Creating a winning marketing mix
Greggs, the country's biggest chain of bakers, says it plans to open new shops in motorway service stations. It has agreed a trial with Moto Hospitality, which runs a chain of service stations, with the first store to open at a site near Lymm in Cheshire. If it is successful, the company will open up to 30 outlets to add to its existing chain of 1,540 shops. Greggs' most recent sales figures showed a rise despite the economic downturn.
Greggs sells snack staples such as sausage rolls and sandwiches to six million customers a week, as well now rolling out Fairtrade coffee in all its shops. The company's chief executive, Ken McMeikan, said: 'Making Greggs even more accessible to consumers as they travel will, I hope, be welcomed by both existing and new customers.'(BBC, 19th October 2011)
Opening up of new channels so that its products can reach more consumers and enhancing its product range with the introduction of Fairtrade coffee demonstrates Greggs approach to the 'Place' and 'Product' elements of its marketing mix.
Sports and casual wear retailers, JD Sports, takes an integrated approach to its marketing mix, ensuring its products, pricing strategies, promotion methods and placing are all not only appropriate to the needs of its target audience of young people, but also support its brand ethos.
Place in particular focuses on providing fun andexciting store interiors to enhance the shopping experience as well as a high-qualityand easy-to-use web ordering service. JDsells 'lifestyle' products, many from high powered brands such as Nike oradidas. However, it also takes the strategic approach of working with suppliersto develop and deliver own-brand products which are exclusive to JD. This provides significant differentiation ina competitive market.
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