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Marketing assignment - Essay Example

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Marketing assignment

Hence, marketing of the contemporary business world has moved on towards engaging, motivating and satisfying customers with personal values orientation than product featuring in fragmented mediums (Kotler, and Keller, 2009). This basic criterion of customer orientation drives marketing in every industry (Doyle, 2002). For example, high competitive retail industry requires marketing tools will higher value proposition such as loyalty cards etc. On the other hand, the distinguished forest industry has also realized the importance of scope of marketing on different levels of products such as ecology friendly forest generation, logging and related products etc (Lintu, n.d.). This reflects the growing up realization of the importance of marketing across various industries. In the similar context, this report is aimed at developing a marketing plan for the Fresh &Fresh which is a retail salad bar in Manchester (UK). For developing concrete and effective marketing plans, the report has conducted situation analysis with SWOT and drove consumer insights to achieve the outlined marketing objectives. Finally, followed by the strategies for four Ps of marketing the report has provided the implementation and monitoring and evaluation plan. This will ensure that plan remains aligned to the defined objectives successfully. 2. INTRODUCTION TO THE COMPANY Fresh and Fresh is a retail salad bar in the state of Manchester (UK). The business is a based on providing customers with the freshly prepared salad from fruits and other vegetables with a unique mix of nutritional value. Having considered the growing health consciousness of the customers, the Fresh and Fresh has set up to provide customer with the exclusive experience of freshness without any artificial additives. According to research from GFK (2013), the personal care market in UK has grown their spending out of health consciousness. The report claims nearly six percent rise in the volumes purchased in personal care market while eight percent rise in the sales value for the year 2013. Similarly, latest figure have also revealed that sales of organic food spending in UK has increased to ?187.4m in 2013 from ?179.9m in 2012 with around 22% rise from 2008 (Herald & Times Group, 2013). Along with these factors at work, the market for the ready to eat meal also moved on from frozen to chilled food due to freshness and health consciousness of customers. As a result, nearly 57% of the market of UK prepared meal was comprised of chilled meat while as a whole, the market is of immense size with the value of ? 2.6 billion (Winterman, 2013). Hence, Fresh and Fresh started out of these opportunities in the UK market with the objective of providing customer with the highest level of freshness without any additives or preservative. The distinctive feature of salads as compared to all other frozen, chilled, ready to eat and salad serving businesses is that Fresh and Fresh has promised detailed expertise towards the nutritional value from salad. This is unlike other businesses who take salads as part of product lines. 3. PRODUCT DESCRIPTION Fresh and Fresh has a range of salads that are offered with a variety of tastes and nutritional values. The blend of recipe at Fresh and Fresh considers the nutritional ...Show more
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Summary

MARKETING MANAGEMENT – FRESH AND FRESH 1. INTRODUCTION Businesses have always been dependent on the marketing of its products and service for developing interaction with the customers. However, in the modern world marketing of products and services has moved on from traditional perspectives (Cranfield School of Management, 2000)…
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