Project Report: Marketing Analysis of Coles Coffee Capsules

This project report provides a comprehensive marketing analysis of Coles Finest Coffee Capsules. It begins with an introduction to marketing principles and offers a product overview, focusing on the capsules' launch in the Australian market. The report details various marketing strategies, including target market identification (primary and secondary), market segmentation (demographic, geographic, behavioral, and psychographic), and store layout considerations. It also covers pricing strategies, specifically limit pricing and marginal pricing techniques, along with an examination of the elements of the promotional mix, such as advertising, sales promotion, direct marketing, and public relations. The report concludes by emphasizing the importance of these strategies for the product's market performance and includes a reference list of relevant marketing publications.

Running Head: Marketing
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Project Report: Marketing

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Contents
Introduction.......................................................................................................................3
Product overview..............................................................................................................3
Marketing Strategies.........................................................................................................3
Primary target market...................................................................................................3
Secondary target market...............................................................................................3
Segmentation................................................................................................................4
Store layout...................................................................................................................5
Pricing strategies...........................................................................................................6
Elements of promotional mix.......................................................................................6
Conclusion........................................................................................................................7
References.........................................................................................................................8

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Introduction:
Marketing is the analysis of the business through identifying the market condition and
the position of the company in the market. It is an action of selling and promoting the
services or the products which includes advertising and the market research. It is an activity,
institutions set, creation processing, delivering, communicating, and exchanging the values
with the customers, partiers, clients and the society at a huge level.
Product overview:
For this report, I have chose, the Coles finest coffee capsules. These capsules are
manufactured by the Coles group and sold by them in their own outlets. These capsules are
launched by the company into the Australian market. Currently the growth rate of these
capsules is bit high. Australian people are showing their interest towards this product.
Marketing Strategies:
As the product is new in the market and entire people are not aware about this product
than it is the duty of the marketing manager of the company to make new strategies and set
the product into the customer’s mind. Marketing straygies basically combines all the
objectives and the goals of the company into a single comprehensive plan. The strategy of the
“COLES FINEST COFFEE CAPSULES” must be drawn according to the market research
and must focus over the product mix of the company to achieve the highest profit and for the
sustainability of the business (Barros and Oberle, 2012).
Primary target market:
Primary target market is the segment of the market which would offer the best
chances to the company to make the profits. The primary target of the company is the office
going people of the country who don’t have the time to make the coffee. These coffee
capsules would help them to complete the craving of the coffee. The other primary target
market of the comapny would be the coffee lovers and the drip coffee drinkers, whole bean
buyers etc. (Dibb and Simkin, 2016).
Secondary target market:
The secondary target market is the segment of the market which would offer the good
chances to the business to sell the products and make the profits from the marketplace. The

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secondary target market of the company is the university student and the high school students
of the country who requires the coffee all the time to wake them up. These coffee capsules
would help them to complete the craving of the coffee. Secondary target market must be the
second focus of the company as the revenue would be lesser in this market rather than the
primary target market (Lamcb, Hair and McDaniel, 2008).
Segmentation:
Market segmentation is the procedure of dividing the marketplace of a company of its
potential customers according to the groups which are based upon different characteristics.
Market segment creates it easier for the marketing managers to launch and conduct their
marketing campaigns. The marketing segment of the COLES FINEST COFFEE CAPSULES
must be done according to as follows to raise and enhance the market share of the company:
Demographical:
Demographical market segment depict that the consumers must be dividend according
to various variables such as gender, age, income, religion, occupation, nationality and
religion (Barnes, Blake and Pinder, 2009).
The COLES FINEST COFFEE CAPSULES must be targeted to the youth and the
office going people. This segmentation has been done according to the age an income factor.
Geographical:
Geographical market segment depict that the consumers must be dividend according
to geographical locations such as municipal areas, non municipal areas, hilly areas and land
areas.
The COLES FINEST COFFEE CAPSULES must be targeted to the municipal areas
and the hilly areas as they people would prefer the coffee more than the non municipal people
and the land area’s people (Bensoussan And Fleisher, 2012). This segmentation would offer
high profit to the company.
Behavioral:
Behavioral market segment depict that the consumers must be dividend according to
their behaviors such as their nature, their living standards, income status etc.

