Elg & Robinson's Case

1 .Intro

The purpose of the writing this report is to study and identifying the characteristics of marketing strategies and target market used by Elg & Robinson's to sustain their business. The case study on Elg & Robinson mainly discusses on how they portrait themselves and their marketing strategies in their business. Elg & Robinson are different from traditional butcher. They are modern a butcher shop, they produce not just only meat but also diversified offering of specialty meats, poultry, wine which is a part from the loyalty program , spices, small goods and seafood as well. One of its outlet is positioned at opposite of Coles supermarket in Williamstown. The concept of marketing mix that Elg & Robinson is discussed in the case study, where shows Elg & Robinson target market is mostly is consumer who give attention to on family and career. Elg and Robinson focus on the outlet which located at Williamston. The position of the outlet show that an example of good, where the area has stable population and where people have stable incomes. Besides that, Elg & Robinson use CIP (Can I Play Company) which is an advertising company to design their layout of the shop, logos, colour where it will help out in promoting their brand and same goes as their product. Elg & Robinson also has the support of the Australian Meat Industry Council (AMIC), and Meat and Livestock Australia (MLA), where the company will want to improve their company loyalty programs. Besides that, because advancement of technology. The company will have some training for their employees so that their employess has the knowledge on operating the computer based points of sales system. From the reading of the case, Peter and Philips use several marketing theory that have been the reason that why Elg & Robinson is is so success. First of all, the use of marketing mix which is a guide for them in targeting the market. Marketing mix can be defined as a framework that describing the different elements that marketers need to consider. Peter and Philips use the 4 P's structure where they also completely utilize their knowledge of target marketing concept to observe the market and then build up a suitable marketing mix.

2.Marketing Strategic that Elg & Robinson used

2.1 Target Marketing

Target marketing can be defined as an approach to marketing based on identifying, understanding and developing an offering from those segments of the total market that the organization can best serve. For Elg & Robinson, they have their target market such as household and more. There are an increasing number of sophisticated professionals with dual income who are accustomed to high-quality restaurant meals plus purchase high quality produce for meals at home. Professionals' are stable high income-earners and high population for the city of Hobsons Bay which has remained relatively stable in recent years. Same income range does not mean they have same financial commitment; they need to consider this issue. Elg & Robinson are targeting the steady high income earner residents as their market segment. From the case study, the item selling in Elg &