Rationale for the marketing campaign
Activity 1
The first Veggie Pret opened as a pop-up experiment in 2016 and has been steadily
expanding since. Whether you're completely plant-based, vegan-ish, or only eat meat
sometimes, their mission is to make meat-free meals so delicious that everyone can enjoy
them.
In this marketing campaign, I will create a rationale for expanding the Veggie Pret brand.
Marketing aims and objectives:
- To give their chefs a turbo-challenge to come up with delicious new veggie and vegan
options.
- To ask their customers what they would like to see and end up on Pret’s shelves
permanently.
- To open 10 new Pret Veggie stores in London over the course of 8 weeks.
- To make meat-free food so good that it can be enjoyed by everyone.
The importance of knowing marketing aims and objectives.
- Without defined goals, the business will struggle with achieving its plans because it
won’t be clear on what it wants to do.
- It provides a focus for marketing decision-making and effort.
- Provide incentives for marketing team and measure of success/failure.
- Being more specific of what needs to be done, having a clear aims and objectives will
help the business to reach them.
Strength Weaknesses Political Economic Social
SWOT
PESTLEE
Ethical
Opportunities Threat Technological Legal Environment
Strength – The strength is that the Veggie Pret opened its little veggie Pop UP shop
Broadwick Street, Soho on 1st June. Which has been almost a year in the making and the
energy of the shop was remarkable. Furthermore, the customers are quite happy with the
food as they were taking pictures of it and writing down the ingredients. Another strength is
that unlike most of our competitors, they can cut them up in the kitchen at the back of our
shops. Besides, the company’s product offering is unique compared to other fast food
outlets in the market, as it uses key fresh ingredients.
, Weaknesses - The weaknesses are that they have predicted their sales drop by up to 30%
and the project was expected to be an investment. Also, when compared to other fast food
restaurants, Pret A Manger products are more pricey. The reason is because Veggie Pret is a
franchise of Pret A manger, its costs will be equal to those of the main
non-vegetarian/vegan store.
Opportunity - There is 542,000 people in Britain following a vegan diet and never consume
any animal products including meat, fish, milk and etc. Also, a Vegan Society campaign
helped to raise money for the survey. Unlike other fast food outlets, Pret currently does not
provide franchise opportunities, but doing so might expand the company’s market reach
and revenue.
Threat - The threat of the business is that Pret have multiple competitors, such as Costa,
Greggs, Starbucks and etc. Furthermore, rising costs in the production and purchase of key
ingredients such as organic coffee from other countries, which could result in a rise in the
overall cost. In the future, the company should ensure that it develops alternate offerings
activities.
Political - Veggie Pret is highly impacted by the political forces in comparison to the business
that is offering fabric-based Veggie pret. These forces can be lowered if the business starts
using biodegradable plastic technology, like the one that is being utilized in Japan. Also, As
the star ingredient so far is a Pret favourite – the avocado, which means that it will be
transferred from other countries, such as Mexico.
Economic - As a result of Brexit, London has one of the greatest hospitality vacancies in
England, which may have an impact on Veggie Pret's operations. Furthermore, Veggie Pret
may benefit from consumer spending and revenue because individuals currently spend
more money eating out and have less time to cook at home.
Social - Healthy lifestyle: As vegetarianism and veganism become more popular across the
country, Veggie Pret can be able to produce the dishes first and establish brand loyalty with
customers, ahead of competitors.
Technological - Automation: Using self-checkouts, nitrogen freezers and other automated
features, the food business is becoming increasingly automated. Automation decreased the
need for labourers, allowing the company to increase profits and reduce human error during
food preparation, such as machines that remove seeds from fruits.
Legal - Health and safety: In the UK, the food business has the greatest health standards. As
we all know, unsafe food has been a problem for human health since history was first
recorded, and many of the food safety issues we face today are not new. Despite the fact
that governments all around the world are working hard to improve the food supply's
safety. If any regulations are broken, the company will be sued and will shut down.
Environment / Ethical - Impact of meat: Meat consumption is responsible for releasing
greenhouse gases such as methane, CO2, and nitrous oxide. Climate change, such as global
warming, is exacerbated by these gases. The public is becoming more conscious of the
negative effects of meat consumption on the environment and animal rights.
