Extracts from this document...

Introduction

Unit 3: Introduction to marketing P5 How do segmenting, targeting, positioning, branding and relationship marketing increase demand for a selected product with Prêt A Manger? Describe how the following are used by Prêt A Manger or an organisation of your choice to increase demand for a selected product (goods and services): Segmentation and targeting Positioning and Branding Relationship marketing Introduction In this essay I will be describing how segmentation and targeting, positioning and branding and relationship marketing increase the demand for a selected product within Prêt A Manger. Segmentation for Prêt A Manger Segmentation is when you divide a whole market in to different parts. You then target and concentrate your efforts on the segment chosen. So you could have a whole school full of pupils but you could segment them to concentrate on only the year 11 boys. All the 7p’s will relate to any chosen segment. There are different types of segments these include; geographic segmentation which is location; demographic segmentation which is age gender and income; Psychographic or lifestyle segmentation which is habits and trends. Segmentation is used by singling out a niche market of consumers who care about the standard and freshness of their food which in turn increases the demand for products within Prêt A Manger as the target group get exactly what they want. ...read more.

Middle

Within Prêt A Manger they have set up the Prêt Card which gives the customer a plastic card which they can top up from £5 to £150. The customer can then just keep the card in their wallet for easy payment within store and deletes the hassle of having to fiddle around with change. This keeps the customer coming back to Prêt A Manger as when they top up their card you cannot refund it, Prêt have now created a relationship with the customer and are then pro active on trying to keep them. This happens by their staff training where they teach all staff to treat customers like friends and really get to know them but more importantly hope that they have had a good time at their restaurant. Prêt A Manger make it a policy that everyone they employ has to have passion about their job and must be happy to work there, this will reflect well on their customers whose experience is then increased positively. Once a relationship between the customer and Prêt has been established it will increase the customers demand for products from Prêt as they know that, not only the food is good, the service that they are receiving is second to none. ...read more.

Conclusion

need to target as customers, what kind of Physical Evidence is necessary and what is the Process of getting the food to the customer. Implementation Programs The implementation program for Prêt is vitally important, you could have the best plan with all your 7P’s laid out but it means nothing if you don’t actually put preliminary thinking into action. The implementation programs aren’t just a one off task they require constant monitoring and changing according to the market environment. Staying on top of active programs will help control the physical marketing techniques that happen everyday. Control/ Monitor and Review The task of having to monitor and review all marketing techniques is also important as any successful business will need check ups on how the marketing plan is functioning. In Prêt they have inspections on their in store layouts for each season to see that it is up to scratch and that the physical evidence is relevant to the season i.e. Christmas. It doesn’t happen just in store, monitoring of all marketing techniques happens everywhere from the website to the promotions offered. Conclusion To conclude; segmentation and targeting, positioning and branding and relationship marketing increase the demand for a selected product within Prêt A Manger significantly and are vital marketing techniques in order for any business to do well. ...read more.

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.