Decision Point: The Global Marketing Program: Promotion

Communicating with its new target market is an important task for Caff$$ Gustoso. In your next meeting with the owners, you tell them that there are two basic communication strategies: keep communication the same or adapt the communication for the new market.

You first address the issue of the advertising message for the Australian market. Caff$$ Gustoso's current advertising slogan is "Love the coffee, love your day," which is presented against a backdrop of customers drinking coffee while relaxing in a comfortable setting.

The owners want your recommendation as to whether they should keep the message the same or adapt the communication into something new for the Australian market.

Select an option from the choices below and click Submit.

Keep: Utilize the same advertising message in Australia.

Adapt: Fully adapt Caff$$ Gustoso's message for the Australian market by developing a new advertising slogan.