Marketing Principles and Techniques Report for Coffee, Cake & Kisses

This report provides a detailed analysis of marketing principles and techniques, focusing on the case study of Coffee, Cake & Kisses, a small family-owned coffee shop. It begins with an introduction to marketing and its diverse activities, emphasizing the importance of promotional strategies and competitive analysis. The report then delves into market segmentation, highlighting segmentation, targeting, and positioning (STP) strategies, with a focus on demographic segmentation. The marketing mix (products, price, place, promotion) is examined in relation to Coffee, Cake & Kisses, particularly Cappuccino. The second task explores market research and analysis, including their aims, various research methods (surveys, focus groups, observation), and analysis tools like PEST and SWOT. The third task covers e-marketing methods such as email marketing, paid advertising, and SEO, and discusses online image management. Finally, the report addresses market analysis techniques for researching the target market and provides findings and recommendations to enhance the coffee shop's market share.

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Marketing and its diverse activities........................................................................................1
Market segmentation..............................................................................................................2
Marketing mix of organisation...............................................................................................2
Task 2...............................................................................................................................................3
Main aim of market research and market analyses................................................................3
Various sort of marketing research methods..........................................................................4
Market analysis tools and techniques used to evaluate market research method...................5
TASK 3............................................................................................................................................5
Various methods used to e-market products and services......................................................5
Methods by which organisation manage their online image..................................................6
TASK 4............................................................................................................................................6
Market analysis techniques to research the target market.....................................................6
Interpret the findings of your market research and market analysis......................................6
Finding and recommendation.................................................................................................7
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing principles can be understood as a major technique that stay filled with many
strategies and factors which helps an individual in framing prices of products which may aid a
company in grabbing a good market share (Graber and et. al., 2016). In present world, marketing
principles and techniques are some major components of marketing section of a business
organisation that needs to be properly understood by a business person to run business in a
successful manner. Coffee, Cake & Kisses is a coffee shop which is being developed by a small
family. This report is going to include various things like marketing mix, segmentation and
various tools and techniques that will aid this company in enhancing its market share at
marketplace.
TASK 1
Marketing and its diverse activities
Marketing is a process which is filled with numerous actions that helps a business firm in
doing promotional activities of products and services that are being made and offered by them to
its consumers. In present context, Coffee, Cake & Kisses have made and offered some good
quality products which is being liked by customers in ample numbers. But, they do not know
how to promote their products so that to enhance their moderate sales. There are some actions
and activities of marketing department that can help this organisation to do so and these are
given beneath:
Diverse activities of Marketing:
Enhancing and maintaining sales of products: One of main activity which can also be
stated as a responsibility of marketing department is to enhance sales. For an example: Coffee,
Cake & Kisses which is a small coffee shop carrying a lot of products but cappuccino is famous
among its regular customers. In order to enhance sales it is required for them to promote this
specific product through using different tools that do not cost much to them like online social
sites.
Keeping up with the competition: Another major duty and activity that is of marketing
department is to develop strategies and implement them which may aid Coffee, Cake & Kisses in
giving good rivalry to competitors (Lees-Marshment, 2014). For an example: Fluctuation price
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of product according to the market scenario and evaluating strategies that are being adopted by
competitors can help Coffee, Cake & Kisses in gaining competitive advantages.
Market segmentation
Market segmentation can be known as a process to segment customers according to their
potentials may and deliver them products according to their needs and requirements. It also
include various things like positioning and targeting as well. In present context, market
segmenting is very much required for Coffee, Cake & Kisses in order to improve its reputation
and sales in local business environment. This includes various things like: age, demographs,
lifestyles of customers and behaviour which may help this firm in targeting users in an
appropriate manner. Segmentation, Targeting and Positioning (STP) are being understood
beneath:
Segmentation: It is very much required for Coffee, Cake & Kisses to develop
segmentation and consider it in an appropriate manner which is filled with perceptions and
demographics of consumers (McClements, 2015).
Targeting: After the segmentation process, targeting takes place as this may help Coffee,
Cake & Kisses in locating all needs and wants of customers and deliver them products according
to their requirements.
Positioning : This process takes place after both segmentation and targeting where
Coffee, Cake & Kisses can develop a proper framework and place products according to needs of
customers. Positioning the best selling goods in front of customers right on place can improve
profitability of business firm.
