“COSTA COFFEE”

“Digital Marketing Plan”

Submitted BY:
 Javed Ahmed
 Asad Iqbal Khan
 Noor Soomro
 Rabya
Contents
Objective.....................................................................................................................................................3
Brand Background.......................................................................................................................................3
Products...................................................................................................................................................3
Costa Coffee in Pakistan..............................................................................................................................4
Target Group...............................................................................................................................................4
Persona....................................................................................................................................................4
Research..................................................................................................................................................4
Insights....................................................................................................................................................4
Competitors Analysis:.................................................................................................................................5
Big Idea.......................................................................................................................................................5
RACE Plan:.............................................................................................................................................5
Digital Plan Development...........................................................................................................................6
Modified Digital Plan...............................................................................................................................6
 Costa Coffee App............................................................................................................................6
 MOU with Food Panda....................................................................................................................6
 Costa Website for Pakistan..............................................................................................................6
Costa Coffee App.........................................................................................................................................6
Features...................................................................................................................................................6
Costa App KPI:.........................................................................................................................................7
Downloads...........................................................................................................................................7
Retention Rate:....................................................................................................................................7
Churn Rate...........................................................................................................................................7
Daily Active Users (DAU)......................................................................................................................7
Daily Sessions Per DAU........................................................................................................................7
Visit Frequency....................................................................................................................................7
Conversions.........................................................................................................................................7
Revenue Per User................................................................................................................................7
Social Shares........................................................................................................................................7
Food Panda:.................................................................................................................................................8
Google Analytics: Website......................................................................................................................8
Website KPI.............................................................................................................................................8
 Bounce Rate.................................................................................................................................8
  Unique website vistors................................................................................................................8
 Pages Viewed Per Session............................................................................................................8
 Average Time on Page.................................................................................................................8
 Top Landing Pages.......................................................................................................................8
 Top Exit Pages..............................................................................................................................8
 Onsite Search Queries.................................................................................................................8
Evaluation of Digital Plan:..........................................................................................................................8

Objective
Costa Coffee has failed in Pakistan and thus did not able to capture the market. After analysis we came to
know that there were gaps in their marketing strategy, limited stores, their online presence was not up to
the mark so they could not able to reach their target audience. So we will re-launch it with some new idea
of communication along with modified digital plan.

So our objective is to re-launch Coffee product known as “Costa Coffee “with new communication idea
“Better way to Energize your day “ and to develop a digital marketing plan to capture the target
audience by conveying this message. A measureable digital marketing objective to be created, to educate
the target audience specially “Young generation & our middle age working class “about our brand that
how it will energize their day.

Further, based on our working, following are the list of marketing objectives:
 To Make Costa coffee best choice for our target audience
 To Enhance customer relationships digitally
 Get the market competitive advantage
 To Convert feedback to feed forward digitally
 To get impactful results digitally

Brand Background
Costa Coffee is a British multinational coffeehouse company headquartered in Dunstable, Bedfordshire.
Costa Coffee was founded in London in 1971 by the Costa family as a wholesale operation supplying
roasted coffee to caterers and specialist Italian coffee shops. Over 150 partners operating in over 3,500
locations

Products
 Espresso
 Americano
 Cappuccino
 Latte
 Cortado
 Flat White

Costa Coffee in Pakistan

In Pakistan Costa Coffee has failed,

its one branch was opened in
Karachi, but could not able to get
the desired the results in terms of market share. Either they have a good image over the world but in
Pakistan we think they cannot able to deliver their message to the right audience. The branch on zamzama
has parking issues and there were no attractive offers as well. Costa coffee because of their poor reach
cannot able to get the market.

Target Group

 Attitudinal: Our target audience is young and middle age people who want to remain energize
for their daily tasks. In Pakistan everyone has to work for many hours. After this big overload of
work every one wants comforts. We believe that our Coffee will energize them whenever they
feel laziness.
 General target: Target audience includes all those who want to become energize throughout
their day time, especially young generation & middle age working class under tagline Better way
to Energize your day.

Persona
Personas are fictional representations of actual users. Personas provide a “face” to the user story, creating
more empathy and understanding about the person using the product. To develop personas we will
understand our users. After collecting data about end users we will make 4-7 personas which are
sufficient to capture and document a majority of user requirements. Through persona development we
will get to know about user requirement and how can we approach them with their best choice.

Research
Our research will be consumer oriented to get desired data as its substantial to know about consumer
insights. To get desired data we will do User & attitude study. Here we will do qualitative research with
exploratory strategy to get about consumer experiences (CE) and insights. Focus group interviews will be
done in order to get required information. We also visited offices to get insights from working class.

