Detailed Marketing Plan for Di Bella Coffee: Strategies and Analysis

This report provides a detailed marketing plan for Di Bella Coffee, an Australian coffee company. It begins with an executive summary and introduction outlining the report's purpose. The main body covers an overview of Di Bella Coffee, its objectives for creating customer value, and the issues it faces. It includes a thorough STP (Segmentation, Targeting, Positioning) analysis, identifying the company's target market and market segmentation. Furthermore, the report analyzes the threats and opportunities Di Bella Coffee encounters, alongside marketing strategies, action programs, budgets, and controls to monitor progress. The report concludes with a summary of the findings and includes references to support the analysis. The report highlights Di Bella's focus on brand value, customer value proposition, and increasing market share through various marketing channels, including social media and product innovation such as TORQ instant coffee. The analysis provides insights into Di Bella Coffee's market position and strategies for growth.

Marketing Plan for
Di Bella Coffee

EXECUTIVE SUMMARY
Marketing Pan can be defined as the summary of policies and objectives of the
organisation. It is very essential to formulate proper marketing plan to build customer's value and
increase the market share of the business. Marketing assists in developing value proposition for
the consumers by offering various alternatives in the products. The report is prepared on the case
study of Di Bella Coffee for formulation of its marketing plan. This will direct the company in
creating value for the consumers by identification of the target segments and analysis of
opportunities and threats.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Overview of the company......................................................................................................1
Objectives of Di Bella Coffee to create customer value........................................................1
Issues of Di Bella Coffee to create customer value ...............................................................2
Current Market Situation – STP Analysis of Di Bella Coffee Threats and opportunities
Analysis..................................................................................................................................3
STP analysis of Di Bella Coffee.............................................................................................3
Budget.....................................................................................................................................8
Controls (For monitoring the progress)................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES .............................................................................................................................15

INTRODUCTION
Marketing can be defined as the activities or tasks which are performed by business for
promoting the products in the market. There are various elements which are involved in this
process such as seeking, advertisement and transferring the goods and services to the consumers
or the companies. The organisations must examine the target market for addressing the needs and
wants of the consumers. The companies must analyse the opportunities and threats for making
strong and effective decisions(Adi, 2022). The report is prepared on Di Bella Coffee which is an
Australian organisation. The company was founded by Philip Di Bella in the year 2002. The
headquarter of the business is situated in Brisbane, Australia. The report will discuss about the
marketing plan of the organisation. The objectives and issues of Di Bella Coffee are also covered
in the report. The report also involves the STP Analysis and analysis of opportunities and threats
of the business. The marketing strategy, action programs, Budgets and Controls of Di Bella
Coffee based on the case study.
MAIN BODY
Overview of the company
Di Bella Coffee is an full-service coffee organisation headquartered in Australia. The
company is serving its coffee beans and coffee in various countries of the world. The business
has become a household name since it supplies more than 10 signature blends of coffee. It is
performing well in the industry of coffee. Over the last 10 years, the business has expanded in
various parts of Australia. There are various advertisement channels which are used by the
organisation such as promotion and public relations for promoting the brand. A product called
TORQ is innovated by the Di Bella Coffee in order to compete with existing leading instant
coffee companies in the market.
Objectives of Di Bella Coffee to create customer value
A customer's value proposition is a marketing statement which provides various reasons
to the consumers for buying the product(Chernev, 2020). It is very essential for the organisations
to create customer value for increasing market share and enhancing customer's satisfaction. The
marketing objectives in respect to Di Bella Coffee are as follows:
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 Creating a Brand value : The marketing objectives of Di Bella Coffee Company
involves creation of the brand value for its target customers. The company also uses
various social media platforms for creating value for the consumers by interacting with
them on Facebook and Twitter.
 Customer Value Proposition : The organisation has emotional attachments and high
brand awareness with the customer's due to collaboration of business with various sports
activities. The company also initiated various activities in order to create customer's
value(Fotiadis, Mombeuil and Valek, 2018).