Example that can be taken under present context, i.e. of Demographic segmentation
which can be understood as the best approach that should be adopted by Coffee, Cake & Kisses
in order to improve its sales of products and services.
Marketing mix of organisation
Marketing Mix is being considered as the best sort of approach that can help Coffee,
Cake & Kisses in order to improvise sales along with reputation which is done beneath:
Products Cappuccino, Home-made Pumpkin Soup, Strawberry Cake and Apple Pie are
some majorly liked products by their regular customers that helps Coffee, Cake
& Kisses sustaining at marketplace.
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Price Moderate prices of different products is aiding Coffee, Cake & Kisses to
maintaining relations with customers for a long period of time.
Place This plays vital role as keeping cakes and along with menu on table may aid this
organisation is raising their sales.
Promotion Advertisement on social sites which do not cost much to them can help firm in
enhancing sales right on time (Armstrong and et. al., 2014).
Cappuccino which is best selling product of Coffee, Cake & Kisses and application of
Marketing Mix on this may help this organisation in hitting its targets and grabbing attention of
consumers high in numbers.
Task 2
Main aim of market research and market analyses
Market Research and its aim:
It has been located that to attain all goals and objectives of a firm which is related to sales
of products and services, market research plays a vital role. Aim of conducting a research is to
collect relevant data which may aid an investigator in making decisions that can help in hitting
their targets. Investigation can help researcher in locating perception of consumers and of other
people through which determination can be made. Market research and advertising can be stated
as two major components of marketing department that helps an enterprise in developing its
market share (Gordon, 2012). It is vital for Coffee, Cake & Kisses to understand the aim of
conducting marketing research. Some of aim of marketing investigation are given below:
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 Perceptions of consumers can be obtained which is related to products and services.
 Evaluate all recent trends that rivals are following. Locate strategies that are being adopted by competitors in order to gain competitive
advantages.
Marketing analysis and its aim:
Market analyses is being done to supply data to marketing manager. It has been located
that person who handles marketing department can use information which may aid him/her in
making decisions right on time. It has been analysed that it has became vital for business
organisation to keep on doing promotions of goods and services that have been manufactured by
company only. Some of aim of marketing analysis are given beneath:
 Perception of consumers on products that are being manufactured by companies.
 Representation of market system.
 Locate system- level restraints.
 Targeting, segmenting and positioning of products and services.
Various sort of marketing research methods
While conducting research, an investigator needs to understand the main aim of
administrating the investigation (Dann and Dann, 2016). After analysing that, person can adopt
best sort of method which will directly aid in developing favourable conclusions in short period
of time. In present context, if Coffee, Cake & Kisses is looking forward to grab a good market
share, it is mandatory for them to select best method and these ones comes under primary &
secondary which are being mentioned below: Survey: This sort of method is being used and comes under primary method. It has been
located that reviews are being taken of customers and data which is being gathered under
this approach stays authenticated. Focus group: Under this, concentrating on a bunch of mediator utilizes a scripted
arrangement of inquiries of themes to lead an exchange among a gathering of individuals.
These session are taken by the organization to take successful choice about the diverse
sorts of client in compelling way.
 Observation: Singular reactions to reviews and center gatherings are here and there
inconsistent with individuals' genuine conduct. When you watch shoppers in real life by
recording them in stores, at work, or at home, you can watch how they purchase or utilize
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an item. This gives you a more exact photo of clients' utilization propensities and
shopping designs (Hwang and Chung, 2018).
Henceforth, in context of present report Coffee, Cake & Kisses should have adopted
observation method as this will directly help them in taking initiatives to bettering the experience
of them in an appropriate manner.
Market analysis tools and techniques used to evaluate market research method
There are ample number of tools and techniques that are related to market analysis which
can be taken under in use by Coffee, Cake & Kisses. If a firm is looking forward to enhance its
sales it is mandatory for them to use various methods like PEST analysis to understand concepts
that are related to external environment and SWOT analysis is they wants to take initiatives
which are considering under internal environment.
PEST Analysis:
Political factor: Government of United Kingdom may put impact on business
organisation like: change in policies, laws and other elements.
Economical Factor: Consumer's pocket and economy of a nation majorly affects prices
of products and profit margins as well.