Insights
As per data collection, we had got insights that our young people and middle age working class gets
tired and feel laziness while working. They need something which can increases endurance, improves
focus and lessens pain. So we get the idea to come up with new communication message “Better way
to Energize your day” This is especially true when coffee is consumed just before a tough, high-
intensity workout.

Competitors Analysis:
Costa Coffee has to face severe competition in Pakistan especially in prices and product quality along
with variety. Below are the main Costa Coffee competitors:

1. Cafe Coffee Day

2. Barista Lavazza

3. Mochas

4. Starbucks

5. Gloria Jeans (Pakistan)

6. Espresso (Pakistan)

7. Dunkin Donuts (Pakistan)

8. McDonalds Mccafe (Pakistan)

9. New York Coffee (Pakistan)

10. Nescafé

Big Idea
After this workout we have developed big idea about product, that how can we reach our target customer.
Today is world of technology, as our target audience spends their maximum time online. So after this
thought process we will reach our target audience by digital means. We will convey our message “Better
way to Energize your day” digitally No matter where they are sitting, they can enjoy our coffee at any
place just by one click.

Race Model is major development that how we can reach our customer converts & engages they towards
our brand and they retain them. So we will adopt this model and convert our target audience towards our
brand.

RACE Plan:
Plan Approach

 Reach Exploration
Search Engines, social networks etc.
 Act Decision Making
Website, blog community,
Interactive Tools
 Convert Purchase
E-commerce process, product, price,
promotion
 Engage Customer Advocacy
Digital Plan Development
Costa has adopted below strategies for its coffee brand previously,

 Facebook
 Instagram
 Linkedin
 Twitter
 Youtube

Along with we will suggest developing and

modifying a digital plan as below,

Modified Digital Plan

Tagline Message “Better way to Energize

your day” through

 Costa Coffee App

 MOU with Food Panda

 Costa Website for

Pakistan

Costa Coffee App

No wallet? No worries
Features
 Coffee at home
 Bonus Points
 Exclusive Offers
 What’s your Costa Idea
 Find a store
 Costa Account
Costa App KPI:
We will set KPI for mobile app to evaluate the efficacy of app and to gauge ROI as,

Downloads
Downloads are the number of people who have downloaded and installed your app on their

device.The most accurate way to track downloads is directly from the app stores

Retention Rate:
Retention Rate = # of people in cohort who use your app within a set
period of time / # of people in that same cohort who used your app
within a previously set time.

Churn Rate
Using this metric, which you’ll calculate by subtracting your retention rate from 1, you’ll find what
percentage of customers are choosing to ditch your app, or are “churning.

Daily Active Users (DAU)

# of individual users who open your app in a day

Daily Sessions Per DAU

Daily sessions per DAU gives you an idea of how often your customers make use of your app within a
single day. This can help you determine whether your customers are returning to your app as often as
you’d like them to be. Social media apps, for instance, might like to see their active users opening the app
for a couple sessions a day.

Visit Frequency
How many times users open the app and interact with your contents?

Conversions
When the primary objective of your app is to sell, you should measure conversions in a given time. A
conversion can be a purchase, a subscription or registration.

Revenue Per User

The potential of a loyal user base is pictured by a metric too often overlooked: revenue per user. This
number indicates the overall value of an individual to your app business; not just in-app purchases

Social Shares
If your app is content oriented, in-app purchases are not the only KPI you might want to monitor. Mobile
customers, more often than not, connect the app they install with their social media account. Social shares
indicate interest in the content you deliver, and are perfect to increase word-of-mouth and build a trustful
community.
Food Panda:
Food Panda has collaboration with almost all food brands here in Paksitan, Mojority of people have
installed their app on their phones. So Costa coffee products should also be there. This way we can better
reach our target audience. Through food panda we will offer home delivery services.

Google Analytics: Website

There should be exclusive website for Pakistan Market having all details of products. Still there is no
website hosted for Pakistan. Through this website we analyze our target audience traffic and can guage
results. A web analytics service offered by Google that tracks and reports website traffic data. Below will
our important aspects to analyze,

• Audience Overview - Quick overview of your statistics

• Goals – Conversion & important event tracking

• Traffic Sources – Where a visitor came from

• Devices – What device a visitor uses to visit your website

• Top Pages – Most popular pages on your website

Website KPI
 Bounce Rate

 Unique website vistors

 Pages Viewed Per Session

 Average Time on Page

 Top Landing Pages

 Top Exit Pages

 Onsite Search Queries

Evaluation of Digital Plan:

We will gauge results with respect to stated KPIs against each digital marketing tool. Thus accordingly
modify our strategy and actions. Selection of marketing tool will depend on budget allocation.