Pret a Manger's Marketing Strategies in London, 2019

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Marketing and business for the service sector
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Abstract
In the study, the marketing plan of Pret a Manger restaurant is discussed. The products and
services it offers is analysed in London. The restaurant has planned to arrange events in
Nottingham festival in London and provide a variety of drinks to attract the customers in its
restaurant. The mission and objection of the restaurant is mentioned to give a clear idea about
the nature and aim of the restaurant. Then SWOT and PESTEL analysis of the restaurant is
discussed to analyse the internal and external factors of the restaurant for its organisational
behaviour. Then marketing mix is performed to explain about its products, price, place and
promotional activities.
2. Introduction
Marketing and business plan both is essential for any organisation to be successful.
Marketing is the promotional activity undertaken by the company to make its products and
services approachable to the market. It helps in advertising the products of the organisation to
enhance the attraction of its services and gain more consumers. The business or service sector
uses this operational management and marketing skills to expand and develop its products
and revenues.
In this study, the business and marketing plan of the hospitality industry will be discussed.
The marketing plan of the organisation will be focused in order to attract customers’
engagement and increase the sale of products in the organisation. The mission, vision, aims;
objectives will be explained along with the internal and external market structure. Then the
marketing mix of the company will be focussed.
Pret a Manger is a sandwich shop situated in London, established in 1983. It has around 450
branches situated internationally. The restaurant serves charity with its leftover food in its
restaurant, focuses to provide natural ingredients in its cuisines, and in addition provides a
variety of drinks to the consumers. The total revenue of the company is £776 millions and the
number of employers is 1400 among which 19% are from the UK and 60% from Europe
union (Pret.co.uk, 2019). .
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Assessment 1
Task
A: create a marketing plan for an existing tourism, hospitality or events
products/service to increase customer engagement and sales during any chosen event in
London in 2019
3. Mission
The Mission of the Pret a Manger restaurant is to provide healthy food, drink to the
consumers as it uses natural products in its food, and drink items. The main aim of the
restaurant is to provide variety of Drinks to the customers in a bottle, which is biodegradable;
it recycles the plastic bottles used by the consumers to provide healthy environmental
benefits. The purpose of Pret a Manger is to become a leading sector by providing efficient
services.
4. Vision
The vision of Pret a Manger is to attract more consumers and increase its sales in the market.
Its aim is to provide a variety of drinks to the consumers and arrange events in Nottingham
Festival. The restaurant also emphasises on the quality of food and drink provided to the
customers. They also provide clean environment of its restaurant area.
5. Aims
The aim of Pret a Manger is to expand its branches and attract more customers by its
marketing strategies. The main point is that it focuses on providing healthy drinks to the
customers. In addition, it emphasises on arranging successful event during Nottingham
Festival to gain more customers and achieve revenue.
6. Objectives
To satisfy its consumers by providing proper food and services in the restaurant
 To ensure better customer relation in order to maintain repeat of the customer
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 To attain financial target and implement it effectively
 To create a successful brand name and maintain its name in the market
 To provide basic cleanliness facility in the restaurant and to build traffic area near the
restaurant.
 To plan successful even in the Nottingham Festival
Marketing mix: product, price, place, promotion
Product: The products offered by Pret a Manger are sandwiches, salad, sushi, soups and
snacks in which there are a variety of drinks such as super Berry smoothie, Tangerine and
watermelon juice, Raspberry lemonade, pure pret sparkling pink Grapefruit and many others
among the non-alcoholic drinks. In addition, it serves organic coffee had several health
benefits. The products in the marketing mix offered by the restaurants are necessary to sell its
goods (Liu et al., 2017).
It provides a variety of Baguettes which are baked in the restaurant every morning and
stuffed with delicious ingredients some of the flavours of Baguettes are balsamic chicken and
mozzarella, chicken Caesar and bacon, egg and avocado Baguettes, maine lobster rolls and
many continental variety in which different ingredients are used.
It has a variety of soups such as green chicken pozole, moroccan lentils, Pret’s chicken
noodle, rustic soup role, tomato feta and many others. It also serves a variety of continental
wraps and snacks. Apart from the non-alcoholic drink, it provides alcoholic drinks too.
Natural ingredients make the food and drinks and the restaurant prepares its own bread for
sandwiches. They use natural flavours in the drinks instead of artificial ones.
