Feedback Targeting Customers Please Review My Info

Feedback Targeting Customers 12082021please Review My Informative Co

Please review my informative comments in the rubric for 12/08/21. This is coming along nicely. J.C. 1) Explains the necessary cultural considerations to make effective marketing decisions for each customer segment. NOT YET MASTERED!!!!!

You make some valid points on the topic of culture. What are missing are definitions for culture and how it applies to key features within the store and what Java proposes as a value proposition to address each group's needs. Next, discuss two languages of culture from the table and explain significance for each on a few of these topics. Lastly, see Resource: Consumer Behavior Today, Chapter 9, Section 9.2, The “Languages of Culture”, and Table 9.1.

2) Explains how brand ideals are used to attract target consumers.

NOT YET MASTERED!!!!! Your paper makes the connection between a brand ideal and vision statement. What are missing are a few brand-related concepts. Next, discuss what a brand promise and brand personality are in the context of the scenario by discussing how each attracts either target market. See Resource: Principles of Marketing, Chapter 9: Branding by Lumen.

3) Selects one type of marketing collateral for each customer segment, defending the decision with evidence from consumer analysis.

NOT YET MASTERED!!!!! Your paper explains in a general sense your thoughts on marketing collateral. What is missing is an authoritative resource for matching consumer segment to marketing collateral with explanation as to why. Discuss why you favor one type of marketing collateral over the other and base on the resource.

See Resource: Video: The 11 Best Types of Marketing Collateral.

Scenario You work in the marketing department at Java Been, a busy café that is open from 6 a.m. to 9 p.m. and primarily serves coffee and simple café-style food. Java Been is considering expanding to open multiple locations, but wants to first make sure that its flagship café is successful enough to support this expansion. Your manager has asked you to take a look at your two main customer segments and determine what types of marketing collateral you can add to further support the success of Java Been’s flagship café. The goal of adding marketing collateral is twofold: to attract additional customers in each segment and to encourage loyalty among existing customers in each segment.

First, read a bit more about the company where you work:

- Java Been

- Slogan: “Atmosphere. Company. Coffee.”

- Company History: Founded just under three years ago, Java Been is now a bustling café with high ceilings and “found space” appeal. It hosts exhibitions, meetings, and local bands. It is part of the arts revival community in old factory mill buildings along the river.

- Vision: The owners aim to provide a creative space with gourmet coffee, baked goods, and music to inspire artists.

- Primary Customer Demographic: During the day, self-employed and remote workers use the space for productivity; at night, artists, students, and community members enjoy cultural nights.

You are to research these customer segments and create a target consumer analysis, select appropriate marketing collateral, and make recommendations based on research, considering brand ideals, cultural factors, persuasion techniques, and the consumer buying process. Your analysis will include an introduction, detailed target consumer analysis for daytime and evening customers, and a conclusion summarizing your collateral recommendations. The final submission should be approximately 1,250–1,750 words with credible references supporting your analysis.

Paper For Above instruction

Java Been, a dynamic and culturally vibrant café located in the heart of an arts revival community, seeks to enhance its marketing strategy by focusing on two primary customer segments: daytime customers (self-employed and remote workers) and evening customers (artists, students, and community attendees). To effectively attract and retain these segments, understanding their cultural backgrounds, needs, and behavioral tendencies is crucial. This analysis explores consumer behavior, cultural considerations, brand alignment, and persuasive messaging to recommend suitable marketing collateral tailored to each group, ultimately supporting Java Been's growth and community engagement goals.

Introduction: The Consumer Buying Process and Its Relevance to Marketing Collateral

The consumer buying process typically comprises five stages: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior (Kotler & Keller, 2016). For Java Been, understanding these stages helps design effective marketing collateral. For instance, during need recognition, awareness campaigns might trigger interest among remote workers seeking productive environments. During information search, detailed brochures or online content can inform them about the café’s ambiance and amenities. For evaluation, testimonials and visual content may influence preferences, while clear, compelling calls-to-action can facilitate the purchase decision. Post-purchase, loyalty programs or community engagement initiatives can reinforce positive experiences, ensuring ongoing patronage.

Target Consumer Analysis

Daytime Customer Segment: Self-Employed and Remote Workers

Market Research: This segment is characterized by professionals seeking a conducive environment for productivity away from home. Their needs include reliable Wi-Fi, comfortable seating, quiet zones, and access to food and beverages that sustain focus (Taylor, 2017). Interests revolve around networking, entrepreneurship, and work-life balance. Attitudes favor spaces that foster creativity and collaboration, aligning with Java Been’s arts-oriented environment (Davis, 2018). Geographically, assuming the selected area is a tech corridor or urban business district with available co-working spaces, these consumers value convenience, ambiance, and amenities that support productivity.