 Increase Market share: Every business aims to increase the market share in the
industry. The objective of Di Bella Coffee is to increase the market share by focusing on
developing a large customer's base. The company has used technological developments
for establishing a online store MyDiBella.com. This has helped in reaching to a large
segment of the audience.
 Promotional Objective: There are various advertisement equipments which are used by
organisations to increase the value of customer's. Di Bella Coffee uses various social
media platforms such as Facebook and Twitter for making interaction with the
consumers. It also uses different communication tools for making communication about
products and strategies. It also takes the help of magazines and ads for achieving its
promotional objectives.
Issues of Di Bella Coffee to create customer value
 Standardization of Products : The company is facing the issue of standardization as it
reduces the flexibility of a chain to cater the regional tastes and expectations. The
organisation cannot satisfy every customer in the market.
 Low consumption of Milk-based Products : There is less demand of Coffee related
products in Asian Markets as compared to Western nations. The reason behind this is the
presence of lactose in the milk products which does not suits the people.
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Current Market Situation – STP Analysis of Di Bella Coffee Threats and opportunities Analysis
It is very essential for the organisations to identify the potential threats and opportunities in
the business. The companies receives the benefit of formulation of marketing policies in order to
maintain a dominant position in the market. This is useful for increasing the base of the
consumers in the market. The threat and opportunity analysis of Di Bella Coffee is discussed
below:
Threats
 Intense competition : The major competitors of Di Bella Coffee are Starbucks and Cafe
Coffee Day. The organisation has very strong competition and it is the reason the
company is offering high quality coffee products of to the customer's in the market. It
also develop fear of decreasing marketing share of the business(Kinlen and Golding,
2021).
 Worldwide pandemic : The drinks of Di Bella Coffee are consumed in various
occasions such as parties and sporting events. The restrictions of pandemic have delayed
the process of advertisement and also reduced the sales.
Opportunities
 Emerging markets : The main markets of Di Bella Coffee is Australia and New
Zealand. The company has to make strategies for making products available in countries
of Asia, Africa and Latin America.
 Expansion of product range : The company provides only coffee related products. It
can focus more on R&D for innovating more healthier products. Di Bella Coffee can
expand its range of products.
STP analysis of Di Bella Coffee
STP refers to analysis which helps the businesses in making proper strategy for
identifying the most essential customer's. It is performed to break the market into various smaller
segments. STP analysis on Di Bella Coffee is discussed below:
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Segmentation: It is a framework where customer's are divided into different segments for
identify the needs(Shields, 2019). The Di Bella Coffee has divided its market into various parts
to reduce wastage of products.
Demographic: It is prepared on the basis of certain factors such as age, gender, income etc. Di
Bella Coffee has grouped the products:
 Age: The target market of Di Bella Coffee are youngsters and middle age persons.
 Gender: It has focused on both on man and women but significantly male audience.
Targeting: It is related to target the audience on the basis of certain factors. Di Bella Coffee has
targeted the consumers which are students and teenagers mainly. The company also sells its
products in various markets which help in attracting more customer's.
Positioning: It is related to the maintaining position of the business in the market. Di Bella
Coffee has focused on offering products at a reasonable rate which helps in developing a loyal
customer's base.
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Product: In order to satisfy the needs and wants of the individual, a commodity is produced or
built (Sharma, Kaur and Syan, 2021). But before developing any product, the business
organisation needs to extensive research from the growth phase to sales decline phase (Awan,
Arnold and Gölgeci, 2021). In respect to the Di Bella, the leading product is coffee. The
company is the leading coffee brand globally after expanding its operation into the Asian
markets. The respective company also provide fusion of two traditional forms of coffee i.e.
espresso and instant coffee which led to the development of the TORQ. This coffee is new
invention by the Di Bella which has been introduced on the international platform. By innovating
new product, the firm has attracted all kinds of customers. Although Di Bella's speciality is
TORQ, but it has developed other variety's of coffee also which attracts large number of
customers. The company is also dealing in premium coffee, roasted bean coffee, bulk coffee and
retail packing pack coffee in order to fulfil the demand of the customers globally.
