Marketing Strategy of Costa Coffee
Contents
Definition of marketing: 2 Creating value for customers; 2 Building a strong customer relationship; and 2 Capturing value from the customers for the organization. 2
Marketing orientation of Costa coffee 2 Defination: 2
Principles of marketing 3
Assessment on the benefits of marketing orientation for Costa coffee 3 Understanding customers’ needs and wants: 4 Communicating effectively with customers’: 5 Keeping ahead of compitition: 5 Utilizing new technology: 6 Base of segmenting a market: 7 Geographical segmentation: 7 Demographic Segmentation 7 Psychographic Segmentation 8 Benefits sought Segmentation 8
Costa coffee’s market segmentation for a target market 8 Daily consumers: 8 Grown up or adult: 8 Students: 8 Professionals: 9 Occasionally consumers: 9 Married couples: 9 Lovers: 9 Families: 9 Festively consumers: 10
Marketing mix: 10
External issues in the marketing of Costa Coffee 12
INDEX 14
Bibliography 15
Definition of marketing:
“marketing is a process by which companies create value for customers and build strong customer relationship in order to capture value from customers in return” (Kotler, 2010)
Marketing is the set of human activities directed at facilitating and consummating exchanges. (LEADER, 1989)
From this definition it is clear that, marketing involves in producing and supplying goods to satisfy customers’ and their needs and wants in order to make a value or profit for the company or organization. The basic concept of marketing has been given in this definition are:
Creating value for customers;
Building a strong customer relationship; and
Capturing value from the customers for the organization.
Marketing orientation of Costa coffee
Defination:
Marketing orientation is identifying, anticipating and satisfying consumers needs and wants. (Kotler, 2010)
Costa Coffee is a multinational coffee house company. Costa Coffee was founded in London in 1971 by the Italian brothers Sergio and Bruno Costa, as a wholesale
Definition of marketing: 2 Creating value for customers; 2 Building a strong customer relationship; and 2 Capturing value from the customers for the organization. 2
Marketing orientation of Costa coffee 2 Defination: 2
Principles of marketing 3
Assessment on the benefits of marketing orientation for Costa coffee 3 Understanding customers’ needs and wants: 4 Communicating effectively with customers’: 5 Keeping ahead of compitition: 5 Utilizing new technology: 6 Base of segmenting a market: 7 Geographical segmentation: 7 Demographic Segmentation 7 Psychographic Segmentation 8 Benefits sought Segmentation 8
Costa coffee’s market segmentation for a target market 8 Daily consumers: 8 Grown up or adult: 8 Students: 8 Professionals: 9 Occasionally consumers: 9 Married couples: 9 Lovers: 9 Families: 9 Festively consumers: 10
Marketing mix: 10
External issues in the marketing of Costa Coffee 12
INDEX 14
Bibliography 15
Definition of marketing:
“marketing is a process by which companies create value for customers and build strong customer relationship in order to capture value from customers in return” (Kotler, 2010)
Marketing is the set of human activities directed at facilitating and consummating exchanges. (LEADER, 1989)
From this definition it is clear that, marketing involves in producing and supplying goods to satisfy customers’ and their needs and wants in order to make a value or profit for the company or organization. The basic concept of marketing has been given in this definition are:
Creating value for customers;
Building a strong customer relationship; and
Capturing value from the customers for the organization.
Marketing orientation of Costa coffee
Defination:
Marketing orientation is identifying, anticipating and satisfying consumers needs and wants. (Kotler, 2010)
Costa Coffee is a multinational coffee house company. Costa Coffee was founded in London in 1971 by the Italian brothers Sergio and Bruno Costa, as a wholesale
Bibliography: COSTA COFFEE. (2011, Feb 28). Retrieved november 22, 2012, from COSTA COFFEE: http://www.costa.co.uk/press/ Costa Coffee Press Office. (2013, Oct 16). Retrieved 02 29, 2013, from Costa Coffee: http://www.costa.co.uk/press/#/pressrelease/view/enjoy-the-great-taste-of-costa-coffee-in-your-own-home-at-the-touch-of-a-button-with-the-new-tassimo-costa-range-812101?utm_source=rss&utm_medium=rss&utm_campaign=Subscription&utm_content=current_news Kermally, S. (2003). Gurus on Marketing. London: Thorogood Publishing. Kotler, P. (2010). Principles of marketing. New jersey: Pearson education, inc.,. kotler, p. (2012). Principles of Marketing. Essex: Pearson Education Limited. LEADER, W. (1989). Fundamentals of Marketing. London: Stanley Thornes Ltd. Studymode Costa Coffee. (2011, april 14). Retrieved june 06, 2013, from Studymode: www.studymode.com/essays/Costa-Coffee-66224.html