Strategic Marketing: Innovative Ideas for Cibo Coffee (Assignment 1)

This assignment focuses on developing innovative marketing ideas for Cibo coffee, a coffee manufacturer. The analysis begins by recognizing the competitive nature of the coffee market and the importance of differentiating the brand. The assignment proposes several strategies, including creating a welcoming environment with fast Wi-Fi, themed menus, and incorporating games to enhance customer experience. It emphasizes the importance of customer loyalty programs, such as offering rewards for repeat purchases, and suggests engaging with local businesses and communities. The assignment also highlights the significance of a well-designed cafe interior to encourage repeat visits, suggesting renovations and interactive elements like customizable walls. These strategies aim to increase market share and provide Cibo with a competitive advantage.

Assignment 1
Strategic Marketing
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Table of Contents
Development innovative ideas for Cibo..........................................................................................3
References........................................................................................................................................4

Development innovative ideas for Cibo
Being a commodity product, coffee manufacturers should try creative ideas to stand out against
rivals. It can be observed that Coffee shops around the globe have developed into places not only
for drink just coffee but also as their hangout destination (Shalley and Gilson, 2017).
Considering this particular need of consumers, it is recommended for Cibo to reinvent its various
restaurants with innovative ideas. They can transform a restaurant by creating a homely
environment for customers. For example, to introduce fast and free Wi-Fi connectivity so that
customers enjoy free internet service while sipping coffee. Another idea is to design a theme-
based menu to create emotional attractiveness with creative product names. Coffee shop with a
play area is another popular theme that Cibo should try for its restaurant. Various board games
like UNO, Snakes & Ladders etc. can be arranged for customers along with Coffee menu of
drinks and foods.
Further, it can be assumed that customers tend to try different locations every time to have a
coffee. Therefore, Cibo should have a solid reason that they make repeat visits. Loyalty discount
cards could help to create that reason. A simple rewarding idea like offering 11th coffee free for
every ten coffee customers purchase can attract many of the coffee habitual consumers. An
innovative loyalty scheme not only helps in increasing sales but also helps in increasing
awareness through free word of mouth advertisement (Magatef and Tomalieh, 2015). Another
idea to ensure repeat purchase regularly can be to get involved with local businesses and the
local community in the area of the coffee shop. Volunteering in community events, offering
group discounts to businesses around and free drop of products can help to attract more of local
people towards the cafe.
Next, a café’s interior is also one of the prominent factors to increase customers visit. A cosy
interior with lots of comfy decoration creates a positive image in consumers’ mind which
encourages repeat visits (Shalley and Gilson, 2017). Therefore, the dull interior should be
renovated and empty walls should be decorated according to consumers’ local culture. An
innovative idea is to have a customisable wall with chock boards for customers to write their
thoughts or anything they wish. Such creative ideas would help Cibo to offer differentiated
services to its customers and to increase its market share.

References
Shalley, C.E. and Gilson, L.L. (2017). Creativity and the management of technology: Balancing
creativity and standardization. Production and Operations Management, 26(4), pp.605-616.
Magatef, S.G. and Tomalieh, E.F. (2015). The impact of customer loyalty programs on customer
retention. International Journal of Business and Social Science, 6(8), pp.78-93.