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The COLES FINEST COFFEE CAPSULES must be targeted to the people with high
income and the one who wants to maintain good standards. This segmentation would offer
high profit to the company.
Psychographic:
Psychographic market segment depict that the consumers must be dividend according
to their lifestyle, interest, opinion, nature and the activities.
The COLES FINEST COFFEE CAPSULES must be targeted to the people who have
a good lifestyle and are looking forward to manage the same. This segmentation would offer
high profit to the company (Ferrell And Hartline, 2010).
Thus the company must set the segmentation according to the above given
recommendation to enhance the market share and the profitability of the company.
Store layout:
For a business, it is required for the business to earn more revenue. Store layout must
be arranged by the business in such a manner that the products could be identified by the
customers in a retail house easily. The store layout of the company must be prepared in such
a manner that it becomes easy for the customers to identify the new products and their
benefits. The COLES FINEST COFFEE CAPSULES must be put near the billing counter so
that it becomes easy for the product to grab the attention of the customers and the main
strategy of the company must be influence the buying behavior of the customers and control
over the design and maintenance cost of the outlet (Sadler, 2013).
The outlet of Coles Limited is set according to the simplicity and assistance of the
customer. This strategy helps the customer to identify the various other factors which would
help the customers to analyze and provide the flexibility (Smith And Albaum, 2005). The
layout of the company is just required to differentiate the product according to their pricing
and the new products must be put by the company in front shelf so that those products grab
the attention of the customers firstly. The outlet is required to make some change into its
outlet with the time and the outlet must be decorated at the time of some festivals such as
Christmas.
The store layout design of the Coles outlet is as follows:

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The picture depict that the layout of the outlet is quite attractive and it grabs the
attention of every customer. The products have been set by the managers in such a manner
that every product is easily accessible by the customer (Kotler, Veronica, Saunders and
Armstrong, 2005).
Pricing strategies:
A business could use various strategies together to sell a service or the product. Price
of the product could be set to enhance the profitability with the selling of each product. The
pricing must be set by a company after analyzing the various related factors, competitors’
price, market, nature of the product etc.
COLES FINEST COFFEE CAPSULES must use the limit pricing strategy. This
pricing strategy depict that the price must be set by the monopolist to depress the economical
entry into the marketplace. The limit pricing would be often bit higher than the cost price of
the company. This is also known as marginal cost price of the company. This strategy would
offer the company more revenues as the target market of the people would like t buy the
products into this price and thus the turnover of the company would exceed. Marginal pricing
technique depict that the pricing must be in such manner that everybody could buy the
product into the given price (Stake, 2006). This would also offer the high profits to the
company.
Elements of promotional mix:

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Promotional mix is the strategy in which the marketer analyzes that which elements
must be used of promotions to promote the product into the target market. The following
promotional elements could be used by the company to promote the COLES FINEST
COFFEE CAPSULES:
Advertising:
Advertising is the paid for of every media communication. This contains the various
print ads in the trade journals, magazines, newspaper, TV, radio announcement etc. company
could use the advertisement to promote the product and enhance the market shares.
Sales promotion:
Company could use the sales promotional techniques such as displays,
demonstrations, price incentives and contents to promote the product and enhance the market
shares (Stake, 2013).
Direct marketing:
Direct marketing is a form of advertising which is directly aimed to target customers
which asks the taker to make some actions like ordering the services of the products, clipping
a coupon, visiting the store, phoning over a toll free number etc. basically, the letters and the
coupon mailers and catalogs are the common and direct forms of the marketing. Company
could use the direct marketing to promote the product and enhance the market shares.
Public relations;
Public relations help the companies to promote the positive image of the products. It
generally enhances the foster goodwill and generates the publicity of the product and
enhances the sales of the company. It favorably generates the special events, media coverage
and sponsors the campaign. Company must use the direct marketing to promote the product
and enhance the market shares (Valenzuela, 2013).
Conclusion:
Through this report, it has been analyzed that the performance of the company is quite
better and the product of the company, COLES FINEST COFFEE CAPSULES would
perform very well in the market if the company would take the help of better strategies then
the product of the company would perform very well in the market.

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References:
Barnes C., Blake H. and Pinder D. (2009). Creating and delivering your value Proposition:
managing customer experience for profit. Kogan Page Publisher.
Barros A. and Oberle D. (2012). Handbook of service description: USDL and its method.
Springer science & business media.
Bensoussan B. And Fleisher C. (2012). Analysis Without Paralysis. FT Press.
Dibb S and Simkin L. (2016). The Market Segmentation workbook. Cengage Learning.
Ferrell And Hartline (2010). Marketing Strategy. Cengage Learning.
Kotler P., Veronica W., Saunders J. and Armstrong G. (2005). Principles of Marketing.
Pearson Publication ltd.
Kotler P., Wong V., Saunders J., Armstrong G. (2005). Principles of Marketing. Pearson
Education Ltd.
Lamcb C., Hair J. and McDaniel C. (2008). Essentials of Marketing. Cengage Learning.
Sadler P. (2013). Strategic Management. Kogan Page Ltd.
Smith S. And Albaum G. (2005). Fundamental Of Marketing Research. SAGE.
Stake R. (2006). The Art of Case Study Research. SAGE Publications ltd.
Valenzuela F. (2013). Marketing: A Snapshot. Pearson Higher Education AU.