Price: The price of the products will be more or less the same for all the customers. No
customers will have to pay extra for any food items. The price of the products influences the
demand and supply of the products (Mohammad, 2015). The people who will visit the
restaurant to sit and eat will have to pay VAT along with their food prices, which will costs £
2.95 for each sandwich. The company will prepare its own bread so the price for
sandwiches is less as compared to the other restaurants. The price of the products is different
for different countries. The organisation will use penetration-pricing strategy.
Place: Pret a Manger has around 450 branches in nine countries such as Dubai, Hong Kong,
china, France, Singapore, Denmark, Germany, netherland and United States. The location of
the restaurant or organisation influences the role of its activity in the market. IT needs to be
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accessible by the consumers (Dagevos, 2016).The restaurant provides clean environment to
eat and provides biodegradable containers which is environmental friendly.
Promotion: The restaurant according to its financial schemes 2016, it has given 1.7 million
free cups of coffees to the public randomly as an act of kindness. This is a promotional
activity by the restaurant to attract more customers by providing free organic coffee. The
restaurant also performs the act of charity
by giving away the leftover food from the restaurant to charitable trusts. The other
promotional activity of the restaurant is that it uses biodegradable packs and bottles to
provide food and drinks that has environmental benefits. The restaurant arranges events in
Nottingham festival and provides a variety of alcoholic and nonalcoholic drinks. It gives
discounts and coupons to members who have already registered as an act of promotion.
Online sites and apps are available to order food from the restaurants. It provides freshly
prepared food item, which serves health benefits. The food provided by the restaurant is
healthy for all target age groups. It has social media presence, which has comment sections
and enables word of mouth (Pret.co.uk, 2019).
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Environmental Analysis: Internal, External
SWOT Analysis
In order to understand the internal capabilities and functioning of business, a SWOT analysis
is utilized to evaluate four key aspects, which includes strengths, weaknesses, opportunities,
and threats. In the particular case of Pret a Manger, a SWOT analysis will be performed
below:
Strengths Weaknesses
Pret a Manger has over 450+ shops in places such
as Hong Kong, China, Germany, Singapore,
and others (www.pret.co.uk).
Since the company provides sandwiches, sales
and other fast foods, the enterprise has the
opportunity to deliver and create food items
faster and provide better consumer satisfaction.
The Company has a limited selection of food
items, which includes smashed avo, buffalo
mozzarella baguette and others.
The company functions as subsidiary under JAB
holding which lowers the scope of organisational
functions that Pret a Manger can perform.
Opportunities Threats
Pret a Manger has the opportunity to expand even
more in places beyond the UK. This can be in
places such as Australia, Russia and others. This
expansion can take place through fund raising
methods such as peer-to-peer and others (Hill et
al., 2014).
The company posses the opportunity to expand
its product line with different drinks and flavours.
The company faces an immense level of threat
with companies such as Max’s Sandwich Shop,
and others. These companies provide competitive
products such as slow cooked pork sandwich,
grilled cheese sandwich and others.
Competitive companies practice low price
strategy because of which Pret a Manger is forced
to minimize profit margin for its product as well
(Gürel and Tat, 2017).
Table 1: SWOT analysis for Pret a Manger
PESTEL Analysis
Particulars Discussion Effect
Political Several prevailing political factors are
present within UK, one of the major
being Bruit. The level of friction between
In the specific, case of Pret a
Manger, if Brexit is
implemented successfully. Then
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the UK and EU is now pushing
employees from one country to another
due to employee policy changes by the
political parties (Clarke et al., 2017).
in the case of the labours of EU
origin that are working within
UK for Pret a Manger would be
required to leave.
Economic In the UK, the corruption index rate has
been estimated to be at average of 82.14
points as of 2018. The inflation rate in
the country has risen by 2.0% (Bernanke
et al., 2018). The unemployment rate
stands at a score of 3.8% increase from
the last year.
Pret a Manger would face
higher price issues when
purchasing materials due to
inflation. However, the elevated
level of unemployment would
help the company to attain
cheaper labour.
Social The literacy rate within UK has been
recorded to be around 98% as of 2018 for
the adults above the age o f 15+. This
makes consumers more sustainable to
better marketing content. Furthermore,
the taste and preferences of consumers
are more developed as well if they able
to read and understand what is available
in the market (literacytrust.org.uk, 2019).
