MARKETING PLAN OF COSTA COFFEE

Marketing Plan of Costa Coffee



Marketing Plan of Costa Coffee

Introduction

Bruno & Sergio Costa set up their famous coffee roastery in Lambeth, London in 1971, supplying local caterers and Italian coffee shops with an exciting coffee, slow-roasted the Italian way. People couldn't get enough of it and by 1978 the first Costa espresso bar opened in Vauxhall Bridge Road in London. To this day we still use the same method of slow-roasting our coffee beans, serving the brothers' authentic blend of 6 Arabica beans to 1 Robusta in 500 coffee shops all over the world. To serve the best coffee in the true Italian style, we focus on quality control at every stage of the coffee making process from bean to cup. Unlike any other coffee company in the UK, we have our own roastery to ensure our unique blend is perfect every time.

The Perfect Cup

Some people would call our pursuit of the perfect cup of coffee an obsession. We don't care- because nothing less will do. Our Italian Masters spend their lives selecting the finest beans & roasting them to perfection. To prepare our coffee with any less care & attention to detail would be sacrilege. Our baristas are trained (even indoctrinated) in the Four Ms.

Vision

Our vision is to be the best hospitality company that there is - a family of related hotel, restaurant and leisure club brands recognized by our people, guests and investors as leaders in each market in which we operate.



Mission

“To serve the best coffee in the true Italian style”

Company Overview

Costa coffee is a low calorie coffee producing company in United Kingdom. This company deals with the production of coffee according to improved tastes. This coffee also includes different flavours, and the focus of the company is to capture the target market. This company is also focusing on producing confectionaries items such as cup cakes, biscuits and other items (Douglas, , 2000). Different strategies have been made regarding the marketing of the products. As the slogan of this company explains that the “coffee delivers fresh roasted aroma of coffee”. This shows the quality of the product. The best thing about this coffee is that it has a strong focus on quality and low calorie coffee as according to the life style of people, as people are conscious about their diet.

Branding Strategies

Costa coffee would focus on its branding strategies by heavily promoting itself through print advertising, and providing a community atmosphere in the store. Branding strategy is defined as the new strategy which is linked to the parent strategy. Since Costa coffee since it has started producing other products (Devlin, 2004). The cupcakes and confectionaries items produced are linked with the coffee's brand name, colour which appears prominently in the brand name. It is highly recommended that the parent brand would be strong enough to support the children brand. Since, it is a new company so it would develop strong branding strategies so that the market can ...