The paper "Marketing Strategy for D J Miles and Co Ltd to Penetrate a New Coffee and Tea Market" is a perfect example of a case study on marketing. D J Miles & Co Ltd is a coffee and tea merchant that is based in Somerset. The company’ s business is roasting and blending of tea and coffee and selling it to the customers. Since its formal establishment 25 years ago, the company has specialized in selling its products in South West of England. The company intends to establish a new niche in North West of England that focuses on the youth of ages between 25 and 34 years.
It is an area that has characterized by both rural and urban environments. The majority of the people living in these areas are youths, mainly contributed by 14 universities and other educational institutions that focus on youths. The existing coffee and tea brands from other companies such as Devonshire, Dorset, and Yorkshire are generally made for the general population. D. J and Miles have wide knowledge and experience in branding of tea and coffee and definitely know the right combination of brands that will perfectly suit the youths.
With this setup, North West England is an ideal business niche for D J and Miles for sales of coffee and tea brands that focus on the youth. The strategy entails blending new products and promoting them through youth-friendly means such as print and electronic media and associating the products with academics. The distribution system shall consist of two levels; The first one company’ s which takes the goods to the factory head office at Porlock to Manchester and Manchester City and a second one which involves contracted distributors.
The entire process shall be implemented in three phases, Design of the product and distribution system. Marketing through media and distributors andAssociating the product with academics through the use of Power Ambassadors. Every stage of project implementation cautiously and evaluated later on to ensure that everything sticks to the plan. 1. Terms of ReferenceThis report aims to come up with a strategy that will help D J Miles & Co Ltd to penetrate a new coffee and tea market in North West England. The target market is of youth between 25 and 34 years. 2. Executive Summary D J Miles & Co Ltd is a company that specializes in the sale of coffee and tea. For a long period, the company has specialized in selling its products in the South West of England while most of the customers are adults age 35 years and above. Power Coffee and Power Tea are new products that the company intends to develop.
These products shall be sold in the North West of England, where the majority of the people are the youths.
The market is supported by the high population of youth studentsThe company shall use a comprehensive marketing strategy that shall ensure that the products are developed and popularized in a manner that shall capture the attention of the youths. The company shall use the concept of research which showed that the right amount of caffeine increases the mental concentration of individuals