International Public Relatons project

Dionysia K. Dallas International PR- CarpoinDenmark
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Dalla Dionysia 175823
International PR
Dr. G. Karimalis
Spring 2019
Wordcount: 3053

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Abstract
This project is a research paper. I will first make a very deep research
about the brand I will export on the European country, Denmark, in order
to see if this brand is appropriate and compete to be supported bythe
Denmark market. Then, I will make a thorough research about the
country I want to enter. I will examine not only the cultural dimensions,
but also several aspects like their way of living, their economy, their
religion, their laws and their habits. Through this research paper, I will
not only learn several useful information about the two dimensions
above, but also, I will learn the real process ofresearching and exporting
a real brand under real PR conditions.
Key words: Greece, Denmark, Coffee,Nuts, Chocolate,Consumption, Culture, Habits,

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Contents
Abstract........................................................................................................................... 2
Key words:....................................................................................................................... 2
Introduction: .................................................................................................................... 4
1. Mission................................................................................................................. 5
2. Vision................................................................................................................... 5
3. Core values ........................................................................................................... 5
4. Objectives............................................................................................................. 5
5. Image ................................................................................................................... 5
6. Identity ................................................................................................................. 6
7. Positioning............................................................................................................ 6
8. Personality ............................................................................................................ 7
9. Target audiences:...................................................................................................7
10. Stakeholders...................................................................................................... 7
11. Opportunity....................................................................................................... 8
SWOT ......................................................................................................................... 8
12. Communication channels ................................................................................... 9
13. Benchmarking ...................................................................................................9
Denmark........................................................................................................................ 11
Country profile ........................................................................................................... 11
PESTEL Analysis ....................................................................................................... 12
PESTEL summary:..................................................................................................... 14
Cultural Dimensions of Denmark................................................................................. 15
Power distance........................................................................................................ 16
Individualism.......................................................................................................... 16
Masculinity:............................................................................................................ 16
Uncertainty Avoidance:........................................................................................... 16
Long – short term orientation:.................................................................................. 17
Indulgence .............................................................................................................. 17
Cultural Dimensions Summary:................................................................................... 17
The Market:................................................................................................................ 17
Campaign....................................................................................................................... 18
Themes and messages:................................................................................................ 18
Opportunity: COFFEE ................................................................................................ 18
Objectives............................................................................................................... 19

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SWOT.................................................................................................................... 20
Audience ................................................................................................................ 20
Competition ............................................................................................................ 21
Unique selling proposition:...................................................................................... 21
Strategy.................................................................................................................. 22
Tactics.................................................................................................................... 22
KPIs:...................................................................................................................... 23
Evaluation table ...................................................................................................... 23
Summary: ...................................................................................................................... 24
References ..................................................................................................................... 25
Introduction:
Carpo is a brand that was fist appeared at the center of Athens in 1991. In 2011, Mr.
Kodopoulos, the owner of Carpo, opened a shop at Kolonaki called carpo, and it offered
coffee,nuts, healthy snacks made of nuts, and delicious exceptional chocolate. This was a
very difficult time for the Greek economy, but he took the opportunity and he made
something different, something that made people love it and need it. This idea had become
very successfuluntil today, and people have a very positive attitude towards this combination
of coffee and nuts as a snack.

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1. Mission: the main target this brand has is to create a 5 senses experience to the
people that enter every shop in every spot. The smell of all roasted nuts, the
multicultural music, the different tastes,the feel, and the beautifully decorated shops
make this experience even more memorable.
2. Vision: Carpo wants to transfer the idea of something very traditional to something
very innovative. Ideas need vision and ‘’μεράκι’’ or taste.
3. Core values: Carpo’s fist value is the quality and freshness of all products, and this
was where Mr. Kodopoulos invested and supported his idea. When something has
quality, then people will prefer it.
4. Objectives: their main objectives at this time is to maintain their customers,
maintain their quality and ideology in every shop, welcome new customers to get this
5 senses experience and spread awareness in other places in Greece and Europe.
5. Image: Brand image is related to abstract and concrete factors such as values,
semantics, sensory, emotional or shape dimensions in relation to product, service or
interaction properties (Elizondo, D. E., Bouchard, C., & Favart, C. 2016). Carpo has a
very inspiring and positive image, since every person can feelcomfortable when
entering the shops. The people who work in every spot, the environment and the
quality that each place has in every corner, makes this brand have a very positive and
worth-to-visit image.

