Introduction
This portfolio explains the relevance of digital marketing and communication roles of contemporary organisations using Greggs PLC as an example. Greggs PLC is a large retailing firm in the United Kingdom which handles foods on-the-go and owns more than 2,400 stores in the country. The organisation has a brand personality and is a well-known organisation in regard to its low-priced bakery products (Greggs, 2026). It also explores Gregg’s unique digital marketing platform by using the AIDA model in the application of the key digital marketing platforms, the use of social media and mobile technology, and a social media campaign to reach out to the customers and ensure they become loyal to the brand.
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TASK 1: Marketing Mix (7Ps) and Communication Mix Functions
Marketing is believed to play a significant role in helping organisations identify the requirements of the customers, develop value and achieve a competitive edge. Marketing mix and communication (promotional) mix are valuable in service and retail organisations such as Greggs plc in attracting customers and building brand awareness and sales. This section describes the 7Ps of the marketing mix and tells about the importance of sales promotion and publicity as influential functions of the communication mix, with relevant examples of Greggs.
The Marketing Mix (7Ps)
Marketing mix is a series of tools which organisations have control over and which are used to influence the consumer buying process. The typical 4P in service organisations is increased to 7P to refer to the value of service provision and customer experience.
Product: Greggs enjoys a bakery product, food-on-the-go, including sausage rolls, sandwiches, hot meals, and an increasing vegan agenda. The fact that Greggs has been able to adjust to the change in consumer preferences and lifestyle trends by launching products such as the Vegan Sausage Roll indicates that the company can be made more attractive within the market.
Price: Greggs is a value-based pricing operator, considering that the company offers products that are inexpensive and targeted at mass consumer markets. The brand is affordable to a significant portion of the population, particularly students and the working population, due to competitive prices and meal offers, which makes it affordable and convenient to them (Harvey, 2024).
Place: Greggs is a well established physically firm in the UK, which has its stores in high streets, shopping malls, and transportation centres. In addition to this, the digital platforms such as click-and-collect and mobile ordering via the Greggs app make accessibility and convenience more convenient for the customers.
Promotion: The mix of traditional and online promotion strategies used by Greggs includes social media marketing, in-store marketing, deals via a mobile application, and marketing campaigns. The relatable and funny posts on social media are one of the strengths that the brand boasts of, as it allows the brand to be known in the competitive environment.
People: The impact of employees in the Greggs company cannot be undermined in the delivery of quality service. Friendly staff, efficient services and contact with the customers are components of the total experience of the brand and influence the repeat buying behaviour.
Process: Customers are assured convenient services by use of efficient processes such as quick service, simplified order and online payment method. The Greggs app also facilitates the process in which customers are able to pre-order it and reduce the waiting time (Addison, 2022).
Physical Evidence: Physical evidence is comprised of physical store layout, branding, packaging and online interfaces. Greggs has a regular branding, recognisable logo and clean store atmosphere that adds to the sense of customer trust and brand recognition.
Communication (Promotional) Mix
It is a communication mix that organisations use in order to communicate with the target audience and shape the purchasing behaviour. These tools include sales promotion and publicity, and play a special role in the marketing of Greggs.
Sales Promotion
The aspect of sales promotion will involve short-term incentives that are used to encourage immediate purchase. Greggs implements sales promotions with a variety of discounts, meal deals, limited-time offers, and rewards extensively, which can be received only using the app (Greggs plc, 2026). Concerning the example, the clients who use Gregg’s app can enjoy the following loyalty perks as a free product following a number of purchases. These promotions enhance repeat business, retention of an increased number of customers, and an increase in sales volumes in the short run.
The significance of sales promotions in organisations is that they create urgency, attract price-sensitive customers who find it necessary to test new products. The sales promotion in this case of Greggs helps to ensure that the footfall is high, particularly during peak times such as breakfast and lunch.
Publicity
Publicity is free media, which raises brand awareness and credibility. Greggs has had success in generating a substantial amount of publicity through the media and social media. The vegan range has become popular in the news, social media and online discussions due to the introduction of the product launches (Mahoney and Tang, 2024). In addition, comedic and apt responses of Greggs on social media, e.g., X (formerly Twitter), often go viral, creating quality brand recognition at an inconsequential expense.
Publicity is high on the agenda as it brings in a perception of trust and credibility, as messages are perceived to be more acceptable when transmitted through third-party media and not direct advertisement. With Greggs, positive publicity will result in brand reputation building and assist in cementing its brand image as a modern, relatable, and customer-focused brand (Nelson and Kim, 2021).
Organisational Significance
The publicity and sales promotion are highly important tools of communication that help in facilitating the organisational goals. Sales promotion makes instant action and instant revenue, as opposed to publicity, which makes the brand image and awareness in the long term. With Greggs plc, an integrated promotional mix would guarantee that Greggs plc is able to stay competitive, attract new customers and retain the existing customers in a highly competitive food retailing market.
