Marketing Report: Strategies for The Little Espresso's Success

This report provides a comprehensive marketing analysis for The Little Espresso, a small coffee shop in the UK. It examines diverse marketing activities, including campaign management, brand definition, and promotional material production. The report delves into market segmentation, targeting, and positioning strategies, crucial for understanding and catering to customer preferences. Furthermore, it analyzes the marketing mix (product, price, place, and promotion) and explores market research methods such as observation, social media analysis, and the use of platforms like Quora. The report also covers essential tools and techniques for market analysis, including focus groups, product testing, SWOT analysis, and surveys. Finally, it discusses methods for e-marketing products or services and procedures for managing the online image of the business. The report aims to provide actionable insights to improve sales and profitability for The Little Espresso.

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........................................................................................................2
1.3 Marketing mix..................................................................................................................3
TASK 2............................................................................................................................................4
2.1 Aims of research and market analysis..............................................................................4
2.2 Market research methods..................................................................................................4
2.3 Tools and techniques of market analysis..........................................................................5
TASK 3............................................................................................................................................5
4.1 Methods used to e-market products or services...............................................................5
4.2 Procedure of managing online image...............................................................................6
TASK 4............................................................................................................................................6
3.1 Market analysis techniques...............................................................................................6
3.2 Interpretation....................................................................................................................7
3.3 Findings of marketing team .............................................................................................7
CONCLUSION................................................................................................................................7

INTRODUCTION
Marketing is an important concept on which company majorly focus as it helps company
in interacting with customers and tell them about new products which firm is going to launch.
Thus, it can be said as an essential tool for connecting with every individual who are using their
products (Deshwal, 2015). Different types of techniques and methods would be explained to
identify external threats. Company that is taken in this company is The Little Espresso, which is
one of the coffee shop in United Kingdom. Report will majorly focus on a small family who are
running their business at local level. In terms of promoting their business managers are
suggesting various kinds of activities in order to increase its sales and profitability.
TASK 1
1.1 Diverse activities carried out in marketing department
Company use marketing which is a process of advertising commodities so as to increase
its customer's base. Firm in this context manufacture goods and services according to the needs
and wants of consumers so that enterprise can win loyalty of customers for a longer period of
time. Main aim of marketing is to satisfy the demands and preferences of customer by analysing
it through market research. Department of marketing plays an important role in identifying and
analysing market area form where company can get maximum benefits (Resnick and et. al.,
2016). Thus, some of the points as per sizes and scope of department and their roles are
explained below for having better knowledge:-
Campaign management- Under this, different kinds of promotional activities are
being conducted by department of marketing. Main role of this phase is to conduct a campaign
through which company would be able to advertise their products in front of their customers by
providing them all the knowledge which they want to get.
Define and manage brand of association- Under this, an individual try to explain about
the business and concept that company is following in market area in an appropriate manner.
This will assist customers in knowing about the products and services company is giving. Along
with this, it will give an opportunity to customers in setting a perception about commodities
whether to buy it or not.
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Producing marketing and promotional materials- Through this division of marketing
company try to provide different kinds of tools and technologies so that employees can conduct
their promotional activities in an appropriate manner.
Internal communication- If a company wants to increase its sales than it is a prime role
of managers that they provide adequate information about goods they are selling to its employees
(Kennedy and Parsons, 2014). As it will help company in accomplishing their targets and goals
in speculated period of time and will assist firm in better promotion.
Managing the vendors- For having effective sales of products marketing department
lookout for best vendors who can give firm with related resources that can help company in
improving its sales and profitability. Vendor plays an important part for company while setting
up the price of products. Company should regularly analyse vendors as change them according to
their price offering. Best source for this are advertising agencies, printing media and many more.
Monitoring and managing social media- In recent times as most of the people can be
seen using social media and for companies it works as a biggest platform for connecting with
every customers. So, it is prime role of marketing department to give appropriate information to
its consumers related to the products which firms are selling. Proper management of social media
account should be there as it directly depicts the goodwill and innovative approach of company.
Customer can also write their grievances while using their product so to get the fast response.
Henceforth, in terms of The Little Espresso, company is required to understand entire
concept of marketing so that firm can increase its sales and profitability in a speculated period
time.
