Essay on Marketing Management

6127 Words25 Pages
Marketing Management I
Tata Eight O’Clock Coffee

Submitted by:
Group 4

Section A

1

Table of Contents
Marketing Goals and Objectives

3

Company Profile

3

Profile of Tata Group

4

Situation Analysis

4

PESTEL Analysis

4

Competitive Environment

6

Porters Five Forces Model

7

Consumer Behaviour Analysis

8

Marketing Strategy

9

Segmentation

9

Targeting

11

Positioning

14

Branding Strategy & Decisions

15

Bulls Eye Model

18

Marketing Mix

19

Product Decisions

19

Pricing Decisions

23

Promotion Decisions

25

Place Decisions

26

References

28

2

Marketing Goals and Objectives
The Objective is to plan the detailed
…show more content…
In the wake of liberalization, many international business houses, attracted by the sheer volume of over
250 million buyers have flooded the Indian market. Tax Policy is moderate and employment laws are proemployee with slow reforms. The trade barriers are very low and Foreign Direct Investment (FDI) is encouraged in most sectors. FDI upto 100% is permitted in processing and warehousing in coffee industry, via the automatic route.
Economic Factors
Coffee Production in India: India is the 6th largest coffee producer in the world, with the southern states of
Karnataka and Kerala accounting for 91% of the production. Both varieties of coffee beans – Arabica and
Robusta are produced in India.
Emerging Market: The Indian food services retail market is worth $8 billion and will grow at a compounded average rate of 8-10% over the next five years. The organised market accounts for 15% (or
$1.2 billion) of this and specialty coffee chains contribute 16% to the organised food services retail market (Source – ET 15 August 2012).
Rising Disposable Income: For the youth and office goers with steady, disposable incomes, coffee shops serve as a social hub, a place between home and college/office to hang out.

Coffee Consumption in India: According to the International Coffee Organization (ICO), coffee consumption in India grew by 3 per

More about Essay on Marketing Management

Get Access