Principles of Marketing: Segmentation, Targeting, and Positioning for Costa Coffee's New PA Coffee Product

PRINCIPLES OF
MARKETING

Table of Contents
INTRODUCTION .............................................................................................................................3
3 levels of a product model and the key consumer benefits:-............................................................4
Key market trends:-............................................................................................................................5
The current customer attitudes/behaviours in this market:- ..............................................................5
Segmentation, targeting and positioning:-.........................................................................................6
Recommended Marketing Mix Strategy:- .........................................................................................7
CONCLUSION .................................................................................................................................8
REFERENCES...................................................................................................................................9