Marketing Analysis of the Cupping Room

The report studies on the marketing plans and structures of The Cupping Room situated in Melbourne, Australia. The aim of this study is to understand the four product levels and the target market segmentation of the café. In addition to this, the Integrated Marketing Communication Mix tool that has been adopted by the café has also been discussed. Lastly, the probable future opportunities for the café to grow and develop is mentioned.

Running head: MARKETING ANALYSIS OF THE CUPPING ROOM
Marketing Analysis of the Cupping Room
Name of the Student:
Name of the University:
Author’s Note:

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MARKETING ANALYSIS OF THE CUPPING ROOM
Executive Summary
The report studies on the marketing plans and structures of The Cupping Room situated in
Melbourne, Australia. The aim of this study is to understand the four product levels and the
target market segmentation of the café. In addition to this, the Integrated Marketing
Communication Mix tool that has been adopted by the café has also been discussed. Lastly, the
probable future opportunities for the café to grow and develop is mentioned.

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MARKETING ANALYSIS OF THE CUPPING ROOM
Table of Contents
INTRODUCTION...........................................................................................................................4
DISCUSSION AND ANALYSIS...................................................................................................4
1. Four Product Levels..............................................................................................................4
 Core Product:....................................................................................................................5
 Facilitating Product:..........................................................................................................5
 Supporting Product:..........................................................................................................6
 Augmented Product:.........................................................................................................6
2. Target Markets......................................................................................................................6
 Geographic:.......................................................................................................................7
 Psychographic:..................................................................................................................7
 Demographic:....................................................................................................................7
 Behavioural:......................................................................................................................7
3. Integrated Marketing Communication Mix..........................................................................8
Internal Growth and External Growth Strategy –........................................................................8
Internal Growth –.....................................................................................................................8
External Growth –....................................................................................................................8
Strategy that Engages the Customer –.........................................................................................9
Use of social media as an engagement device and not just as a platform –............................9
Pull Strategy and Push Strategy –................................................................................................9

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MARKETING ANALYSIS OF THE CUPPING ROOM
Push Strategy...........................................................................................................................9
Pull Strategy.............................................................................................................................9
CONCLUSION AND RECOMMENDATIONS............................................................................9
REFERENCES..............................................................................................................................11

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MARKETING ANALYSIS OF THE CUPPING ROOM
INTRODUCTION
The Cupping Room is an idea bistro intended to take a person on an adventure loaded
with flavours. Melburnians are fixated on their espresso and bistros and consider Melbourne to
be a worldwide espresso-making capital (Angelina 2018). The Cupping Room group does not
simply mug espresso, rather, they cup life. This incorporates food, wine, tea and pretty much
whatever else that an individual can place in their mouth. The Cupping Room was structured by
the group from Ona Coffee to impart passion and learning about espresso to their clients. Where
Ona Coffee is Canberra's biggest specialty to fame coffee roaster (Homan 2013). They have been
committed to creating the best quality espresso feasible for a long time and they unquestionably
haven't ceased. They have been committed to creating the best quality espresso feasible for a
long time and they unquestionably haven't ceased (Angelina 2018). Through training and
inclusion, they would like to create coffee shoppers' tastebuds to make the most of their espresso
and everything else more than they as of now do.
DISCUSSION AND ANALYSIS
1. Four Product Levels
Broadly, the products are classified into two types – consumer products and business
products which is also known as the industrial products or the B2B products (Holden and Scerri
2013). The restaurant uses the 4 different product levels to attract more customers and each of
them is important in order to address the needs and wants of the customers (Higgins –
Desbiolles, Moskwa and Gifford 2014). These different products have different level of values
attached to it and meets the various levels of customer satisfaction (Frost et al. 2015). The value
of these different products does not hold a place to determine which restaurant is performing

