Interpret Market Trend and Development
Interpret trend and market development for a business- draft report Qualification
Diploma of Marketing
Student ID No.
Date of submission
Angad Australian Institute of Technology
Coffeeville is a cafeteria establish in 2009, 1 July. It runs on 3126 Collin street Melbourne. This report is about reviewing the actual or possible implementation strategies and tactics for Coffeeville’s marketing plan. Coffeeville is a cafeteria establish in 2009, 1 July. It runs on 3126 Collin street Melbourne. This business is under the partnership of Emma and Rufus Belcastran. Currently, the business run one café and has approximately 250-350 customers a day. It has been leasing its premise currently, but future lease will be leased or purchased to support Coffeeville strategic direction. This report is about reviewing the actual or possible implementation strategies and tactics for Coffeeville’s marketing plan. MISSION STATEMENT
Coffeeville provides a unique and compelling café experience for the discriminating and socially aware Melbourne coffee drinkers. Coffeeville provides high quality, fair trade coffee and superior hot and cold gourmet food and beverages. Moreover, they support high consistent level of experts and knowledge, fast and friendly services. QUALITATIVE RESEARCH
These days Coffee industry is in very hard nut competition, as the metropolitan covered by café’s in its every corner and their qualitative benefits over others are underestimated. As MacDonald’s McCafé and BP Wild Bean Café on Clarendon street Melbourne were in cut throat competition. Moreover, McCafé had developed its strong backbone due to flourishing MacDonald’s, which in return had swayed ample of customers. At...
...pads, but they have a very great limitation. Razer mainly produces professional players' necessity, so Razer’s goods are high technological and professional from the design, high performances and high level of guarantee from the quality. Some players buy it because Razer’s design is very cool, some purchase Razer products by professional reasons, and still others buy this brand because of seeing many people use this brand, Razer.
Actually, Razer’s marketing is more like niche marketing. Niche marketing means that adapting a company’s offerings to more closely match the needs of one or more subsegments where there is often little competition. For example, Mark Warner succeeds by selling to distinct holiday niches: all-inclusive family watersports holidays in southern Europe to northern Europeans, and no-kids holidays for older people who want some peace and quiet. For Razer, because they do not sell simple electronic products, they sell gaming electronic products which is one part of electronic products. And all their marketing mix is almost for customers who need good electronic products for playing games. Yet professional players are very few; if Razer just sells products to them, Razer cannot exist. So Razer well designed its products, make them more fashionable and cool, to attract ordinary people following the fashion.
According to the investigation of Razer, more and more people buy...
Stephanie Fox, Joe Rizzo, Donna Spence, Ryan Wing
November 12, 2007
Coffee, the choice of many people for their morning and afternoon pick-me-up or the choice for anytime of day. Millions of people drink coffee. Starbucks has become the leader in the coffee industry, offering gourmet coffees with various blends available to the customers. Although, the company is quite pricey, Starbucks customers are hooked on the unique flavors and the fines gourmet roasted coffees that the company offers. However, Team B is getting ready to introduce a marketing plan for a new product for the Starbucks line for the holiday season. In this paper, team B will give an overview of the Starbucks organization, a description of the new Café Brulot product, an explanation of the importance of marketing to the Starbucks organization, and a SWOT analysis of the new product that will be introduced.
Starbucks Coffee was founded in 1971 in Seattle’s Pike Place Market. The company was named after the first mate in Moby Dick (Wikipedia 2007). The mission statement of Starbucks is to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow (Starbucks 2006). Currently Starbucks offers more than 20 blends of coffees, hand-crafted beverages, hot espresso beverages and Tazo teas. Starbucks focuses its...
...Green Marketing A Perspective
Ms.Sumati Srivastava *
In Today’s world ecological imbalance is a major issue. This is due to two basic reasons:-
1-The depleting in the natural resources.
2-Rapid increase of those products which are harmful for the environment.
Ecology is very badly effected by the accretion of waste in many forms. Green Marketing is the process of marketing with the focus on a balanced ecology. This paper discuss some aspects of green marketing with reference to India.
Key Words- Green Marketing, Green Consumer, Ecology .Environment, Natural Resources, Eco-friendly. Recyclable.
Green Marketing is a broad term covering all aspects of marketing decision making that keep the ecology and environment in focus.Green marketing works on two issues that are - To check the misuse of natural resources.
- To control wastage
Green marketing was given prominence in the late 1980s and 1990s after the proceedings of the first workshop on Ecological marketing held in Austin, Texas (US), in 1975.
Several books on green marketing began to be published thereafter. Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green...
...provide advice for consumers, such as doctors, lawyers, government agencies, travel agencies.
The Consumer Buying –Decision Process And The Factors That Influence It.
It should be mentioned that advanced technology provides the opportunity to reduce the costs of searching for information. This makes it easier for customers to make informed decisions.
Social and group forces influence the customer buying –decision process
The social influences affecting consumers’ purchase decisions include culture, subculture, social class, reference groups, and family.
