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E-marketing and Market Research Principles - Kaffeine

University: Regent College London

  • Unit No: 3
  • Level: Diploma
  • Pages 8 / Words 2000
  • Paper Type: Assignment
  • Course Code: R/508/0471
  • Downloads: 141
Question :

Understanding of marketing concept facilitate entity towards enhancing their market share through which future growth and development can be assured. Overall evaluation of marketing concept requires consideration of mentioned below questions.

  • Evaluate various forms of activities carried out in marketing department.
  • Analyse methods of e-marketing and market research.
  • Determine techniques of market analysis to identify target market of particular services and products. 
Answer :
Organization Selected : Kaffeine


Marketing principles and techniques refers to those practices which are helpful to carrying out several promotional activities in more effective as well as efficient manner to get better profits. Suitable marketing principles should be determined and then implement in proper way to get required benefits. It is necessary to conduct various marketing procedures to improve brand image an profitability of an organisation (Graber and et. al., 2016). The report is based on Kaffeine which is a kind of coffee shop that provide coffee, breakfasts, sandwiches and salads. This assignment will discuss about to conduct an appropriate marketing practices for developing market share for the family business. It includes about market research, E- marketing and implementing desired promotional activities properly in given below. 

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Marketing can be described as to conduct various kinds of promotional activities to improve better productivity as well as profitability along with grabbing more market share for a company. Kaffeine can utilise several marketing events such as advertisements, posters, banners, pamphlets to make people  aware about their products and grab more customers.  

Market segmentation: - This can be described as a procedure to classify target customers and make a separate market that involve existing and potential clients. These people are usually responsible for most of profits of the company. Kaffeine have to divide broad consumer or business market which generally contain current and expected customers to attain desired productivity as well.

Marketing mix: - The marketing mix refers to several factors such as product, price, place, promotion, people, process and physical evidence. These components are mandatory to be  observed and analysed to increase market share of the  company (McClements, 2015). Kaffeine have to study and  understand the market mix of their products which are given below:


  • The product refers to final good which is ready to sale for completing desires of customers. It is necessary to determine required needs and demands to manufacture needed coffee product or service to fulfil requirements of people properly.


  • This refers to that amount which include cost of production and profit that is paid by clients to buy specific product. It is necessary to identify budget of income of clients so that more number of people which helps to boost up sales and profits of an enterprise. 


  • The place is an important factor to sale particular product where more number of potential customers visit to purchase the goods. If coffee shop is established then it is necessary organised nearby colleges or malls where sales will be achieved properly (Nowak and et. al., 2015).


  • This can be described as an effective marketing activity which helps to make people aware about product and attract more clients towards company along with boosting up profits or sales. The firm can apply promotional activities like advertisements, poster etc. to improve brand image of goods in market to gain more profit share.


  • It involves staff members and customers because they both are engaged into success of product. Employees are helpful to manufacture desired goods and serve them to clients in an appropriate manner. Customers render support to provide proper feedbacks and suggestions so that required services can be produced in firm.


  • The process should be determine and implement properly through effective strategies as well as policies to carrying out efficient manufacturing process and other relevant procedures properly.

Physical evidence

  • The term physical evidence refers to those services which are provided to customers. It includes impressive buildings of coffee shop, well trained staff and great website of an enterprise.


Market research can be described as to observe, analyse and evaluate changing trends of marketplace along with needs, wants, demands, taste and preferences of the customer property (French and Russell-Bennett, 2015). It is necessary to know about actual desired of clients to manufacture an appropriate product or service to fulfil requirements of consumers to achieve their satisfaction. Kaffeine have to determine needs of people and then produce several food items and coffee flavours to gain regular clients successfully.

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