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MARKETING ANALYSIS OF THE CUPPING ROOM
well when compared to the competitors (Holden and Scerri 2013). Instead, the position of a
restaurant or a café is determined by the style of packaging, services, advice, delivery
arrangements advertising and promotion and other things that deems to hold a value in the minds
of the consumer (O’Connor 2016).
Figure 1: Product Levels
 Core Product:
The Cupping Room is a concept café that features coffee roasters as well as the coffee growers
(Hang 2013). The ambience of the café is that of a very appealing nature which is mixed with a
vibe of being laid back along with the availability of best quality coffee (Higgins – Desbiolles,
Moskwa and Gifford 2014). The café is not only known for its excellent coffee, but it is also
known for its premium quality food that is being served to its customers.
 Facilitating Product:
It is the only Canberra café choosing the preferred cafes of its own, with plantations in various
countries (Hang 2013). It has an educational component along with the coffee vibes wherein
knowledge and interests can be shared about coffee with its customers (Baqueta, Coqueiro and

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MARKETING ANALYSIS OF THE CUPPING ROOM
Valderrama 2019). The coffee connoisseurs come to learn about the entire cupping process
taught in the café regarding how the entire seed evolves into a cup.
 Supporting Product:
The café changes its menu according to the weekly specials along with seasonality of its
products (Hang 2013). Along with offering its customers the traditional café varieties of tea,
coffee, sandwiches, and pastries, The Cupping Room also provides them with alcohol, a huge
variety of food items, and a special section in the food menu for the kids (Angelina 2018).
 Augmented Product:
The coffee roasters and growers judge the coffee in The Cupping Room without any kind of bias,
primarily designed to carry the customers on a “flavour journey” (Peters and Huse 2012).
2. Target Markets
The target market of The Cupping Room can be the students as well as the faculties from
their University, and the office workers too. So, the age group can be said as people who come
between 17 to 44 years of age (Peters and Huse 2012). Any target market of a company or an
organisation can be categorised into four segments, that is, geographic, psychographic,
demographic, and behavioural (Peters and Huse 2012).
The Basis of Segmentation -
Demographic
B2C
Psychographic
(B2B/C2C)
Geographic
(B2B/B2C)
Behavioural
(B2B/B2C)
Definition Classification
based on
individual
attributes
(Cameron 2018)
Classification
based on
attitudes,
aspirations,
values, and other
criteria
Classification
based on
company or
organization
attributes
Classification based on
behaviours like product
usage, technology
laggards, etc.
(Cameron 2018)
Examples Geography,
Gender,
Education Level,
Income Level
Lifestyle,
Personality,
Traits, Values,
Opinions
Industry
Location,
Number of
Employees,
Usage Rate,
Benefit Types,
Occasion, Purchase
Decision

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MARKETING ANALYSIS OF THE CUPPING ROOM
(Cameron 2018) Revenue
Decision
Criteria
You are a smaller
business or you
are running your
first project
You want to
target customers
based on values
or lifestyle (Frost
et al. 2015)
You want to
target
customers
based on
values or
lifestyle
You want to target
customers based on
purchase behaviours
Difficulty Simpler More advanced Simpler More advanced
 Geographic:
With Melbourne and Sydney being the best reputed cities of Australia for their coffee
consumption and buying patterns, The Cupping Room is established in a busy neighbourhood
convenient to the pedestrian traffic and the students as well as the office workers (Cameron
2018).
 Psychographic:
Being located in a high visibility area, The Cupping Room attracts people to take a break from
their busy schedules for a cup of coffee, inhaling the excellent aroma of freshly brewed and
roasted coffee in the café (Frost and Laing 2016). Students and office workers can come to hang
out and meet people, enjoying the incredible experience of the coffee voyage in the café.
 Demographic:
The primary market for The Cupping Room is men, women, and children between the ages of 17
to 44. They account for the majority of the sales business of the café (Sunarharum 2016). Due to
high and increasing popularity of the café, it targets the upper middle class as well as the higher
income segment of the country.
 Behavioural:
The most attractive segment for The Cupping Room is the adult working class segment because
they require coffee drinking multiple times a day and their consumption patterns show their
willingness to spend on every cup of coffee bought from the café (Peters and Huse 2012).

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MARKETING ANALYSIS OF THE CUPPING ROOM
3. Integrated Marketing Communication Mix
Advertising Sales Promotion Direct
Selling
Target Market
Reach
Lifespan
Frequency
Medium
Message
Objective
Finance
Ethical Consideration
Internal Growth and External Growth Strategy –
Internal Growth –
Knowledge improvement: The internal growth strategies mend the company’s understanding
through direct association in a new market place or technology, thus providing unfathomable
first-hand familiarity that is expected to be adopted in the company.
External Growth –
Business extension: Mergers and acquisitions can be used to spread the reach of the café in terms
of market coverage.

