Marketing Management report

2465 Words10 Pages
Marketing Management (MMG500)
Marketing Plan
Waitrose/ Waitrose wine direct
By: 490767
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Executive summary
Kotler defines marketing as “a social and managerial process by which individuals and groups obtain what they want and need through creating, offering, and exchanging products of value with others.” his view on marketing looks at marketing being more of an exchange process. [Kotler, 1991]
In Elements of marketing, Prentice Hall, 1975;"Marketing is all those activities involved in getting goods from producers to users, including buying, selling, storing, transporting, advertising, and promoting the goods" [Bagozzi, 1975].
Now after the definition of marketing, it is important to understand the marketing
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Thus Waitrose concentrates on providing high quality own brand products (55% of products being own brand), helping to also illustrate the image of exclusivity and elitism. From the positioning map you can see that Tesco, Sainsbury’s and ASDA are all positioned very close to each other indicating the enormous amount of competition through price and quality. All three grocery retailers segment themselves towards new and growing families, as they are huge sector of the market, with much money to be made from. As you can also see Marks and Spencer’s is positioned at the top end of the scale for both price and quality, showing that they are perceived as a grocery retailer which provides a high standard of products at high prices, segmenting themselves as an sophisticated grocery retailer.
Life-stage segmentation also plays a vital role in defining and segmenting Waitrose’ market because it looks at family characteristics and whether they match that of Waitrose. Whereas Waitrose’s competitors focus on new family, post-and pre-family groups Waitrose inclines towards post family, older couple and single groups, as these groups are more able to afford their prices.
One could say that the typical Waitrose shopper is the typical Classic FM listener; affluent, interested in culture, travel, fine foods and wine. The account card, Waitrose and John Lewis loyalty scheme, support this by offering reduced tickets to concerts and invitations

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