Part I
Soda consumption has been on the decline over the past decade. If you were a brand/product manager for the Coca-Cola Company, how would you respond to this? What new products or brands would be feasible in the future? How would you make this determination? 200 words min
Part IIInstructionsMarketing Plan: Part IV---ATTACHED TO DOCS
In this unit, you will continue to build upon your marketing plan for an existing company and a product or service of your choice. For Part IV, make certain to include the sections listed below in your marketing plan.Branding Strategy
What is the branding strategy for your organization? What is the purpose of your brand? How will you differentiate yourself from domestic and/or international competitors?Technology and Social Media
Identify any tools that you will use in your promotions, marketing, or advertising. List any tools that you will use for customer relationship management, and identify specific social media tools that will be used.Implementation Plan
Identify tactics and strategies that you will use to implement your marketing plan. Tactics are short-term, and strategies are long-term. Identify specific dates that you will achieve certain action items. Include a chart or graph that disseminates this information in a linear fashion.Evaluation and Control
How will you evaluate the effectiveness of your marketing plan? How will you follow-up with customers? Will you use surveys to track satisfaction, and will you take future actions that are based on customer recommendations?Conclusion
Include any final thoughts or recommendations that might be pertinent to your marketing plan.Executive Summary
This section of your marketing plan will capture your key proposal, recommendations, and projected outcomes of the plan. Summarize the key components of your marketing plan in this section.
Your essay must be three pages in length, not counting the title and reference pages. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. You must use at least three references. Adhere to APA Style when constructing this assignment, including in-text citations and references for all sources that are used. Please note that no abstract is needed.
Running Head: UNIT VI MARKETING 1
Unit VI Marketing Essay
Cecilia Williamson
Columbia Southern University
UNIT VI MARKETING 2
Introduction
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, pro ...
Part I Soda consumption has been on the decline over th
1. Part I
Soda consumption has been on the decline over the past decade.
If you were a brand/product manager for the Coca-Cola
Company, how would you respond to this? What new products
or brands would be feasible in the future? How would you make
this determination? 200 words min
Part IIInstructionsMarketing Plan: Part IV---ATTACHED TO
DOCS
In this unit, you will continue to build upon your marketing
plan for an existing company and a product or service of your
choice. For Part IV, make certain to include the sections listed
below in your marketing plan.Branding Strategy
What is the branding strategy for your organization? What is the
purpose of your brand? How will you differentiate yourself
from domestic and/or international competitors?Technolo gy and
Social Media
Identify any tools that you will use in your promotions,
marketing, or advertising. List any tools that you will use for
customer relationship management, and identify specific social
media tools that will be used.Implementation Plan
Identify tactics and strategies that you will use to implement
your marketing plan. Tactics are short-term, and strategies are
long-term. Identify specific dates that you will achieve certain
action items. Include a chart or graph that disseminates this
information in a linear fashion.Evaluation and Control
How will you evaluate the effectiveness of your marketing
plan? How will you follow-up with customers? Will you use
surveys to track satisfaction, and will you take future actions
that are based on customer recommendations?Conclusion
Include any final thoughts or recommendations that might be
pertinent to your marketing plan.Executive Summary
This section of your marketing plan will capture your key
2. proposal, recommendations, and projected outcomes of the plan.
Summarize the key components of your marketing plan in this
section.
Your essay must be three pages in length, not counting the title
and reference pages. All sources used must be referenced;
paraphrased and quoted material must have accompanying
citations. You must use at least three references. Adhere to APA
Style when constructing this assignment, including in-text
citations and references for all sources that are used. Please
note that no abstract is needed.
Running Head: UNIT VI MARKETING
1
Unit VI Marketing Essay
Cecilia Williamson
Columbia Southern University
3. UNIT VI MARKETING
2
Introduction
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
4. distribution to the entire market.
UNIT VI MARKETING
3
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
5. and demographics that align with Dyla's attributes.
UNIT VI MARKETING
4
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.
Price
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.
Promotion
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.
