Market Segmentation of Greggs
The Holiday season has approached, and what more do people enjoy than a baked good that brings all the homey feelings into the picture? So many companies offer baked goods, but Greggs is a specific one worth mentioning. The latter is a British bakery chain that offers items like sausage rolls, sandwiches, bakes, and other sweets like vanilla slices and doughnuts. In short, Greggs is delicious. Let’s try to understand what is unique about this company. It is, of course, not the only one that offers baked goods, but it truly stands out. Let’s understand why by taking a look at its marketing.
To begin with, we are going to discuss Greggs’s segmentation strategy.
To do that, we first suggest watching the video below.
This post is a collaboration by Greggs and Jack Remmington, a host, presenter, and singer with over 120k followers on Instagram.
For this specific campaign, Gregg is advertising its Sausage Rolls and inviting lovers of these treats for a challenge. Grggs is collaborating with LNER to offer that fantastic treat to its consumers, giving away 3000 sausage rolls.
We are following Jack Remmington as he travels from London to Newcastle. We can see that he has a card to complete, which makes this journey even more fun and full of adventures.
He stamps the card for every task that he completes throughout the journey.
At the end of the journey, Jack gets a free roll from Greg and informs the viewers that they can also get those.
What are some of the hints that we can gather from this video?
The first hint is Jack’s sociability, who manages to keep the viewers engaged and in a comfortable spirit and environment. Jack has a socially active attitude for informing and inviting the Greggs lovers in for a treat.
The second hint is the way this advertisement is made. It engages and encourages people to feel like they are with Jack on this one. Ads have to be more than short videos to promote products. They have to be something fun, attractive, informative, and engaging.
With these points in mind, we can assume that the segment that Greggs has chosen to target is Chardonnays.
What do we know about Chardonnays?
Lifestyle and values:
Chardonnays are idealistic and optimistic individuals. They enjoy being out and about. That is because when out, these people can spend much of their time with people who matter to them and make core memories with them.
This segment must ensure that they look appealing. One way that they attempt to look beautiful is through their high sense of fashion. They constantly search for new, fun, different, yet fashionable looks.
Chardonnays are deeply devoted to the belief that there is something higher than us that exists in the universe, which makes them otherworldly. They enjoy seeking information on different cultures. The latter is a like to theirs because it is also a method to stay up-to-date regarding the news in the surrounding world.
Another crucial thing in the Chardonnay lifestyle is ensuring they have a job that allows them to utilize their personalities. For instance, that could be a job that requires a lot of creativity, and Chardonnays will ensure they make the most of it.
This segment could be more thoughtful when it comes to their income. While they might make a good amount of money, they can spend it quickly without even realizing it.
The latter implies that this segment is often put in a situation where they must rely on their upcoming paycheck for survival. They tend to have only a few backup finances.
Attitude to shopping:
As mentioned, Chardonnays pay a lot of attention to their looks and must appear attractive. The latter also implies that they spend a lot of attention on shopping. It is also crucial for them to follow all the modern trends they encounter.
We also mentioned that Chardonnays spend a lot of money and time, leaving them in a situation where they must survive off their paycheck. This, in turn, implies that they mostly go after quality goods. Buying quality items means paying considerable money to purchase,
Chardonnays prefers buying fewer items but ensuring that those products are all of excellent quality.
When it comes to advertisements, to attract Chardonnays, companies have to put extra thought into their ads. For instance, those advertisements must include characters Chardonnays can look up to.
So, the purchase process of Chardonnays begins from the moment one watches the advertisement. If the latter is engaging and invites a curious manner, Chardonnays will surely go out of their way to make a purchase.
Other interesting facts:
They
- Prefer taking on hobbies that have some implication on their personalities.
- Constantly visit the gym and work out because of the desire to always be in shape.
- Are incredibly socially active, meaning that they always know how to ensure a great time for themselves and the people surrounding them.
- Would genuinely prefer to have a fun nightlife instead of being morning people.
- Enjoy their free time shopping because the latter makes them feel comfortable and confident.
- Adore shopping because the latter satisfies themselves more often than not.
- Link to stay informed on issues that have value to them.
- Are not the most environmentally friendly individuals but enjoy spending time in nature.
