Marketing Greggs Plc
Greggs – Final Report
NBS8526
Group members: Anthony Justin Medway Prattusha Chakraborty Dickson Cheng Panpan Duan Yibo Wang Hanlu Fan Ran Zhang
Acknowledgment
We would like to acknowledge the hard work of each individual in this group,
All who has brought unique skills to be able to produce this report and presentation. It has been a pleasure working with each other.
Abstract
Briefed to research Gregg’s current business strategy, and come up with a product to rival its competitors, and produce a 5-year plan that will place Greggs in a position with the advances in the future.
Full Brief
Demonstrate understanding of the Greggs brand and its Strategy
Research the current markets and environments in which Greggs operates
Explore research based ‘alternative futures’ for the Food On the Go market
Present a strategy for the next five years that moves Greggs forward in the direction you see the market developing
Develop a range or category of product that positions Greggs at the heart of the FOTG market and allows it to compete strongly in this area in the next 5 years.
Confirm how you would ensure its positioning and how it would be marketed.
Table of Contents
1. GREGGS-BRAND AND STRATEGY ANALYSIS 6
1.1. History 6
1.2. Fresh and Quality food as USP 6
1.3. Current Strategy and Market Environment 7
2. ALTERNATE FUTURE 8
2.1. New Food Sources 8
2.2. Technology 9
2.3. Social Aspects 9
3. NEW PRODUCT DEVELOPMENT PROCESS 10
3.1. New Product Development (NPD) Strategy and Decision Making 10
3.2. Idea Generation and Screening 11
3.3. New Product 13
3.4. Concept Development 14
3.4.1. Meal option 14
3.4.2. Packaging 15
4. PRICING 17
4.1. PRICING 17
4.1.1. Product Bundle Pricing 17
4.1.2. Discount-Allowance Pricing 17
4.1.3 Production costs 17
4.1.4. Possible Profit for Full Priced
NBS8526
Group members: Anthony Justin Medway Prattusha Chakraborty Dickson Cheng Panpan Duan Yibo Wang Hanlu Fan Ran Zhang
Acknowledgment
We would like to acknowledge the hard work of each individual in this group,
All who has brought unique skills to be able to produce this report and presentation. It has been a pleasure working with each other.
Abstract
Briefed to research Gregg’s current business strategy, and come up with a product to rival its competitors, and produce a 5-year plan that will place Greggs in a position with the advances in the future.
Full Brief
Demonstrate understanding of the Greggs brand and its Strategy
Research the current markets and environments in which Greggs operates
Explore research based ‘alternative futures’ for the Food On the Go market
Present a strategy for the next five years that moves Greggs forward in the direction you see the market developing
Develop a range or category of product that positions Greggs at the heart of the FOTG market and allows it to compete strongly in this area in the next 5 years.
Confirm how you would ensure its positioning and how it would be marketed.
Table of Contents
1. GREGGS-BRAND AND STRATEGY ANALYSIS 6
1.1. History 6
1.2. Fresh and Quality food as USP 6
1.3. Current Strategy and Market Environment 7
2. ALTERNATE FUTURE 8
2.1. New Food Sources 8
2.2. Technology 9
2.3. Social Aspects 9
3. NEW PRODUCT DEVELOPMENT PROCESS 10
3.1. New Product Development (NPD) Strategy and Decision Making 10
3.2. Idea Generation and Screening 11
3.3. New Product 13
3.4. Concept Development 14
3.4.1. Meal option 14
3.4.2. Packaging 15
4. PRICING 17
4.1. PRICING 17
4.1.1. Product Bundle Pricing 17
4.1.2. Discount-Allowance Pricing 17
4.1.3 Production costs 17
4.1.4. Possible Profit for Full Priced
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