6. UNIT VI MARKETING
5
Place
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.
Promotion
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.
Conclusion
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
UNIT VI MARKETING
6
7. footprint and increases its market share. Dyla will attempt to
increase its presence in U.S. cities before the end of the year.
UNIT VI MARKETING
7
References
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.
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Unit VII:
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Brand
Management
and
Value
Begin
Begin
Begin
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Table of Contents
Unit Lesson
Unit Lesson
Unit Lesson
References
References
References
10. Page 4 of 34
Glossary
Glossary
Glossary
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Unit VII: Brand Management and Value
Developing a good marketing and brand strategy and turning
that strategy into a
marketing plan requires blending the ideas that have been
discussed throughout
11. the previous units. Now, it is time to integrate and narrow down
ideas to focus on
logical marketing mixes, marketing strategies, marketing plans,
and a marketing
program.
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Developing an effective marketing and brand strategy involves a
process of
narrowing down to a specific target market and marketing mix
that represents a
real opportunity. This narrowing down process requires a
thorough understanding
of the market. That understanding is enhanced by careful
analysis of customers’
needs, current or prospective competitors, and the firm’s own
objectives and
resources. This has a direct impact on whether or not a company
will attempt to
exploit potential opportunities.
Since a company’s resources are finite, there are only a limited
number of
opportunities they may pursue. Each possible strategy usually
has a number of
different potential advantages and disadvantages. Finite
resources must require a
company to be selective about which market in which to target
and how that target
market is supported by the marketing mix. Given that, a
company typically
12. develops their own analytical previewing methods in order to
determine which
industry markets that it wishes to compete with or wants to
avoid.
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Unit VII: Brand Management and Value
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Companies use of the SWOT (strengths, weaknesses,
opportunities, and
threats) analysis process, which enables them to select the most
appropriate
strategies from the many presented. They may then narrow their
efforts and
resources in exploiting their opportunities and strengths while
simultaneously
minimizing their weaknesses and threats. These can be
compared against
the pros and cons of strategies that are considered. For example,
if a firm is
considering a brand strategy that focuses on a target market that
is already
being served by several strong competitors, success will usually
hinge on
14. some sort of competitive advantage. Such a competitive
advantage might be
based on a better marketing mix, perhaps a brand offering
innovation or
innovative new product, improved distribution, more effective
promotion, or a
better price. Just offering a marketing mix that is similar to
what is available
from competitors usually does not provide superior value or any
real basis
for the firm to position or differentiate its marketing mix as
better for
customers. On the next page, you will see a direct example of a
SWOT
analysis for Walmart.
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Unit VII: Brand Management and Value
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17. Unit VII: Brand Management and Value
Brands and Branding
Branding means the use of a name, term, symbol, or design, or a
combination of
these, to identify a product. It includes the use of brand names,
trademarks, and
practically all other means of product identification (American
Marketing
Association [AMA], n.d.). Brand name has a more specific
meaning. A brand
name is a word, letter, or a group of words or letters. Examples
include Apple,
Uber, Netflix, John Deere, and FedEx (AMA, n.d.).
Page 12 of 34
Consumers use trusted brand information as a means to improve
their buying
choices. It would be a challenge when buying groceries to
evaluate the
advantages and disadvantages of each of the 25,000 items with
every trip to the
supermarket. Even though customers may be willing to be lured
away from their
normal brand-purchasing behaviors, unless the choice to switch
is made clear
and the risk to switch is perceived to be small, most will stick
18. to their current,
preferred brand.
Brand promotion can deliver superior performance to both the
company as well
as its customers. This superior performance can be developed
into a competitive
advantage while delivering above-standard profits to the firm
and concurrently
keeping marketing costs low. Sometimes, a firm’s brand name
itself becomes a
competitive advantage, meaning that it cannot be copied by
envious competitors.
This can produce a beneficial new product or brand extension
halo effect while
continuing to strengthen the company’s image.
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Check for Understanding
What does SWOT stand for?