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6. Identity: The former corresponds to the intent behind the branding: the way a
company chooses its name; designs its logo; uses colors, shapes and other visual
elements in its products and promotions; crafts the language in its advertisements;
and trains employees to interact with customers – all with the goal of cultivating a
certain image in consumers' minds (Staff, I. 2018). Carpo has a very exceptional
identity which is identifiable everywhere in Greece. The logo, the products, the shops
and the whole concept creates an identity that is recognizable from every person in
Athens.
7. Positioning: Positioning is the game in the
minds of consumers, which marketer has to
play to get into it and place own brand by
breaking the clutter of the advertisements. It is
a structured system which creates a differential
identity, awareness,image, personality,
salience through differential communication in the target market (Malik, A.,
Sudhakar, B. D.,& Rahman, M. S. 2016). Carpo is not a traditional take away café
shop, neither a dry fruit store. It is a combination that creates a category by itself.
Nevertheless,there are severalcompetitors that either existed before, and they added
the coffee,or they were inspired by carpo and created something similar.

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8. Personality: Brand personality is “the set of human characteristics or traits
associated with a brand based on the consumer’s perception of that brand (QING,Y.,
RONG, C., & XIAOBING, X. 2015)it is a culturally influenced idea, that is inspired
by several traditional countries around Europe. A visit in one of the stores is a
cultural experience. Customers will taste exceptional dry fruits and nuts from
Thailand and Singapore, lovely and tasty chocolate from Belgium and France,
refreshing and exquisite coffee from Italy, Costa Rica, Peru and Brazil. Except the
products, the stores give a cultural experience too, as they have been designed,
inspired from Turkey, Greece,Morocco and Europe. Thus, it has a multinational
personality, that can create a unique experience for the client that will visit the store
or buy the products.
9. Target audiences: The target audience is very broad, but also has some
identifications. Due to the fact that it does not offer products with very low costs,it is
not easy for many people in Greece to become daily customers for the rest of the
products except the coffee.
10. Stakeholders:
A person such as an employee, customer, or citizen who is involved with an
organization, society, etc. and therefore has responsibilities towards it and an interest
in its success (Cambridge dictionary, 2019).

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1. Coffee
Consumers
2. Nut
consumers
3. Chocolate
consumers
4. Employees
around the
area
1. Employees
2. Producers
3. Trade
4. Journalists
5. Bloggers
6. Competitors
7. Media
8. Coworkers
1. Local
government
2. Local Security
forces
3. The mayor
4. The kingdom
1. Local
producers
2. Local
competitors
11. Opportunity:
the most important opportunity that was given to this brand was the Financial crisis of
the country, because it gave the strength to the owner to create something innovative
that came from something very traditional. It existed many years in this market, but
the combinations was the exception. This exceptional idea has great potential to stand
in severalEuropean countries, and the competition will rise the standard levels.
SWOT
Strengths:
 Unique idea
 Best quality
 Great organization
 Perfect presentation
Weaknesses:
 Located only in Athens
 Prices are high
Opportunities:
 Financial crisis gives new ideas
to go on
 People need to see something
new in terms of ideas and daily
habits
 People consume a lot of coffee
in Greece
Threats
 Other people might stealthe
idea and open a similar shop
with same services and
products
 Due to weather conditions, nuts
might not work for hot seasons
like spring and summer.

