Page 6: Conclusion
Wilkinson marketing strategy began with its corporate aim to grow and increase stores across the UK. It was facing increased competition from supermarkets and needed to identify an area to focus on. To pursue a growth strategy, Wilkinson used market research to identify new target customers. This enabled it to prepare marketing strategies to fit the audience.
Primary and secondary research was used to find out customer views regarding its brand. Data indicated the student market segment was a significant area to focus on to achieve market development.
A marketing campaign using data from a follow-up survey was put in place. The campaign showed significant increase in students' levels of awareness about Wilkinson and its products.
It encouraged them either to shop more or to try Wilkinson for the first time. The campaign helped to achieve many of the business' aims, creating increased brand awareness and repeat visits. It also helped to inform the company's future strategies for growth.
Market research gathered will help to formulate future plans for new stores. These will be in line with Wilkinson commitment to providing communities with affordable products across the country.