Analysis of Integrated Marketing Communications for Axil Coffee

This report provides an in-depth analysis of Axil Coffee Roasters' integrated marketing communications within the digital age. It begins with an introduction to marketing and its importance, particularly focusing on brand positioning and differentiation. The report then delves into the segmentation of Axil Coffee's target market, exploring psychographic needs and consumer preferences. A significant portion is dedicated to identifying specific target marketing strategies in relation to the brand's positioning, emphasizing the importance of understanding consumer wants. Finally, the report outlines Axil Coffee's marketing objectives, including strategies for increasing sales, revenue, and market share, while also addressing customer satisfaction and brand recognition. The report concludes by summarizing the key findings and reinforcing the significance of marketing in business success. The provided references include relevant books and journals that support the analysis.

Integrated Marketing
Communications In The
Digital Age

Table of Contents
INTRODUCTION...........................................................................................................................1
Brand positioning and differentiations:.......................................................................................1
Segment's psycho graphic needs on the bases of need , want,values:.........................................1
Specific target marketing with in relations with brand's positioning:.........................................2
Brand's marketing objectives......................................................................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing is a place where buyer and seller interact with each other and ready to buying
and selling their product at possible price. The report discuses the brand positioning and its
differentiations, segmentations need and marketing objectives and mentions a brand positioning
is axil coffee roaster company. Brand positioning is very important key to identify the specific
product. This report has been using the key factor of brand positioning and differentiations.
Marketing refer to the customer satisfaction and earning profit. Marketing is the business selling
its product, deciding its price and area also.
Brand positioning and differentiations:
Brand positioning is refer to the four elements of an enterprises, customer, shareholder,
management. Brand is connected with the memories in customer mind. Brand shows the value ,
ideas and personality (Stremersch and et. al, 2015). Brand positioning is the type of marketing
strategy and brand positioning helps to increasing the sale of the particular product . A strong
brand positioning help to maintain the marketing stratiges and helps to explain the brands
details. Brand is the main part of the product it show the identifications of a specific product and
company. So it is very important for every organisations to maintain its brand position. Axil
coffee roasters is one famous brand in coffee and its ware house cafe style located in Hawthorn.
Its brand positioning in the market providing a highest qualities product in the market and its
brand is also famous they are providing a best quality and providing the weekly offer to the
customers.
So it is gaining a fast market perforation and its main target to attract the customer and
increasing the sales. Brand positioning and differentiations is related to the market strategies.
Axil coffee focus on brand positioning and to penetrate target customer. Axil coffee comparative
to competitors but particular to a target customers. It is very different to other coffees brand and
it is giving a various of offer to the customer and discounts also.
Segment's psycho graphic needs on the bases of need , want,values:
Segments of axil coffee refers to the customer need ,wants and its business processes.
Segments pychographic need is necessary for every business it express the customer need ,wants
and customer buying basis. Customer segmentations is very compulsory for every business
because customers are the heart of the business and it is very great way to attract only target
customers. Roasted is the largest coffee segments in the market 76 percentage peoples
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consumed coffee in the world. The main competition in the market only three companies that
sells to instance coffee around the world. Now days professional people more prefer coffee or
almost time coffees sells to the restaurateurs, coffee shop. People want to an numbers of flavours
of coffee and design also. Segment help to how many people prefer coffee ,how many like and
how many ready to drink . The strongly current trends to the market people are more buy a
coffee rather than other drinks. coffee product include a cappuccinos,lattes along with a organic
coffee.
Market segmentations defines to the product features, prices, promotions and place.
Segment help to how many segments to the market and segments help to discover customer
need and customer taste(Rentschler and et. al, 2012) . These are basis of segments which is
defines the need , wants, and value of the customers.
Specific target marketing with in relations with brand's positioning:
Brand positioning is refers to the market strategies means determining the brands current
position ,identifying the target customer and competitors. Nowadays youngster are more prefer
coffee and they like different different flavours. People between 17 to 35 who are prefer more
coffee then old generations. The demand of the coffee has been well more assumption so many
more young people prefer coffee. The specific target market youngsters only with a coffee
business and it is consist consumer preferences (Brown, 2013) . It is very important for a
business to identify the customer wants and customer needs. Target market focus on group of
customers and who are stastisfed their need and wants. So similar youngster are better sastisfied
with coffee and its different flavour. Target market help know as target customer and the main
motive to achieve a business target their market efforts like sells their products.
specific target market include break a market segment then concentrate on particular
marketing efforts (Wang and et.al, 2015). Like coffee is target marketing that by aiming
marketing efforts at a specific customer and it make price, promotions and distributions of the
coffee and providing the services and its cost very effective. It focus all marketing activities and
providing better services to the customers.
Brand's marketing objectives
Marketing objectives is the process of promoting the business and promoting its products
and services. It refers to the market strategy to achieve goal of the organisations and it is related
to specific, measurable, achievable , realistic approaches. The objective of brand marketing to
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increasing the sale and earning a profit (Chaffeyand and et.al ,2016). The main objective of the
marketing to increase a market share meaning a earning profit from competitors ,brand
recognitions and customer satisfactions. Some of the marketing objectives for the company are:
 To increase sales leads by 10 percent
 To enhance the sales revenue by 20%
 To tap an altogether new location in next 2 weeks.
Marketing main objectives to increasing sales day by day through the advertising ,
promotions and branding activities. It also focus on customer statisticians but its a very common
objectives and it also focus on customer interactions (Green and et.al, 2016). To enhances sales
revenue also increase by 20 percent. Marketing objective are important part of business it help
to generate the sales and sale revenue in different different locations (Hartley and et.al, 2013) .
Marketing objectives helps to maintain customer relations and it also to make a quality of
product (Coombes and et.al, 2013) . It is very important for price discriminations means to who
are ready to pay more and lower prices.
CONCLUSION
From above informations on this report discuses the brand positioning ,segments and
marketing objectives. Marketing is the part the business without marketing can not run business.
Marketing is the heart of the successful business. Marketing covers all the strategies like as
promotions, public relations and increasing the sales all these thing are depending on marketing
departments.
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REFERENCES
Books and Journals
Brown, S., 2013. Postmodern marketing?. European Journal of Marketing.
Chaffey, D . and et. al., 2016. Digital marketing. Prentice Hall.
Coombes, Z. and et. al., 2013. Business models and their relationship with marketing: A
systematic literature review. Industrial Marketing Management. 42(5). pp.656-664.
Green. S. B. and et.al., 2016. Using SPSS for Windows and Macintosh, Books a la Carte.
Pearson.
Hartley, R. F. and et. al., 2013. Marketing mistakes and successes. Wiley.
Rentschler, R. and et. al., 2012. Arts management/marketing journal citation analysis: assessing
external impact. Arts Marketing: An International Journal. 2(1). pp.6-20.
Stremersch, S. and et.al., 2015. Unraveling scientific impact: Citation types in marketing
journals. International Journal of Research in Marketing. 32(1). pp.64-77.
Wang, Z., and et. al., 2015. Social networks in marketing research 2001–2014: a co-word
analysis. Scientometrics. 105(1). pp.65-82.
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