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12. Communication channels: Carpo used word of mouth as a channel of
communicating its message. The quality and the different image and identity brought
customers inside the shops and created a very good reputation for the brand. In the
traditional media such as TV, Magazines and radio, the brand is not as popular as in
the social media, as they have created their official pages on Instagram and Facebook.
The brand also was a very well-organized web site, that provide all information
needed (carpoworld.com).
13. Benchmarking
Carpo never had a campaign or an advertisement before. The thing I could examine
as a previous successfulfact is the expansion in London. This move was one of the
biggest steps in the history of the brand.

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Denmark:
Market research is the process of collecting valuable information to help you find out
if there is a market for your proposed product or service (student enterprise, 2017).
Country profile
Denmark officially the Kingdom of Denmark, is a Nordic country and the southernmost of
the Scandinavian nations. Denmark is located southwest of Sweden and south of Norway, and
is bordered to the south by Germany. The Kingdom of Denmark also comprises two
autonomous constituent countries in the North Atlantic Ocean: the Faroe
Islands and Greenland. Denmark’s population is 5.806.015.

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PESTEL Analysis
Pestel analysiswillprovideveryimportantandhelpful informationaboutthe country,that
will helpthe continuityof the project.Thisinformationwill create anoverview of the
characteristicsandI will adapttheninthe needsandthe requestof thisresearch
accordingly.Pestel analysisreferstothe political,economic,social,technological,ecological
and legal issuesthattake partin a country(Alaimo,K.,2017).
Political Economic Social
1. parliamentary representative
democracy
2. constitutionalmonarchy
3. decentralized unitary state
4. Multi-party system
5. Full democracy
1. Modern economy
2. 39th largest national
economy in the
world
3. Danish krone
(DKK, kr) = 0.15
USD
1. 86% of Danish
workforces speak
English
2. 47% of Danish
workforces speak
German
3. Long paternal
leave
4. Inexpensive childcare
facilities
5. Equal healthcare and
education for all
citizens
6. Citizens are mostly
Christians, Lutherans.
7. Happiest people in the
planet, due to their
strong welfare state.
(Denmark, 2019)
(Denmark, 2019)

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(StatCounter, 2019)
Technological Ecological Social media
1. Most digital
country in EU
2. 94% of Danish
people are
internet users
3. Business is
digital to them.
(Ministry of
foreign affairs,
2019)
1. 4th
country in
the word with
the biggest
ecological
footprint (The
Local, 2014,
September 30).
2. Wind energy
provider (The
Copenhagen
Post, 2017).
1. 72,46% Facebook users.
2. 16,69% Pinterest users.
3. 2,26% YouTube users.
4. Total internet users: 5,15
million.

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Legal Mass Media
1. Principle of freedom of contract
2. International law accepted
3. If Danish law is not used, the law
of the other contracting party must
be chosen.
4. Foreign nationals can expect a fair
trial from the country's judicial
system.
5. Denmark is one of the least corrupt
nations in the world.
6. Danish and English language
(Denmark: Legal environment,
2017).
1. TV: Danish people watch 2 h. and 33
min/day.
2. Newspapers:
(Statista, 2019)
3. Radio: it is nationally available. Also
available online.
4. Internet- all media have their own
website.
(Drachmann Søllinge, J., 2005).
PESTEL summary:
In overall, Denmark has ideal living conditions, since the political system is democratic, their
economy is one of the most flourishing in the world, their social condition system is one of
the most successful. Thus, people have been the happiest citizens in the world. Their
technological level of education is way higher that the southern Europe. They use bicycles
when the weather is appropriate. Therefore,they have the ecological sense,although
Denmark is the 4rth most pollutant country in the world. Their legal system is friendly and
fair enough, for locals and foreigners to live there.

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Cultural Dimensions of Denmark
Cultural dimensionsof acountry refermostlyatthe moral and ethical characteristicspeople
have intheirbusinesslife, andare veryuseful tounderstandthe nature of apublic.Through
these dimensions,i cancollectseveral useful informationthatwill shape the target
audience,the opportunityandthe productsina new market.Those dimensionsare power
of distance,individualism,masculinity,uncertaintyavoidance,longtermorientationand
indulgence (Alaimo,K.,2017).

