Marketing Essentials

This presentation covers the essentials of marketing, including the role and responsibilities of marketing in the wider organizational context, the mission and goals of Costa Coffee, and the strategic marketing plan. It also discusses the SWOT analysis, objectives, marketing mix, STP, positioning, and budget allocation. Gain valuable insights into the essentials of marketing for business success.

Marketing Essentials
(Activity-2)

Content
• Introduction
• Role and responsibilities of marketing related to the wider
organisational context
• Mission and goals of organisation
• Strategic marketing plan
• Conclusion
• References

Introduction
Marketing is defined as the business activity which helps to promote
organisation activity for the purpose of achieving goals of an
organisation. Marketing includes number of work such as
promotion, selling and also delivering the product to customers. It is
necessary for each and every business organisation because it helps
to accomplish the mission and vision of a company. The
organisation which has been selected for this individual assignment
is Costa Coffee which was founded in the year 1971

Role and responsibilities of marketing
related to the wider organisational context
Marketing and human resource: In an organisation, HR department
has the huge responsibilities as they are the one who hire the new
employees as per the requirement of a company. In context of Costa
Coffee, their marketing team will need to do advertisement about the
requirement of new candidate in the company.

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Marketing & finance department: In company like Costa Coffee, their
finance department and HR department equal role for attaining the goals.
Firstly, their finance department will allocate the fund which is required
to do any of the work within the office premisses.
Marketing and Research & development department: It is said that
any of the company within the market are required to understand that
they need to update themselves in every short period of time

Mission and goals of organisation
Mission: The main mission of Costa Coffee is to cover larger section
of the market by providing mediocre coffee to each and every
customers.
Vision: The vision which Costa Coffee is looking for is that they want
to be renounce in the world as one of the best industry in the world.

Background of Costa Coffee
Costa Coffee is a coffee house chain which was founded in 1971 by
Bruno Costa, Sergio Costa. Company headquartered in Dunstable,
England, United Kingdom. Company mainly specialise in offering of
coffee, sandwiches, tea, iced drinks and sweet snacks. Costa Coffee uses
different strategies in order to attract large number of customers by
giving better quality in its products and services at affordable cost.
Unique selling preposition of Costa Coffee is popular British coffee
brand now going internationally with innovative products.

Strategic marketing plan
It is explained as the plans and policies which are prepared by business
organisation in which different things are mentioned such as
strategies, plans and more. It helps company to accomplish there
goal in specific time period.

Company overview
Costa Coffee is one of the largest
company which works as the coffee
house chain. It is one of the
subsidiary of Coca Cola. It is the
famous for delivering better services
in the world. They have been
planning to introduce Chocolate
coffee with Butter as customers was
wanting some new products

SWOT Analysis
Strengths Weaknesses
Goodwill of the Costa Coffee is
helping them to achieve success.
Costa Coffee is unable to delivery
their product and services and
lower price.
Opportunities Threats
They have the opportunity to
expand their business in Asian
countries as well.
If products like Chocolate Coffee
with Butter will not be
successful then company will
have to suffer.

Objectives
Marketing objective of a
company is to attract new
customers towards
company who likes to
change their preferences on
every short period of time.

Marketing mix
Product
Costa coffee offers different varieties and flavours such as cappuccino,
latte, americano, Mocha, expresso etc. Now a company wants to
launch chocolate coffee with butter product.
Price
The price of new variety of product is premium based because of its
brand value and superior quality of products as well as high class of
potential customers.

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Place
The places which Costa coffee will consider to launch new product are
modifies according to the country for increasing customer base and more
profit.
Promotion
To launch a new product Costa coffee supply free samples of chocolate coffee
with butter product to their customers. In addition, a company use social media
outlets and scratch card facility to promote their new products.

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People
To serve new products company will choose standard uniform for their
employees to equality service treatments as well as trained to be
pleasant, positive and polite.
Process
The process of serving new products is simple rather than complex which
will helps in easily approachable and available to their customers.
Also, the company follows standard procedures as most of big coffee
house across the world.

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Physical evidence
The company can use colourful pictures, logo in coffee cups, Dim or
attractive lighting, as well as maintain interior decorum by 3-d
colours which includes red, brown and chocolate colours for
attracting more customer base.

STP of Costa Coffee
STP Description Costa Coffee
Segmentation Segmentation introduces as
the classification of markets
into different parts which
are actionable accessible,
definable and have a
growth potential. In
addition, an organisation
would find it not possible to
target the whole
marketplace, because of
cost, time and effort
restrictions.
Customer looking to go to have a snacks
and coffee at a hangout place. Along
with this, there are mainly three main
demographic factors that company used
such as age group, professional level and
social class. Apart from this, Costa
Coffee also segment the market which is
mainly based on people’s different
coffee preferences.

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Targeting The targeting strategy
consist segmenting
whole market,
selecting which part of
market is more
appropriate.
Youth in the higher
and middle income
groups are main target
customers of Costa
Coffee.

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Positioning Positioning strategy
involves the strong and
weak point of
company, needs of
clients and position of
challengers.
Main positioning of
company is one of the best
coffee market in the
business. Along with this,
In terms of positioning,
company launched its first
television advertising
campaign to position the
goods and service in mind
of customer and provide
them a strong image of the
company.

Budget allocation
Budget allocation is understood
as the way in which fund is
the being divided by the top
level management of a
company. It is helpful in
maintaining and controlling
all of the expenses which
occurs while launching the
product.
Particulars Amount (£)
Marketing £22000
Trainer and Support £33000
Equipments £25000
Safety Measures £15000

Conclusion
It has been concluded from the above report that marketing is essential
for business success. In consideration of several functions company
can lead in the market by taking a competitive advantages. Apart
from this marketing concepts, plan as well as marketing mix has
been determined to launch new products or services in the
marketplace and lead market position. Also make a new plan to
introduced new products along with the estimation budget for
successful and effective launching.

References
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Blythe, J., 2012. CIM Coursebook Marketing Essentials. Routledge.

Thank You