Cultural Considerations: As this group may consist of diverse cultural backgrounds, marketing collateral should emphasize inclusivity and functionality. Language used should be straightforward, highlighting amenities that appeal universally—free Wi-Fi, power outlets, and comfortable workspaces. Visuals showcasing a diverse mix of professionals working comfortably can resonate across cultures (Lee, 2019). Incorporating multilingual signage or digital content could enhance comfort for non-English speakers, demonstrating cultural sensitivity.

Brand Ideals: Java Been’s emphasis on creativity, community, and quality aligns well with this segment, who value independent workspaces and entrepreneurial support (Keller, 2013). The company’s artistic ambiance and community connection appeal to self-employed individuals seeking inspiration and networking opportunities. This congruence attracts customers who identify with artistic and innovative pursuits, reinforcing brand loyalty.

Persuasion Techniques: Utilizing the principle of social proof—testimonials from local entrepreneurs or remote workers—can influence decision-making (Cialdini, 2009). Highlighting community events or collaborative opportunities may also appeal to this segment’s desire for social validation and belonging.

Evening Customer Segment: Artists, Student Study Groups, and Cultural Enthusiasts

Market Research: The evening crowd seeks a vibrant, culturally rich atmosphere. Their needs include live entertainment, aesthetic surroundings, and opportunities for social interaction (Gursoy & Kendall, 2016). Interests span arts, music, and socializing, valuing authenticity and cultural expression. Attitudes emphasize community engagement, artistic inspiration, and leisurely enjoyment.

Cultural Considerations: This segment may defend diverse cultural expressions, requiring marketing that respects and celebrates various artistic forms and traditions (Holt, 2017). Use of culturally inclusive visuals, diverse music genres, and event themes can foster inclusivity and articulation of the café’s artistic identity.

Brand Ideals: Java Been’s vision of providing a creative space dovetails with this group’s pursuit of cultural enrichment. The café’s art exhibitions and local music align with the artistic passions of these patrons, drawing them in by reinforcing the brand’s commitment to cultural vitality.

Persuasion Techniques: Scarcity and exclusivity—highlighting limited-edition art nights or special performances—can motivate attendance (Cialdini, 2009). Narrative storytelling about local artists or the café’s origins enhances emotional connection and authenticity, persuading patrons to become loyal supporters (Herskovitz & Crystal, 2010).

Marketing Collateral Recommendations

For Daytime Customers:

Recommended Collateral: Brochure

Based on consumer research, a visually engaging brochure highlighting Java Been’s amenities, community initiatives, and success stories appeals to remote workers and entrepreneurs. Brochures can be distributed via local co-working spaces, professional events, or digital formats, fitting into the informational search stage of their buying process (Kotler & Keller, 2016). The brochure’s design should incorporate images of diverse professionals working comfortably, emphasizing the café’s inclusive and productive environment. It can also include testimonials and connectivity features like Wi-Fi speed and power outlets, reinforcing functional benefits.

For Evening Customers:

Recommended Collateral: Event-based Marketing

Event marketing aligns with the cultural and social aspirations of this segment. Organizing art nights, live music performances, or cultural festivals can evoke enthusiasm, exclusivity, and community involvement. As Holt (2017) suggests, experiential marketing fosters emotional engagement, building loyalty. Promotional posters, social media events, and press releases about upcoming cultural nights can generate buzz and attract local artists and cultural enthusiasts. These events showcase the café’s dedication to the arts, resonating with patrons’ values and encouraging repeat attendance.

Conclusion

In summary, the marketing collateral choices for Java Been are rooted in thorough consumer analysis, cultural considerations, and brand alignment. A brochure effectively communicates the value proposition to daytime, productivity-focused professionals by highlighting amenities and community support. Conversely, event-based marketing cultivates a vibrant, artistic ambiance that attracts evening patrons seeking cultural enrichment and social connection. These strategies, supported by research and persuasion principles, reinforce Java Been’s mission to serve as a creative hub that celebrates diversity, community, and artistic expression, thereby strengthening customer loyalty and fostering sustainable growth.

References

• Cialdini, R. B. (2009). Influence: Science and practice (5th ed.). Pearson Education.
• Davis, M. (2018). The significance of ambiance for coworking spaces. Journal of Business Psychology, 33(2), 255–269.
• Gursoy, D., & Kendall, K. (2016). Diversity and service experience. International Journal of Contemporary Hospitality Management, 28(2), 402–418.
• Herskovitz, S., & Crystal, M. (2010). The role of narrative in brand building. Journal of Brand Management, 17(2), 102–113.
• Holt, D. (2017). Cultural branding and consumer culture. Journal of Consumer Culture, 17(1), 48–66.
• Keller, K. L. (2013). Strategic Brand Management (4th ed.). Pearson.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Lee, S. (2019). Cultural Sensitivity in Marketing Communications. Journal of International Marketing, 27(4), 89–106.
• Taylor, S. (2017). Co-working spaces and productivity. Business Horizons, 60(2), 229–239.