Social Media and Costa Coffee
Social Media Strategies for Costa Coffee
Abstract
This report explores Costa Coffee’s market presence worldwide and within Singapore. First details the completed background research and product concepts for Costa Coffee. Next, listed is their current social media overview. This includes their presence and amount of activity on different platforms, such as Twitter and Facebook. After thorough research, Costa Coffee’s target consumers are students and working professionals, aged 20-40 years. Both segments are heavy consumers of specialty coffee and very active on many social media platforms. Currently, Costa Coffee is lacking awareness in the Singapore coffee market. To increase brand awareness, there are three effective social media strategies: Singapore Costa Coffee’s virtual tour, YouTube video channel, and the Costa Coffee Facebook page. Certain benefits will include brand awareness of the Mocha Italia coffee, user engagement, and increased online discussion. Lastly, the potential and inevitable risks are outlined.
Company Overview
Costa Coffee is a coffee house chain founded in London, in 1971, by brothers Bruno and Sergio Costa. At the time, Bruno and Sergio Costa simply supplied coffee to local caterers and coffee shops. However, with the increasing popularity of their coffee they opened the first Costa Coffee outlet on Vauxhall Bridge Road in London, in 1978. In 1995, the Whitbred Company acquired Costa Coffee. Today, Costa Coffee is the largest and fastest growing coffee house chain in the United Kingdom. Costa Coffee entered the Singapore market in 2012 (Costa Coffee, 2013). Costa Coffee’s main mission is, “To serve the best quality coffee in true Italian style”. The company has incorporated this into all its brand touch-points, including its products, prices, outlets and campaigns. In addition, Costa Coffee’s vision is, “To be the best hospitality company that there is - a family
Abstract
This report explores Costa Coffee’s market presence worldwide and within Singapore. First details the completed background research and product concepts for Costa Coffee. Next, listed is their current social media overview. This includes their presence and amount of activity on different platforms, such as Twitter and Facebook. After thorough research, Costa Coffee’s target consumers are students and working professionals, aged 20-40 years. Both segments are heavy consumers of specialty coffee and very active on many social media platforms. Currently, Costa Coffee is lacking awareness in the Singapore coffee market. To increase brand awareness, there are three effective social media strategies: Singapore Costa Coffee’s virtual tour, YouTube video channel, and the Costa Coffee Facebook page. Certain benefits will include brand awareness of the Mocha Italia coffee, user engagement, and increased online discussion. Lastly, the potential and inevitable risks are outlined.
Company Overview
Costa Coffee is a coffee house chain founded in London, in 1971, by brothers Bruno and Sergio Costa. At the time, Bruno and Sergio Costa simply supplied coffee to local caterers and coffee shops. However, with the increasing popularity of their coffee they opened the first Costa Coffee outlet on Vauxhall Bridge Road in London, in 1978. In 1995, the Whitbred Company acquired Costa Coffee. Today, Costa Coffee is the largest and fastest growing coffee house chain in the United Kingdom. Costa Coffee entered the Singapore market in 2012 (Costa Coffee, 2013). Costa Coffee’s main mission is, “To serve the best quality coffee in true Italian style”. The company has incorporated this into all its brand touch-points, including its products, prices, outlets and campaigns. In addition, Costa Coffee’s vision is, “To be the best hospitality company that there is - a family
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