pret a manger: case study 2014
Post on 28-Nov-2014
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Case Study 2014
Brand Essence
Brand Essence“Passionate about what we do”
• Healthy• Fresh• On-the-go
Brand Essence
Marketing Mix: ProductSandwiches, soups, fruits, juices and desserts…
• Promoting a ‘healthy lifestyle’ (chemical free)• Hand-made products from fresh ingredients • Charity donations
Brand Essence
Marketing Mix: PriceCheap, affordable and ‘totally worth it’
• Attracts business workers during lunch hour• Suitable for those on a budget and those not, for
example the Royal Family
Brand Essence
Marketing Mix: DistributionUK company looking for global expansion
• Centralised in heavily business-populated cities• UK: London, Bristol, Cambridge, Manchester, Glasgow…• Global: New York, Tokyo and Hong Kong
Brand Essence
Marketing Mix: PeopleService quality to enhance experience in shops
• ‘Mystery shoppers’ report quality of service• Feedback: in-store reply cards, telephone and online• Management meetings: based on feedback, + or -
Brand Essence
Marketing Mix: Marketing Comm.LOGOS – FOOD PACKAING – POSTERS
Brand Essence
Marketing Mix: Physical EvidenceQuality design creates approachable shops
• Colors: red, white and natural materials (wood)• Atmosphere: fun, relaxed, approachable, clean• Employees: casual dress, friendly nature
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