CONTENTS

1.00 COMPANY PROFILE

2.00 SOSTAC: SITUATIONAL ANALYSIS

3.00 SOSTAC: OBJECTIVES

4.00 SOSTAC: STRATEGY

5.00 SOSTAC: TACTICS

6.00 SOSTAC: ACTION PLAN

7.00 SOSTAC: CONTROL

8.00 REFERENCES
EXECUTIVE SUMMARY
 COMPANY PROFILE
Greggs is a prominent and beloved British bakery chain founded in 1939 by John Gregg in Newcastle upon Tyne. It has grown into a
national retail brand with over 2,000 outlets across the UK. Greggs is known for its diverse menu of freshly baked goods, including sausage
rolls, sandwiches, pastries, cakes, and bread, catering to both vegetarian and non-vegetarian customers. Its strategic store locations in city
centers, shopping centers, and transport hubs ensure easy accessibility for customers. Greggs has also prioritized sustainability by reducing
food waste, improving energy efficiency, and responsibly sourcing ingredients. Embracing digital transformation, the company offers
online ordering, delivery services, and a mobile app for customer convenience. Greggs has received numerous industry awards for its
products and customer service, solidifying its position as the UK's leading food-on-the-go retailer. The company demonstrates corporate
social responsibility through its Greggs Foundation, supporting local communities through charitable initiatives and grants. With its
commitment to quality, affordability, and community engagement, Greggs remains an iconic fixture in the British food landscape
 SITUATION ANALYSIS

TOWS MATRIX ANALYSIS OF GREGG’S

STRENGTH WEAKNESS
• Established brand reputation and • Limited online presence and
presence in the market. digital marketing capabilities.
• Strong customer loyalty and brand • Reliance on traditional
recognition. advertising methods.
• Wide product range with diverse • Limited customer data and
offerings. insights.
• Well-developed physical store • Potential gaps in online
network. customer experience.

OPPORTUNITIES (SO) Strategies: (WO) Strategies:

• Increasing consumer demand • Capitalize on the established brand • Invest in digital marketing
for online food delivery and reputation to promote online food capabilities and online
takeaway. delivery and takeaway services. advertising to expand reach and
• Growing popularity of mobile • Develop a user-friendly mobile awareness.
applications for ordering application for convenient • Collect and analyze customer
food. ordering and payment. data to better understand
• Potential for social media • Collaborate with influencers and preferences and personalize
marketing and influencer use social media platforms for online experiences.
collaborations. targeted marketing campaigns. • Enhance the online customer
• Ability to leverage customer journey and user experience to
reviews and ratings for online match or exceed competitors.
marketing.

THREATS (ST) Strategies: (WT) Strategies:

• Intense competition from • Monitor and respond to online • Strengthen data security
online food delivery reviews and feedback promptly to measures to address customer
platforms and other bakery maintain a positive reputation. concerns and build trust.
chains. • Stay updated with evolving • Keep pace with digital
• Rapidly changing technology technology trends and adapt marketing advancements to
and consumer preferences. digital marketing strategies avoid falling behind
• Negative online reputation or accordingly. competitors.
viral social media incidents. • Differentiate from competitors • Monitor and manage online
• Data privacy and through unique product offerings reputation proactively to
cybersecurity concerns. and customer service. mitigate potential threats.
CUSTOMER ANALYSIS

The customer analysis of Greggs' digital marketing environment reveals the importance of
convenience, personalization, social media engagement, and sustainability. Greggs recognizes
the growing number of tech-savvy customers and has developed a robust digital presence to
cater to their needs. User-friendly features like online ordering and a mobile app enhance
convenience for customers. Personalized experiences, driven by customer data, strengthen
relationships. Social media engagement fosters brand presence, loyalty, and advocacy. Greggs
effectively communicates its sustainability efforts through digital platforms, resonating with
socially conscious customers. The customer analysis of Greggs' digital marketing environment
underscores the importance of convenience, personalization, social media engagement, and
sustainability in effectively reaching and engaging customers online. By understanding
customer behaviors and preferences in the digital realm, Greggs can tailor its digital marketing
strategies to deliver relevant and impactful experiences that drive customer satisfaction,
loyalty, and advocacy.

