Kaffeine's Strategic Marketing: Adaptation, CBBE, and Communication

This report provides a comprehensive analysis of Kaffeine's strategic marketing approach for entering the Irish market. It explores the critical decision between product adaptation and standardization within the marketing mix, emphasizing the need for tailored strategies to resonate with Irish consumers. The report delves into the application of the CBBE (Customer-Based Brand Equity) model, outlining how Kaffeine can build brand identity, meaning, response, and resonance to foster customer loyalty. Furthermore, it examines the importance of integrated marketing communication in promoting Kaffeine's coffee products, discussing various promotional methods. The report also addresses the measurement of business success, offering insights into key performance indicators. Ultimately, the report provides valuable recommendations for Kaffeine to establish a strong market presence in Ireland.

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STRATEGIC
MANAGEMENT

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TABLE OF CONTENTS
1. EXECUTIVE SUMMARY…………………………………………….......3
2. INTRODUCTION………………………………………………………….3
3. ADAPTATION AND STANDARDISATION OF MARKETING
MIX………………………………………………………………………….3
4. CBBE MODEL……………………………………………………………..6
5. INTEGRATED COMMUNICATION MIX……………………………...9
6. MEASUREMENT OF SUCCESS OF BUSINESS……………………..11
7. CONCLUSION……………………………………………………………11
8. REFERENCES……………………………………………………………12

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EXECUTIVE SUMMARY
In this report the researcher will try to focus upon the marketing mix that whether it should be
adaptation or standardized. Further it will also be discussed in this report that has CBBE model will be
applied to Kaffeine which will help the company in establishing its brand value in the market and making
loyal customers. The various ways of promotions will also be discussed with their importance regarding
to Kaffeine. Lastly the researcher will try to figure out that what are the different ways by which the
success of the business can be measured and why it is important.
INTRODUCTION
Strategic Management basically means all the planning and doing assessment of the functioning
of a business organization or company which will be helpful in achieving its goals and objectives. When a
business enters or plan to enter into a new market it requires for the company to implement various new
strategies so that a business can establish itself as per the new market conditions. In this project report the
researcher will try to focus upon the modifications which are required by Kaffeine while entering into the
new market of Ireland. Also it will be seen that how CBBE Model will influence the strategies of
Kaffeine. In this report it will be advised to the Kaffeine that how it should promote its products
especially coffee in the new market.
ADAPTATION AND STANDARDISATION OF MARKETING MIX
The term product adaptation means that changing certain feature of a product so that the company
can enter the new market for the purpose to reach new customers. It can also be a modification in the
existing product so that this modification can attract more customers in the different countries. Generally
product adaptations are significant for those business organisations which export their products to the
foreign countries because it will enable them to modify their products as per the need in the new country
as well as it will also lead to comply with the different laws and regulations of that foreign nation. For
instance if a company making cars in country A modifies some of its feature to introduce it in the
country B, it will amount to the product adaptation (Aguinis, Edwards and Bradley, 2017)
.

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While understanding the product adaptation, the standardisation cannot be ignored because it can
be said that product adaptation and standardisation are the two sides of the same coin. In product
adaptation the manufacturer tries to modify its products as per the need of the new customers in the
different country whereas in the standardisation the product will enter the new market in its original form
and no modification will be made to the manufactured product. The process of standardisation is a cost
efficient process because in this all the products are made with same feature. This standardisation in
products is based upon one principle which states that “One Fits for All” (Deephouse, Gardberg and
Newburry, 2019). Although it is highly impossible that the same product will be adopted by all the
countries in the world. For example the Mac Donald’s is a global food chain which has its outlets in all
the major countries. In India many people are there who follows vegetarianism, so for them the Mac
Donald’s is selling the vegetarian burgers in India in order to sustain in the market and to attract new
customers. So it can be said that all the companies has to adopt the product adaptation as per the needs of
the existing market or where they want to establish their business. It will be a rare thing that a marketing
mix will be a wholly standardized. It is possible that some of the market mix can be standardised and
others will be modified in some or other ways.
It is highly recommended for all the companies to study the market conditions thoroughly and
then decide that what features should be modified and what can be remained standardized. If the product
will enter into a market with same features in the different countries the chances of its growth are low as
compared if the product got modified. It should also be considered while adopting these marketing mix
because each country have a different market and their requirements are also different. So it is highly
recommended that some features should be standardized while others can be modified.