Social factor: Culture of a country plays vital role in context of business organisation and
reputation can be enhanced through various activities like CSR activities (Meindl, 2012).
Technological factor: Updated tools and technology may aid Coffee, Cake & Kisses in
hitting their targets.
TASK 3
Various methods used to e-market products and services
E-promoting is strategy by which different results of organization are given to the client
by online medium. In context of present report, web based advertising are as per the following:
Email showcasing: E-mail advertising is online techniques by which an item or
administrations to a database through focus on a section of client through giving data about the
diverse items and administrations of organization which is given to the association.
Paid publicizing: Paid publicizing is likewise a best strategies to advance the new home
grown magnificence mind items. This advances distinctive kinds of items gave to the client.
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Site design improvement: These are the techniques by which organization ready to build
the presence of site on various social site which pulls in extensive number of client in the
commercial center.
Methods by which organisation manage their online image
In order to create favourable conditions it is mandatory for business organisation to look
into two aspects and these are internal and external environment that are related to online setup.
It has been analysed that there are various sort of methods that can be adopted by Coffee, Cake
& Kisses and these are given beneath:
Monitoring: Company need to screen diverse elements of worker who are include in e-
showcasing and furthermore centre around to give distinctive sorts of items to the client
(Menvielle, Menvielle and Tournois, 2014).
Conveyance of items on time: the administration of association needs to give diverse
kinds of house made items with full of quality to their client so that to develop relationship with
them for a longer period of time.
TASK 4
Market analysis techniques to research the target market
It has been located that different kinds of advertising methods which targets different
female client which creates substantial number of incomes for the organization. The showcasing
chief of Cappuccino ventures should utilize the review strategies to know the perspectives about
the home grown magnificence cream which rolls out improvements in the items in compelling
way. Organization utilizes distinctive sorts of procedures to know the input of the client.
Market division: Management of Cappuccino undertakings section the market into little
fragments which keeps up the adequacy in giving diverse sorts of excellence items to the female
client. This expands the benefit of the organization.
Accumulation of input: The administration assemble criticism from various client which
makes new scope of items to its dependable client. These input are generally esteemed by the
client so as to give new and creative magnificence items to the client (Graber and et. al., 2016).
Interpret the findings of your market research and market analysis
Coffee, Cake & Kisses has never adopted segmentation process and did not knew how
to implement different marketing strategies which has reduced its image in front of competitors.
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But, after analysing that this restaurants was having high quality products which were in demand
has helped them in grabbing attention of consumers high in numbers. Through taking under in
use of distinctive approaches of marketing, sales of products and services can be enhanced in an
appropriate sense.
Finding and recommendation
It is very much required for Coffee, Cake & Kisses to apply best sort of strategies along
with using various actions that may aid them in attaining all goals and objectives right on time in
much effective and in appropriate sense. Sales can be enhanced and good reputation can be
earned through looking at different aspects that may bring different opportunities for Coffee,
Cake & Kisses.
CONCLUSION
Lastly, it is being concluded that it is mandatory for every single organisation whether it
is small or big in nature to have effective marketing department. With the help of various actions
of this section and through developing various strategies of marketing, sales can be enhanced and
profitability can be improved.
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REFERENCES
Books and Journals
Graber, L.W., and et. al., 2016. Orthodontics-E-Book: Current Principles and Techniques.
Elsevier Health Sciences.
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
McClements, D. J., 2015. Food emulsions: principles, practices, and techniques. CRC press.
Armstrong, G., and et. al., 2014. Principles of marketing. Pearson Australia.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ). 20(2). pp.122-126.
Dann, S. and Dann, S., 2016. Exploring Catholic social teaching in a social marketing context:
History, lessons and future directions. Journal of Macromarketing. 36(4). pp.412-424.
Hwang, J. and Chung, J. E., 2018. The Roles of Business Ethics in Conflict Management in
Small Retailer–Supplier Business Relationships. Journal of Small Business
Management. 56(2). pp.348-368.
Meindl, A., 2012. Lebensqualität-was ist das eigentlich?: Eine Analyse aus theoretischer
Perspektive (Vol. 205). BoD–Books on Demand.
Menvielle, L., Menvielle, W. and Tournois, N., 2014. Purchasing behavior of consumers for
foreign medical services: An approach using the soft laddering method. Qualitative
market research: An international journal. 17(3). pp.264-282.
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