DIGITAL REVIEW: INTERNAL

The internal digital review of Greggs refers to the company's internal resources, skills, and
technologies that enable it to execute effective digital marketing strategies. The following are
some key internal capabilities of Greggs in the digital marketing realm:

Skilled Digital Marketing Team: Greggs has a skilled team of digital marketing professionals
who are well-versed in the latest digital marketing trends and techniques such as social media
management, search engine optimization (SEO), content marketing, email marketing, and data
analytics. This team plays a crucial role in developing and implementing effective digital
marketing campaigns.

Robust Online Presence: Greggs has established a strong online presence across various
digital channels. The company maintains an informative and user-friendly website that
showcases its menu, offers, and promotions. It also actively engages with customers on social
media platforms such as Facebook, Instagram, Twitter, and YouTube. This robust online
presence enables Greggs to reach and engage with its target audience effectively.

Data Analytics and Customer Insights: Greggs utilizes data analytics tools and techniques
to gather insights about customer behavior, preferences, and purchase patterns. By analyzing
this data, the company can better understand its customers, segment them, and create
personalized marketing campaigns.

Customer Relationship Management (CRM) System: This system enables the company to
track customer interactions, store preferences, and provide personalized communications. It
helps in building and nurturing customer relationships, delivering targeted marketing
messages, and enhancing the overall customer experience.

Mobile App and Online Ordering: Greggs has developed a mobile app that allows customers
to conveniently browse the menu, place orders, and make payments. This app enhances the
customer experience by providing a seamless and user-friendly interface.
 COMPETITORS ANALYSIS

The analysis of competitors reveals notable insights about Greggs' performance in relation to
its peers. Greggs emerges as a leader with the highest nibbler score, indicating its strong market
presence and ability to capture consumer attention. Moreover, Greggs secures the highest
marketing and technology score, reflecting its effective utilization of digital tools and strategies
to engage with customers. However, it is essential to acknowledge that Greggs lags behind in
terms of SEO performance, with a score of 57%. This indicates potential room for improvement
in optimizing search engine visibility and organic search rankings. In comparison, Starbucks
stands out with the highest SEO score of 87%, highlighting their proficiency in maximizing
online discoverability and attracting organic traffic

COMPANY WEBSITE SEO

Nibbler score: 9.3 SEO score: 57%
Popularity: 10 Keywords:
Marketing: 9.4 Visits:
Technology: 9.3 Search Volume:
297 average words
per page
Nibbler score: 8.0 SEO score: 87%
Popularity: 10 Keywords: Starbucks
Marketing: 7.9 Visits: 24.9M
Technology: 8.3 Search Volume: High
62 average words
per page
www.starbucks.com
Nibbler score: 8.8 SEO score: 74%
Popularity: 10 Keywords: McDonalds
Marketing: 7.4 Visits:
Technology: 9.1 Search Volume: High
746 average words
www.mcdonalds.com
per page
Nibbler score: 8.7 SEO score: 74%
Popularity: 10 Keywords:
Marketing: 7.7 Visits:
Technology: 8.6 Search Volume: High
484 average words
per page
SENTIMENTAL ANALYSIS

SOCIAL MEDIA ANALYSIS

The analysis reveals that Greggs currently has the smallest follower count across all major
social media platforms. This observation highlights an area where Greggs has the potential for
growth and improvement in terms of its social media presence and following.

Company

Likes Followers Followers Followers

760K 139K 210.1K 11.4K

36.2M 18M 11M 2M

82.3M 4.6M 4.7M 3.4M

59.1M 1.7M 1.6M 917.2K

INSTAGRAM ENGAGEMENT RATE

MOBILE APP ANALYSIS

The mobile analysis below is to compare Greggs’ mobile app with it competitors in the UK.
The analysis shows that greggs has a visibilty score of 77% compared to McDoanlds and KFC
who both have 85% and Starbucks having 33%.
WEBSITE TRAFFIC AND ENGAGEMENT

The analysis indicates that Greggs experiences significantly lower website traffic and
engagement, with only 2.42 million visits, compared to its competitors such as Starbucks and
McDonald's, who boast 63.30 million and 70.83 million total visits respectively. Additionally,
Greggs has achieved the lowest bounce rate of 45.50%, which suggests that a higher proportion
of visitors engage further with the website's content.

In terms of social traffic, Starbucks emerges as the leader with 1.27% social traffic, indicating
a strong online presence and engagement on social media platforms. Conversely, Greggs lags
behind in terms of social traffic, particularly on Twitter and Facebook, suggesting a need for
improvement in leveraging these channels to drive audience engagement and expand the reach
of their digital marketing efforts.
“Our purpose is to make great tasting freshly prepared food available to
everyone. We want to be the food-on-the-go retailer that is accessible
to everyone, whoever and wherever they are, and whatever the meal
occasion. That means offering the highest quality at the best possible
price – something Greggs does so well.”

