Marketing Management: Customer Perceived Value and Consumer Behaviour of Costa Coffee

MARKETING
MANAGEMENT

Table of Contents
Project One:.....................................................................................................................................1
1.0. INTRODUCTION....................................................................................................................1
2.0. Customer Perceived value.........................................................................................................1
3.0. Consumer behaviour of organisation’s target market...............................................................2
3.1. Factors affecting consumer behaviour.............................................................................2
3.1.1. Demographic factors................................................................................................3
3.1.2. Psychological factors...............................................................................................3
3.1.3. Social factors...........................................................................................................3
3.2. Consumer purchasing process.........................................................................................3
4.0. Marketing objectives.................................................................................................................5
4.1. Marketing........................................................................................................................5
4.1.1. Marketing level: Strategic and operational..............................................................5
4.1.2. Strategic marketing plan..........................................................................................5
4.1.3. Segmentation, Targeting and Positioning................................................................7
5.0. Marketing mix plan to achieve set objectives...........................................................................8
5.1. Product.............................................................................................................................8
5.2.Price..................................................................................................................................9
5.3. Place................................................................................................................................9
5.4. Promotions.......................................................................................................................9
5.5.People...............................................................................................................................9
5.6. Process.............................................................................................................................9
5.7. Physical evidence..........................................................................................................10
CONCLUSION..............................................................................................................................10
Project Two:...................................................................................................................................10
Covered In PPT....................................................................................................................10
REFERENCES..............................................................................................................................10

Appendix:.......................................................................................................................................12
Gantt Chart.....................................................................................................................................12

Project One:
1.0. INTRODUCTION
The concept of marketing management is associated with creating and delivering product
and services along with other offering to satisfy customers with the means and main motto of
generating acceptable and desired level of profits. Thus, Marketing management is a process
associated with effective planning, organising along with setting proper controlling and
implementing marketing polices and programmers along with other tactics and strategies which
are designed with the main aim of creating higher level of satisfaction for the customers
(Deepak and Jeyakumar, 2019). The organisation selected for current assignment is Costa coffee
which is a well known British coffeehouse and coffee shop chain the main headquarter of which
is situated at Dunstable, England and having many branches all over the world. This assignment
consists of description about the model to identify the customer perceived value for the
customers along with critical discussion of consumers behaviour and target audience. Further,
marketing objectives of firms is also discussed along with the a marketing mix action plan to
pursue and achieve these set objectives.
2.0. Customer Perceived value
The customer perceived value is basically a marketing terminology used to evaluate the
merits of a product or services which have the ability to meet the needs and expectation level of
customers mainly in comparison with its peers and competitors. The consumers does not buy a
product only on the basis of products primly function but buy a product or services n the basis of
its perceived benefits. The customers perceived value is mainly calculated as the difference
between the customers perceived benefit and customers perceived cost which reflects the main
merits of a product or services which urge and motivates a consumer for its purchase. Thus,
models for customers perceived values is taken as a notion of success of a product which larger
satisfy and meets the wants and needs of customers helps in developing good brand and market
image for a company (Hollensen, 2019).
Costa Coffee is well known coffeehouse which serves best quality coffee and other
beverages like Cappuccino, Latte, Flat white, Americano, Mocha, Hot chocolate, Special drinks,
tea, Cold drinks like cold coffee and ice blends, sandwiches and other supplementary foods for
its customers. To set a balance between its customers perceived benefits and cost use of various
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