Introduction
This essay explores the marketing strategies employed by Fine Patisserie, a small shop owned by Laura, through the lens of business and management concepts. Drawing on frameworks from B100 Block 4, the discussion is divided into three key areas. First, it examines Fine Patisserie’s use of the extended marketing mix (7Ps) and suggests an improvement for one element. Second, it offers recommendations on using the marketing communications mix, including digital tools, to enhance customer retention and attraction. Finally, it assesses the application of sustainable marketing to Laura’s business and proposes changes to strengthen its environmental and societal credentials. Through this analysis, the essay aims to demonstrate a sound understanding of marketing principles while providing practical insights for a small business context.
The Extended Marketing Mix (7Ps) at Fine Patisserie
The extended marketing mix, comprising Product, Price, Place, Promotion, People, Process, and Physical Evidence, provides a comprehensive framework for understanding Fine Patisserie’s marketing strategy (Kotler and Keller, 2016). Fine Patisserie offers a range of high-quality baked goods (Product), priced competitively to appeal to a local, middle-income demographic (Price). The shop is located in a bustling town centre (Place), ensuring high footfall, while basic promotional activities include local flyers and word-of-mouth (Promotion). Staff are trained to provide friendly service (People), and the ordering process is straightforward, often involving in-store purchases (Process). The shop’s cosy interior, with appealing displays, serves as strong Physical Evidence of quality.
One element that could be strengthened is Promotion. Currently, Fine Patisserie relies on traditional, low-cost methods with limited reach. By incorporating a social media presence, Laura could enhance visibility. Platforms like Instagram, known for visual content, could showcase products through high-quality images and customer testimonials, potentially reaching a wider audience at minimal cost (Chaffey and Ellis-Chadwick, 2019). Additionally, limited-time offers promoted online could drive footfall. While social media requires time investment, it aligns with modern consumer behaviour, offering a cost-effective way to build brand awareness compared to traditional advertising.
Marketing Communications Mix for Customer Retention and Attraction
To promote return custom and attract new customers, Laura can leverage elements of the marketing communications mix, including advertising, personal selling, sales promotion, public relations, and direct marketing, alongside digital tools (Fill and Turnbull, 2016). For instance, implementing a loyalty programme as a form of sales promotion could encourage repeat purchases. Offering a free item after a set number of purchases, communicated via in-store signage and emails, would incentivise return visits. Additionally, personal selling by staff—emphasising product uniqueness during interactions—could build stronger customer relationships.
Digital marketing offers significant potential. Creating a simple website or social media accounts on platforms like Facebook and Instagram can serve as low-cost advertising channels. Regular posts about new products or behind-the-scenes content could engage existing customers while attracting new ones through shareable content. Furthermore, partnering with local influencers for sponsored posts could enhance visibility among targeted demographics (Chaffey and Ellis-Chadwick, 2019). Email marketing, another direct digital tool, could notify customers of promotions or events, personalising communication to maintain engagement. While digital tools require initial effort to set up, they are scalable and cost-effective for small businesses like Fine Patisserie. Laura should monitor engagement metrics to adjust strategies, ensuring resources are used efficiently. Indeed, balancing online and offline efforts will be key to maintaining a personal touch while expanding reach.
Sustainable Marketing at Fine Patisserie
Sustainable marketing, which balances profitability with environmental and societal responsibility, is increasingly relevant for small businesses like Fine Patisserie (Martin and Schouten, 2012). Currently, Laura’s shop may source ingredients locally, reducing transport emissions, and support community events, reflecting societal engagement. However, there is room to strengthen sustainability.
Two aspects of the marketing mix—Product and Physical Evidence—could be adapted. For Product, Laura could introduce eco-friendly packaging, replacing plastic with biodegradable materials. While this may increase costs initially, it aligns with growing consumer demand for sustainable practices and could enhance brand reputation. Regarding Physical Evidence, implementing energy-efficient lighting or appliances in the shop would reduce environmental impact. Displaying signage about these initiatives could further communicate commitment to sustainability, appealing to environmentally conscious customers. These changes, though requiring investment, arguably position Fine Patisserie as a responsible business, potentially attracting a loyal customer base while contributing positively to society (Martin and Schouten, 2012).
Conclusion
This essay has explored Fine Patisserie’s marketing strategies through the extended marketing mix, communications mix, and sustainable marketing. The analysis of the 7Ps highlighted the shop’s strengths and identified Promotion as an area for improvement, proposing social media as a cost-effective solution. Recommendations for the marketing communications mix emphasised loyalty programmes and digital tools to retain and attract customers. Finally, sustainable marketing was applied to suggest eco-friendly packaging and energy-efficient practices. Together, these strategies illustrate how Laura can balance profitability with modern consumer expectations and societal responsibility. The implications are clear: small businesses must adapt to digital trends and sustainability demands to remain competitive. Further exploration of cost implications and customer feedback could refine these approaches, ensuring long-term success.
References
- Chaffey, D. and Ellis-Chadwick, F. (2019) Digital Marketing. 7th edn. Pearson Education Limited.
- Fill, C. and Turnbull, S. (2016) Marketing Communications: Discovery, Creation and Conversations. 7th edn. Pearson Education Limited.
- Kotler, P. and Keller, K.L. (2016) Marketing Management. 15th edn. Pearson Education Limited.
- Martin, D. and Schouten, J. (2012) Sustainable Marketing. Pearson Education Limited.
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