Professional Documents
Culture Documents
GROUP MEMBERS
> NIKITA GARG –030
>AKSHAT GALA-029
>RITESH GUPTA-039
>PIYUSH CHURIWALA-024
Our Vision Is To Bring Out People
With Diverse Interest & Backgrounds
Together
TACTIC PROBLE
S MARKETING M
STRATEGY
FOR
COFFEE
SHOP
OBJECTIVES
STRATEGY
COMPETITOR MACROSOCIO MARKETING
ANALYSIS
COMPETENCY CONSUMER
TOUCH POINT ANALYSIS
• PRICE
• TASTE
POINTS OF • DIFFERENT FLAVOUS
PARITY • AMBIENCE
• CUSTOMIZED MUGS
POINTS OF
EMOTION
CONSUMER ANALYSIS
Coffee beans
STRENGTH :- WEAKNESS :- OPPORTUNITY:- THREATS:-
Value
proposition DSTP
VALUE
PROPOSITION:-
AGE
15 TO 35 YEARS 36 TO 55 YEARS 55+ YEARS
GROUP
PROMOTIONS
Internet
Online marketing
Mobile marketing
BTL Events
Gift coupons
Word of mouth
Word of mouse
IMC CAMPAIGN
FCB GRID
HIGH INVOLMENT
THINK FEEL
RATIONAL EMOTIONAL
DO REACT
LOW INVOLVMENT
PRODUCT LIFECYCLE
2-4%
Maturit
y
4-
Growth
6% Declin
e
6-8%
Introduction
6-8%
IMC MODEL
Value
proposition
strategy
Target audience
creative profile
objectives
Integrated Tone of voice
marketing
communication
User imagery
Media and usage
budget
imagery
Atl activities
Tactics
Process,place
promotion,packaging
and people
BTL activities
COST,TURNOVER,BREAKEVEN