Strategic Marketing Plan for Costa Coffee in Kenyan Market

This report provides a strategic marketing analysis for Costa Coffee's expansion into the Kenyan market. It begins with an introduction to strategic marketing and its importance in competitive environments. The report then delves into the adaptation and standardization of the marketing mix, focusing on product, price, place, and promotion strategies tailored for the Kenyan market. It explores the Customer-Based Brand Equity (CBBE) model, detailing brand identity, meaning, performance, imagery, and response, to build a strong brand presence. Furthermore, the report examines integrated communication mix and methods, including digital marketing, online platforms, and sponsorships. It also outlines methods to measure the success of the marketing efforts, such as sales targets and return on investment. The report concludes by emphasizing the importance of adapting international marketing strategies and utilizing a marketing mix approach to suit the specific market conditions in Kenya, supported by relevant references.

Strategic Marketing

Table of contents
• Introduction
• Adaptation And Standardisation Of Marketing Mix
• CBBE Model
• Integrated Communication Mix and Methods
• Measure of Success
• Return on Investment
• Conclusion
• References

INTRODUCTION
Strategic marketing is lead to compare the company itself from
their competitors through capitalising their strength so that
company can provide a good value of products as compare to their
rivals. It also helpful to start new business in new market. This
report is deal with Costa Coffee that is a United kingdom based
company and doing their business in other foreign countries.
Costa Coffee want to expand their business in Kenya and also
have a plan to promote their products in Kenya.

Adaptation And Standardisation
Of Marketing Mix
• Adaptation- This is a most influential method which determine
that company need to develop and cover a total range of products
and its services in effective manner so that it will attract the large
number of people and also satisfy each and every one.

CONTINUE…
After the successful entry in new market of Kenya country, Costa coffee need to
prepare strategic marketing strategies for adaptation and standardisation are
discussed below-
• Product- Costa Coffee will use adaptation method for the product of the
country. Company going to launch their products and services in new market
so adaptation is a convenient method to launch their products because every
country is different.
• Price– Due to covid – 19, financial situation become weak so all the countries
increase the GDP rate and pricing policy for the country so it will lead to
increase the product price. Costa Coffee apply adaptation methods so that
company set price according to the country economic situation.

CONTINUE…
• Place – Company follow adaptation method of place purpose.
Through online and offline channels company can receive and
give customers order.
• Promotion – Costa Coffee use standardisation method for
promotion of the company. Company use social media and
digital marketing channels like Facebook, Instagram, Twitter,
you tubes to promote their product in Kenya.

CBBE Model
This model is stand as “ Customer Based Brand Equity Model”.
This model helpful to connect with customers because with the help
of loyal customers. Costa Coffee easily increase their market in
Kenya. Four steps are involved in this model which are discussed
below-
Brand Identity
Market of Kenya is totally new for the company. It is necessary to
introduce their products in a effective way so that everyone will
recognize the product and company brand identity become strong.

CONTINUE…
Brand Meaning _In this step Costa Coffee try define that who are
you ?. After build the brand identity, company require to consider its
meaning . In this step company discuss about the performance and
imagery.
Brand Performance – Costa Coffee success depend upon the
performance. Costa Coffee performance is based on the products price
system , features, design , style and customer services.
Brand Imagery – Company brand image is strong in other countries
But this company is new in Kenya so company need to focus to create
their brand image more effectively.

CONTINUE…
Brand Response: This step is all about to the use of the
products and it is mainly based on company performance. Costa
Coffee will offer high quality products so that lots of customers
will engage with them.
Brand Resonance: In this step, Costa Coffee become a brand
advocate and it condition is challenge for the company This step
come when people psychologically and socially engaged with
the company.

Integrated Communication Mix and
Methods
Integrated Marketing Communication is effective method that
help to engage with the communication channel of the company.
Costa Coffee is launching their products in new market so
company require to focus the mode of communication between
company and people. There are three effective marketing
communication methods that given bellow-

CONTINUE…
Digital Marketing
Costa Coffee is a big brand that operate business all over the
world. Company use digital marketing to for integrated
marketing communication that make company easily impact the
people of Keny. Company use digital marketing channels like
websites, messages, emails, online advertising of the products.

Online Platform : Costa Coffee promote their products with the
help of online platforms like Facebook, Instagram, YouTube. This is
most appropriate method of integrated marketing communication.
Sponsorship :This is also another method of integrated marketing
communication. With the help of this method company promote
roasted coffee. Company need to contain few activities like sports
game, entertainment shows, cultural shows etc. Sponsorship require
a huge amount and time.

Measure of Success
To measure the success of the business Costa Coffee consider
some methods
Sales Target : Costa Coffee require to set a sales target so that it
make easy to measure the profit rate. Company expand business
in Kenya so Costa Coffee require to set a sales target so that
company sale increase. Company male plan for sales target at a
specific time period.

Return on Investment
Costa Coffee require to maintain Return on Investment to
measure the success. With the help of this method, Costa Coffee
easily consider the all aspects. For Costa Coffee success , money,
brand loyalty, image, position is needed.

CONCLUSION
As per the report it is concluded that for launch products and services in
a new market company need to identify the international marketing
strategies and use marketing mix approach according to the other
country market situation. This report is deal with the adaptation and
standardisation methods and also determine three integrated marketing
communication so that company easily connect and communicate with
the Kenya people. Through CBBE model company establish their brand
identity, brand performance and image and brand response. This report
identified some methods which help the company to measure the
success.

REFERENCES
• Bruhn, M. and Schnebelen, S., 2017. Integrated marketing
communication–from an instrumental to a customer-centric
perspective. European Journal of Marketing.
• Cerrato, C., 2018. The influence of digitalisation over the
international marketing mix strategy. A case study in the
footwear industry.
• Çifci, S., et. al., 2016. A cross validation of Consumer-Based
Brand Equity models: Driving customer equity in retail
brands. Journal of Business Research, 69(9), pp.3740-3747.
• Ekinci, Y., Molinillo, S. and Japutra, A., 2017. A Model of
Consumer-Based Brand Equity (CBBE) for Global Fashion
Brand.
•