: Develop a marketing strategy for a new coffee brand called COFFEETY, that has been just launched by your company. Using the following step attempt this question

a) Identify the target market using the table 12.3 from your book. You can select any five factors to explain your target market.

b) Develop a marketing mix by explaining product specification, price, place of distribution and promotion for the above-mentioned product. (6+6 marks)

Table 12.3 Common Bases of Market Segmentation

Demographic Psychographic Geographic Behavioristic

Age, Personality, attributes Region Volume usage

Gender Motives Urban, suburban, End use

rural

Race Lifestyles Market density Benefit expectations

Ethnicity Climate Brand loyalty

Income Terrain Price sensitivity

Education City size

Occupation county size

Family size state Size

Family life cycle

Religion

Social class