University Marketing Communications Report: Social Cup Strategy

This report provides a detailed analysis of the marketing communications strategy for Social Cup, an organization producing organic tea and coffee products. The report begins with an introduction to Social Cup, highlighting its mission to empower women and children through education. It then delves into the market segmentation of Social Cup, exploring demographic, psychographic, behavioralistic, and benefit-based variables to identify target customer groups. The analysis includes a segmentation table outlining different customer segments, their key benefits sought, and relevant characteristics. Furthermore, the report outlines Social Cup's marketing objectives, emphasizing the importance of brand awareness and profitability, especially for a new brand. The report suggests the use of SMART objectives (Specific, Measurable, Achievable, Realistic, and Time-based) to effectively achieve marketing goals. In conclusion, the report summarizes the key findings, emphasizing the importance of market segmentation and strategic marketing objectives for Social Cup's success.

Running head: MARKETING COMMUNICATIONS
Marketing Communications
Name of the student
Name of the University
Author Note

1MARKETING COMMUNICATIONS
Introduction
In this assignment, it can be stated that Social Cup is considered being a social
organization that is producing a range of organic tea as well as coffee that includes black tea,
green tea, herbal tea, hot chocolate as well as coffee beans. The major objective of the
establishment is making the children as well as women throughout the globe to be more strong
for leading their lives in a in an independent way by providing them necessary education.
Market Segmentation of Social Cup
The intention of market segmentation is splitting the target market into groups so that the
individuals within the groups are demonstrating their requirements or traits common to different
group members. The size of a market segment is considered to be very essential. A market can
be segmented in general, depending upon the below mentioned variables,
1. Demographic – The Social Cup range can be purchased by individuals of age between 18 to
50, in which both males as well as females and teenagers do the consumption of the products in
the hamper range. As the products are coming under the fundamental requirements of life,
therefore, these products are affordable to individuals who earn approx. $15,000.
2. Psychographic – Lifestyles matters such as what individuals are doing, what all activities are
done by individuals, mostly students who are studying for late nights as well as individuals who
work will be consuming coffee for keeping them awake and fresh as well as the housewives who
are generally doing the consumption of tea. In addition, it is depending upon the interests of the
individuals (Parente 2014).

2MARKETING COMMUNICATIONS
3. Behaviouralistic – The use of products is heavy among the customers who are studying as
well as males and females who are working. In addition, when individuals are having the loyalty
towards the brand, a habit of product consumption must have been infused within them.
4. Benefit based – When the customers receive satisfaction from the taste as well as quality
regarding the product, they will be purchasing it anyhow and will not be switching to a different
brand (Luxton 2015).
Segment name Sensualities Sociables Worriers Independents
Principle Benefit
sought
Flavour, product
appearance
Rejuvenation of the
mood
Prevention of Stress Price
Demographic Young adults Teens, young people Large families Men
Behaviour Users of ground
coffee flavour
Coffee drinkers Heavy users Heavy users
Brands favoured Social Cup, Brazil
Cerrado
Starbucks, Espresso Crest Brands on sale
Personality
characteristics
High self-
development
High Sociability High hypochondrisis High autonomy
Lifestyle
characteristics
Hedonistic Dynamic Conservative Value-based
Marketing Objective of Social Cup

3MARKETING COMMUNICATIONS
Since the brand is considered being new and not much knowledge about it is there with
people, so the marketing objective would be considered being profitability. In respect of
increasing the profitability regarding the brand, there is the requirement for having awareness
regarding the brand within the customers. This can be done through the use of a teaser or an
advertising that is required to be designed for the creation of curiosity, excitement as well as
interest in respect of the brand within the customers (Kitchen 2015).
Marketing objective can be done with the help of SMART objectives. SMART is an
acronym for specific objectives, measurable objectives, achievable objectives, realistic objectives
and time-based objectives. The specific objectives are detailing precisely what is required to be
done, the measurable objectives are associated with the progress that can be measured, the
achievable objectives are associated with the aspect that whether the objective gets accepted by
those having the responsibility to achieve it, the realistic objective is associated with the aspect
whether the object is having the possibility for getting actualized and timed objective is
associated with the period of time to achieve what is stated in a clear manner (Belch 2014).
Conclusion
To conclude, it can be stated that the market segmentation as well as marketing objective
of Social Cup has been elucidated. In respect of market segmentation, the different variables that
have been taken into consideration are the demographic, psychographic, benefit based as well as
behaviouralistic. The Social Cup is having the partnership with two establishments such as the
Child Fund Australia as well as the AIEF Australian indigenous education foundation.

4MARKETING COMMUNICATIONS
Reference
Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated marketing
communication perspective. McGraw-Hill Education.
Kitchen, P.J. and Burgmann, I., 2015. Integrated marketing communication: Making it work at a
strategic level. Journal of Business Strategy, 36(4), pp.34-39.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to
marketing communication plans. Cengage Learning.