This report provides a strategic marketing analysis of Costa Coffee's planned expansion into Romania, focusing on the introduction of a new product, Affogato. The report begins by defining strategic marketing and highlighting the importance of adapting the marketing mix to the local market conditions. It then delves into the Customer Based Brand Equity (CBBE) model as a tool for building brand strength and consumer loyalty. The study further explores integrated marketing communication strategies, including the communication mix elements such as advertising, personal selling, and public relations. The report also outlines methods for measuring the success of the new product launch, emphasizing the need for setting measurable targets and comparing actual performance against these standards. The conclusion underscores the necessity of strategic marketing for achieving competitive advantage. The report references key marketing concepts and models to provide a comprehensive overview of the strategic marketing approach for Costa Coffee's market entry into Romania.