLUSION
From the above information, it has been understood that marketing is a collection of
those activities where selling or purchasing their product from one place to another. It is an
activity for set of institution and process or communicates, measuring and delivering their
services that have worth for clients and society. Marketers can direct process their product from
other businesses or directly to consumers. In this report, several topics are covered such as
overview of firm, STP analysis such as segmentation, targeting and positioning and 7P’s of

marketing mix which are named as product, price, place, promotion, people, process and
promotion with their strategy.

REFERENCES
Books and Journals
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Kamthania, D., Pawa, A. and Madhavan, S. S., 2018. Market segmentation analysis and
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Kinnunen, M., Luonila, M. and Honkanen, A., 2019. Segmentation of music festival
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Nasif, M., 2019. Evaluation of the Marketing Mix Elements of Kazi Farms.
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Wilkins, S., 2020. The positioning and competitive strategies of higher education institutions in
the United Arab Emirates. International Journal of Educational Management.

Witek-Hajduk, M. K. and Grudecka, A., 2018. Positioning strategies of retailers’ brands in the
emerging market–a cluster analysis. International Journal of Emerging Markets.