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Case Details

Case Code: MKTG376
Case Length: 9 Pages 
Period: 2015-2017   
Pub Date: 2018
Teaching Note: Available
Price:Rs.200
Organization : Pret A Manger (Europe) Ltd.
Industry : Quick-Service Restaurant (QSR) Industry
Countries : UK, Global
Themes: Marketing Management/Marketing Research
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
IT and Systems
Operations
Economics
Leadership & Entrepreneurship

Pret A Manger`s Test Marketing of a New Product Line

 

ABSTRACT

 
This case talks about the ‘Not Just for Veggies’ campaign launched by international sandwich chain Pret A Manger (Europe) Ltd. (Pret) to test consumer reception for its vegetarian options. It provides the reasons for Pret taking up the marketing campaign. The case describes Pret’s launch of the Veggie Pret Store and Veggie Fridges, as part of the campaign. It elaborates on the efforts of the company to create a vegetarian product assortment that would appeal to a large part of its customer base that was primarily non-vegetarian. The case describes the marketing campaign – a mix of social media marketing, word-of-mouth buzz, and in-store advertising – of the company, which had never used traditional means of advertising for its products. It also gives a glimpse of the success of the campaign, which drove it to launch it in international markets like Hong Kong and the US. .
 
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Issues

The case is structured to achieve the following teaching objectives:
  • Analyze the reasons behind product line extension.
  • Explore the effectiveness of non-traditional marketing campaigns
  • Analyze the impact of market testing of a concept
Contents
INTRODUCTION
BACKGROUND NOTE
REASONS FOR THE CAMPAIGN
MARKETING STRATEGY
THE SUCCESS OF THE CAMPAIGN
GOING GLOBAL WITH THE CAMPAIGN
FUTURE OUTLOOK
EXHIBITS

Keywords

Pret A Manger; Quick-Service Restaurant (QSR); Product Line Extension; Test Marketing; Non-traditional Marketing; Social Media Marketing; Product Line Filling; E-Active Marketing; Alternative Media Marketing; Pop-up; Buzz Marketing; Word-of-Mouth Marketing; In-store advertising; Roll Out; Brand Extension,Product Marketing Strategy,Concept Testing,Launch Management

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