Marketing Analysis of the Cupping Room

Running head: MARKETING ANALYSIS OF THE CUPPING ROOM
Marketing Analysis of the Cupping Room
Name of the Student:
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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