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MARKETING ANALYSIS OF THE CUPPING ROOM
Strategy that Engages the Customer –
Use of social media as an engagement device and not just as a platform –
If the Café makes effective use of its social media handles, which is by constantly curating new
posts and data for the audience, it will keep them engaged and drive them even more to visit the
café (Baqueta, Coqueiro and Valderrama 2019).
Pull Strategy and Push Strategy –
Push Strategy –
The café should make use of the digital push marketing strategies to be able to push the clients to
the stores as well as the websites (Baqueta, Coqueiro and Valderrama 2019). Here, the
consumers can even opt to get mass emails directly to their account just to stay up – to – date
about the deals and promotions.
Pull Strategy –
The pull strategy can again be the effective use of social media platforms, such as, LinkedIn,
Facebook, Twitter, Instagram, YouTube and Pinterest (Baqueta, Coqueiro and Valderrama
2019). This will serve as an excellent pull strategy for the café as it will attract more customers.
Also, the café should create a blog about its specialties and constantly update it.
CONCLUSION AND RECOMMENDATIONS
There is no one mystery to the accomplishment of 'The Cupping Room'. Food and
refreshment marketing to the youngsters and the youth has turned out to be omnipresent. The
bistro gives a common ground to the individuals to share their encounters, thoughts, and
dissatisfactions, and to start debates and conversations about the present difficulties in the
customary economic system. Coffee cuppings are dynamite encounters if an individual cherishes

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MARKETING ANALYSIS OF THE CUPPING ROOM
espresso, particularly in such an espresso energized destination as Melbourne. For espresso
sweethearts, cupping is an approach to look at espressos, as they start to recognize distinctive
flavour profiles, an approach to build up their sense of taste — similarly, they figure out how to
distinguish diverse wine grapes, styles, and mixes. In order to expand and grow the café
business, they can implement the following –
 Use loyalty cards
 Promote multiple sales
 Limit the assortment
 Counter service
 Target on take – away
 Launch new outlet in high traffic locations

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MARKETING ANALYSIS OF THE CUPPING ROOM
REFERENCES
Angelina, S., 2018. THEORY OF PUSH AND PULL FACTORS: A NEW WAY OF
EXPLAINING THE OLD.
Baqueta, M.R., Coqueiro, A. and Valderrama, P., 2019. Brazilian Coffee Blends: A Simple and
Fast Method by Near‐Infrared Spectroscopy for the Determination of the Sensory Attributes
Elicited in Professional Coffee Cupping. Journal of food science.
Cameron, A., 2018. Affected Labour in a Café Culture: The Atmospheres and Economics
of'Hip'Melbourne. Routledge.
Frost, W. and Laing, J., 2016. The food revolution in Melbourne, 1980–2015. In Food
Consumption in the City (pp. 136-152). Routledge.
Frost, W., Laing, J., Wheeler, F. and Reeves, K., 2015. Coffee culture, heritage and destination
image: Melbourne and the Italian model. Coffee culture, destinations and tourism, 24, p.99.
Hang, J., 2013. Managing order fulfillment disruptions: a multiple case study of café operations
in Melbourne.
Higgins-Desbiolles, F., Moskwa, E. and Gifford, S., 2014. The restaurateur as a sustainability
pedagogue: the case of Stuart Gifford and Sarah's Sister's Sustainable Café. Annals of Leisure
Research, 17(3), pp.267-280.
Holden, M. and Scerri, A., 2013. More than this: Liveable Melbourne meets liveable
Vancouver. Cities, 31, pp.444-453.
Homan, S., 2013. Governmental as anything: Live music and law and order in
Melbourne. Perfect Beat, 11(2), pp.103-118.
O'Connor, K., 2016. Understanding metropolitan Melbourne… without being confused by coffee
and doughnuts. Urban Policy and Research, 16(2), pp.139-145.

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MARKETING ANALYSIS OF THE CUPPING ROOM
Peeters, A. and Huse, O., 2012. CITY OF MELBOURNE.
Sunarharum, W.B., 2016. The compositional basis of coffee flavour.