Starbucks brand strategy / positioning case study If you want to get access to Starbucks brand strategy analysis including brand essence, brand values, brand character, brand archetype and expert commentary register or log in. This article has been researched & authored by the Content & Research Team. Every customer that walks into a coffee shop is a marketing opportunity. The company believes in giving wow moments to its customers with its main product coffee. Explore fans of Costa Coffee and the popularity of other dining brands with YouGov Ratings. The coffee market in China continues to heat up with Costa Coffee's announcement that it has bought one of their joint venture partners in China. Moreover, the coffee culture is still new to the developing nations and in the developed nations there is a lot of competitions between the local, national, and international players. The company also runs a loyalty program as Costa Coffee Club which allows its frequent customers to get discount on products and earn points on purchase of products from any Costa Coffee outlet. About us. Below is the pricing strategy in Costa Coffee marketing strategy: Costa Coffee has a diverse price offering in its marketing mix, though it is influenced by competition and is slightly premium. In order to compete with Starbucks, Coca-Cola offered more than 4 billion euros for the chain of British coffee Costa. By conducting a comparative study of Starbucks Coffee and Costa Coffee, we shall study why one retailer is more successful than the other, and how the performance of these retailers can be improved. As the customer enters the outlet and make themselves comfortable, the menu card is presented to them by the employee working at Costa coffee outlet. by Sara Spary Costa: advertising on TV isn't impactful for coffee … The number of employees working in Costa coffee is more than 20 thousand. Costa coffee globally focuses on its people ie employees and customers. In few of the outlet of Costa coffee there is a self service counter. This shows how its people strategy in its marketing mix has been important in its success. Definitely its focus based on the activity of customers spending time at one of Costa coffee outlets for relax. Costa Coffee have also most importantly entered into a joint venture with a Chinese firm, the “Yueda Group” based in Jiangsu Province. With your help a donation today can change a child's life and make a huge difference to the communities they're a part of. CocaCola buy Costa_Thomas_ Lemoine_M&A. The promotional and advertising strategy in the Costa Coffee marketing strategy is as follows: Costa coffee is a premium brand which does not rely much on advertisement on TV, print media etc. Marketing mix – Here is the Marketing mix of Costa Coffee. PERFORMANCE OF COSTA 6. By Rosie Baker 12 Jan 2012. Costa Coffee is the largest coffeehouse company in Britain and second largest coffee chain in the world. The company has more than 90 outlets in all major cities of India. Our coffees; Costa coffee relies on its commitment to give the best coffee taste and the best supplementary food to its customer. BUSINESS LEVEL STRATEGY Costa Coffee competes within its industry by using differentiation as their business level strategy. The coffee chain, which was last year sold by Whitbread to Coca-Cola in a £3.9bn deal , rose from third to second in the brand strength ranking by leading valuation and strategy consultancy Brand Finance, ranked only behind fast food giant McDonald’s. Costa coffee also modifies its menu according to the country in which it operates to gain more customer base. A Case Study of Costa Coffee, UK. This article elaborates the product, pricing, advertising & distribution strategies used by Costa Coffee. Also the products offered by cafe are the physical evidence for this coffee house. An understanding of individual aspects of branding literature does not imply an overall understanding of the coffee shops brand positioning situation and problems. Costa operates nearly 4,000 coffeehouses in the United Kingdom, China and other markets across Europe, Asia Pacific, the Middle East and Africa. While the global coffee giant Starbucks is venturing more and more into the Coca-Cola field by selling mass-market products, … In India also the company began its operation in the year 2005 and till now it has got more than 90 stores in all major cities in India. Some of the ice blended products offered by costa coffee are: coffee cream, Mocha cream Frostino, Lemonade etc. Costa Coffee, Marketing Week’s Engage Awards Brand of the Year, recently restructured its global business to create three separate divisions each focusing on individual growth and marketing strategies. This research is about the Costa coffee industry that what are the ways through which companies attain the retention. The employee makes sure that each customer is treated politely and with a smile. It has been reviewed & published by the MBA Skool Team. Costa coffee also focuses on digital media to promote its campaigns and connect to its customers. Each outlet of Costa Coffee has very nice sitting arrangement. Mission- “To save the world from mediocre coffee”. In India, Costa coffee franchise is owned by Devyani International Limited. Costa Coffee Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. The logic is simple, the Costa Coffee brand, being a new entrant to the Chinese market, would take a long time to gain traction if it did this alone. Costa