The Di Bella is mainly focusing on expand their new innovation product TORQ Which is
made from high quality coffee beans and filtered water. This is currently leading in the market
and is provided in convenient liquid form. By providing high quality and innovative coffee, the
respective company are able to maintain its good position in the domestic as well as global pace.
The Di Bella coffee is sourced from finest growing regions globally, with all coffee roasted in
order to maintain the high quality standards. By launching its operation in the India and China
the firm were able to match its international vision and global mindset.
The three level of product which Di Bello accompanied with the coffee are:
 Core customer value: This is the most basic level and are intangible in nature (Howells,
2018). Here the core value of the coffee is that individual's energy level is boosted up
after the intake of coffee.
 Actual product: In this level, the product are tangible in nature such as coffee beans and
the packing of the coffee.
 Augmented products: This basically add lots of value as it is basically the after service
which company can provide its customers. The Di Bella company can provide buy one
get one free services for the next time purchase of the coffee to the customers.
Pricing: This is one of the most important element in the marketing mix. As it consists of
the price of the product which customers are willing to pay (Long, Lu and Cui, 2019). Here the
company should decide the piece according to the customers because little shift in the price can
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affect the firms demand and supply. In context to the Di Bella company, they have adopted
pricing strategises according to its competitors such as Starbucks. Being a coffee company it
faces intense competition within the market. So, by providing innovative and high quality coffee
it has developed its good brands image in the eyes of the customers globally. So, some of the
pricing strategy are as follow:
 cost based strategy: Here the company basically price the product on the basis of
production, base cost and some profit are added in it (Scheidegger, Linzmajer and
Rudolph, 2020). This method of pricing are fair and easy to understand. It is beneficial
while setting the price of the innovative product.
 Value based strategy: the company adopts the pricing strategy based on the product
benefit that are perceived by the customers. Here the company base the price of the
product on the basis of the belief and value of the customer.
 Competition based strategy: This pricing strategies is adopted by the company after
observing the competition. The company takes into the account the price after knowing
the rivals selling price.
Di Bella company provides the high quality of the product to the customers so it should adopt
cost based strategy which is fair enough in nature. This strategy helps in gaining more growth as
Di Bella has introduced new product which is TORQ. So, to make the product more customer
friendly it has to adopted the cost based strategy.
 Place and distribution strategy:
This strategy refers to the point of sale. The business organisation should where to
distribute the product. They should know the right place to distribute the products among the
customers (Li and et. al., 2021). Here the Di Bella offers the product to the customers through
online website known as MyDiBella.com and also through stores. Through online site the
customers can view Di Bella coffee, TORQ coffee along with the consumable sugars,
sweeteners, syrups and biscuits. TORQ by Di Bella directly sold to wholesalers and consumers
worldwide. Di Bella Coffee was also the first
coffee chain in India to have a fully digital interactive platform throughout all stores, including
the use of tablet
computers on each table for menu ordering and internet and email usage. The software has been
designed to
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include social networking interaction to ensure that consumers have a personal connection with
the Di Bella
brand. There are 3 distribution strategy which Di Bella can adopt that are as follow:
 Intensive: Here the customers accept the brands if the particular brand is not available
then customers simply chooses another brand (Kavenia, 2019). Here all the alternative
are involved at the outlets that can be used to distribute the product.
 Selective: Here the business organisation selects specific geographical areas or outlets to
sell the products.
 Exclusive: The firms uses one wholesalers, retailer or distributor in specific geographic
area to sell the product.
Here the Di Bello company should use selective strategy of distribution in order to sell the
product as it should focus on selected outlets so that it can gain more growth and profits.