-Roisin Currie
CEO, Greggs
SMART OBJECTIVES

The Chief Executive of Greggs, Roisin Currie affirms that the company’s purpose is to make
great tasting freshly prepared food available to everyone (Greggs, 2023). Since the company
has a purpose to reach everyone, the situation analysis above reveals that the company the
company digital presence compared to its competitors is very low. This explain why these
SMART objectives were developed to help Greggs create a strong digital marketing
foundation, enabling the company to reach and engage its target audience effectively, build a
positive brand image, and drive business growth in the highly competitive digital landscape.
As such, the objectives also align with the Chaffey (2017) 5S model.

Sizzle – Extend the brand online.

Objective 1:

Achieve a 20% increase in brand recognition and recall among the target audience within
the next 6 months.

Speak – Get closer to customers.

Objective 2:

Strengthen social media engagement and customer relationships by 20% within the next 6
months.

Serve – Add value

Objective 3:

Achieve a 20% increase in positive online reviews and a 10% reduction in negative online
reviews within the next 6 months.
STRATEGY

Segmentation

In the digital marketing customer segmentation of Greggs, the company analyzes various
characteristics, behaviors, and preferences to divide its target audience into distinct groups.
These segments include demographic, psychographic, behavior-based, channel preference, and
geographic segmentation.

Demographic segmentation helps Greggs target specific groups based on age, gender, income,
and location. Psychographic segmentation allows the company to cater to customers with
specific lifestyles, values, interests, and attitudes. Behavior-based segmentation helps identify
loyal customers, occasional visitors, and those who engage with the brand online. Channel
preference segmentation enables Greggs to deliver tailored messages through customers'
preferred digital channels. This includes customers who prefer ordering through the mobile
app, online website, or engaging with the brand on social media. Geographic segmentation
allows the company to target customers in specific areas, whether it's urban centers, suburban
neighborhoods, or regions with high footfall near transport hubs or shopping centers.

By employing these segmentation strategies, Greggs can customize its digital marketing efforts
to effectively reach and engage different customer segments, ultimately driving brand
awareness and loyalty.

Targeting

Greggs' digital marketing target audience includes urban professionals, health-conscious

consumers, breakfast and snack seekers, value-oriented shoppers, social media users, and local
community members. The company aims to reach and engage these segments through its online
marketing efforts. Greggs targets urban professionals with busy lifestyles, health-conscious
consumers seeking healthier options, and individuals in need of convenient breakfast or snack
choices. The company also appeals to value-oriented shoppers by highlighting its affordable
pricing and promotions. Recognizing the importance of social media, Greggs specifically
targets social media users across various platforms. Additionally, Greggs aims to attract and
engage local community members through location-specific digital marketing strategies.
 Intermediaries and Destination Sites
Customer Search Intermediaries
Media Sites
Segments

Social Media Company site

Search Engines
Health-Conscious
Consumer

Vertical Search Engines Published Media & Direct

Blogs Competitors
Value-Conscious
Consumer

Specialist Directives

Breakfast and Indirect Competitors &

Snacks Seeker Alternatives
Big Idea

The big idea for this report is called "Greggs Virtual Food Festival," with the buzzword “Taste
From Home.” It is a creative and innovative concept which offers an opportunity for Greggs to
engage with its customers and food enthusiasts in a unique and interactive way, leveraging the
power of digital platforms. By offering a unique and interactive virtual experience, Greggs can
leave a lasting impression on its target audience, fostering brand loyalty and attracting new
customers to its products and services.

Positioning

Greggs strategically positions itself in the digital marketing landscape by focusing on

convenience, fresh and quality products, affordability, variety, and an engaging online
presence. Through digital marketing efforts, Greggs emphasizes its ease of ordering, use of
high-quality ingredients, competitive pricing, diverse menu options, and interactive
engagement with customers. This positioning sets Greggs apart from competitors,
communicates its unique value proposition, and helps build a strong brand image. By doing so,
Greggs attracts and retains customers, fosters brand loyalty, and achieves its marketing and
business objectives.
TACTICS

The employed tactics align with Chaffey's RACE model, a framework guiding companies in
prioritizing digital marketing activities for improved outcomes. The first objective emphasizes
leveraging the "Reach" element to amplify brand visibility and increase website traffic. Various
tactics are implemented to achieve this. The second objective shifts focus to the "Act" phase,
engaging the targeted audience through specific tactics that encourage participation and drive
conversions. The third objective centers on the "Engage" aspect, aiming to foster customer
loyalty and increase brand mentions. To accomplish this, a range of tactics are implemented,
focusing on building stronger relationships with customers, encouraging positive word-of-
mouth, and fostering a sense of community and brand advocacy.

