MKT101A: Brudo Coffee Marketing Plan - STP Analysis Report

This report analyzes Brudo Coffee's marketing approach, focusing on segmentation, targeting, and positioning (STP). It begins by introducing the concept and providing an overview of Brudo Coffee, a mobile coffee shop in Sydney. The report then delves into segmentation, highlighting the company's use of bike-based coffee service to target customers seeking a refreshing coffee experience, particularly those aged 25-40 with middle to high incomes, including young professionals and students. Targeting strategies are discussed, emphasizing the focus on middle-class individuals and the appeal to both private and public spaces. Finally, the report examines Brudo Coffee's positioning strategy, emphasizing its unique selling proposition of providing coffee and snacks on a bike, creating customer satisfaction through hygienic operations and premium coffee beans. The conclusion summarizes the ability of Brudo Coffee to expand its business by conducting market research to identify, segment, target, and position its products effectively.

Marketing Fundamentals

Contents
Introduction...........................................................................................................................................2
...........2
Brudo coffee..........................................................................................................................................2
Segmentation........................................................................................................................................3
Targeting-..............................................................................................................................................4
Positioning.............................................................................................................................................5
Conclusion.............................................................................................................................................6
References.............................................................................................................................................7

Introduction
This report brings out a discussion on identification of potential customers through
segmentation, targeting and positioning. It is important to consider segmentation, targeting
and positioning so that the company will be able to make effective marketing strategies to
induce maximum audience to new and innovative Brudo`s coffee. As new concepts of
business often attracts people and in case of Burdo coffee, the business has three options to
expand such as franchisees which can match to the needs of the customers while adding
unique input and creativity to the business (brudoscoffee, 2019).
Brudo coffee
After getting huge success from Europe, two brother decided to start a passionate and
innovative level of coffee that decided to create superior quality coffee by offering premium
coffee beans ans it serves a healthy snacks in a beautifully three- wheeler crafted coffee
station. Brudo. With the success of various Sydney`s location “Brudo`s coffee”, it is noticed
that the concept of using bikes in order to provide innovative stylish and availing fabulous
coffee with the combination of healthy snacks. The company owns a “bike” that is requested
at different places and iconic events (brudoscoffee, 2019).

Segmentation
One of the major advantage related to Brudo coffee is the concept of usage of bikes. The
segment for Brudo coffee is when people looking forwards to have refreshing coffee with the
environment experience with a bike coffee. On the basis of geographical segmentation, it
need to different part of Sydney as the cost of establishing the café already do not exist in
huge number. The company would target enthusiastic customers who prefers to talk while
walking with a sip of coffee (Badrinarayanan, Kendall, & Cipolla, 2017). The segmentation for
the people is between 25 to 40 years with middle and high level incomes. The company`s
segmentation can be youngsters with middle and upper level income. It is the market process
through, which several groups of the organisations have been found certain behavioural
characteristics, so that an appropriate set of marketing campaigns can be made in order to
induce the customers (Riyadh, 2017). Brudo offers the coffee on the basis of socio-economic
segmentation for the customer base of young people that are working professionals and the
students. A business class person the bike to be good place with hygienic operation so that it
can go for short handouts to bike coffee. Physiological factor includes customer belonging to
upper professional office youth and people living in the apartment where the audience is
perfectly educated. The company has segmented on the basis of geographic and demographic
segmentation after selecting the place where it wants to have, the place of this coffee outlet
can not limited (Riyadh, 2017).

v
Targeting-
It help in inducing the customer and influence them in a positive way by offering them
premium taste of the product. Between two segments, middle class people have greater stake
among the segmented customers. It can earn huge profits so that it can sustain in longer term.
This segmented people also includes teenagers and finally develop a huge range of
complimentary snacks. The opinion is about both private and public spaces such as busy
parks and outside the buildings. The company has the capacity to have the ability to uniquely
attract the people around. As far as indoor is considered, these spaces includes shopping
centres, office buildings, bus stations and other undercover. The organisation provides a
special blend coffee roasted only for Brudo`s. these beans are of premium quality, low acidity
and smooth textures. Apart from this, the young people often gets attracted to the bikes,
which the company uses for their coffee. Bike used by the company is highly durable and
weather resistant plywood that is encased in a strong steel frame with stainless steel.

(Source: Riyadh, 2018)
Positioning
It is one of the most crucial stage as without positioning the product in the eyes of the
customers; an organisation can not achieve sustainable profits. Product`s position should be
distinct so that it can be competitive among the competitors and can penetrate the minds of
the customers. It can be said that with a different view of providing the coffee on a bike with
tasty and light snacks is a key advantage that attracts the customers. Brudo coffee has a
different place on the industry that it does not sophisticated ambience to serve its product.
The positioning strategy includes greater customer satisfaction and employee satisfaction that
has been developed through utmost hygienic operations and greater taste that can give it
personal security (Steenkamp, 2019). Apart from this, in case of Brudo coffee, it can be seen

that customer base changes from place to place. For instance- the audience of Brudo coffee
differs from place to place and time to time. As while moving to bigger business ventures and
near professional areas, it is tended that audience would be working professionals so the
organisation has to organise its marketing plan and strategies in such a manner that it can
induce maximum audience. On the other hand, when brudo coffee have another set of
audience such as house buildings and huge villa apartments for the organisation to penetrate
the young parents where their children can take light breakfast. In order to position the
product, the organisation has to build strong customer confidence such as coffee grinder used
by the company is also water resistant to the weather conditions, it is fast, efficient, and
manufactured in mills to induce greater sales (Alkimim et al., 2017).
Positioning Map
High quality
Low Price High Price
Low quality
Conclusion
From the above discussion, it can be concluded that brudo coffee has the ability to expand its
business with the help of conducting a research so that it can find the potential audience,
Brudo
coffee
Coffee Alchemy
Please say please, Adelaide

segment them in the audience, target them and finally position the product and services in
their minds.

References
brudoscoffee, (2019). BEST CHOICE for Coffee TO GO. Retrieved from:
https://www.brudoscoffee.com.au/#business-options
Riyadh, (2017). Demand for Australian food & beverage products on the rise in MENA region.
Retrieved from: http://live.saudigazette.com.sa/article/523294/BUSINESS/Demand-for-Australian-
food-amp-beverage-products-on-the-rise-in-MENA-region
Badrinarayanan, V., Kendall, A., & Cipolla, R. (2017). Segnet: A deep convolutional encoder-decoder
architecture for image segmentation. IEEE transactions on pattern analysis and machine
intelligence, 39(12), 2481-2495.
Steenkamp, J. B. (2019). Reflections on defining global brands, fragmentation and segmentation, and
the emergence of richer brandscapes. International Marketing Review.
Alkimim, E. R., Caixeta, E. T., Sousa, T. V., Pereira, A. A., de Oliveira, A. C. B., Zambolim, L., &
Sakiyama, N. S. (2017). Marker-assisted selection provides arabica coffee with genes from other
Coffea species targeting on multiple resistance to rust and coffee berry disease. Molecular
breeding, 37(1), 6.