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Marketing Plan of Costa Coffee

   

Added on  2021-02-20

11 Pages3193 Words249 Views
Marketing Essentials

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Roles and responsibilities of marketing function...................................................................1P2 Relation of marketing functions with other functional units of organisation........................2TASK 2............................................................................................................................................3P3 Marketing Mix of Company..................................................................................................3TASK 4............................................................................................................................................7P4 Development of Marketing Plan of Company.......................................................................7CONCLUSION..............................................................................................................................10REFERENCE.................................................................................................................................11Books & Journal............................................................................................................................11

INTRODUCTIONMarketing function is very important part in every company. Marketing is an activitywhich is related to promotion of products being offered by company to its prospective buyers.There are various activities which are undertaken by companies in this function to attractmaximum number of customers. Main aim of marketing department is to increase overall salesof company. Company considered in this report is Costa coffee, this is a largest coffee chains inUK. Founded in 1971 it caters needs of coffee lovers of UK. Spread across 31 countries thiscoffee chain has presence throughout globe. This report deals with various marketing functionsin a company, its roles and responsibility, comparison with other functional departments of costacoffee, marketing mix of company is done in comparison with its competitor and at last finalconclusion is drawn. TASK 1P1 Roles and responsibilities of marketing functionBasic Marketing process:first step in process of marketing is to analyse various opportunities present inmarketplace.Next step is to select a target market and a particular segment of market and thenaccording to that products and services are being offered to that segment. In next step strategies according to that target market strategies are planned by company. In the final step plan are executed and then analysis is done of how much successfulcompany has been in planing and execution of those strategies. Market research: Researching of market is very important function of every marketer incompany. In context of cost coffee main role of marketing department have to research about thetarget market. Responsibility in this function will be to analyse the market and their targetedcustomers in depth so that they are able to collect relevant & useful information from it. This isinitial step of every marketing function which needs to be performed with most care. Anymethod can be used for collecting information related to consumer, but marketer must be surethat they are able to collect only authentic and reliable information (Pride and Ferrell, 2016). Analysing collected information: After collection of relevant information next step willbe to make analysis of it. Role here of marketing department comes in a way that they have to

make proper analysis of that information. Responsibility of marketing department will be toanalyse collected information this will help them in future planning of company's strategies.Marketing function is generally carried on series of steps, if collected information is properlyanalysed than company will be able to attain objectives set by marketing department of company(Pooler, 2018). Formation of strategies: Analysing of various information requires that it has to be usedin forming effective strategies for attracting increased number of customers. This is mostimportant role of marketing department that they have to form strategies and their functions sothat all employees are clear what related to what they have to do to attain their respectiveobjectives. Using customer centric approaches: Costa coffee uses customer centric approaches,they try to make their products with high customization. They try to mention names of theircustomers on each coffee cup they are offering to them. This helps in having a different strategyof marketing to attract maximum number of customers (McDonald and Wilson, 2016). Marketing campaigns and promotional activities: Marketing department has majorrole in company in organization of different marketing campaigns. These all activities areimportant as they help to provide information of company's products to their prospective buyers.Current and Future trends in marketing: with changing times the marketing approachhas also been completely shifted, traditional methods print media, television are given lessemphasis by companies. In Costa coffee also company has started using social media as a veryeffective tool to approach mass customers together. Apart from this, in case of future trends costacoffee is relying on providing best quality to their customers so that there is mouth publicitywhich will act as promotional and marketing tool. Also, various campaigns, events will beorganized which will help costa coffee to approach their target customers in a different way.

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