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