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Learn Marketing Techniques and Principles

University: Regent College of London

  • Unit No: 3
  • Level: Diploma
  • Pages 8 / Words 2000
  • Paper Type: Assignment
  • Course Code: L/508/0421
  • Downloads: 67
Question :

This unit refers to the scenario of small business which is running by family and they have no idea about increase in market share thus it is important to identify marketing concept in order to gather information

  • Provide explanation of the concept of marketing used by Coffee, Cake & Kisses
  • Conduct market research to know about customer demand and activities which are operating at market place.
  • Provide introduction about E Marketing and methods used by Coffee, Cake & Kisses to E Market their goods & services.
Answer :


Marketing principles can be understood as a major technique that stay filled with many strategies and factors which helps an individual in framing prices of products which may aid a company in grabbing a good market share (Graber and et. al., 2016). In present world, marketing principles and techniques are some major components of marketing section of a business organisation that needs to be properly understood by a business person to run business in a successful manner. Coffee, Cake & Kisses is a coffee shop which is being developed by a small family. This report is going to include various things like marketing mix, segmentation and various tools and techniques that will aid this company in enhancing its market share at marketplace.

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Marketing and its diverse activities

Marketing is a process which is filled with numerous actions that helps a business firm in doing promotional activities of products and services that are being made and offered by them to its consumers. In present context, Coffee, Cake & Kisses have made and offered some good quality products which is being liked by customers in ample numbers. But, they do not know how to promote their products so that to enhance their moderate sales. There are some actions and activities of marketing department that can help this organisation to do so and these are given beneath:

Diverse activities of Marketing:

Enhancing and maintaining sales of products: One of main activity which can also be stated as a responsibility of marketing department is to enhance sales. For an example: Coffee, Cake & Kisses which is a small coffee shop carrying a lot of products but cappuccino is famous among its regular customers. In order to enhance sales it is required for them to promote this specific product through using different tools that do not cost much to them like online social sites.

Keeping up with the competition: Another major duty and activity that is of marketing department is to develop strategies and implement them which may aid Coffee, Cake & Kisses in giving good rivalry to competitors (Lees-Marshment, 2014). For an example: Fluctuation price of product according to the market scenario and evaluating strategies that are being adopted by competitors can help Coffee, Cake & Kisses in gaining competitive advantages.

Market segmentation

Market segmentation can be known as a process to segment customers according to their potentials may and deliver them products according to their needs and requirements. It also include various things like positioning and targeting as well. In present context, market segmenting is very much required for Coffee, Cake & Kisses in order to improve its reputation and sales in local business environment. This includes various things like: age, demographs, lifestyles of customers and behaviour which may help this firm in targeting users in an appropriate manner. Segmentation, Targeting and Positioning (STP) are being understood beneath:

Segmentation: It is very much required for Coffee, Cake & Kisses to develop segmentation and consider it in an appropriate manner which is filled with perceptions and demographics of consumers (McClements, 2015).

Targeting: After the segmentation process, targeting takes place as this may help Coffee, Cake & Kisses in locating all needs and wants of customers and deliver them products according to their requirements.

Positioning : This process takes place after both segmentation and targeting where Coffee, Cake & Kisses can develop a proper framework and place products according to needs of customers. Positioning the best selling goods in front of customers right on place can improve profitability of business firm.

Example that can be taken under present context, i.e. of Demographic segmentation which can be understood as the best approach that should be adopted by Coffee, Cake & Kisses in order to improve its sales of products and services.

Marketing mix of organisation

Marketing Mix is being considered as the best sort of approach that can help Coffee, Cake & Kisses in order to improvise sales along with reputation which is done beneath:


Cappuccino, Home-made Pumpkin Soup, Strawberry Cake and Apple Pie are some majorly liked products by their regular customers that helps Coffee, Cake & Kisses sustaining at ma

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