 Promotion strategy:
This refers to the action taken by the company in order to make the product familiar with
the customers (Azmat and et. al., 2018) . The respective company can adopt different ways of
marketing the product such as advertisement, public relation in order to grab the attention of the
customers. The Di Bello company can adopt two promotion strategy that are push and pull
strategy which are discussed below:
 push strategy: It refers to the promotional strategy where the company takes the product
to the customers. This technique of the promotion helps firm to push their products to be
seen by customers so that it can be purchased by them in right time which increases the
demand of the product in future.
 Pull strategy: the goal of this strategy is make the consumer to actively seek for the
product which helps in developing brand equity and product value. This helps the frim to
create direct relation ship with customers.
Being a coffee company, Di Bella can use pull strategy as the company provide its services
online and can have direct contact with the customers. Through the website the firm can contact
with the customers directly that helps them to know more about customers demand by solving
query and FAQs.
Action Programme
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Di Bella is one of the leading business in coffee as it has provided customers with the
different variety of coffee. By establishing its operation in India and China, they were able meet
the international vision. By providing its innovative product TORQ it has gained competitive
advantage in the international market. The Di Bella company needs to give more focus on
promotion strategies through which they can gain more profits. The company should basically
needs to give more focus on needs and wants of the customers so that they can meet required
standardisation. The Di Bello needs to make efforts in production sector so that they use the
products in making coffee according the customers health. The company needs to give more
focus on sustainable development that ensures the long term growth and profitability of the
company. So that they become more competitive and be more customer oriented.
Budget
A budget is basically a an estimation of the revenues as well as expenses for future period. A
budget is compiled and reformed on regular basis (Zhang and et. al., 2021). Budget can be made
for different types of people or group of people and or for a business. This plays a very important
role for the success of business. In context to the Di Bello Budget has been discussed below: -
Particulars Amount
Advertising expenses £2,000.00
Cost incurred in technology £2,000.00
T and D expenses £900.00
data collection £600.00
Raw material £200.00
Furniture £3,000.00
Consumable goods £2,000.00
Machinery £500.00
Salary £5,000.00
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Cost of fuel £3,000.00
Total £197,00.00
Profit and loss
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10

11

cash flow
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Controls (For monitoring the progress)
The evaluation and monitoring of the marketing plan totally pays attention on the quantity
in terms of revenues and reaching a product to the consumers. Both the factors are to be
considered while monitoring the marketing plan. This will help in understanding and checking
whether the strategies which are formulated by Di Bella Coffee will assist in achievement of
targets and objectives of the business.
The various tools and methods for evaluating the performance of the organisation by
applying these marketing strategies are discussed below:
 Customer response: It is very essential for taking into consideration the response of the
customer's. This helps in measuring the efficiency and effectiveness of the marketing plan
prepared by the company. Di Bella Coffee has established a proper team which regularly
conducts public opinion tests and various market surveys in the public interest which
helps in identifying whether the formulated marketing plan is successful or
not(Sumarwan, 2019).
 Target for sales return: It is very tough to evaluate the exact figures of revenues by the
organisation. Di Bella Coffee makes sure to keep an approximation of the sales achieved
by the company. This will assist in getting an estimation of the counts which leads to
analysis whether the marketing plan is successful or not.
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CONCLUSION
From the above report it can be concluded that the marketing activities are very essential for
the company in order to enhance the performance across the markets. It also creates better value
for the customer's for gaining the targets and goals efficiently and effectively. The report has
involved a detailed analysis of the company and its product, competition and distribution with
the assistance of STP analysis. The various opportunities and threats in the market have been
identified in this report for the product. The analysis of both the positive and negative impacts in
respect of the Di Bella Coffee. The marketing strategy with the help of 4Ps of marketing mix is
analyzed with respect to the organization. The detailed allocation of budget for the profile of the
project and various marketing activity of the business. Lastly, the various control measures have
been discussed for monitoring the performance of marketing activities for meeting the objectives
of the organisation.
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