Strengths, weaknesses, opportunities, and threats
Strengths, weaknesses, opportunities, and threats
20. Strengths, weaknesses, opportunities, and threats
Strengths, weaknesses, opportunities, and treats
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Strengths, weaknesses, opportunities, and treats
Strengths, weaknesses, opportunities, and treats
Skills, weaknesses, opportunities, and threats
Skills, weaknesses, opportunities, and threats
Skills, weaknesses, opportunities, and threats
Strengths, worthiness, opportunities, and threats
Strengths, worthiness, opportunities, and threats
Strengths, worthiness, opportunities, and threats
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23. Check for Understanding
__________ _________can deliver superior performance to both
the
company as well as its customers. This superior performance
can be
developed into a competitive advantage while delivering above-
standard
profits to the firm and concurrently keeping marketing costs
low.
Media companies
Media companies
Page 18 of 34
Media companies
Brand promotion
Brand promotion
Brand promotion
24. Brand awareness
Brand awareness
Brand awareness
Visual presence
Visual presence
Visual presence
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26. Previous
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Unit VII: Brand Management and Value
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28. Unit VII: Brand Management and Value
Role of the Brand and Product Managers
Developed by Proctor and Gamble, the brand manager position
manages specific
brands usually consisting from one to many products within that
brand (Gray,
2010). That gives a clue to what is often their major
responsibility (i.e., promotion)
since the products have already been developed by the new
product. Recently, it
has proven to be effective for brand managers to get involved in
the early stages
of product development and continue through product launch
and marketing
implementation.
Page 24 of 34
Product managers are especially common in large companies
that produce many
kinds of products. Several product managers may serve under a
marketing
manager. Sometimes, these product managers are responsible
for the profitable
operation of a particular product’s whole marketing effort.
Then, they have to
coordinate their efforts with others, including the sales
manager, advertising
29. agencies, production and research people, and even channel
members. This is
likely to lead to difficulties if the product managers have no
control over the
marketing
strategy for other related brands or if they have no authority
over other functional
areas whose
efforts they are expected to direct and coordinate.
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Check for Understanding
If brands are successful, their consumers perceive the brand as
having a
combination of __________ and __________.
audio and video
audio and video
audio and video
31. Page 26 of 34
high quality and visuals
high quality and visuals
high quality and visuals
high value and low quality
high value and low quality
high value and low quality
high quality and high value
high quality and high value
high quality and high value
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Unit VII: Brand Management and Value
34. In companies that have many products within a brand, a product
manager may be
used to create or
champion specific promotional activities to improve their
product’s performance. A
higher-level marketing manager with more authority coordinates
the efforts and
integrates the marketing strategies for different products into an
overall plan.
Page 30 of 34
The needs of the product within the brand family and the
company philosophy
determine the levels and intensity to which the product manager
may go in order
to effectively promote their product. Today, companies are
emphasizing
marketing experience because this important job takes more
than academic
training and enthusiasm, but it is clear that someone must be
responsible for
developing and implementing product-related plans, especially
when a company
has many products.
Previous
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36. References
American Marketing Association. (n.d.). Definitions of
marketing.
https://www.ama.org/resources/Pages/Dictionary.aspx
Gray, P. (2010). Business anthropology and the culture of
product managers.
Association of
International Product Marketing & Management.
https://www.academia.edu/6377009/By_Paula_Gray_Business_
Anthro
pology_and_the_Culture_of_Product_Managers
Page 32 of 34
Gupta, R. (2016). Marketing management is a trustworthy
paradigm of
corporate branding.
International Journal of Information, Business and Management,
8(1),
4650.
Tuten, T. L. (2020). Principles of marketing for a digital age.
SAGE.
38. Slide notes
Text Captions
Unit Glossary
Branding
The use of a name, term, symbol, or design, or a combination of
these, to identify a product.
Brand manager
Manages specific brands usually consisting from one to many
products within that brand
Brand name
A word, letter, or a group of words or letters. Examples include
Apple, Uber, Netflix, John
Deere, and FedEx
Page 34 of 34
