Global Branding Strategy of Organic Coffee in the UK

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Research proposal that clearly defines a research questions.............................................1
P2 Research methods and approaches to primary and secondary research............................5
TASK 2............................................................................................................................................8
P3 Primary and secondary research using appropriate methods............................................8
P4 Analytical tools, analyse research findings and data.......................................................10
TASK 3..........................................................................................................................................17
P5 Research outcomes in an appropriate manner.................................................................17
P6 Effectiveness of research methods applied for meeting objectives.................................19
P7 Alternative research methodologies................................................................................20
CONCLUSION..............................................................................................................................20
RECOMMENDATIONS...............................................................................................................21
REFERENCES..............................................................................................................................23
Online.............................................................................................................................................24

Topic: Global branding strategy of organic coffee in the UK.
INTRODUCTION
Global branding refers to act of the marketing service or goods under similar name in
many countries with same coordinated marketing strategies. This entails creating, examining and
executing the strategies which tailored to target market of brand. It is long term plan for
development of successful brand to attain particular objectives (De Mooij, 018). This report is
based on the global branding strategy of organic coffee in United Kingdom. In this regard,
present research seeks to investigate the global branding strategies for a particular product in UK
i.e. organic coffee. For this purpose, appropriate research methodologies is chosen to obtain
desired outcomes. This section of report includes different methods used for conducting primary
and secondary research. Questionnaire will be used for collecting reliable data about the topic. In
order to analysis appropriate information, thematic analysis will be used This present
investigation consists developing the aim and objectives clearly. There will be discussion about
different methodologies which help in conducting an investigation.
TASK 1
P1 Research proposal that clearly defines a research questions
Background of Research
Global branding means using the standardized global advertising and the marketing
strategies. It is mainly method of designing the global advertising to create product that
identified worldwide (Inês and et. al., 2019,). In order to market a specific product in a country,
it is essential for a company to develop global branding strategies. For this purpose, a firm needs
to prepare large budget,with introducing new communication technologies like social media, for
affordable campaigns. This would enable management of a firm to bring awareness of new
products to national and international customers (Chiang, 2018) . In context with beverage
market, before expecting to gain relevance, it is essential for companies that dealing in this
sector, to understand consumer behaviour. Global branding strategy refers to the concept of
overviewing business objectives, then develop, analyse as well as implement strategies, to tailor
the targeted market (Flick, 2015). Such strategies include positioning the brand, understand
customer behaviour, find good vendors and trade partners etc.
Overview of Company

Coffee is one of most popular drink and on an average UK people drink approximately
95 million cups of the coffee per day. The people of United Kingdom are specialist coffee
roasters which focused on the organics. In UK, people prefer organic coffee and it is largest
consumer market for the coffee (Gallenti and et. al., 2016). As in UK, a number of companies
operating their business in this region, one of them is Nestle. It is a Swiss multinational food and
drink company that headquartered in Switzerland. It is one of the largest confectionery firm that
offers a wide range of products such as coffee and tea, chocolates, diary items and more (De
Mooij, 2018). But due to increase in competition in UK market, where a number of companies
operate at large level, like MARS, Cadbury and more, so, in order to gain competitive advantage,
Nestle seeks to offer organic coffee in this nation. As consuming coffee to offer organic coffee,
may impact on health of customers, because it contains small amount of additives, chemical
substances and pesticides. So, concerning towards health and nutritional benefits, offering
organic coffee that grown without usage of herbicides or any synthetic fertilizers, help in
positively influencing customers towards its benefits. Therefore, to increase robust growth rate in
UK region, a research is investigation as per basis of given aim and objectives. .
Aim: “To develop global branding strategies for driving growth of organic coffee in UK
market”. A case study on Nestle
Objectives
 To explore the health benefits and quality of organic coffee for consumer satisfaction.
 To identify key factors that drive growth of organic coffee for Nestle in UK market.
 To determine an effective global brand strategy for Nestle that increase demand of
organic coffee.
Significance of research
As coffee is considered as most commercialised and consumed beverage in the world,
therefore, offering organic coffee may lead to increase high growth of economy for a country. In
this regard, conducting study on how developing effective brand strategy helps beverage industry
in commercialising this product, more economically (Crane, Matten and Spence, 2019). This
would help in understanding on the way, strategies will lead to a firm on positioning its brand at
international marketplace.
LITERATURE REVIEW
Health benefits and quality of organic coffee:

According to the article given by Erica Kannall (2018), it has been evaluated that
drinking organic coffee helps people in reducing the risk of chronic disease, with increasing
lifespan. In production of organic coffee, pesticides and other synthetic fertilizers are not used,
that reduces the negative impact of same (What Are the Benefits of Organic Coffee
Consumption?, 2018). So, it makes production of coffee consider as free from chemical
contaminants, which would reduces side effects on labours and associated people. Along with
this, production of such commodity also certified by Government food agencies that might
slightly increases its cost, but proves beneficial for health (Burch, Goss and Lawrence, 2018).
Consumption of in-organic coffee that contains residue of chemicals and pesticides, may causes
disturbances in nervous system, hormonal imbalance, irritation of eyes and skin also (Kolk,
2013). So, taking organic coffee reduces such negative impact on health of people, it proves
beneficial for Nestle to offer this new product at UK marketplace. Coffee whether grown in
organic or conventional manner, has consists potential to provide health benefits, because it
contains antioxidant that helps for reducing oxidants and other toxics (Yamoah, 2014). Along
with this, antioxidants also reduces risks of cancer, stress level and reduces the inflammation
within body (Mighty, 2016). Furthermore, consuming coffee also aid to prevent occurrence of
diabetic issues by reducing the blood sugar levels. In such regards, if coffee manufactures in
organic manner, then it eliminates the residue of chemical fertilisers which left over in coffee-
beans due to usage of synthetic fertilisers.
Key factors that drive growth of organic coffee:
As per views of Yamoah (2014), it has been identified that factors which act as key
drivers to support growth of organic coffee, is increasing demand of same in all over the world.
Increasing trends that drives the growth of coffee market includes rising demand to consume
organic coffee, increase awareness about health issues which may occur due to consumption of
in-organic coffee, this would grows popularity of organically prepared coffee-beans (Roast and
Ground Coffee Market - Trends and Forecasts by Technavio. 2017). So, concerning on these
trends of beverage market, many coffee manufacturers in UK and other countries, have started
capitalizing on growing desire of consumers for organic beverages which are environment-
friendly also. Organic coffee, due to free from chemicals, hormones, and synthetic fertilisers are
safer as well as nutritionally superior as compared to non-organic counterparts (Lee, Bonn and
Cho, 2015). So, this factor states that international ground and roast coffee market is expected to

grow gradually. Therefore, it is estimated that in future people will prefer to consume only
organically prepared coffee, which forecast the high growth demand and profitability of this
product. In context with UK market, it is also driven by increase demand for organic coffees with
availability of richness and good-quality, due to struggling with chronic health issues like
overweight, diabetes and more (Hajra, 2017). This would reflects that offering organic coffee in
such a market, where demand if much high will aid beverage industry to establish business more
economically.
Global brand strategy that increase demand of organic coffee
According to opinion of Leon Teeboom (2019) Developing the global brand means
entails, creating, examining and executing the strategies which tailored to target market of brand.
The global branding strategy encompasses the countries from various regions and its aim is to
co-ordinating marketing efforts of an organisation in market (Gallenti and et. al., 2016). In this,
for the brands seeking to be join new set of the international brands. In addition to this, Think
globally and act locally is popular strategy that becoming more relevant in globalised world
where there are not any boundaries when it comes to global marketing strategies (Kolk, 2013).
On the basis of ADAMS & RUSSELL (2018), Organic means anything that developed free from
the pesticides, chemical fertilisers and some other harmful chemicals. For the coffee, around