Marketing Principles and Techniques Report: The Little One Coffee Shop

This report delves into the core principles and techniques of marketing, focusing on practical applications for a small family business, specifically The Little One Coffee Shop. It begins by outlining the diverse activities within a marketing department, emphasizing vendor management, brand definition, campaign management, and social media monitoring. The report then explores market segmentation strategies, including demographic, geographic, and psychographic approaches, and their importance in understanding customer needs. The marketing mix (4Ps) is examined in detail, analyzing how product, price, place, and promotion strategies can be tailored to target specific customer segments, like the young demographic of the coffee shop. Market research methods, such as social media analysis, surveys, and online reviews, are discussed alongside market analysis techniques. Finally, the report covers e-marketing methods and online image management, offering a comprehensive overview of marketing strategies for business growth.

MARKETING
PRINCIPLES AND
TECHNIQUES

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Diverse activities carried out in marketing department....................................................1
1.2 Market Segmentation........................................................................................................3
1.3 Marketing mix..................................................................................................................4
TASK 2............................................................................................................................................5
2.1 Aims of research and market analysis..............................................................................5
2.2 Market research methods..................................................................................................5
2.3 Tools and techniques of market analysis..........................................................................6
TASK 3............................................................................................................................................7
3.1 Market analysis techniques...............................................................................................7
3.2 Interpretation....................................................................................................................7
3.3 Findings of marketing team..............................................................................................7
TASK 4............................................................................................................................................8
4.1 Methods used to e-market products or services...............................................................8
4.2 Procedure of managing online image...............................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the most important function of an organisation in which role of marketers is
to promote its business at marketplace. They carry out various activities to advertise brands of a
company in different segment of an area in order to create awareness among people about the
same. In this regard, there are different kinds of marketing principles used by enterprises that
enables them to do things in appropriate manner (Lee and Kotler, 2011). This project gives a
description to a small family business who is new in a competitive market era. Its marketing
managers suggest employers about the way they can promote their business in large segment
through which profitability can be gained. The Little One Coffee Shop has been taken in this
assignment. It gives a description on marketing, market research, process of e-marketing and
way of applying the same in business operations.
TASK 1
1.1 Diverse activities carried out in marketing department
Marketing can be stated as a management process used to identify, anticipating and
satisfying requirement of customers in profitable manner. Main focus of marketing activities is to
target the potential customer with their product so to achieve more sales and profitability. It helps
in analysis and utilisation of marketing mix technology as per business requirement of
association. It is a set of various activities which aid managers in creating, advertising,
communicating, delivering as well as exchanging products or services of a company which have
value for customers in large manner. As per size, scope and objectives of business, major
activities perform by marketing department of a firm are-
 Managing the vendors- This kind of activity is also done by marketing department in
which they identify in the best vendors or agencies in order to get resources through
which sales performance can be enhanced in required manner. Such vendors are Web
providers, ad agencies and printers. Cost of the production or cost price can only be
reduced if company is analysing vendor market regularly and choosing the vendor who
is offering low price with highest quantity.
 Define and manage brand of association- It is considered as main activity of
marketing by which employees of organisation can define business as well as concept of
in a positive manner at marketplace (Bishop and et. al., 2013). Through this process,
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they can create awareness among people about types of products or services company
deals in.
 Campaign management- Crucial part of campaign management is to boost the
awareness of products and brand in the market place so that leads would be generated
out of that. In this era, it is responsibility of marketers to promote brands of association
by proper planning, executing, tracking as well as analysing needs of customers.
 Producing marketing and promotional materials- Under this process, it is a
responsibility of marketing department to analyse needs of resources for promoting and
selling brands of company first. After then, provide the same for marketers which would
help them in conducting further activities in a proper manner. Different types of
marketing activities or market mix should be implemented by company on their
business operations so that they can become the market leader in their industry. Offering
discounts on Saturday night and coffee free with purchasing of three food items are
some promotional activities.
 Monitoring and managing social media- In today's modern world, before purchasing
commodities directly from a company, people generally used to search information
about the same through internet and social media applications. Such type of servers also
aware them about reviews of customers who used this services before. In this era of
social media, customers can be easily attracted by company after using different
techniques like viral marketing, SEO or SMM. So, it is necessary for managers to keep
an eye on every content available on online sources so that positive information can be
provided to consumers.
