Exam (elaborations)
Unit 2: Developing a marketing campaign Veggie Pret
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- PEARSON (PEARSON)
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Pret: Veggie PretThe business found in 1986 by two university students who met whilst playing rugby has
gained fame and has 289 UK shops (as of February 2014). Veggie Pret is franchise of Pret A
Manger that exclusively sells vegetarian food and the business intends to open 20 new stores
in specially selected areas nationwide.
“Veggie Pret missions: We started Veggie Pret because you told us you wanted more
delicious veggie and vegan food. The first Veggie Pret opened as a pop-up experiment back
in 2016 and we've been growing ever since.”
In this marketing campaign, I will produce a rationale to expand the Veggie Pret brand.
Achieving this purpose includes targeting key demographics through multi-channel streams.
Market segmentations:
Demographic: The target for Veggie Pret are young professionals, professionals and students
between the ages of 15-34. The earning rates of the target market are middle-class earners,
who are employed, tourists etc.
Geographical: The target areas for Veggie Pret are urban areas, metropolitan cities (i.e.,
London) and areas with high footpath, i.e., Soho, Stratford Westfield etc.
Behavioural: Pret A Manger is a fast-food outlet that offers eat-in and takeaways, customers
at Pret Manger are looking for quick breakfast/lunch to grab during breaks that is affordable
and good quality.
Psychographic: The consumers are cautious about the food they consume in modern era;
consumers are more conscious about the foods that are healthy and fresh but it has to be
economical. Consumers want food to be convenient to takeaway and hassles free of long ques
during break-time.
SMART marketing aims and objective:
Aims:
- Increase brand awareness of veggie stores
- Open 10 new Pret Veggie stores in London over the course of 8 weeks
Objectives:
- Identify USP
- Develop marketing campaign which:
o Identify our target market
o Spread on social media
o Plan for launch of stores in London within 8 weeks of campaign start.
Market research: The main outcome of this campaign is to increase the brand awareness of
Veggie Pret.
Primary data: Vegan and Vegetarian market survey conducted by Vegan Society. Survey
conducted by almost 10,000 people aged 15+.
, 1. “Nearly half of vegetarian who are not vegan said they would like to reduce their
consumption of dairy and meat.”
2. Movement driven by ethical and compassionate choices.
3. Close to half of all vegans are 15-34.
4. Study found 3.25% (~ 1.68 million) are either vegan or vegetarian.
5. Vast majority of vegans live in urban areas ( 88%) compared to rural (12%).
6. More females (68%) than males (37%) identify as vegan or vegetarian.
Secondary research:
According to the BBC, the UK market for meat-free foods was worth £740m in 2018 (up
from £539m in 2015). Interest in vegetarian and vegan products is increasing as retail sales
are expected to reach £658m by 2021. The vegetarian and vegan market isn’t only monetary
successful but on Instagram the hashtag (#vegan) has more than 87 million posts listed.
Furthermore, the interest for veganism is increasing due to Google searches, on Google UK
people are asking about “How does veganism affects climate change”, “How does veganism
help sustainability”.
The Veganuary campaign launched in 2014 in the UK has gained wide social media coverage
for encouraging people “to try vegan for January and beyond”. In January 2019 over 250,000
people pledged to go vegan for the first month of the year. Furthermore, the majority (87%)
of Veganuary participants in 2019 were female.
Reference: BBC News. https://www.bbc.co.uk/news/business-44488051
Target Market:
The overall target market of Veggie Pret are young professionals and students because close
to half of vegans are between the ages of 15-34 (34% from the vegan society) and around
1.68 million people are either vegetarian or vegan. The majority of vegans are females (67%)
compared to men.
- Age: 15-34
- Gender: Females (67%).
- Urban areas- London.
Competitors: Positioning High quality
Low price High price
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