Elg & Robinson

INTRODUCTION

It all started when two professional butchers, Philip Elg and Peter Robinson joined partnership in year 2009 and formed Elg & Robinson's store. Elg &Robinson is an upgraded butcher's shop and are far more different than those ordinary traditional butchers' shops in Australia. Other than just providing standard cuts of meats and poultry, they also sell wine, smallgoods, fish, seafood and even spices.

Elg & Robinson store is situated in Williamstown and is opposite of the only supermarket, Coles supermarket. The total sales of their products are boosting each year as it has been demanding among the customers. Their marketing strategies such as by providing diversified products, strategic location, affordable price and so on helps to understand the customers need.

In this assignment, we are attempt to discuss about:

- The marketing target of Elg & Robinson's store

- The promotional materials that are used in Elg & Robinson

- Another term that could be used to replace the term 'fresh food speacialist' and 'butcher'

1.1 Target market for Elg & Robinson

Elg & Robinson's Butcher was built in 2009 by two joined partners, Philip Elg and Peter Robinson. It is located right opposite of the Coles store that is situated in Douglas Parade, Williamstown. Elg & Robinson products are mainly focused on food and beverages that are fresh. Since Coles store is the only supermarket in Williamstown, they serve approximately about 300 000 people in a week. The products that are provided in Coles have not many choices and are far more different compared to the diverse products that are sold in Elg & Robinson. This is a competitive advantage for Elg & Robinson to attract more customers to their store and boost up their sales.

The target markets of Elg & Robinson is dual income professionals that manage both their family as well as their career. Since highly income customers would prefer more on the quality of a product rather than cheaper price, Elg & Robinson's main focus is to ensure that their products are high quality and fresh. This helps to create a satisfactory among their customers and promotes new sales as well. Their pre-packed ready-to-go meals and smallgoods are convenient for customers whom are time-conscious. Their strategic place which is right opposite to the Coles store also allows most of the customers to easily go and get their products instantly. By keeping track on the changed practices on food processing and products, they could just offer more choices to their customers and fulfil their needs.

According to the Australian Bureau of Statics, most of the residents who lived in Hobsons Bay (C) - Williamstown (Statistical Local Area) are working as professionals with a total percentage of 29.5 then are followed by managers that has a total percentage of 16.6, Clerical and Administrative Workers with 16.0 per cent, Technicians and Trades Workers with 11.2 per cent and finally Sales Workers that is the least with 8.1 per cent. This indicates that most of the residents that are living in Williamstown are educated and highly income professionals. They would always prefer healthy and delightful products to be a part in their everyday meals. This is what Elg & Robinsons actually trying to provide to all of their customers by giving the only the best products.

In the local area of Hobsons Bay, the population of their residents has been relatively stable with highly income earner for the past ten years. As it remains steady, the population forecast has expected the number of population to increase progressively in the future. In the year 2010, there are approximately about 86 632 people and it is expected to increase to 15.52 per cent in year 2031 with a number of 100 083 people. This is an advantage to Elg & Robinson because there are higher tendency of more people to come and visit their store. They could also develop new branches in order to achieve substantial growth in the market.

Other than just selling meats, they could also offer wide varieties of vegetarian foods such as fresh salads, sandwiches, vegetarian pastries and soups to attract the all the vegetables lovers. In this way, they could target another sector of customers without only focusing on meat lovers. Since most of the consumers are aware in importance of healthy foods, they prefers to obtain food that are organically grown and fresh. Elg &Robinson should provide their own home-made sauces that are organic and free of preservatives as one of the marketing strategy in attracting customers and increasing sales .

Elg &Robinson could also join partnership with other restaurants by supplying them their goods. This is essential to create a long term relationship between the supplier and the buyer as well as to sustain in the market. It is also effective for Elg & Robinson to develop their market size across the country. Since the demanding power of the products is high, the purchasing price also would eventually reduce and mainly customers could get benefits from it.

1.2 Promotional Materials

Promoting product is actually done by the company's to publicize their products to the public. It is important because it helps to create awareness