Samenvatting

This report presents an in-depth study conducted for The KUGI Company (KUGI), with the Design-Based Research (DBR) Cycle serving as the conceptual framework for the
thesis. The primary goal is to identify the most effective Customer. Relationship Management (CRM) strategy for KUGI to increase brand awareness and encourage repeat purchases during the scale-up phase. The study aimed to address the following research questions
Main Research Question: What CRM strategy would be most effective for KUGI in cultivating brand awareness and repeat purchases?
SRQ 1: How do successful start-ups use CRM strategies for brand awareness and repeat purchases?
SRQ 2: What CRM strategies can KUGI employ to utilise communication channels that resonate most with health-conscious consumers in the hard seltzer market, maximising engagement and feedback gathering?
SRQ 3: How can KUGI make sure to bridge the gap between the marketing mix and final purchasing decisions to effectively stimulate customers?

KUGI, founded in 2020 as a Dutch company specialising in alcoholic hard seltzers, targets health-conscious consumers aged 25 to 35. To close the gap between marketing efforts and consumer purchasing decisions, the researcher conducted a thorough review of the literature, semi-structured interviews with experts, and a survey. The findings highlight the importance of CRM strategies in increasing engagement with potential customers, particularly through personalised communication and a consistent digital presence that fosters brand loyalty. The study looks at how successful start-ups use CRM strategies, identifies the most effective approaches for KUGI, and proposes ways to align marketing efforts with final purchasing decisions.