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TASK 2: Digital Marketing Channels – Mobile Applications and Market Analytics
With the digital marketing channels, organisations are able to communicate with customers in a better way, personalise messages, as well making better decisions. The digital communication tools are gaining relevance in the contemporary competitive retail environment, where companies targeting their target groups interact with them. The section describes mobile applications (apps) and market analytics as valuable digital marketing outlets and how the outlets can be useful to organisations in reference to Greggs plc.
Mobile Applications (Apps)
Mobile applications are digital marketing platforms that are common among organisations to create direct contact with customers through smartphones and tablets. The applications will support the marketing communication process by offering customised content, promotional messages and convenient services that are capable of triggering customer involvement and brand affections (Stocchi et al., 2022).
Figure 1: Greggs Rewards App showing loyalty points and offers
The Greggs mobile application in Greggs plc is the most important element of the digital marketing communication strategy in this case. The application provides the customers with the experience of going through the menu and making orders, including click-and-collect and paying without cash. These features make it more convenient and, in tandem with the hectic lifestyle of Greggs target markets, particularly commuters, students and working populations.
Regarding the marketing communication, the application will enable Greggs to send push notifications to the consumers regarding the presence of new products, offers that are not time-bound and in-store discounts. Such messages are accurate and timely, increasing the likelihood of the customers reacting to them. As an example, the promotions which will only be available in the app will help customers activate their app and use it regularly, which will further strengthen the brand-consumer connection (Sentence, 2021).
The other service provided by the Greggs app is their loyalty and reward scheme. Repeated purchases can earn rewards, and this motivates the customer to repeat the behaviour and also to retain the customer. This type of online communication will enable Greggs to sustain the long-term impact and simultaneously motivate the short-term sales.
Overall, the mobile applications help organisations like Greggs to create a personal and interactive communication medium. The Greggs app assists in ensuring that the marketing communication is there, and improves the overall customer experience because of the convenience, rewards, and promotional messages with the convenience.
Market Analytics
One can describe market analytics as the accumulation, analysis and debate of information related to the customer behaviour, preference and market trends. The online marketing platform will assist organisations to make good decisions and develop certain marketing communication strategies (Chunikhina et al., 2023).
The market analytics assists Greggs plc in learning customer purchase behaviour, product and campaign performance. Data that is collected through the use of mobile apps, sale and interaction with customers via social media will be a suitable source of data on customer taste and preferences. As one of them, analytics will enable Greggs to align its promotions with the most popular products at specific times of the day or in specific places. The evaluation of digital marketing campaigns can also be done using market analytics (Kabiraj and Joghee, 2023). By measuring the metrics expressed in the form of click-through rates, engagement rates, and conversion rates, Greggs will be capable of identifying the success rates of its online promotions and the content posted on social media. It enables the organisation to maximise its message, content and to exploit the marketing resources in a more effective way.
Further, the market analytics will allow Greggs to subdivide customers, and thus, the company will be able to classify the customers based on purchasing behaviour and visit frequency. Such categorisation helps the firm to deliver more specific and nearer marketing messages, and increase the effectiveness of the communication strategy as a whole.
Investment in Marketing Communication Strategies
Market analytics and mobile applications are both necessary in helping organisations to reach the target groups. Market analytics will ensure that the messages are data-driven and that mobile apps will also help in the development of a direct channel of communication (Blakeman, 2023).
The app-based communication in Greggs is used to integrate its market analytics with the personalisation of promotions and the better targeting of customers and the decision-making process. As an illustration, the analytics-based insights can be employed in deciding when and what the push notification should contain to make sure that they are received at a time when the customers are most likely to take action.
These digital platforms also contribute to the improvement of relations with customers by means of the creation of two-way communication (Al Hadeed et al., 2024). The customers get the messages, but also interact with the brand using the app and being digital, thus getting valuable feedback that can be analysed and implemented in future strategies.
Implications for Organisations
Lastly, and most significantly, the mobile applications and market analytics are the digital marketing channels that cannot be overlooked within the context of a modern marketing communication campaign. These channels will streamline the customer interaction in the Greggs plc case, enable one-on-one interaction and make decisions using data. The efficient use of mobile applications and market analytics will allow Greggs to attract its target audience more easily, increase brand loyalty, and overcome the competition in the UK food retail market.
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Task 3: Social Media Campaign Analysis Using the AIDA Model
AIDA Model
The AIDA model is an old model that has been used in the examination of the impact of marketing communications on consumer behaviour. It is a manifestation of four successive levels through which consumers tend to pass to be responsive to promotional messages: Attention, Interest, Desire and Action. The AIDA model would be more relevant during digital marketing because social media platforms are visualised as interactive and fast-paced, and organisations should draw attention within the shortest time and lead consumers toward a particular call to action (Iwamoto, 2023). The AIDA model is employed in this section when discussing how Greggs PLC utilised the services of social media sites to communicate the existence of a particular marketing programme, which shows that digital communication strategies can be implemented in achieving marketing objectives.
