Costa Coffee Marketing Plan
1. Company Name
Part of Whitbread Plc is the UK’s leading Hospitality Company with franchises all over the world. The business encompasses hotels, restaurants (inclusive of household names like Taybarns, Premier Inn and COSTA Coffee), Health & Fitness clubs along with other businesses.
2. Company Mission Statement
“To serve the best coffee in the true Italian style”
Our vision is to be the best hospitality company that there is – a family of related hotel, restaurant and leisure club brands recognised by our people, guests and investors as leaders in each market in which we operate.
3. Your Brand Name:
Their brand name is their signature
Executive Summary of the Plan (1 page)
Costa coffee is the number one coffee shop chain operating today in the UK. This marketing plan illustrates the key aspects on which the company is recommended to focus in order to consolidate and expand on this position.
A major aim of this plan is to expand and exploit the opportunity in the children’s product market in order to attract more family based clientele. This will be achieved through a range of initiatives such as development of a children’s drinks range in addition to public relations promotions such as the sponsorship of a children’s literature prize. There will also be a drive to set up child friendly areas within stores by sourcing child friendly furniture and ensuring that there is child specific cutlery (etc) available.
Another strong recommendation of this plan is to develop the markets in which the product is available by specifically targeting pubs, hospitals and educational establishments. Additionally it is considered that there should be development into relatively new markets such as supermarket distribution of an “instant coffee” and the introduction of Costa coffee vending machines in the workplace. Following on from this there is also an opportunity for the introduction of an online ordering facility for busy people to order in advance and pick up.
This is to be underpinned by a carefully executed advertising and public relations campaign which will appeal to the key market segments highlighted for development or consolidation. Key among these recommendations is the launch of the company’s first television advertising campaign as well as the introduction of a ‘Coffee Club’ reward scheme program. Other advertising channels that are being specifically targeted include magazines and cinema advertising.
Finally the marketing plan will also encourage Costa, within it’s advertising campaigns, to focus attention on it’s association with the Rainforest Alliance to promote the business as environmentally aware and supporting a sustainable supply chain to produce it’s product.
Current Situation of the Brand and its Industry
Unique Selling Proposition:
Unlike any other coffee company in the UK, Costa has its own roastery to ensure their unique blend is perfect every time.
Brand Performance - Market Share:
|Coffee-Focused Operators |London |Regional |Total |Share of Segment Total | | | | | |Dec-09 | |Costa Coffee |230 |770 |1,000 |32.4% | |Starbucks Coffee Company |314 |403 |717 |23.2% | |Caffè Nero |160 |250 |410 |13.3% | |Caffè Ritazza |19 |164 |183 |5.9% | |BB’s Coffee & Muffins (went out of |10...
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Kotler P (2010) Marketing Management. 13th edn. Harlow: Prentice Hall
Project Café9 UK – Key Findings l Flagship Allegra Report (December 2009) Available at: http://www.foodstrategyforum.com/Forum-News.aspx (Accessed 15 October 2010)
Tangible Branding Limited, Coffee Lovers prefer Costa, Feb 2010, Costa Coffee, Available at http://www.costa.co.uk/coffee/taste_test.aspx (Accessed 1 October 2010)
Unnamed author, 2010, Costa sees mince tart sales rocket, Bakeryinfo.co.uk
Walsh, D (2010) ‘Whitbread emerges from the storm with promise of more beds and coffee’, The Times, 20 October, pp. 46
Whitbread Annual Report and Accounts (2009/10) Available at: http://annualreport.whitbread.co.uk/ (Accessed 3 October 2010)
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