 Internal communication- For advertising products, it is major responsibility of
marketing department to provide necessary information to people who are associated
with business about targeted goals and objectives and manage proper communication
among them (Lefebvre, 2011). This will help them in producing better services to
customers so that growth of business can be achieved. All the departments should be
working in a team to achieve a common purpose of existence i.e., to attain competitive
advantage over others by providing products according to customer needs and demands.
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In this regard, employers of The Little One Coffee Shop are required to analyse
marketing concept and various activities of it which helps in increasing sales performance of
business in a large manner.
1.2 Market Segmentation
This techniques is used majorly by all companies which helps in determining needs and
desires of customers in a proper manner so that higher satisfaction of them can be gained by
ascertaining appropriate services (Bramer, 2013). It would help marketers in analysing kinds of
products need by company to produce which aid them in delivering better services. In context
with present scenario, a small business enterprise named by The Little One Coffee Shop whose
business is going down. This approach is used by company to divide whole market into smaller
segments and then act according to their needs and preferences. .Therefore, to improve
productivity of business, this kind of segmentation which includes Segmentation, Targeting and
Positioning which help in understanding demands of targeted customers in a better manner
which can be described in the following manner-
 Segmentation: Taste of people are changing at rapid rate, so it is basic responsibility of
companies that deal in cafe segment like The Little One Coffee Shop to divide market
area into small segments according to geography, demographic or psycho-graphic. It
includes following methods of segmentation are:-
1. Psycho-graphic segmentation: It involves procedure of segmentation according
to different personality, lifestyle of customers, purchasing power and more. So, it
is highly recommended to present firm to use this technique for fragmentation. As
it allows in creating product design. It should be understand by company as they
prefer to consume those products who has a taste related to their culture or beliefs.
2. Geographical segmentation: Market is segmented on the basis of geographical
areas like city, state, county and more.
3. Demographic segmentation: Targeted population is divided as per age, religion,
gender, ethnicity etc. through which needs of customers can be easily identified
and fulfilled. Demographic segmentation is done on the basis of what product is
offering and who will be their targeted market.
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 Targeting: Basically, this cafe targeted youngsters most for their products who like to
spend much time on cafe for enjoyment. They always want to get products like savoury,
creeps and sweet on affordable price rates. Thus, by advertising business in such market
area where youngsters can easily be found like colleges, malls and more help in attaining
their mind and get retention as well easily.
 Positioning: Brand image of a company is generally linked with perception of customers.
Therefore, by delivering services as per desires of consumers help in building a good
image in minds of them. Therefore, if targeted audience have got positive reviews from
customers who avail services then it would help in enhancing sales performance.
1.3 Marketing mix
Jerome McCarthy has given this technique in 1960 which include 4P classification. It is
used to develop effective marketing strategies of a company which consists four topologies as
product, price, place and promotion (Gordon, 2012). This would help in evaluating current value
of business in a particular marketplace. In this regard, managers of The Little One Coffee Shop
used this technique in following manner:-
4P's of marketing mix Procedures
Price As youngsters are targeted customers of this
cafe so, its products are available on different
affordable price rates. Heavy discounts on
weekends are considered as plus point for this
shop to attract minds of targeted audience
more. If company is setting their price
according to customer ability to pay then it
would create a huge benefit for company.
Promotion Promotions is used by company to boost their
brand awareness in the market so that customer
would recognize their product while shopping.
'On every fifth product you will got a gift
coupon' assists customers to come at its cafe
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and avail its services.
Place Different types of place where company can
sell their product is online and offline platform.
As The Little One Coffee Shop deals in small
sector so it provides low key space with
pavement seating procedure to customers.
Products Menu list of this cafe is divided into three main
segment that are Savoury, Creeps and Sweet.
In this regard, there is a wide variety of cheese
products, Wheat & Gluten Free or low calorie
Vegan Spinach Crepe and a range of coffee
and beverage items. All such food items are on
high demanded by customers.
TASK 2
2.1 Aims of research and market analysis
Market Research and its aim:
As sales performance of The Little One Coffee Shop is going much down therefore, its
marketing managers are needed to identify reason behind the same by conducting proper market
research (Armstrong and et. al., 2014). The major aim behind this kind of investigation is to
understand technique by which present cafe can fulfil target objectives in an adequate manner.
Along with this, main goal of this research is to conduct essential activities for analysing present
condition of market. It will aid this cafe in building strong strategies through which aid sales
performance can be improved and growth of business increase. In this context, the main aim of
research for conducting market analysis of present cafe are:
 Perception of customers
 Strategies used by companies of same sector having same products or services
 Determination of demands and needs of targeted audience
 Identification of current trends of marketplace
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2.2 Market research methods
Some research methods used by managers of The Little One Coffee Shop are:-
 Social media- In recent times, it is one of the most effective tools for connecting with
customers (McClements, 2015). This assist company in getting inn touch with every
individual and helps firms in determining views and thoughts of people and
understanding its problems and issues if clients are facing.