- Would rather be with family during the weekend than go out
- Always search for perfect relationships; they remain heartbroken if they do not work out.
- They spend much of their time online and typically share their life.
- Watch the TV more than the average individual.
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Greggs’s positioning strategy
The company has been in the market for over 80 years and is known for offering outstanding quality and fresh food at affordable prices with an inviting service. Grgg’s is a trusted and adored company that is for everybody and is ready to service its consumers wherever, however, and whenever they want. Gregg’s is the food on the go for its customers.
In 2021, the company set a goal to ensure that they reach double their sales in the upcoming five years. That does not take away from the company’s strategic pillars, and the business model remains the same. Greggs will always ensure its food tastes and offers excellent value for the price and customer experience. However, the company has developed four critical growth tactics that have become the concentration of their plan to achieve their full potential in the coming years.
Gregg’s freshly baked goods are a part of its competitive advantage. The goods always have fantastic flavors because the ingredients are utilized responsibly.
One of the critical reasons why consumers love Gregg’s so much is the fantastic customer experience. That is because the company’s employees ensure that on-sight and online, the Customer Relationship management powers allow them to speak with consumers significantly.
Greggs owns its supply chain, which implies that the company ensures that the set high standards are met at all parts of the journey, from site logistics to the shops.
The support teams are provided with cutting-edge systems to ensure their colleagues and customers receive the best service.
One of the keys to growth is reaching over 3000 shops, not only in the UK.
Another goal is to add evening trading hours and incorporate more items in the menu to leverage existing consumer channels.
The company has altered its business by enhancing its digital capabilities to fit the wants and needs of consumers. The company is open to more people when they want some food on the go.
The central positioning tactic of Grgg’s is to ensure that it is the on-the-go food company for the choice of its existing customers and drive more consumers into the picture.
Lastly, let’s speak about Gregg’s marketing mix
The marketing mix is a given brand’s product, price, place, and promotion. It is also referred to as the 4Ps strategy.
Product:
Gregg’s product selection has been thoughtfully chosen to accommodate its clientele’s wide range of tastes. The bakery’s specialty is freshly baked delicacies, including delicious pastries, savory sandwiches, and wholesome salads. The business takes pleasure in utilizing premium ingredients to guarantee its products’ exceptional flavor and freshness. Gregg’s may also use age-old recipes handed down through the centuries to give their products more authenticity. It may be necessary to introduce seasonal variations and limited-time products with intriguing new flavors to attract customers.
Price:
Gregg’s pricing strategy carefully balances giving clients value and upholding a successful business model. Gregg’s may use various pricing strategies, such as carefully calibrated combo packages and discounts, to appeal to customers on a tight budget. The business likely has a loyalty program that encourages brand loyalty and rewards loyal customers. Gregg’s prices are competitive in the market, guaranteeing that their products will always be appealing and available.
Place:
Thanks to a vast network of physical outlets, Gregg’s has solidified its position in the market. These include high-street stores positioned well, stores in busy retail parks, and handy locations inside transportation hubs. Apart from conventional physical stores, the organization acknowledges the significance of the online environment. Gregg’s might provide a dependable delivery service in addition to an effective online buying system to satisfy the changing needs of its tech-savvy clientele. This multi-channel strategy allows A broad audience to obtain Gregg’s items readily.
Promotion:
A key component of Gregg’s marketing strategy is promotion, which uses a variety of media to connect with its target market. The business may use social media channels for interactive promotions, product launches, and customer engagement. Conventional advertising techniques, such as radio and television commercials, are probably used to reach a larger audience.
Digital displays, in-store advertising, and other marketing materials efficiently convey specials, discounts, and the distinctive qualities of Gregg’s products. The bakery may also participate in community-oriented programs, supporting nearby events or collaborating with groups that share its values to improve its reputation and strengthen ties with the neighborhood.
And that concludes the blog on Gregg’s market segmentation. We touched upon its segmentation strategy and the segment that it has chosen to target: Chardonnays. We also dug deeper into the company’s positioning strategy and its 4Ps: product, price, place, and promotion. Do not hesitate to stop by our main website for more content since we refresh it constantly to bless your fun and informative time.
