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Costa Coffee

Costa Coffee

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Published by japfreaksamurai

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Published by: japfreaksamurai on May 22, 2011
Copyright:Attribution Non-commercial


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Costa Coffee

Targeting Costa Coffee:
• While evaluating their consumer market the conclusion was that the ideal consumer’s economic profile will be
– Upper Middle Class – Privileged Class

• While the age demographics will be:
– Students and Youngsters – Professionals – Families – Mature Consumers

• Gender and Ethnic/Religious Background was researched to have minimal or no effect on the choices concerning coffee made by consumers and their patronage of coffee houses.

“THE PERFECT CUP” IN FOUR “M” 1. Miscela Blend: Costa has a unique blend we call the Mocha Italia 2. Macinatura: Grind: Every cup of Costa is made from freshly ground beans; ground to the exact consistency to ensuring perfect extraction of flavors & aroma. We use the Ferrari of grinders-the Mazzer–to ensure the “Perfect Cup” 3. Macchina: Machine: Costa shops use specially designed Italian espresso machines. They have been tuned & perfected over the last twenty years to achieve high volumes of perfect espresso [the heart of every coffee drink] 4. Manna:

reputation is everything . frequency. and this is where marketing communications activities begin the selling process. However. along with the theme of Costa which insinuates relaxing colors and chilling tones along with service which is excellent as is the coffee (reach. all over the world. the art and science of marketing communications has become increasingly important.Hand: the skill of the Barista influences the “Perfect Cup” So they undergo extensive & intensive training at our Coffee Academy to reach the excellence that’s Costa The marketing communication strategy for its products Raising awareness of your product in your target market is where sales begin. Target market strategy: To maximise on brand name (signature) Costa signifies luxury. excellence in Coffee. no company can be sure they are using the most efficient media mix without creating a marcom strategy that is aligned with their overall strategic marketing direction. continuity) Most awareness will be through word of mouth . With today's multiple channels for content to reach potential customers.

The scheme replaces Costa's prepay Store Value Card. and a more relaxed atmosphere with zoned seating areas. To support the launch. which found city customers wanted high speed of service. head of marketing UK at Costa Coffee.' Rival Starbucks runs a card-based customer loyalty programme. Cardholders will receive tactical communications throughout the year. online and in-store activity. with every point worth 1p. has created a recruitment campaign that spans direct mail. The company will also offer extra ‘reward opportunities' throughout the year via ‘bonus-point' promotions. it is vital that we show our coffee-lovers just how much we value their custom. Costa's lead agency. The decision is the latest in a series of strategic changes intended to reinforce the coffee chain's loyalty offering. in support of Costa's overall positioning ‘We make it better'. The coffee-shop chain is increasing the pressure on rivals Starbucks and Caffè Nero with the launch of a nationwide points-based programme. Meteorite will also be respon-sible for handling the CRM strategy for the scheme. said: ‘In a competitive market. Costa claims it is the first points-based loyalty scheme in the coffee industry. which had been in use for the past three years.New Metropolitan stores: fulfil specific needs of city customers “something a little different from Costa” (new slogan) New look stores rivalling retro starbucks Wifi Special express queues Costa says it is opening the new-look stores following consumer research. Meteorite. express till areas for customers in a hurry. . It has also begun providing free wi-fi access to cardholders. it aims to encourage consumers to pick up a card in stores. gives customers five points for every £1 spent in its stores. which Costa is launching tomorrow (Thursday). Kevin Hydes. which allows users to load amounts onto it of between £5 to £150 to spend in participating stores globally. Using the headline ‘Love free coffee? Join the club'. (sales promotion) The Coffee Club loyalty card. It allows consumers to collect and redeem points on all its food. drink and other merchandise.

' However. Electronic loyalty cards also provide an opportunity to engage in rich dialogue with customers and track their behaviour. . aside from being expensive. Since their income is relatively higher than most coffee brewing companies. But since the goal of Costa Coffee is towards a long-term dominance and stability in the brewing industry. certain points have to be taken into consideration by Costa Coffee regarding knowledge management tools.Jeffrey Young. which has become so significant these tools have become vital to ongoing success. said: ‘This signals the increasing maturity of the industry. then the pursuit of these promotional campaigns will be beneficial for the company in the long run. managing director of Allegra Strategies. the time for implementation of their chosen knowledge management tools would take longer than usual.

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