"PROFILEThe business is a local coffee shop in the city. It is located close to the offices and the schoolsand colleges. The café serves a variety of coffee delicacies on its menu and various other types offast food options. It also has a take-away option for people who don’t want to sit and have thecoffee in the café itself. The ambience of the café is that of a very cool place and it encouragespeople especially the youngsters of the campuses to hangout in there. SUMMARISE THE CURRENT MARKETING OF THE BUSINESSThe current market activities of the café are aimed at building their brand amongst its majortarget segment i.e. the youth of the schools and colleges and also from the corporate world. Theyhave done this by making the ambience of the café very light with the music playing in thebackground that suits the taste of these youngsters. Also the waiters in the café are also youngand educated who can easily gel with such a crowd (Kotler, Keller, 2012).MARKET SEGMENTS The market segment of the café joint are the students of the schools and colleges and also theyoung people working in the corporate world who like to hang-out at the café and do theirbusiness discussions as well. They are also interested in the take away option offered by the caféwhere in they can carry their drinks with them and have it whenever they want to. The studentsof the schools and colleges think that it’s a cool place to hang-out and meet their friends while atthe same time enjoying some fast food along with coffee. PROMOTIONCurrently the business is advertised in the local newspapers and magazines. Also pamphlets aredistributed in the close by offices and school and college campuses. Also hoardings have beenput up in the crowded places of the city where in they get the maximum eyeballs. The café alsodoes promotion on the local radio and TV channels from time to time. Also the promotionalactivity is carried out in various student events like Annual Day, Freshers Party etc. Thecustomer loyalty to the brand is encouraged by providing them with the membership cards and coupons in which the points are added, and the customers can then get a discount on the basis ofthese points (Lukas, 2004). MARKETING OBJECTIVESThe new Marketing objective for the café business would be as follows.? To show the brand as a youthful and an energetic brand.? To get even the older customers to come to the café, and to give out the message thatit’s not about the age and that you can be old but still young at heart.? To create better visibility of the brand amongst its target segment.SLOGAN The new slogan that we want to give out to our customers is that – “A lot can happen with a sipof Coffee” .The message that we are trying to give out here is the customers can sit and havecoffee in the café and discuss anything they want to with their friends, relatives, children etc. andsort out anything they want to. At the same time the message is that they should be cheerfulabout their life and enjoy it to the fullest. This shows the commitment of the café to being acheerful and an energetic brand. "