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Source: Research Methodology. Net
Regarding the Kaffeine Company which is a coffee shop, it must establish the product adaptation
in an efficient manner so that it can ensure its growth in the market of Ireland. While establishing a
successful product adaptation some steps should be followed by the Kaffeine. For this the Kaffeine has to
study the existing market conditions in the Ireland and find out that which types of coffee is preferred by
the people residing in Ireland (Durand, Grant and Madsen, 2017). It will include the needs of the
consumers, cultural diversity and also the desires of the people of the new country as same strategies
which Kaffeine has implemented in UK, is not necessary that will also work in Ireland too. The Kaffeine
must identify that what kind of modifications will be best for it to enter into the market of Ireland and
some of them are as follows:
Tangible Adaptation: The Kaffeine must determine if it should change the packaging and size
of its coffee products as this will include the modifications in the physical aspects of the product in the
new market.

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Intangible Adaptation: The Kaffeine must ensure that it should modify its brand name or not
while entering the market of Ireland. An Irish name will attract more customers and will lead to more
growth of the company (Ethiraj, Gambardella and Helfat, 2016).
Promotional Adaptation: Here the Kaffeine must ensure that it adopts the best way to promote
its coffee with the various types of advertising opportunities which are existing in Ireland either it is
through social media or paper media.
Price Adaptation: This should be determined by the Kaffeine very carefully while entering the
new market. The prices which are there in UK should not be applied here because the market conditions
as well as competitors in both the countries are different. The price should be decided in such a manner so
that it comes within the purchasing capacity of the consumers. Also the prices introduced in the Ireland
should be decided after considering the existing price of the other substitutes of Kaffeine.
CBBE MODEL
This model has been used to determine that the success of any brand will be directly connected
towards the attitude of the customers towards the brand. The best adopted CBBE model has been evolved
by Kevin Lane Keller who has evolved a pyramid shaped model which shows that how a business evolves
through a strong foundation of the brand name and then gradually move upwards as brand equity
“Resonance” in which the customers develops a positive relationship with the brand (Hitt and Duane
Ireland, 2017).

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Source: Qualtrics
By adopting this model the manufacturer of the product must understand about the needs of its customers
before they purchase that product. For instance when the Apple introduced the iPad in the global market
they have developed that gadget in such a way that it was very easy to use and all the features were there
in the iPad which a customer wanted. That was the only reason that customers inclined towards the iPad
and now in present it has become a basic need for everybody.
As from the above showed diagram it can be seen that there are four levels for achieving success
in the market. For Kaffeine also it is must that they should achieve all these four levels. So now let’s
discuss that how these levels can be achieved and a positive relation will be established with the
customers (Meyer and Xin, 2018).
Brand Identity: It is very necessary for a brand that the customers recognise it by its brand
name. It is of utmost important for a company to establish its identity in the market so that the customer
can able to differentiate between your brand and other brands. For Kaffeine also it is must that it should
create its identity in the market of Ireland so that if any of the potential customer hear its name they must

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be able to recognize that Kaffeine is a brand which exist in the market. Creating a distinguished identity
by Kaffeine will help it in achieving the other levels of the pyramid of CBBE Model. This identity can be
achieved by targeted marketing and by attracting the customers with the help of various advertisements.
Brand Meaning: When the identity is created then the customers will try to know more about the
product such as specialities of the product, its features, reliability and value for money. Here in this level
the brand which is Kaffeine here will get the reputation which is divided in the two stages as follows:
Brand Performance: In this the reliability as well as durability of the coffee manufactured by
Kaffeine will be considered. Here in this stage only the price of the coffee products as well as the
satisfaction level of the customers who have consumed it will also be seen(Moutinhand Vargas-Sanchez,
2018).
Brand Imagery: Here in this the Kaffeine should give the equal importance to the psychological
as well as the social needs of its customers. For instance certain companies do the Corporate Social
Responsibility in an efficient manner which creates a positive impact of those brands in the mind of the
customers. The same should be done by the Kaffeine to gain the trust of the potential customers which
will lead in fulfilling the social needs of the customers.
Brand Response: In this level the judgement and feelings of the customers about the brand
creates a greater impact upon the business. For Kaffeine it is must that it should respond to the
judgements and perceptions made by the customers. It is of a greater challenge that for one customer the
product is good and relevant but for other it is not up to the mark. So Kaffeine should take these
perceptions and judgements in such a way so that it can build a positive response in the eyes of the
customers.
Brand Resonance: This is the last level which has been mentioned in the CBBE model in which
it has to be seen whether the customer is loyal to the brand or not. In this level a positive and productive
relationship must be established between the brand and the manufacturer. The Kaffeine should ensure that
its relationship with the customers must be established in such a way that its customers advocates its
merits by comparing the other products of the same nature. This relationship will be based upon many