TACTICS TO ACHIEVE OBJECTIVE ONE

Social media ads: Social media ads are a form of online advertising that utilizes social media
platforms to promote products, services, events, or brands (Karamian, Nadoushan, &
Nadoushan, 2015). Social media ads provide businesses with the opportunity to target specific
demographics, interests, and behaviors, allowing for more precise audience segmentation.
These ads can be displayed in various formats, including images, videos, carousels, slideshows,
and sponsored content within users' feeds or timelines. The Greggs Virtual Food Festival -
"Taste From Home" can leverage social media ads to drive awareness, engagement, and
participation. By carefully selecting relevant platforms, creating captivating visuals, crafting
compelling ad copy, and targeting specific audience segments, the festival can reach a wider
audience and generate excitement. Utilizing diverse ad formats, strategic ad placement, and
compelling CTAs will further enhance user interaction and participation. Harnessing event-
specific hashtags and user-generated content will create a sense of community and authenticity.

Virtual event: A virtual food festival has several advantages. It allows for a broader reach, as
people from different locations can participate without the constraints of physical proximity. It
also provides convenience for attendees, who can explore the festival from the comfort of their
own homes. The virtual format opens up possibilities for interactive experiences, such as live
cooking demonstrations, virtual tastings, and engaging with renowned chefs or influencers.
The festival would be across all Greggs’ social media platforms. The following relates to the
details of the festival would be executive;

1. Opening Ceremony (10:00 AM - 10:15 AM):

• Introduction and welcome message from a representative of Greggs.
• Brief overview of the virtual food festival and its objectives.
• Announcement of the day's agenda and activities.
2. Virtual Cooking Demonstrations (10:15 AM - 12:00 PM):
• Live cooking demonstrations by professional chefs showcasing popular Greggs’
recipes.
• Step-by-step instructions on how to prepare each dish, highlighting key ingredients and
cooking techniques.
• Interactive Q&A session where participants can ask questions and get cooking tips from
the chefs.
3. "Taste From Home" Recipe Showcase (12:00 PM - 1:00 PM):
• Showcase a selection of homemade dishes created by participants using Greggs-
inspired recipes.
• Display mouth-watering images and descriptions of the dishes submitted by
participants.
• Encourage participants to share their cooking experiences and stories behind their
creations.
4. Virtual Food Competitions (1:00 PM - 2:00 PM):
• Host interactive food competitions such as recipe contests, food trivia quizzes, and taste
testing challenges.
• Participants can compete for prizes and recognition by showcasing their culinary skills
and knowledge.
5. Guest Chef Masterclass (2:00 PM - 3:00 PM):
• Feature a renowned guest chef who will conduct a masterclass on a specialty dish and
cooking technique.
• Participants will learn new skills, gather cooking tips, and be inspired by the expertise
of the guest chef.
6. Live Entertainment and Music (3:00 PM - 4:00 PM):
• Live performances by local musicians and bands, providing entertainment and creating
a lively atmosphere.
• Music selection will be tailored to match the festival's theme and create an enjoyable
ambiance for participants.
7. Prize Giveaways and Closing Remarks (4:00 PM - 4:30 PM):
• Announce and award prizes to winners of the various competitions and contests held
throughout the day.
• Closing remarks from a representative of Greggs, expressing gratitude to participants
and summarizing the highlights of the festival.
• Encourage participants to continue exploring Greggs' offerings and stay connected
through their digital channels.
TACTICS TO ACHIEVE OBJECTIVE TWO

Music Video Remakes: The music video remake is a fun and engaging user-generated content
idea for the Greggs Virtual Food Festival - "Taste From Home." A music video would be
created for the festival after which Greggs would allows participants to showcase their
creativity and enthusiasm by recreating scenes from the festival's official music video.

