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Unit VI Marketing Essay

Cecilia Williamson

Columbia Southern University



Dyla's Forto coffee uses a different flavor strategy to draw clients prepared to spend more for pleasure. Due to the distinctive ingredients and additions used in its manufacture, Forto coffee has a distinctive flavor. By utilizing appropriate marketing tactics and positioning techniques, Dyla will try to discover the right customers. It will provide Forto Coffee in combinations, flavors, and volumes that appeal to customers' needs and wishes. The strategy to demographic segmentation will make use of elements like ethnicity, sex, age, profession, and economic status. This article presents Dyla's marketing approach for Forto Coffee, by taking into account marketing technique, positioning, market targeting, differentiation, and segmentation.

Segmenting, Differentiation and Targeting

Dyla will assess a number of market categories in the United States and identify the most suitable ones for entry. The prospective target market for Dyla's Forto Coffee will consist of office workers with high to middle incomes (Khan et al., 2018). These demographics have a penchant for purchasing luxury items to satisfy their sense of pleasure. Dyla's goal is to provide clients with a product that fulfills their desire to unwind, congregate, and converse while sipping their distinctive coffee. Different market categories targeted by Dyla for its Forto Coffee necessitate the application of a unique product plan and marketing strategy suited to specific market segments (Khan et al., 2018). Dyla will maintain its prior undifferentiated approach to selling its alternative items (Stur drinks) for mass distribution to the entire market.


The difficulty of employing a differentiated approach is creating a brand that will appeal to all market segments. Despite employing a differentiated approach for Forto Coffee, Dyla will continue to offer superior products and services to all market sectors in order to achieve aggressive brand expansion (Khan et al., 2018). The segmentation of the market for Forto Coffee goods comprises breaking the US market into several customer groups with distinct features, behaviors, and needs. This strategy will guarantee that Dyla employs appropriate marketing campaigns and differentiates its products. Dyla can acquire a substantial market share by paying special attention to the underlying market categories in the United States and Canada (Khan et al., 2018). In addition to using demographic groups for differentiation and targeting, geographic segmentation will also be used to evaluate US regions and Canadian province. The strategy will involve analyzing climatic conditions and determining market size.

Ages between 20 and 40 for high-income individuals and 16 and 20 for students and middle-income workers are ideal demographic profiles for Dyla coffee. Nonetheless, the differentiated method of Forto Coffee guarantees that low wage earners may purchase the beverage (Mokrysz, 2016). Thus, the ideal demographic for Dyla's Forto Coffee consists of individuals born between 1980 and 2003, with the large percentage belonging to the middle class and holding a college degree. Dyla's marketing strategy for Forto Coffee and its other goods will combine segment advertising and heavy marketing mix (Stur). Beginning with an emphasis on the general public, Dyla will eventually concentrate its focus to segment arrays (Mokrysz, 2016). In addition, the choosing of store sites will employ a segmentation strategy by targeting geographical areas and demographics that align with Dyla's attributes.


Marketing Strategy/Product

The item (Forto Coffee) for Dyla will implement the comfy spacing service in many service delivery categories. In addition, a hot and delicious Forto Coffee beverage will be offered alongside Stur as an option. The objective will be to enhance the traditional consumer experience whilst enable consumers to cultivate their creativity and engage in meaningful dialogues (Mokrysz, 2016). Moreover, the product and service mix will highlight Dyla's focus in locally sourced and ethically sourced raw materials.


Dyla's is still in the early phases of the Forto Coffee product creation process. As a result, Dyla, which will use cost plus pricing, should have a healthy sales margin (Mokrysz, 2016). Additionally, Dyla will include price points for Forto Coffee in specific market categories that are dependent on competition. The competition-based strategy guarantees similar costings between Forto Coffee and other premium coffee brands.


Dyla intends to leverage the five available promotional combinations (direct marketing, advertising, product promotion, person or agent promoting, and public relations strategy). The five marketing combinations will produce a trustworthy and efficient marketing message. The combinations will promote integration further and enable Dyla to infiltrate the market (Parumasur & Govender, 2013). Radio, print channels, as well as social media will be used to reach large audiences in the United States. The purchase of adverts will guide Dyla's usage of newspapers such as the Guardian.



Suppliers from places like Nova Scotia and Laughing Whale will be a big part of how Dyla's Forto Coffee is developed. Owing to their ethical business methods and commitment to the environment, these vendors are valuable (Parumasur & Govender, 2013). These behaviors and ideals mesh well with Dyla's beliefs, making the relationship mutual and perfect.


As its primary product delivery technique, Dyla will implement a business-to-customer model. The business-to-business approach will embrace B2C, albeit in a limited capacity. It will define Forto Coffee in the thoughts of consumers and differentiate the brand from its rivals (Parumasur & Govender, 2013). In promoting Forto Coffee, it was vital to consider two distinct customer segments. The first category consists of middle-aged persons and adults with appropriate levels of education. Dyla's Forto Coffee ensures the delight of middle-aged office workers in both private and public settings. The second selection group for Dyla will be comprised of educated and hardworking individuals in order to satisfy their demand for a cup of coffee. Locally produced ingredients will be combined with international ingredients to ensure that this group's coffee is of the highest quality. Forto Coffee will continue to target Millennials on a modest basis, particularly at nightclubs.


Dyla will concentrate on enhancing the brand recognition of its Forto Coffee across various market categories. Utilizing various marketing methods, market segmentation, as well as differentiation, Dyla will preserve and distinguish the quality and flavor of its products as it expands its geographic


footprint and increases its market share. Dyla will attempt to increase its presence in U.S. cities before the end of the year.



Khan, S. K. B. N. Z., Yusop, Y. B. M., & Baharudin, F. B. W. (2018). Starbucks Market Segmentation and Targeting. International Journal of Business and Management Invention (IJBMI).

Mokrysz, S. (2016, December). Consumer preferences and behavior on the coffee market in Poland. In Forum Scientiae Oeconomia (Vol. 4, No. 4, pp. 91-107).

Parumasur, S. B., & Govender, P. (2013). Role of monitoring and controlling quality in total quality management (TQM). Problems and perspectives in management, (11, Iss. 4), 147-157.