Susceptible Review of the Campaign Selected
The selected campaign to be discussed is the Greggs Vegan Sausage Roll social media campaign, which was actively advertised on such platforms as Instagram, X (previously Twitter), and TikTok. The campaign was to introduce and establish a vegan-friendly equivalent of a well-known sausage roll sold by Greggs as a regular habit and target the customers, as well as the new clients who may be interested in vegan or flexitarian cuisine. The campaign was quite popular on the Internet, in light of its humorous theme, message related to cultural context, and the fact that it has a very good connection with the users (Sanford and Lorimer, 2022).
Greggs did not use aggressive paid advertisement and utilised organic social media content with the purpose to generate visibility due to brand personality and interaction with the audience. This was in line with the current brand digital communication strategy and rendered the campaign highly relevant to the analysis with the AIDA model.
Figure 2: Greggs Vegan Sausage Roll social media campaign
Greggs Campaign using the AIDA Model
Attention
Attention stage handles the attraction of consumers in a digital world where it is saturated. Greggs has been in a position to grab the attention through the use of humour, aggressive message and cultural relevance. The short words in the social media messages regarding the Vegan Sausage Roll were strong, and they were accompanied by bare graphic designs that had to be pitched at the new product compared to the traditional sausage roll.
Figure 3: Greggs Vegan Sausage Roll announcement post on Instagram (Greggs, year).
Greggs communication with the users and other brands on X was quite playful and played a role in the dissemination of posts in the virum. Such a relaxed and humorous sound did not match that of other competitors and encouraged co-sharing, which significantly increased reach and impressions. The attention was also caused by the originality of the vegan version of a classic meat-based bakery.
Interest
Greggs made sure that he retained that interest when the attention was brought on board by providing interesting and educational materials. A post consisted of close-up shots and short videos of the Vegan Sausage Roll and emphasised how it tastes, feels, and is worth. Greggs did not overemphasise the technicalities of the products but put across the benefits in a straightforward and comprehensible manner (Rancis, 2020).
Figure 4: Customer engagement and brand interaction on Greggs’ social media post
The brand also addressed the comments and questions raised by the users, which created a two-way channel of communication, which in turn spurred more engagement. Such a form of interactive strategy came in handy in keeping the interest alive, and Greggs was rated as friendly and consumer-oriented.
Desire
The desire phase involves setting emotional as well as rational stimuli to purchase. Greggs stirred up the need by enhancing a good relationship with the product, including inclusiveness, affordability and acceptance of plant-based products by society. This sensation of craving was further supported by the user-created content, such as the reviews of the extent of liking it and the stories they shared.
Figure 5 Positive customer responses are creating a desire for the Vegan Sausage Roll.
This was further amplified by reactions of influencers and media attention due to the fact that third-party endorsement increased credibility. The campaign has positioned the Vegan Sausage Roll as a very non-niche and also an enjoyable product, which would appeal to both vegans and non-vegans alike.
Action
The final stage of the AIDA model is action, and the consumers are convinced to purchase or to communicate with the brand. Greggs ensured that the users were to take action by utilising very short calls to action, such as Try it today and Available now in stores. The message was quite clear, and the barriers to the purchase of the product were reduced, and Greggs stores located everywhere around made people do it immediately.
Figure 6Greggs is encouraging customers to purchase the Vegan Sausage Roll.
In addition, the references to Greggs Rewards App encouraged customers to go to stores and collect loyalty points, which linked the social media use with the in-store behaviour. This integration demonstrates a successful coordination of the digital communication and sales objectives (Atherton, 2023).
The effectiveness of the campaigns will be assessed as follows:
The Greggs Vegan Sausage Roll campaign, in general, demonstrates that the application of the AIDA model was successful in the case of the digital marketing campaign. This campaign has strengths, such as very attention-grabbing content, which is kept alive with humour and interaction, and it has explicit calls to action. The application of organic social media communication facilitated high levels of engagement and popular publicity because the communication appeared authentic and credible (Rachmad, 2023).
However, it could have been improved through personalisation using more data or paid promotion to focus on specific segments of the audience. However, the campaign has managed to achieve its objectives and make Greggs an image of a digitally-sophisticated brand with a culture-specific brand.
Summary
The AIDA model evaluation reveals that Greggs was able to use the social media platforms to promote the Vegan Sausage Roll campaign effectively. Greggs was in a position to take the consumers through the decision-making process using attention-grabbing material, engaging communication, emotional appeal, and properly using calls to action. The discussion demonstrates the applicability of strategic digital communication to the current marketing and confirms the applicability of social media as a tool for fulfilling organisational marketing objectives.
Conclusion
The portfolio concludes that Greggs is performing well in the marketing sector and has also enhanced its communication strategies to reach customers. The marketing mix applications, mobile app techniques, AIDA model and marketing analytics have suggested how strategic communication strategies and applications can help to improve the brand presence and customer engagement.
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