THE NATION’S FAVOURITE

COFFEE SHOP

M A N A G EM E N T A SS I G N EM EN T
D EC EM B ER 1 0 ,2 0 2 0
 • Set up in 1971, headquartered in England.

Introduction • 2nd largest coffee chain in the world and largest

in the UK.
• Founded by 2 brother, Sergio and Bruno Costa.
• In 1995, the Whitfield Company took over.
• 3 January 2019, Coca Cola bought Costa Coffee
for £3.9bn.
• Spread in 31 countries and 3401 stores
worldwide,2467 in UK itself.
•In 2006, Costa set up the Costa Foundation,a
registered charity that improves the life of coffe
growing communities.
 “The perfect cup” in four “M”
Speciality of  Miscela Blend- a unique blend which is called
th Mocha Italia.
costa coffee  Macinatura Grind-made of fresh ground coffee
to perfection of flavors and aroma. They use the
Ferrari of grinders-the Mazzer to ensure the
Perfect cup.
 Machina Machine- Especially designed italian
espresso machine. Perfected over years for a
perfect Espresso
 Manna Hand- For a Perfect Cup, barista
undergo an intensive training to reach an
excellence, and that’s Costa.
 This secret that binds loyal customers of Costa.
 A step ahead in distribution
COSTA
COFFEE
provides coffee Launched in
vending 2013, 5000+
machines as the machines in the Self service and
Costa Express UK. 24 hr available.

The machine Innovation and

was named adapting to
Marlow. technological
advancements.
 Drive-thru

Costa coffee also has included drive-

thru at their outlet,
•In 5 years, Whitfield introduced 40
drive thru in the UK in places like
Nottingham, Manchester and Cambridge
to name a few, and want to add more.
•By 2020, there are 58 outlets with drive-
thru.

•Drive thru for coffee and foods, are the

best ideas in time of a pandemic, a
successful idea for a good customer
base.
Promotion and distribution

The Costa Coffee

Application made life
easier.

Your order is just a

Allows to know the day
click away, rewards
menus and availability.
with coffee points.

It also allows you

choose your favourite
professional barista, a Available on both
personal touch, a android and iphone.
stategy miles away
from competitors.

A Personalised,mobile Increases brand

and effective marketimg awareness and
strategy. interaction.
Costa coffee segmentation

Consumer
economic profile
• Upper middle class
• Privileged class

Age demographics
• Students and
youngsters
• Professionals
• Matured consumers
 Marketing mix

PROMOTIO
PRODUCT: PRICE: PLACE:
N:

Analysis made in
terms of exposure, Brand name is
Quality and Comparatively high
Perfection. but offset by quality. accessibility and affluential.
competitive edge.

Inventory and easy Awareness is done

Themes are attractive, Target market of transportation is a through masses.
relaxing and warm. higher middle class. deciding factor.

Reputation not only Reputation matters

for the coffee but the most.
service.
PROMOTION
Give aways and
Social media
free coffee as a In store
such as Facebook
new subscriber promotions
and Instagram
on the Costa app.

Local media
Website
promotions such
promotion and
as radios and
give aways
newspapers
 A part of Coca Cola Company
Further diversity away
from sugary carbonates.
Coca-Cola has worked out across the fast-paced and
highly competitive global coffee market, but its Stake in a fast-growing
diversification strategy appears to be working. The market.
beverage giant’s 2019 half-year results saw net revenues
climb 6%, with the Costa acquisition cited as a key
component of the positive results.
Global reach.
With the global appetite for an ever-broader range of
coffee products showing no sign of cooling, brand cross-
pollination looks increasingly likely to shape the global Competitive
coffee industry for years to come. Yet even as distinctions marketplace.
between coffee, soft drinks and energy drinks become
increasingly blurred, a highly regarded premium coffee
offer remains the vital component for capturing booming
global demand.
THANK YOU
FOR YOUR
ATTENTION
.
ENJOY YOUR
COFFEE!