Coffee also offers coffee machines under the brand ‘Costa Express’. Analysts say the move is likely to have a … Let us start the Costa Coffee Marketing Mix & Strategy: The product strategy and mix in Costa Coffee marketing strategy can be explained as follows: Costa Coffee is one of the most popular coffee chain outlets globally. In the end, this is a coffee strategy, not a retail strategy. Coffee in its product portfolio is what it is known for and that’s why it is a star in the BCG matrix. Brand equity in the Marketing strategy of Costa Coffee – Whether it is a digital platform or social platform, Costa Coffee has the strong presence in the media which is helping the company in creating awareness and thereby increasing its sales. The current CEO of this coffeehouse chain is Dominic Paul. Your email address will not be published. The new site was located on Old Paradise Street, Lambeth, where the Costa Coffee roastery remained until 2017. Costa brand and innovation director Carol Welch lifts the lid on Costa's marketing strategy, its expansion, and why it doesn't advertise on TV. Our campaign plan for the advertisement of the ‘Costa Coffee’ mainly covers the aspect of interaction between customers and Costa Coffee and how this will ultimately effect customer’s daily life. Promotion Promotion Costa Coffee Promotion Starbucks • Brand name is enough to muster the • Fair trade and “Green Coffee“ required target market. Limited presence in the developed or developing nations is helping the company to remain focused on what they have and control its operational cost thereby increasing the profit. Employees of Costa coffee also interact with customers in regional language along with English as their main language to make its customer feel more comfortable and friendly. For the … Required fields are marked *, Copyright © 2020 Marketing91 All Rights Reserved, Marketing Strategy of Costa Coffee – Costa Coffee Marketing Strategy, Coffee in its product portfolio is what it is known for and that’s why it is a star in the, Companies in this industry have to face the entry and exit barriers as infrastructure and. Coca-Cola announced on Friday that it would buy British coffee-shop chain Costa Coffee for $5.1 billion. Marketing Mix of Costa Coffee analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Costa Coffee marketing strategy. The headquarters of Costa Coffee is in Dunstable, England. Coca-Cola decided to march into the world of coffee by acquiring Costa Coffee in September 2018 to diversify its products. A customer of Costa coffee is millennial in the age group of 15-45 years who like to experience the innovative and blended beverages offered by Costa coffee. Costa Coffee operates in over 31 countries with a total outlet count of more than 3300. As a part of its customer well-being process, it sources all its raw materials like coffee beans, tea leaves and many others from Rainforest Alliance Certified farms. The average revenue per customer of Costa Coffee is much less than its competitors. Costa Coffee is using a new strategy of emotion-led marketing to promote its new Costa Light drink (see right). [Data Source: chyxx “The Market Scale of Coffee in China”] Since 2006, Costa Coffee, the British coffee shop chain has entered the Chinese market and expanded dramatically. Whitbread is financially strong having properties/infrastructure to support Costa coffee. The price of this vending machine is competitive as compared to its other competitors like Starbucks, Cafe Coffee Day. Based on the Starbucks model, with the implementation of Coffee shop just nearby Starbucks stores, its ambition is to make China become its ‘second home’, having one-third of the market share of coffee shop market. While retail has been the cornerstone of Costa’s business to date, Coca-Cola sees the opportunity to … I am a serial entrepreneur & I created Marketing91 because I wanted my readers to stay ahead in this hectic business world. Costa Interior & Branding Coffee shops are retaining a concentration on the brand positioning strategy, it is necessary for the coffee shops to strategically find a way to get a better position over the others as a market strategy, as there exists a lot of challengers. Quizzes test your expertise in business and Skill tests evaluate your management traits. Costa Coffee produces its own coffee and has owns its roastery. By using this business level strategy, Costa Coffee was able to diversify their company through the use of higher quality coffee than that of their competitors. The outlets of Costa Coffee are the physical evidence for the company. I love writing about the latest in marketing & advertising. Browse 4Ps Analysis of more brands and companies similar to Costa Coffee Marketing Mix. Each Costa coffee treats every customer with high regards and the overall experience of the cafe is majorly dependent on its employees. Costa coffee also sells it coffee vending machine under brand Costa express. The company calculates brand strength based on the efficacy of a brand’s performance on intangible measures, such as marketing investment … Price in the marketing mix of Costa coffee – Costa coffee believes in Premium pricing because of its product varieties and its quality. Companies in this industry have to face the entry and exit barriers as infrastructure and branding cost are involved in the setup of the company and if the business is unable to attract customers then it’s just the loss for the franchise owner. Also