Introduction
A company’s decision to standardize or modify its marketing mix will primarily determine whether a product is successful in a foreign market. While adaptation entails changing these components to suit the local market, standardization entails providing the same product, price, promotion, and distribution strategies across various nations. This study examines Greggs’ Vegan Sausage Roll standardization and modification tactics in the French and Australian markets.
Marketing Strategy in France and Australia
Table 1: Overview of the Greggs Vegan Sausage Roll’s Standardization vs. Adaptation Strategy in France and Australia
Market 1. France
Product
The product will be standardized in France, as it is necessary to point out that the Vegan Sausage Roll already has its place on the market and a fixed cooking method. In addition, it should be noted that there is an increase in vegan products in Europe, so buyers are already familiar with the concept (Bacon and Krpan, 2018).
Price
The price will be adapted since many factors affect the quality and final cost of vegan sausage rolls in the production of products related to vegan food. The country has high suppliers’ prices (Imperfect Idealist, 2022). Therefore, to generate income, it is necessary to adjust the price relative to operating costs (Garnett et al., 2021).
Place
Adaptation is necessary for the place since it is necessary to take into account the French’s already existing habits. Bakeries or small cafes are a more familiar and acceptable form of restaurant for the population. Therefore, it is necessary to adhere to this form of restaurant to attract different groups of the population.
Promotion
In France, the transformation in terms of promotion is fundamental, since the French market responds well to traditional methods of information, such as print and television. Consequently, a time-limited crusade that focuses on the nature of the fillings and the status of a vegetarian could work perfectly (France: Vegetarian And Vegan Market Up By 24%, 2019). It would also be helpful to team up with local influencers and bloggers to connect with a broader audience.
Packaging
The packaging must be adapted to the French consumer characteristics. Several elements that can emphasize simplicity or French aesthetics will be necessary. In addition, biodegradable packaging is essential to meet the standards of vegan products (Cooper, 2022).
Market 2. Australia
Product
The product will also be standardized, as it is necessary to preserve the authenticity of the original idea. However, it is necessary to consider the specifics of the Australian market, where speed and accessibility are valued (Play, no date). Therefore, the company can focus on the grab-and-go concept.
Price
The price in Australia also needs to be adapted. It depends on analyzing the supplier market in order to form the right pricing policy (How important is product marketing strategy for businesses?, 2019). Therefore, it will be necessary to create an affordable product for visitors but not inflate the price relative to other restaurant products (Springmann et al., 2021).
Place
The place can be standardized since the necessary conditions already exist. Australia has a fairly similar culture and language, so changes in the way products are served at the place of sale can be preserved in an authentic style.
Promotion
In Australia, it would be reasonable to standardize the promotion technique with some variations. The mission, limited in time, should end with stages of online entertainment and powerful technologies to promote the sausage roll (Sanford and Lorimer, 2022). It would also be beneficial to emphasize the product’s vegetarian status and use symbols and language suitable for the Australian market.
Packaging
The packaging can also be preserved in its original design and appearance. However, to attract customers, various eye-catching elements that are strictly attached to cultural and linguistic characteristics can be used (Parkin and Attwood, 2022). In this way, catchy cultural elements and names can be used in accordance with the standards of the English language in Australia.
Conclusion
To preserve brand consistency and prevent consumer misunderstanding, it may be beneficial to standardize Greggs’ Vegan Sausage Roll’s food, pricing, position, advertising, and packaging methods in the French and Australian markets. A few marketing mix components, such as product size, flavor, distribution, and packaging, can be altered to suit regional tastes better and boost sales. Special pricing and targeted advertising may help attract more customers and raise brand recognition in both sectors. Finding the ideal ratio between standardization and customization will ultimately be crucial for success in these emerging markets and for providing a strong value offer for regional consumers.
Reference List
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Cooper, K., et al. (2022) ‘Exploring consumer perceptions of the value proposition embedded in vegan food products using text analytics’, Sustainability, 14(4), 2075. Web.
France: Vegetarian And Vegan Market Up By 24% (2019) Web.
Garnett, E. et al. (2021) ‘Price of change: Does a small alteration to the price of meat and vegetarian options affect their sales?,’ Journal of Environmental Psychology, 75, p. 101589. Web.
How important is product marketing strategy for businesses? (2019) Web.
Imperfect idealist (2022) Is it hard to be vegan or vegetarian in France? Web.
Parkin, B. L., and Attwood, S. (2022) ‘Menu design approaches to promote sustainable vegetarian food choices when dining out’, Journal of Environmental Psychology, 79, 101721. Web.
Play (no date) FMCG trends: adapting to plant-based consumer demand. Web.
Sanford, M., and Lorimer, J. (2022) ‘Veganuary and the vegan sausage (t) rolls: conflict and commercial engagement in online climate-diet discourse’, Humanities and Social Sciences Communications, 9(1), pp. 1-13. Web.
Springmann, M. et al. (2021) ‘The global and regional costs of healthy and sustainable dietary patterns: a modelling study,’ The Lancet Planetary Health, 5(11), pp. e797–e807. Web.