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things and Kaffeine should focus majorly upon the service provided to the customer in accordance to its
value.
By applying this model the Kaffeine will get success in establishing its business in Ireland. The
Kaffeine should start its work from the bottom level as creating a great identity of its brand so that
customers get to know about its products. This will create the trust among the customers of Kaffeine
which will be the reason of establishing the loyal relationship with its consumers and all these things will
lead to establishing a successful business in Ireland for Kaffeine (Peppard and Ward, 2016).
INTERNATIONAL MARKETING COMMUNICATION
International Marketing Communication basically a concept which means that a business
organization should carefully determines the various communication channels through which it can give
the productive message about its products to the customers. By using the various methods under
Integrated Marketing Communication the promotion of the product can be done in an efficient manner.
This is very important in now a days as it will lead in the promotion of the brands which will help
the company in the long run. By promoting the brand the awareness about the product will increase which
also lead to increase in sales and making more profits. It is also a process which is used to make the
products and the services more popular among their customers (Schilling and Shankar, 2019).
For Kaffeine there are the three most important tools or methods of Integrated Marketing
Communication which will be very helpful for it in promoting its product. Those are as follows:
Advertising: This is a traditional way of promoting the products through various sources such as
newspapers, magazines, radio, television, signs and posters. These are generally paid form of promotions.
For Kaffeine it will be one of the best to promote its product because by this the promotion can reach to
larger number of people and there is general mentality of people that the brand which is doing more
advertising is also providing the good services. But there will be a drawback for Kaffeine for adopting
this method as sometimes this method is very expensive.

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Organizing Events: The Kaffeine should organize various events in which the interactions with
customers will be done upon the products manufactured by the company. Here in these events the
Kaffeine can give a chance to use its coffee on a free basis which will give the company an upper hand
over its other competitors.
Social Media Marketing: Nowadays everybody is on social media and the Kaffeine should take
benefit of this by doing the promotion of its products by the way of social media. The products of
Kaffeine will get major attention on these social media channels. The main advantage of using this
method is that it is a cost efficient method. Also this developing way of communication is going to be the
best way for promotions in future.
MEASUREMENT OF SUCCESS OF BUSINESS
In today’s time each business is facing lot of competition in the market and the same applies to
the Kaffeine also. It is must to evaluate and measure that what success a business is getting from time to
time. This measurement of success of a business helps each and every company in determining that the
strategies which has been implemented by them are going in the right direction or not. There are certain
factors which must be examined while evaluating the success of the business.
Sales Indicators: Here the Kaffeine must measure the frequency of the sale of its products by
which the success of its business can be evaluated. As Kaffeine is providing many types of coffee it must
be seen that which type of coffee is making the most of the money. It also must be seen that if the sale is
going down then what all are the factors of this decline (Wheelen, Hunger and Bamford, 2017).
Profit Ratio: Evaluating profit is a basic way to measure the success of any business. This
evaluation of profit can be done either on quarterly basis or yearly basis. The main goal of Kaffeine
should be increasing its profit because if the profit will be increased from year to year the chances are
high regarding the expansion of business of Kaffeine in Ireland.

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Customers: By evaluating the base of customers is also one of the way to measure the success of
the business. It is also must that the Kaffeine should maintain the data consisting the details of its
customers. The focus of the company should be upon increasing the number of customers. By giving
various offers to the customers will enhance the number of customers (Wheelen, Hunger and Bamford,
2017).
CONCLUSION
By doing the above research and considering the various factors about Kaffeine which is going to
start its business in Ireland it can be concluded that the focus of the Kaffeine should be upon creating its
identity in the market of Ireland so that people can recognize its brand value. Also it is must that Kaffeine
should provide the goods and services of good quality to its customers so that the relationship can be
established between the company and its customers. The certain modifications should also be made to the
product as per the needs of the market in Ireland. Also it must be taken into consideration that the
promotion should be done by most efficient manner so that the information about the brand can go to
more customers. Last but not the least the measurement of the success of its business should be evaluated
time to time which will be helpful in figuring out that the strategies implemented for the business are
going in a right direction or not.

REFERENCES
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