Culture is the set of beliefs, attitudes, and behaviour patterns shared by members of a society and transmitted from one generation to the next. Cultures do change over time. Marketing managers must be alert this changes so that they can adjust their planning to follow it. For example, in some cases, time has become as valuable as money. Australian consumers increasingly require time - saving services (such as fast food) and labour -saving products (such as frozen dinners).
Reference groups: includes a variety of groups that affect consumer behaviours through normative compliance. It should be mentioned that the family is a reference group.
Social class: is a ranking within a society determined by the members of the society. Miller et al (2000) argue that people’s buying behaviour is often strongly influenced by the class they belong to. Such as the upper class, they usually like to buy...
2.0 Consumer Behaviour
2.1 Motivations and involvement
2.2 How Marmite attempts to attract and retain customers
2.3 Appealing to attitudes and values
3.0 Marketing Mix
Word Count 2154
Principles of Marketing Assignment
The purpose of this report is to evaluate Marmite, using appropriate behavioural theories to analyse how the brand attracts and retains its customers through decision-making processes, motivation, values and attitudes. Applying a marketing mix analysis of the product with alternative marking models and strategies.
The Marmite food company opened in 1902 based in Burton on Trent where its production still resides today. It is made from brewer’s yeast and famed for its strong savoury taste along with its nitrous value, offering important B victims. It is available in 125g, 200g and 500g jars as well as 200g and 400g squeeze bottles. In 2010 marmite launched an extra strong variation, Marmite XO. The brand has also expanded into snacks with breadstick, rice cakes, flatbreads and cheese all being available to the UK market (Unilever 2014). The spread can be found in all major supermarkets along with selected smaller chains and independent retailers.
The market for savoury spread is dominated by...
Marketing Article Review: Red Fire Branding:
Create a Hot Personal Brand and Have Customers for Life
Grand Canyon University: MKT-607 (MKT-607-O500)
December 23, 2014
In order to succeed in business you must understand the needs and wants of new and existing customers. Branding is used to get the attention of customers and keep them coming back for more. The beginning stages of branding can be time consuming, uncomfortable and difficult. In the article titled “Red Fire Branding: Create A Hot Personal Brand And Have Customers For Life”, Arthur Liz Goodgold (2011) shares her thoughts on the importance of branding and how others perceive you based on the interactions you have with customers. Needless to say, the main thesis of this article is to give insight to business owners and entrepreneurs in how they can launch their brand in the market place and make it unforgettable.
Arthur’s Reason for Writing Article
Liz Goodgold is an author and speaker with over 25 years of experience working in marketing and branding. A list of Arthur Goodgold’s clients include the World Trade Centers, Sharp HealthCare, Quaker Oats, Pfizer, and Univision. Arthur Goodgold decided to write this book to share why branding is more than just a logo. Goodgold covers stages from the beginning to end which include naming a brand, choosing the color of the brand and how to create a powerful business card. Goodgold’s point of...
...Future of Mobile Marketing and Advertising in India
With the growth of Indian mobile market, the mobile internet advertising segment has also seen a significant augmentation. With an increase in the number of feature phone and smartphone users, there is an upsurge in the mobile internet usage by the consumers, especially from the Tier II & Tier III towns. With mobile devices being a primary digital access point for many consumers, the marketers now have a range of opportunities, particularly when it comes to reaching consumers who are traditionally difficult to reach.
India by the Numbers
• 130 million: that's the current estimate of mobile internet users in India
• 250 million: expected number of Indian mobile internet users by 2015
• 30% : ad inventory growth on the BuzzCity Network in India over the past year
• 861 million: total number of mobile phones in India (second highest in the world, behind China)
• 10% : the percentage of Indian mobile users who now have smartphones
It is expected that there will be more smartphones than humans around the world, and with consumers becoming constantly connected via mobile it has a great offering for marketers.
The following graph shows the rise in the number of ad impressions served, comparing India with Indonesia and the US:
As any effective marketer knows, it is vital to reassess your brand’s target audience on a regular basis to ensure you’re moving in step with the people...
The purpose of this paper is to choose a brand and explain the company’s goals and direct marketing strategies. Goals and strategies to the correct targeted market can determine the failure or success of the product. Setting a company’s goal and strategies and making sure to succeed with the follow through can mean the success or the failure of the company.
Pampers Diapers are a disposable diapers that are made by the company Procter and Gamble. One of their chemists named Vic Mills back in the 1950’s really disliked cleaning his grandchildren’s cloth diapers, so he began to study how to make diaper changing easier. After many trials and errors, P&G finally developed a product that parents were pleased with in how they worked and the price. The diapers that were developed were named Pampers; “A better product fulfilled an unmet consumer need, delivered a better user experience, and created better total consumer value” (Lafely & Martin, 2013). Pampers later got some competitors (Huggies and Luvs) which they had a better shaped designs, and gained some of Pamper’s consumers. Pamper’s changed their design and put in millions of dollars into the design and marketing strategies. The new Ultra Pampers was a success and put them ahead of Luvs, but not Huggies. Each of the company’s designs was very similar which is not a real reason to switch diaper brands.
In July 2013, Pampers...