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(Country Comparison, 2019)
Power distance: the extent to which the less powerful membersof institutions and
organizations within a country expect and accept that power is distributed unequally
(Hofstede, 2019). In Denmark,there is low pawer of distance. That explains that both males
and females are equally treated in society and families. In the contrary, Greece has a much
higher power of distance.
Individualism: the degree of interdependence a society maintains among its members
(Hofstede, 2019). People in Denmark work under more individualistic standards. They work
for their selves and they don’t have very close contacts with their relatives. On the contrary,
Greek people never want to separate with their family, and they are always standing by.
Masculinity: The fundamental issue here is what motivates people,wanting to be the best
(Masculine) or liking what you do (Feminine) (Hofstede, 2019). In Denmark,people do
what they feel good to do, while in Greece,people are motivated with what make them the
best, no matter what they like.
Uncertainty Avoidance: The extent to which the members of a culture feel threatened by
ambiguous or unknown situations and have created beliefs and institutions that try to avoid

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these (Hofstede, 2019). Greek people are representing the one of the few countries who risk
in their business lives. On the contrary, Danish people are more likely to continue their lives
without risking much for their future.
Long – short term orientation: how every society has to maintain some links with its own
past while dealing with the challenges of the present and future (Hofstede,2019). Denmark
is looking forward and it is not influenced by historical facts that might play important role
for the future. This also applies to Greece,too. People nowadays look forward, in contrast
with the people in the past.
Indulgence: he extent to which people try to control their desires and impulses (Hofstede,
2019). In Denmark,people tend to be more indulgent and they do not express their first
thought without processing them. Greek people are exactly at the middle of this statistic, and
it shows that people either are strict to their thoughts or they are expressive.
Cultural Dimensions Summary:
In overall, Denmark has a totally different ideology in the way people live, work and think, in
comparison to Greece. Danish people are more individualistic, they work for their future and
not to help the living of other family members. They are not likely to rick their businesses;
Therefore,they are flatter in their lives. They look forward and they continue their lives under
very ideal circumstances,since they don’t like changes in their lives, in contrast to Greek
people who have 100% uncertainty avoidance.
The Market: see appendix2.3

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Campaign
Themes and messages:
Carpo- Coffee, Nuts and Chocolate:
‘’ Welcome to a five senses experience’’
The message of the brand is as attractive as the products it provides. When you challenge
people to experience a completely new opportunity, they have nothing but to try it. This is the
success of the whole campaign, behind the products.
Opportunity: COFFEE
(Smith, O., April 06, 2017)
One of the biggest opportunities in Denmark’s market is the fact that residents consume huge
amounts of coffee. According to the sources,Denmark is the 4th
country in the world in coffee
consumption, with 8,7 kg per capita per year.

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(Smith, O., April 06, 2017).
Objectives
Informational: The first and most important moment is the time when Carpo will meet
Danish people. I want people to have their first experience I the shop, because this is how
they will understand the concept and the personality of this new brand in the country.
Attitudinal: after meeting people, it is very important to create favorable attitudes, not only
with the quality and the variety of the products, but also with the shop cultural experience.
Behavioral:due to the nature of Danish people, I believe they will create a positive behavior
towards the brand, because they are receptive with other cultures. Nevertheless,my aim is to
attract positive behaviors, and become established in the Danish market.