its employees all over the world wear same colour uniform which is deep black in colour. Costa Coffee, the UK’s favourite coffee shop (if you believe one of their more memorable advertising campaigns), is a British company which plays upon its Italian heritage. Costa coffee has large product portfolio in the beverages segment which is helping the company to compete with the peer companies. Studying the characteristics, history, performance and marketing strategies adopted by both the companies, and the customer’s perception about the two is the centre point of this research. To compare and study the 4P’s, namely Product, Price, Promotion and … March 5, 2018 By Hitesh Bhasin Tagged With: Strategic Marketing Articles. The largest coffeehouse chain being Starbucks and then followed by Costa Coffee. It’s the favorite coffee shop brand in the UK, thanks to the company’s focus on quality coffee, highly trained baristas and customer loyalty. In acquiring Costa, Coca-Cola gains the Costa brand, nearly 4,000 retail outlets, coffee vending operations, Costa’s roastery and for-home coffee formats. Social media play the important role for the sustainability of the company. Costa coffee uses a wide range of mechanism to process fee from customers like cash payment, online payment, credit/debit cards etc. There are several marketing strategies like product/service innovation, marketing investment, customer experience etc. The company offers a lot of variants and flavours in coffee. Costa Coffee sells coffee as its main product in its marketing mix. Costa Coffee is a subsidiary of Whitbread company which owns multinational hotels and coffee shops. The average revenue per customer of Costa Coffee is much less than its competitors. Our Strategy: Establish a red thread This was an opportunity to review, refine and align all of Costa’s core brand assets and ensure that there consistent thread running through them so that no matter where a potential customer was experiencing the brand they’d be able to immediately recognise Costa Coffee. Learn more. Costa Coffee has more than 3000 outlets and 4200 Costa Express outlets spread across 29 countries globally. The beverage giant’s £3.9 billion ($4.9bn) acquisition of Costa Coffee from British hospitality group Whitbread (completed in January 2019), is part of Coca-Cola’s strategy to build a global coffee brand that will rival the ubiquitous Starbucks. It has positioned itself on the product basis, where it ensures that quality wise every cup of coffee leaves a lasting impression on the customer. The move to offset diet guilt marks a change in creative approach for the brand. The product offered by costa coffee is the main driver in company’s business strategy as it uses a pull strategy to gather more customers and be liked by them. Founded by Italian brothers Bruno and Sergio Costa in London during the 1970s, Costa Coffee has grown rapidly enough to see its 1,000th store open in 2009. The names and other brand information used in the Marketing Mix section are properties of their respective companies. Costa coffee always believes that price is secondary for any customer and focuses on delivering good quality products. In India the business of Costa Coffee is limited but now growing. Costa Coffee Brand Refresh & Interior Design Costa wanted to visually express the quality of their product and service in the face of ever-increasing competition on the UK high street. Tea and other Beverages of Costa Coffee are the question mark in the BCG matrix. Word of Mouth Marketing. • Charity • Most of the awareness will be through • Product placement the word of mouth of people amongst • Cross selling the masses. The company provides two variants in its beverages like small and large. According to the demand for rigid coffee consumption in different western countries, Costa coffee breaks down the following requirements for consumers:The first, white-collar workers and business operators with coffee consumption habits, they have acquired taste and brand recognition and hope to improve their taste and quality of life.The second is to use the coffee shop as a social behavior area, such as … In 1978, as demand for their coffee grew, so too did their premises, moving to South London where the brothers transformed a huge plot of grassland into a brand-new roastery. Also the employees are very well trained in communication skills as they have to deal with variety of people. Costa coffee uses a mix of geographic and demographic segmentation strategy to target the customer and satisfy their needs. Costa coffee also sells its products to businesses and caterers for example the company sells its vending machines to corporate offices and colleges under the brand name of Costa express. Hold and behold, Costa Coffee was announced the winner of the title of ‘Most Ethical Brand’. … The promotional and advertising strategy in the Costa Coffee marketing strategy is as follows: Costa coffee is a premium brand which does not rely much on advertisement on TV, print media etc. Costa coffee outlets are mainly targeted at upper middle class and rich people. It is involved in CSR activities and has set up Costa foundation to get associated with coffee-growing communities around the world. The most important marketing strategy followed by the company is to get word of mouth publicity from its customers as the brand Costa coffee not just provides coffee but also the experience. The products offered by Costa coffee are