Costa Coffee Marketing Plan
Costa Coffee Marketing Plan
1. Company Name
COSTA Coffee
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
Mission:
“To serve the best coffee in the true Italian style”
Vision:
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
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4. 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
1. Company Name
COSTA Coffee
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
Mission:
“To serve the best coffee in the true Italian style”
Vision:
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
[pic]
4. 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
References: Blythe, J (2008), Essentials of Marketing. 4th edn. Harlow: Prentice Hall Holt S, Payne A (2001) Diagnosing Customer Value: Integrating the Value Process and Relationship Marketing Hoyle, B (2010) ‘Booker victor written out of sequel award’, The Times, 17 November, pp. 25 http://www.marketingmagazine.co.uk/News/888468/ 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)