Elg & Robinson

This report is linked to evaluate the market segmentation and market targeting of the Elg & Robinson. Additionally, it also focused on integrated marketing communication where to see what extend does Elg & Robinson have applied and the effectiveness of the repositioning strategies.

Elg & Robinson are way more different than those ordinary traditional butchers’ shops in Australia, where located at the opposite of Coles supermarket which is the only supermarket. Moreover, they sell seafood, fish, wine, small goods and even spices other than providing standard cuts of meats and poultry. The total sales of their products are boosting each and every year as they have good marketing strategies such as a good strategic location, provides diversified products, affordable price and so on helps to understand the customers need as their products have been demanding among the customers.

Elg & Robinson have applied the marketing mix of 4P’s really well on their business and all the marketing terms are being applied before they planned to open their store. Before launching any new product, the marketing mix is a set of four decisions which need to be taken and these four variables are product, price, place and promotion which help the business in making strategic decisions. Moreover, the business has also applied one to one marketing as it is more than sales approach. it concentrates on providing services and products to one customer at a time by identifying and meet their individual needs as it differentiates customers rather than just products.

Furthermore, Integrated Marketing Communications (IMC) is being applied to the business as to ensure all forms of messages and communications are carefully linked together. Elg & Robinson have also repositioned their industry by changing the shop’s image into a fresh food retail outlet that meets the needs of today’s families. By referring the case study, marketing is an important factor