Grill’d is another example for how successfully a marketer can anticipate needs and thus seize marketing opportunities. It has been a major reason why Grill’d is Australia’s one of the fastest growing hamburger retail networks (dcstrategy. com, 2012). It not only anticipated the customer needs for burgers, but also the latent customers’ seeking of quality, fresh and fine ingredients for food or related items available in the market. The Market Situation As noted by the 2007 CEO of Grill’d, Simon Crowe, the company mainly appeals to a wide spectrum of customers, being the primary targeted market as people between the ages of 21 and 28.
Quite specifically, this generation highly particular about fast food and are becoming greatly familiar with fast food concept, but are health conscious too. Grill’d is targeting this generation since they want food that is adult-oriented with a concept of ‘fun-food designs’ and they expect it from reliable brand (The Australian, 2007). A target market comprises of set of buyers who share common needs, characteristics or features that the marketer decides to serve them (Armstrong and Kotler, 2005, p.
199). Buyers have unique needs and wants that the company target them with certain product or service can measure the utility and value of these needs and wants in terms of money. ‘Local Matters’ as seen highlighted in the website of Grill’d underpins the marketing concept of ‘local marketing’ which is undoubtedly a growing trend, often termed as grassroots marketing, among strategic marketers. The company gives back to the local people by supporting them from all walks of life and standards. Community donation program is an important segment of that.
Over a year, the company is likely to donate around 1000 groups (Local Matters, 2012) and that leaves significant value and reputation of the brand among the local community people. Local Marketing is leading to marketing programs that can be tailored to needs and wants of local customers who find the company in trading areas, neighborhoods etc. Kotler and Keller (2006, p. 244) stressed that local marketing is a highly successful strategy that comprises of programs and marketing activities to concentrate on getting as close and personally attentive to customers as possible.
It is typically experiential marketing since it promotes a product or service by connecting it with unique and interesting experiences among local people rather just communicating what the product or service is.
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