Since the literacy rate is so
high, Pret a Manger would have
the opportunity of
experimenting with different
marketing content. The more
people can read, the better
comprehension rate they would
have for the content that is put
forward to them by Pret a
Manger.
Technological In the past decade, there is an immense
level of development in the automation
industry. Machines such as Precision
Automation, GS Italia and others are
sandwich automation tools that enable
there to be quick food creation.
The more the technology is
developed, the higher chances
are present that there would be
increased production through
automation. This would help the
company to satisfy the
consumer base quicker through
fast delivery as well (Goetsch
and Davis, 2014).
Environmental There is an increasing level of pollution
in air and water of UK. This is due to
urbanisation, industrialization, with both
of these factors level of Co2 emission for
phenomenon such as global warming,
green house and others.
The increased level of pollution
would negatively affect the
environment of consumers. This
is because higher Co2 emission,
air contamination and others
factors would increase the
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disease chances of consumers.
Legal There are many legal regulations present
within UK that effect all companies.
These regulations include the
Employment Act 2018, Data Protection
Act 1998 and others. These acts operate
as the means through which a company is
able to perform higher ethical and
compliance actions.
The company would be required
to appoint a governance
professional that would help in
there being higher compliance.
This implies that the
governance professional would
study the compliance actions of
the company and check if they
meet with Employment Act
standards. This would help in
there being lesser
discrimination and fairer
treatment (GOV.UK, 2015).
Table 2: PESTLE analysis for Pret a Manger
STP Analysis
STP or Segmentation, Targeting and Positioning are the way through which a company is
able to divide its existing market and determine the exits who are the target audience of Pret a
Manger (Schlegelmilch, 2016). There are three stages present in this framework, all of which
will be elaborated in the case of Pret a Manger below:
Segmentation
There are four stages of distinction in this stage. Through which it is determined what
characteristics are present for the broad target consumers.
Demographic: In the case of the purpose of the new drink service, Pret a Manger will
provide that during the Nottingham festival, the business will focus on age group of 5 to 55.
These consumers would have at least an income of £1.00. For the cranberry and other drinks
will be presented both male and female gender will be considered.
Psychographic: The taste and preferences of the company must be inclined towards having a
sweet palate, this will allow various mango and other flavourful drinks to be presented.
Behavioural: The target audience’s attitude must be pleasant in nature and should have an
interest towards having organic ingredients and should have fitness focused behaviour
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Geographic: In this assessment, the region of London will be selected where Pret a Manger
will set up small shops where these new drinks can be presented.
Targeting
The 5-30 age segments for Pret a Manger has been chosen because it allows a wide base of
consumers to be targeted and push high quantum of sales. In addition to that, it is known that
more consumers like sweet drinks than sour and thus this path is being taken. Furthermore,
keeping a low price and income bracket will also enable there to be low entry barrier for sales
to be made as well (Venter et al., 2015).
Positioning
In order to push the drink services further into the market and have a better position in the
mind of the target consumer. There are several strategies can be implemented these strategies
might include rebranding. Since the company was, only sandwich focused it would help if the
company came up with a new name that would indicate it sells both drinks and sandwiches as
well. This will allow them to have quicker recognition and obtain more sales. Furthermore,
in order to fight aspects such as obesity the company can use nature-sweetening elements that
would help Pret a Manger to attain higher respect from target consumers (Lasserre, 2017).
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Conclusion
In this study the marketing and business plan of Pret a Manger is analysed. The mission,
vision, aims and objectives of the restaurant is mentioned along with the marketing mix
strategies are mentioned. The products, which the restaurants provide such as the variety of
drinks and the price of the products, are provided. The place and promotional activity of the
products are explained such as the restaurant helps the charitable trust and uses biodegradable
products to promote its food and drinks. In addition the SWOT and PESTEL analysis has
been done. The major threat of the restaurant is that it has 450+ outlets and sells a variety of
foods and drinks, which serve health benefits. The major threat of the company is the level of
competition with other restaurants. The political factors of UK has been analysed from which
the shifting of employees is analysed due to the friction between the UK and EU. The literacy
rate of UK has been recorded to be high in order to have better marketing contends.
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