1.2 Market Segmentation
The term basically defines about the process of market segmentation into smaller
components according to characteristics who shares same profile like caste, religion, race etc., It
assist company in understanding needs and demands of customers according to the taste and
preferences. Mainly process of market segmentation depends upon two components i.e. B2B
and B2C. According to the given scenario, it can be analysed that sales of The Little Espresso is
going down and to improve this, company is required to use various kinds of tools and
technologies. Along with coffee, shop is giving takeaway items that are easy available.
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Therefore, marketing process includes certain procedure like segmentation, targeting and
positioning which assist companies in setting targeted customers of a particular area. Further all
these are explained below:
Segmentation: As London is a big market for new companies who wants to establish
themselves in market area. People living there are of diverse culture and to identify taste and
preferences of every individual and provide them with respective products in not an easy task
(Huang and Rundle-Thiele, 2015). Further to have an effective growth in sales it is important
that The Little Espresso divides consumers ion the basis of taste and preferences and
demographic profile as well.
Targeting: This is applicable after superiors correctly segment market area according to
the demographic. Main benefit of targeting customer after segmentation is that it saves lots of
funds of company as they have to market their product and brand to the potential customers only.
After this, it is prime duty of managers to identify the targeted customers and provide them
services according to the needs and wants. It will gradually increase firm sales and profitability.
Positioning: This element can be directly linked with establish firm in a better manner in
front of customers. In this phase company try to create a favourable or positive image in the
mind of potential customers so to attract them for their products. If consumers’ perception will
be good towards product provided by shop it will increase overall sales and profits.
1.3 Marketing mix
Marketing Mix was first developed by Jerome McCarthy's 4P classification that is
basically based on making appropriate strategies of marketing in order to improve sales and
profitability. It includes 4 topologies that are explained below:
4P's of marketing mix Procedures
Products Company is providing with mouth watering
food items along with best coffees in the street
of London (Gordon and Gurrieri, 2014). As
firm is famous for the smallest coffee shop in
the world as a result it is assisting company in
increasing its sales and profitability.
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Price Entire products that are given by the firm are at
reasonable cost and every individual can afford
them. Along with this, on a timely basis The
Little Espresso gives discounts in their food
items which are helping them in retaining
customer’s loyalty for a longer period of time.
Price should be set according to customers
ability to pay and profits earned by the
company. They should set their profit margin
to low as then only company would be able to
attract more customers.
Place As it is one of the smallest coffee shop in the
world, this attracting a large number of people.
Other than this, shop takes online and internet
orders and provided customers with best
services and facilities. Company should use
both online and offline platform while
marketing their products as online platform
will attract more customers from around the
country and offline mode will satisfy the
customers who are living nearby store.
Promotion For promotional activities company is using
online process and for their valuable customers
shop is giving them different kinds of offers.
As a result it is helping The Little Espresso in
grabbing attention of maximum number of
people.
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TASK 2
2.1 Aims of research and market analysis
Market Research and its aim:
As per present scenario, business of The Little Espresso is going down at rapid rate. So,
its managers are now going to conduct a market research by which it can identify reason behind
low productivity of business as well as technique for resolving the same (Gordon and Gurrieri,
2014). Market research helps company to identify modification of products which a customer
wants in their product which includes taste, price etc. In this regard, main aims of conducting
market research are:-
 To analyse current trends of marketplace
 To develop strong strategies to promote business in positive manner
 To evaluate perception of customers
2.2 Market research methods
For conducting a proper survey, different kinds of market research are available as per
scope and aims of business. It includes primary and secondary research techniques which
involves various methods under it like questionnaire given for making a proper market research
and all have own importance. It includes telephonic, face-to-face, published data on internet
about reviews of customers who avail services of a company and more. So, as budget of The
Little Espresso, its managers has used following techniques for marketing survey:-
 Observation- This method is considered as the cheapest method in which marketing
managers used to analyse behaviour of people who come at store and avail services like
what thing they notice first after seating in a banquet. After then what perception they
made after acquiring services of a cafe.
 Social media- It is used by major proportion of small and big companies to get proper
feedback of their customers. Under this process, they used to make interaction with
people through social media apps like Instagram, Facebook, Twitter and more.
 Quora method- It provides a social media platform in which a company needs to set a
Quara profile of business which is related to a questionnaire format (French and
Russell-Bennett, 2015). In this procedure, superiors used to ask some questions on such
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quara and people get relevant answer through which perception of them can be analysed
about products or services of enterprises.
