Marketing segmentation, targeting strategy and positioning of Greggs PLC

* Table of Contents * Introduction 1
Segmentation analysis 1
Benefits Sought - Healthy food 1
Lifestyle 1
Demographic and Geodemographic 1
Target marketing strategy analysis 2
Price 2
Promotion 2
Positioning Analysis 2
Competitiveness 2
Clarity 3 * Conclusion 3 * References 4 * Appendices 5

Introduction :
In these days the business environment is in high competition, due to that it is essentially important for a company to have knowledge and recognizing their marketplace (Key Note, Oct. 2012). This report to analyze the marketing segmentation, targeting strategy and positioning of Greggs PLC in the UK sandwich shop market. 1 Segmentation analysis:
Marketing segmentation is an important way to know and understand the needs and attributes of the customers and fulfill it (Jobber, 2010). The author has used Jobber approach by covering one keys from behavioural segmentation (Benefits sought in Healthy food and price), one key from Psychographic segmentation (Lifestyle) and a combine of two from Profile segmentation (Demographic and Geodemographic). 1.1 Benefits Sought - Healthy food :
Many people nowadays are more concern about their health. They normally look at the list of content and check how many a food contains of calories, fat and if there a harmful content to be avoid. Therefore, Greggs has recruited team in every food type trying to take away the access fat and salt while keeping the delicious taste as it is. They also conduct breakfast which is a healthful breakfast for children (Marketing Week, 2012). Moreover, the website of the company shows nutritional information to make the costumers choose their healthy lifestyle (Greggs, 14 March