Marketing Management Report: Costa Coffee - Strategies and Analysis

This marketing management report provides a comprehensive analysis of Costa Coffee's marketing strategies. It begins with an introduction to marketing management, customer perceived value, and an overview of consumer behavior within Costa Coffee's target market. The report then delves into the company's marketing objectives, marketing mix, and the consumer purchasing process. Key elements include psychological factors influencing consumer behavior, the application of the STP model (Segmentation, Targeting, and Positioning), and strategic marketing approaches. The report also examines the company's objectives, segmentation, targeting, and positioning. Finally, it concludes by summarizing the key aspects of marketing management, emphasizing the importance of creating and achieving profit through effective planning and control, and the significance of customer perceived value. References are included to support the analysis.

Marketing Management

Table of Content
Introduction
Customer Perceived Value
Consumer Behaviour of organisations target market
Marketing Objectives
Marketing Mix
Conclusion
References

Introduction
The phenomenon of marketing management is basically
associated with the generating acceptable and a desired level of
profit by the means of creating and delivering better quality
product and services to meet the needs and desire expectation of
customers. Marketing management is a vital concept which
comprises of better planning and organising of strategies and
tactics along with proper controlling to meet desired objectives
in effective manner.

Customer Perceived value
Customer Perceived value is mainly related with the marketing
terminology which reflects the merits and exclusive features of
product and services which provided enhanced competitive
strength through meeting needs and desires of customers. The
Customer perceived value is determined as a difference between
the actual perceived benefits from a product and its cost which
is taken as the main merits and value of product and services
that urge and motivates a consumer to make purchase.

Consumer behaviour of organisation’s target market
Consumer behaviour is acknowledged as a concept concerned
with comprehension of attitudes and behaviour exhibited by
customers in market place during the selection and purchase of
items. Costa Coffee targets individuals of 18 to 45 years of age
who possess likelihood towards consumption of coffee. Beneath
are the factors which tend to place influence upon the consumer
behaviour of target audience for the respective company.

Psychological factors
These factors constitute those facets which place an influence upon the
psychology or the mindset of consumer. Now, there are several factors
which affect the psychological state of consumers towards the
consumption decision. In this relation, Costa Coffee intends to positively
affect the mindset of target audience so that they get stimulated to make a
purchase. For this purpose, online channels such as social media and others
are leveraged by the company. Also, access to free WIFI helps in gaining
the attention of public towards the organisational premise. This inflates the
goodwill of Costa Coffee within the bounds of global coffee industry

Consumer purchasing process
Consumer purchasing process can be
defined as the series of steps or phases
that an individual undergo while
making the decision regarding making
a purchase. This is basically a 5 staged
process. This process is discussed in
context of Costa Coffee as follows:-

Marketing objectives
Marketing
It represent the process and set of tactics to ensure effective
creating, promotion and communication of information about the
product and services offered by a company. Application of
strategic marketing approach is made by Costa Coffee to set
objectives and targets fir firm where as operational level of
marketing is associated with the implication and execution of plan
for achievement of desired objectives and performance level.

Overview of the company
The Costa coffee is a famous British
brand which successfully operates as a
coffee chain house and is taken as
subsidiary of Coca Cola Company.
The headquarter of Costa coffee is
situated at Dunstable, England, UK
along with various branches across
many countries of world.

Objectives
The marketing objectives set out by Costa coffee with the launch of its new
ready-to-drink product along with adoption of better strategies and new
tactics are evaluated as follows:
To lead increase in its target customers by 15% in coming 9 months through
attracting and catering consumers from all age group.
To enhance its sales level and overall revenue by 12 % in coming 6 months.
To have enhancement in its overall productivity and profitability by 10% in
next 9 months with the help of achieving higher competitive strength in the
target market.

Segmentation, Targeting and
Positioning
STP model provides an effective
way for Costa Coffee to
develop an attractive message
to attract and cater target
customers with proper
segmentation, targeting and
positioning.

Marketing mix plan to achieve
set objectives
Marketing mix provides a vital set of
action and efficient tactics to achieve
required objectives in a more
effective way through leading and
ensuring better promotion and
placement of product and services in
target market.