2.3 Tools and techniques of market analysis
Some essential tools and techniques used by management of The Little Espresso are
given as below:-
Techniques used for marketing analysis: Focus Group and Product Testing: In this procedure, company can take a sample of
large population for determining their perception and get feedback on products or
services so that modification can be done. Observation: Managers of firm required to carry out proper analysis to evaluate present
condition of marketplace so that information about new trends can be gained (Dicheva
and et. al., 2015). Observation has many flaws in it like more focus is given to observer
perceptions and chances of missing any important point is high. Situation Analysis: For this technique, it is required by organisations to carry out proper
SWOT analysis through which internal strengths and weaknesses as well as external
threats and opportunities can be determined.
 Surveys: Some particular methods of research used by small firms as per budget are face-
to-face interview, telephonic or mailing survey and other primary as well as secondary
research. Survey is the best method for collecting raw data but on the other hand it
consumes time and money of a researcher which demotivate them to use this method.
TASK 3
3.1 Market analysis techniques
This technique helps an outlet in developing and formulating policies by which sales volume of
business can be increased (Graber and et. al., 2016). It includes following methods of market
research analysis:-
 Primary- In this method, a company can gather data by conducting proper research in
own manner on a sample of targeted audience. It would be achieve by conducting
survey, questionnaire, telephonic interview etc.
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 Secondary- This process provides such kind of data which is published by other
investigators on internet, magazines and newspapers. This saves time of researcher but
on the other hand there is a doubt of credibility on the sources which they come from.
3.2 Interpretation
By carrying out various activities of marketing research, project maker of The Little
Espresso has interpreted that today customers want different kinds of services from cafes. In
such area, they would like to spend quality of time with friends and closed ones in an enjoyable
manner. In this sector, The Little Espresso has seems to be ineffective as there is no music and
other entertaining sources in outlet. Therefore, it is recommended to this firm to pay an attention
on the same and make necessary changes so that foot of people can be seen at store in large
manner.
3.3 Findings of marketing team
Management of The Little Espresso has used various methods for conducting a proper
research to know reason behind not getting attention of customers. It also helps in evaluating
current position of business as per perception of people at marketplace (Bryant and et. al., 2014).
Along with this, it has also seen that among a wide range of eatables, Sunday Roast with
Yorkshire Pudding is considered as best and loved by most consumers.
TASK 4
4.1 Methods used to e-market products or services
E-marketing technique is used by major firms to sell their products or services through
online procedure (Burns, Bush and Sinha, 2014). It is easy to exchange commodities as per
choice and purchasing of customers in an adequate manner. It includes different kinds of
methods, some of them are explaining as beneath:-
 Social networking- People used social networking sites for various procedures and know
very well what it will offer to them. It includes a large application which starts from
MySpace to Facebook. Therefore, through this technique, The Little Express can promote
its business easily and offer different kinds of discounts to customers who are active on
that. It will help company to create awareness about their product in more marketplace
which will leads to increase in sales of product in future.
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 Online Favourite and Bookmarking- Usage of this technique is increasing in faster
manner as when a computer of a customer crashes then they will never get loss their
favourite bookmarks. So, as a website owner of such firms, they can promote business in
these sites of online bookmarking.
4.2 Procedure of managing online image
For dealing business by e-marketing technique, it is essential for management of an
enterprise to manage content they produce on the same (Lees-Marshment, 2014). Online
management of brand is important for every company as their each and every post on online
platform directly affects their goodwill and sales of company. They should make an eye on each
and every content available on internet and social media application so that people can make
only positive perception about their business and convince to use it. In order to manage online
image and turn negative into positive, some methods are given below:-
 Social media engagement: In order to make interaction with customers, managers of
The Little Espresso needs to get engage with them. They should use proper
communication with people who are connected on social media sites and listen problems
persisted by them after availing services so that alterations can be done.
 Connect social media accounts with sprout social: This method helps in monitoring
and tracking records of reviews of customers available on MySpace pages of internet
CONCLUSION
It has concluded from this research project that if a firm currently open its business in
intense market area then employers are needed to carry out proper analysis about demand and
desire of customers. Along with this, it would also aid them in identifying trends of marketplace
also so that better services can be provided. If company is aware about the trends happening in
the market then it would be easier for them to change their product according to the trends. They
should promote business in a proper manner also which help in creating awareness among people
about services or products. There are different methods which a company can do to improve their
brand awareness like sales promotions, advertising, social media post etc.
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