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SWOT
STRENGTHS
 Unique selling proposition
 Top product quality
 Exceptional identity
 Coffee
 No direct competitors
 Due to cold, nuts are conserved
perfectly, in contrast to Greece that
nuts cannot survive in the hot
weather.
WEAKNESSES
 More eastern style
 Products that Danish people might
not consume at all.
OPPORTUNITIES
 Danish people are coffee lovers
 They accept different cultures
 They are friendly to new ideas
THREATS
 Danish people have low uncertainty
avoidance; therefore, I am not sure
if they will try new products and
adopt them in their daily routine.
Audience
First, people who consume coffee are the primary audience. In a second place, people who
will be attracted by the cultural environment, the products and the personality of the shop are
also targeted. Then, I will also target the media of the area,because I want people to see
through newspapers and the radio that something new is now available in the country, that
they haven’t met before in the local area. My competitors are targeted,too, since I enter the
market and I provide product that are way beyond the ideology behind their coffee shops.
According to Denmark’s PESTEL analysis above, I created the following table.

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Competition
The primary competition in Danish market is the coffee shops. There is no direct competitor
that provide the same or similar products to Carpo. Several coffee shops that could be
considered as competitors could be Wecycle Copenhagen, that has an identity, the coffee
collective, and the Risteriet Coffee.
Unique selling proposition:
Carpo is a unique and fresh idea that can stand in any market that is likely to consume those
products, because its personality is strong, and It can make people try them. the unique selling
proposition is that, in Denmark, people consume a huge amount of coffee per capita per year,
but they don’t have such a shop or scenario in their market: a shop that combines healthy
snack with coffee and chocolate presented with this style and personality.

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Strategy
The brand will enter the market in June, 2019.
I will take into consideration that people in Denmark are not as eccentric as personalities, as
people in Greece. That is obvious from the way they decorate their shops, their houses and
their life in general. They are minimalists; therefore,I will not create a very loud entrance in
the market.
First, while the shop is under construction, I will introduce the entrance of the brand in the
newspaper. Danish people read a lot of newspapers. I will also use social media. I will create
two local accounts in Danish and English on Facebook and Pinterest. Through them, I will
present and promote the brand, and I will activate the accounts 3 days before the big opening.
When the shop will open, I will let people try severalbites of chocolate, cerealbars and nut
bars, while they get their coffee. I believe that a good professional has to invest money to his
products, give some away for people to try them, and then customers will come. If the
products have good quality, there is no doubt they will succeed. But you have to give them
the opportunity to try them first, and then decide what to buy.
Tactics
 Newspapers news release
 Social media accounts (Facebook, Pinterest)
 In-shop experience
 Free trial
 Low profile behavior- not eccentric entrance
 Friendly and well-prepared personnel

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KPIs:
A quantifiable measure used to evaluate the success of an organization, employee, etc. in
meeting objectives for performance (Oxford’s dictionary, 2019)
See Appendix3.1
Evaluation table

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Summary:
I would propose Denmark as a country for such a campaign, because it has all potential to
invest money and business there. first, the brand is very charismatic, and it can be adapted in
any country with such characteristics. Coffee,nuts and chocolate are 3 main product
categories that are loved by a huge amount of people all around the world. Second, Denmark
is a friendly country for such investments, because people and the market are very likely to
try new ideas and change the habits in their daily routine. Therefore,I support that this
brand’s campaign will be successful, and Carpo will achieve to reach very high standards in
severalcountries in Europe in the future.

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References
Alaimo, K. (2017). Pitch, tweet, or engage on the street: How to practice global public
relations and strategic communication. New York:Routledge, Taylor et Francis
Group.
Cambridge Dictionary. (2019). STAKEHOLDER | meaning in the Cambridge English
Dictionary. Retrieved from
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https://www.hofstede- insights.com/country-comparison/denmark,greece/
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http://www.copcap.com/living-and-working/a-welfare-society
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Drachmann Søllinge, J. (2005). Mass Media. Retrieved from
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Elizondo, D. E., Bouchard, C.,& Favart, C. (2016). Defining Brand Identity Through a

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Kansei-Experience Approach, the Creation of the Experience Framework Boards
(EFB). Journal Of Integrated Design & Process Science,20(2), 101-112.
doi:10.3233/jid-2016-0018
Hofstede. (2019). Country Comparison. Retrieved from
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coffee/

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