Topic 7 - Di Bella Coffee

What was one of the key challenges Di Bella Coffee faced when marketing TORQ internationally?

• Difficulty in sourcing high-quality coffee beans globally.

• The relatively low consumption of milk-based products in Western economies.

• Adapting the product's marketing-related features due to technological sophistication differences in international markets.

• Lack of demand for instant coffee in Asian markets.

When Di Bella Coffee offers its coffee products for sale in the Chinese and Indian markets, are the products primarily standardized or adapted?

• Adapted to meet specific local preferences in each market.

• Standardized, as Di Bella sees the world as its market and aims for economies in marketing and production.

• A hybrid approach, with some products standardized and others adapted.

• They are only sold in physical stores, making adaptation unnecessary.

How has Di Bella successfully targeted its products for sale in the Chinese and Indian markets?

• By extensively adapting their coffee blends to local tastes.

• By focusing solely on online sales to reach a broader audience.

• By using both online and offline strategies, and placing a focus on coffee, price, and service/education, all through a standardized marketing strategy.

• By establishing separate roasting houses in each country to ensure local freshness.

How has Di Bella effectively utilized the internet to successfully market its coffee products internationally?

• By limiting online sales to only their domestic market.

• By developing an online store (MyDiBella.com) that sells products like TORQ direct to wholesalers and consumers worldwide, and providing features like training videos and social media interaction.

• By only using social media platforms for brand awareness, without direct sales.

• By creating country-specific websites that require separate logins for each market.

What digital initiative did Di Bella Coffee implement in its Indian stores to enhance the customer experience?

• Automated coffee brewing machines linked to an app.

• A full digital interactive platform with tablet computers for menu ordering, internet, email, and social networking interaction.

• Only offering online ordering for home delivery, with no in-store digital presence.

• Digital loyalty cards that could only be used at specific locations.