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Marketing Greggs Plc

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Marketing Greggs Plc
Greggs – Final Report

NBS8526

Group members: Anthony Justin Medway Prattusha Chakraborty Dickson Cheng Panpan Duan Yibo Wang Hanlu Fan Ran Zhang

Acknowledgment

We would like to acknowledge the hard work of each individual in this group,
All who has brought unique skills to be able to produce this report and presentation. It has been a pleasure working with each other.

Abstract

Briefed to research Gregg’s current business strategy, and come up with a product to rival its competitors, and produce a 5-year plan that will place Greggs in a position with the advances in the future.

Full Brief

Demonstrate understanding of the Greggs brand and its Strategy
Research the current markets and environments in which Greggs operates
Explore research based ‘alternative futures’ for the Food On the Go market
Present a strategy for the next five years that moves Greggs forward in the direction you see the market developing
Develop a range or category of product that positions Greggs at the heart of the FOTG market and allows it to compete strongly in this area in the next 5 years.
Confirm how you would ensure its positioning and how it would be marketed.

Table of Contents
1. GREGGS-BRAND AND STRATEGY ANALYSIS 6
1.1. History 6
1.2. Fresh and Quality food as USP 6
1.3. Current Strategy and Market Environment 7
2. ALTERNATE FUTURE 8
2.1. New Food Sources 8
2.2. Technology 9
2.3. Social Aspects 9
3. NEW PRODUCT DEVELOPMENT PROCESS 10
3.1. New Product Development (NPD) Strategy and Decision Making 10
3.2. Idea Generation and Screening 11
3.3. New Product 13
3.4. Concept Development 14
3.4.1. Meal option 14
3.4.2. Packaging 15
4. PRICING 17
4.1. PRICING 17
4.1.1. Product Bundle Pricing 17
4.1.2. Discount-Allowance Pricing 17
4.1.3 Production costs 17
4.1.4. Possible Profit for Full Priced



Bibliography: Ballam, R. (2009). 3-1-2 Meal Box Magic!. Nutrition Bulletin, 34(1), pp.71-72. BBC News, (2013) Record numbers enter university. [Online]. Available at: http://www.bbc.co.uk. (Accessed: 6 January 2015). Entrepreneur, (2015) Positioning Definition | Small Business Encyclopedia. [Online]. Available at: http://www.entrepreneur.com. (Accessed: 8 January 2015). Greggs Plc., (2013) Greggs plc Annual Report and Accounts 2013. [Online]. Available at: http://corporate.greggs.co.uk. (Accessed: 4 January 2015). Greggs The Bakers, (2015) Greggs Rewards - Greggs. [Online]. Available at: https://www.greggs.co.uk. (Accessed: 6 January 2015). Greggs, (2015) Business model. [Online]. Available at: http://corporate.greggs.co.uk. (Accessed: 7 January 2015). Greggs, (2015) Strategy in action. [Online]. Available at: http://corporate.greggs.co.uk. (Accessed: 9 January 2015). Greggsfoundation.org.uk, (2015) Greggs Foundation. [Online]. 2015. Available at: http://www.greggsfoundation.org.uk/. (Accessed: 3 January 2015). Kotler, P. and Armstrong, G. (2014) Principles Of Marketing. 15th edn. Essex: Pearson Education Limited. Market Report 2013 (2013) [Online]. Festival Insights. Available at: http://www.festivalinsights.com/. (Accessed: 1 January 2015). Mintel, (2013) Sandwiches and Lunchtime Foods - UK - November 2013. [Online]. Mintel. Available at: http://academic.mintel.com. (Accessed: 12 January 2015). Mintel, (2014) Consumer Attitudes Towards Lunch Out-of-Home - UK - October 2014. [Online]. Available at: http://academic.mintel.com. (Accessed: 13 January 2015). Mintel.com, (2015) Number of global vegetarian food and drink product launches doubles between 2009 and 2013 | Mintel.com. [Online]. Available at: http://www.mintel.com. (Accessed: 6 January 2015). Porter, M. (1996) What Is Strategy?. [Online]. Harvard Business Review. Available at: https://hbr.org. (Accessed: 10 January 2015). Statista, (2015) Favorite fast food brands of young people UK 2012 | Survey. [Online]. Available at: http://www.statista.com. (Accessed: 6 January 2015). Straydog Branding & Web Design Firm Vancouver, (2015) Branding & Website Design Company. [Online]. Available at: http://straydogbranding.com. (Accessed: 2 January 2015). Trott, P. (2011) Innovation management and new product development. 5th edn. [Online]. Essex: Harlow: Financial Times Prentice Hall. Available at: https://www.dawsonera.com. (Accessed: 14 January 2015).

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