 Survey method: Company can conduct a survey for their targetted customer as what
types of product they would like to prefer over others. It would help them to understand
potential customers demand and modify there product accordingly.
 Book reviews- If a company has low budget than this method is useful because in this
employees can read comments and reviews that are given by its customers. Thus, entire
process will give them an overview about their commodities that are present in market
area.
2.3 Tools and techniques of market analysis
In order to collect data, there are various methods available which can be used by small
business organisations also like The Little One Coffee Shop:-
Techniques used for marketing analysis
Observation This procedure assists managers to observe
recent condition of market area by conducting
different primary and secondary research. This
would help in ascertaining behaviour of
customers. Experts is required by company to
conduct this approach as chances of mistakes
while observing real scenario is high.
Surveys  Face to Face
 Mixed-mode surveys
 Telephonic surveys
 Social Media survey
Focus Group and Product Testing In this process, research investigators are
needed to select a sample of targeted audience
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to conduct a questionnaire method on them and
collect their perceptions for further analysis
Situation Analysis  Strengths
 Weaknesses
 Opportunities
 Threats
TASK 3
3.1 Market analysis techniques
The main purpose of marketing analysis is to make strategies which can be applied by
company in order to gain competitive advancement (Graber and et. al., 2016). Some of the
techniques have been incorporated by The Little one Coffee Shop are mentioned below:
 Primary- In this, managers basically gathers information from the targeted population
with the help of surveys, questionnaire, interview, observation etc.
 Qualitative- In this judgements and opinions that are provided by them are being
evaluated and this is done through the process of interview.
 Secondary- Under this, managers collects information that are published in books,
journals, magazines etc.,
3.2 Interpretation
It has interpreted from research that present firm The Little One Coffee Shop needs to
offer some more items as per need of youngsters. Company has to properly understand needs of
customer as they will only buy or consume those products which are according to their needs.
That's why company has to regularly update themselves if they want to become market leader.
As per review of customers, taste and quality if products is much good but kind of services it
offers is not much attractive. Atmosphere of paved seating arrangement also not much effective
so, it may be a major drawback for this company by which sales performance is going down.
3.3 Findings of marketing team
Marketing managers of The Little One Coffee Shop has used different kinds of tools and
techniques for conducting a proper market research. It will help in finding reason by which sales
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performance of business goes down. Along with this, it will also help in taking feedback of
customers through which improvement in business can be done.
TASK 4
4.1 Methods used to e-market products or services
E-marketing procedure aids a firm in selling products or services of business through
online techniques (Graber and et. al., 2016). For small companies like The Little One Coffee
Shop some methods for e-marketing are:-
 E-mail marketing- This method used to promote brand of business by sending
commercial message to a group of targeted customers using e-mail. Cost and time incur
in this approach is less as compare to other approaches.
 Search engine optimisation- This method refers to a key of getting more traffic which
lies in integrating information of a company with social media marketing and search
engine optimisation. This would aid in increasing number of followers for this company.
4.2 Procedure of managing online image
To build an effective brand image at marketplace, it is required by managers of a firm to
used such techniques which is cost effective also (Lees-Marshment, 2014). For building strong
presence on social media application, it is necessary for management of a firm to provide
positive information much. This kind of service used by customers in order to see reviews of
others who avail services. In context with The Little One Coffee Shop, use following method of
managing online image:
 Connect social media accounts with sprout social: This kind of technique help
managers of marketing in tracking records on Facebook, Instagram, Twitter and more. It
will also aid in reading inbox message in single-stream.
 Social media engagement: By making an interaction on regular basis with customers
and solve their problems help in building an effective relation with them. This procedure
aid in turning negative image to positive easily.
CONCLUSION
From the above report it has been concluded that, any company whether small, medium
or large adopt different marketing techniques. Company image or goodwill is directly
proportionate to sales and profitability of company. If it is positive or favourable then sales will
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automatically increase and if it negative then chances of bearing loss is high. It assist company
in reaching to every individual who are connected with firm's services and facilities. Apart form
this, manager of marketing department takes a proper research of market scenario, so that
enterprise can manufacture goods accordingly. Company should make a proper mix of
promotions activities so that they would achieve maximum utilisation of resources by getting
maximum ROI.
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