The festival participants will be encouraged to contribute small video clips of themselves in
relation to the theme song in form of singing, comedy, choreography, dancing or any other
show of creativity. These clips could be compiled into a collaborative music video, showcasing
the diversity and enthusiasm of the festival community. The final video will be shared on
Greggs’ social media platforms and website, highlighting the unity and shared love for food
and music. Participants will have to share their videos on social media platforms using the
festival's designated hashtags, #TasteFromHome, fostering a sense of community and
excitement. As such, the 20 participants with the most engaging and creative content would be
rewarded with incentives like gift cards, exclusive merchandise, VIP experiences, social media
spotlights, collaborative opportunities, and recognition certificates.

Quiz: Utilizing a quiz is an effective strategy to engage the social media audience and create
interactive experiences. By designing an intriguing and relevant quiz related to the Greggs
Virtual Food Festival, Greggs would be able to captivate the attention of the target audience
and encourage their active participation. The quiz will feature questions about Greggs'
products, food trivia, festival-related knowledge, and interactive challenges related to cooking
and baking.

TACTICS TO ACHIEVE OBJECTIVE THREE

Share and Win Contest: For the purpose of increasing electronic word-of-mouth (eWOM),
Greggs will run a social media contest where customers are encouraged to share their positive
experiences and reviews about Greggs with their friends. Each share or tag counts as an entry,
and participants have a chance to win exciting prizes. This will not only expand Greggs online
presence but also helps generates buzz and word-of-mouth. Greggs would start by defining
goals, creating simple contest mechanics, offering compelling prizes, promoting it on social
media, encouraging user-generated content, engaging with participants, selecting winners
transparently, providing follow-up opportunities, and measuring the results. This strategy will
increase eWOM and expand the reach of the brand.

Greggs Fan of the Week: Encouraging user-generated content and fostering community
engagement amplifies social proof and builds stronger customer relationships. Sustaining the
recognition on an ongoing basis keeps customers engaged and inspires them to become brand
advocates, leading to increased eWOM and long-term loyalty. To further engage and increase
eWOM and brand advocacy, Greggs will be implementing the "Fan of the Week" tactic. Each
week, a loyal and advocating customer is recognized on social media, sharing their story and
love for Greggs. The chosen fan receives exclusive benefits like discounts or freebies,
reinforcing their loyalty and motivating others to engage. This tactic would involve
highlighting a "Fan of the Week" on social media, showcasing their love for Greggs and their
favorite menu items. Followers will be encouraged to nominate themselves and others for the
opportunity to be featured while offering the selected fan a special gift and a personalized
shoutout on Greggs' social media platforms.
ACTION PLAN
CONTROL

Brand Recognition and Recall: Greggs will conduct brand awareness surveys or
measurements to establish a baseline for brand recognition and recall. The company will also
monitor brand mentions and sentiment on social media platforms to gauge the level of brand
recognition and recall.

Social Media Engagement and Customer Relationships: Greggs will measure social media
engagement by setting specific goals for social media engagement, such as likes, comments,
shares, and customer interactions. This will help to Monitor social media platforms to measure
engagement metrics and track customer interactions.

Positive and Negative Online Reviews: In order to control and enhance positive reviews and
eWOM, Greggs will be effectively monitoring and evaluate strategies for both the Share and
Win Contest and the Fan of the Week tactic. This includes tracking participant numbers and
engagement, monitoring shares and tags, analyzing the impact on referral traffic and new
customer acquisition, monitoring the selection process, evaluating the impact of recognition on
engagement and advocacy, and continuously assessing the success of these tactics.

Medium Tools Measure

Social media analytics Phlanx, Social Mention, Social Reach, engagement,

platforms Searcher, Hootsuite, Zoho impressions,
Social, Sprout Social, Sendible,
and Keyhole

Website analytics tools Google Analytics, Nibbler, Referral traffic, conversions, and
Semrush, Similarweb new customer acquisition

Hashtag tracking tools Sprout Social, Hootsuite, or Usage and reach of specific
Mention hashtags

Customer feedback and ReviewTrackers, Trustpilot Positive and negative reviews,

review management tools analyze customer sentiment, and
measure changes

Survey and polling tools SurveyMonkey, Typeform Customer satisfaction,

engagement levels
REFERENCES

Karamian, H., Nadoushan, M., & Nadoushan, A. (2015). Do Social Media Marketing Activities
Increase Brand Equity? - TI Journals. International Journal of Economy, Management and
Social Sciences.