priced at premium range because of its brand value and high quality. Hence, this completes the Costa Coffee marketing mix. Costa coffee follows a standard procedure as most of the big coffee houses around the world. Costa Coffee SWOT Analysis, STP & Competitors. For attaining the customer retention companies makes the different strategies or planning. Selective targeting strategy is used by the Costa coffee as being present in 29 nations which are geographically separated, following selective strategy is helping the company in catering to the needs of the customers and introducing new products accordingly. Costa Coffee is the 2nd most popular dining brand and the 4th most famous. Over 500 trade professionals across the coffee sector voted for the highly competitive category and Costa Coffee won over many strong contenders from the independent coffee market. 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Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. Most famous offering of Costa coffee are: Cappuccino, Latte, Flat white, Americano, Mocha, Expresso etc. Costa Coffee has more than 3400 stores worldwide in over 31 countries. After taking the order the employees make sure that the products asked by customers are made them available in minimum time and with high quality maintained. It operates in more than 2100 UK restaurants and over 1200 outlets are spread overseas. While, Costa Coffee is the most prominent coffeehouse brand in Europe, the Balkan segment of the market has been completely overlooked (Bostock and Lee, 2018), this south- 8:01 am. Whether it is a digital platform or social platform, Costa Coffee has the strong presence in the media which is helping the company in creating awareness and thereby increasing its sales. WHITBREAD’S PRODUCT MIX WIDTH-HOTEL,COFFEE SHOP, RETAURANT. Whitbread being the parent company of Costa Coffee is already present in different lines business in the hospitality industry. The employees of Costa coffee are trained to follow a highly professional and polite behaviour with its customers. In India, the per capita consumption of coffee is around 85 grams while it is six kg in US Developing nations are the big potential for the companies in this industry. The campaign for the drink, features ads promising ’All the love, none of the handles’ to tap into consumer concerns about consuming too many calories in their hot drinks. LENGTH-HOTEL, COSTA COFFEE, BEEFEATER, BREWERSFAYRE, TABLE TABLE AND TAYBARNS 5. Also Costa Coffee uses its logo on the cups that are served to the customers. It was founded in London, England in the year 1971 by Italian brothers Bruno Costa and Sergio Costa. Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Costa Coffee. Costa sets out a new marketing strategy. The companies are not associated with MBA Skool in any way. One of the promotional campaigns followed by the company is ShakeUpSummer which promotes company’s cold coffee products. The content on MBA Skool has been created for educational & academic purpose only. Through the power of education, the Costa Foundation aims to eradicate poverty in coffee-growing communities. Abstract. Also as a part of its promotional strategy of new products the company provides free samples to its customers to get the review about product and increase it purchase intention. Thus Costa coffee is more interested in a pull strategy rather than a push strategy. The objectives of the study can be summarized as below: 1. It works with coffee-growing communities around the world to source high-quality coffee beans. which have helped the brand grow. The price is also directly proportional to the quantity ordered. The company also sells some of its merchandise like its branded cups to its customer. Jim Slater, former marketing director for the group, and now managing director of its Enterprises division, talks to … Its outlets can be found mainly in shopping malls, airport etc where there is high footfall. The last process is of paying bills for the products. Founded in 1971 by the Italian brothers Costa Coffee has emerged as a leading coffee chain in the world with 3000+ coffee shops and 4200+ Costa express self-service units globally. This will enable the brand to have full control of stores outside of Beijing and dramatically increase its target number of sites by 2022 to at least 1,200. MBA Skool is a Knowledge Resource for Management Students & Professionals. Major part of Costa Coffee business is established in UK with 2100 outlet established there. The price of coffee also varies according to the supplement added to coffee like extra chocolate, cream etc. We helped Costa to undertake the first ever global realignment of the brand. Make a donation. Coffee consumption in globally is growing at the rate of 2%. Following is the distribution strategy of Costa Coffee: Costa Coffee operates in nearly 3300 outlets spread over 31 countries. It is involved in CSR activities and has set up Costa foundation to get associated with coffee-growing communities around the world. Whilst… PERFORMANCE OF COSTA 1,300 stores in the UK and over 700 in 24 other markets, and is the worlds second- largest international coffee shop chain 7. The most important marketing strategy followed by the company is to get word of mouth publicity from its customers as the brand Costa coffee not just provides coffee but also the experience. Also read Costa Coffee SWOT Analysis, STP & Competitors. 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