Marketing mix of Waitrose (4Ps of Waitrose)

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Marketing mix of Waitrose (4Ps of Waitrose)

This is a detailed assessment of the marketing mix of Waitrose. It assesses how the retailer uses the 4Ps i.e. product, price, place, and promotion to target its customers. Waitrose & Partners is a British retailer of groceries which is simply known as ‘Waitrose’.

 

Table of Contents

Product strategies of Waitrose

Pricing strategies of Waitrose

Place/Distribution channels of Waitrose

Promotional strategies of Waitrose

 

Product strategies of Waitrose

Waitrose is a well-known supermarket in the United Kingdom. Its product range includes grocery items such as bakery products, fruits and vegetables, fish and seafood, fresh meat, cheese, party food, ready meals, soups, juices, desserts, easy to cook meals, pasta, toiletries, baby products, wine, spirits etc.

 

The product categories as published on the corporate website of Waitrose are groceries, offers, entertaining, recipes, cellar, florist, pet, and garden (Waitrose, 2022). The retailer sells products from most popular brands; however, it also has its own branded products. It exports some of those own branded products around the world. Generally, the products of Waitrose are considered of very good quality. However, it is worth mentioning that the company has been rated the UK’s worst large online retailer for grocery freshness (in terms of shelf life) according to a survey by Which? (Guardian, 2021).

 

Pricing strategies of Waitrose

Pricing is a key area of discussion in the Marketing mix of Waitrose (4Ps of Waitrose). Many of the products sold at Waitrose are priced higher than other supermarkets, as the company targets those customers who are willing to purchase products at a higher price for better quality. However, it is important to note that it reduced the prices of many products in the past because of the fierce competition in the market.

 

Place/Distribution channels of Waitrose

Waitrose has over 330 shops across the UK (Waitrose, 2022). There are some smaller Waitrose stores in most John Lewis stores making it easily accessible to customers. Customers can also purchase products via the Waitrose website and have their orders delivered to their doorsteps. However, the requirements of £40 minimum spend for home delivery puts it behind some of the competitors.

 

Own branded products of Waitrose are sold at its own supermarkets, which are located throughout the United Kingdom. It also exports some of those products worldwide through some drink specialists and distributors.

 

Promotional strategies of Waitrose

Waitrose offers customers discounts and offers throughout the year. Its website has a specific section called ‘Offers’ where customers can find special offers such as ‘Multi-buy’, ‘Save up to 25%’, ‘Half price’ and more. The company also has a loyalty card ‘My Waitrose’ through which customers can gain points, offers, discounts and money off vouchers when they shop.

 

Waitrose also promotes its products via advertisements. However, some of its adverts were criticized in the past over several issues. Similarly, its social media presence needs to be increased as well.

 

Hope the article Marketing mix of Waitrose (4Ps of Waitrose) has been useful. You may also like reading SWOT analysis of Waitrose. If you have liked the article, please share it with others to support our work.
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Last update: 12 February 2022

References:

Guardian (2021) Waitrose rated worst online retailer for grocery freshness, available at: https://www.theguardian.com/business/2021/aug/23/waitrose-online-retailer-grocery-freshness-food-delivered-retailer-uk-which (accessed 12 February 2022)

Waitrose (2022) About us, available at: https://www.waitrose.com/home/inspiration/about_waitrose/our_company.html (accessed 12 February 2022)

Author: M Rahman

M Rahman writes extensively online with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He holds an MSc in Tourism & Hospitality from the University of Sunderland. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University.