Costa Coffee's Marketing Plan: An Analysis

This marketing plan will show that the solution to Mr. Coffee’s problem is show that the features and technological improvements, specifically the Wi-Fi option, thermal carafe, and optimal brew temperature feature create a good value and great cup of coffee. The plan will rely heavily on channel and image differentiation. This device will be easier to get than pricey Italian entries and the Mr. Coffee brand will be shown to reestablish brand affinity by keying into pop culture references.

Costa Coffee is one of the most famous coffee chains in the UK. It was founded in 1971 in Italy by two Italian brothers: Sergio and Bruno Costa. Costa company which introduced the first Costa coffee shops in the UK in the early 1980`s, had as a main objective to create and serve the finest authentic Italian coffee. Costa became part of Whitbread PLC in 1995 and has followed an expansion program, so to become recognized nationally. Despite that figures, Costa faces some problems, related to their competitors.

In costa coffee they set up The Costa Foundation, which is a registered charity. The aims of this charity are to relieve poverty and advance education and the health and environment of coffee-growing communities around the

The vision of Tully’s is to have the best tasting coffee at the best value. Tully’s is truly a company that gives back to its customers and communities within the regions they have stores. They have handcrafted their coffee from day one of the brand and will continue to do until the doors close. They make no apologies for longer wait times because perfect coffee is on the end of each wait.

1. What marketing approaches could Green Mountain adopt in order to expand its customer base?

• The Coffee Club will become the premier company in food and beverages industry globally by consistently providing the combination of outstanding services and perfectly prepared food that creates a gourmet experience.

The team from SSC discuss the importance of the story of coffee, quality and reserve.

In this report, the mission statement for Caffe Nero is make sure food and service are excellence in all four areas to achieve their aim. Besides that, Caffe Nero also providing their customers with good quality coffee and comfortable environment to their customers. There are 3 main important to be successful - A high quality and well defined offering, focus on brand value, selective site acquisition and disciplined roll-out.

While the coffee bar market has obviously enjoyed strong growth some organizations can boast the financial performance of Caffè Nero. We believe that the group’s achievement base on main factors.

Coffee is a highly recognised aphrodisiac: the caffeine in the coffee endorses hormones that create sexual drive. But, if you’re looking to get laid tonight, don’t choose Keurig Green Mountain coffee for your sweet nothings. Keurig Green Mountain Coffee is a waste of desire, the brew is weak and watery, there is no fine line between bitter or acidic and overly creamy, and the lasting residue is something you don’t want on your tongue.

Having more than two hundred seventy three company owned stores, Caribou Coffee is the second largest company- operated premium coffeehouse and retailer in the United States. Although it’s one of the largest coffeehouses it still has to compete with not only national coffeehouses like Starbucks but local ones as well.

As coffeehouses and restaurants, Dunkin and Costa’s marketing channels share the same resemblance in how they want to approach the customers. The two companies now offer franchise option to potential business partners, both domestic and international. Moreover, each brand adopt different methods to increase their products’ presence geographically. Therefore the distribution method that they adopt can be considered as intensive direct distribution through multichannel-marketing. Products are made and offer directly along with ads, leaflets, or promotional information to customers. At the same time, both Dunkin and Costa also engage in business-to-business channel where they depend on a network of suppliers.

Strategic Issue: Throughout the case, it becomes clear that competition may be hindering your product from leading the market. A limited amount of compact company resources and the constant technological advancements may prevent the company from performing to the best of its capabilities. In order to address this issue, we recommend that you investigate our recommendations to increase market share by implementing the strategies that will be discussed in this memorandum.

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Our founder from Seattle was inspired by Hong Kong’s entrepreneurial spirit. He set out to make Pacific Coffee a community hub known for its informality and friendly attitude. Since the opening of its first coffeehouse in 1992, Pacific Coffee has provided world-class coffee to satisfy Hong Kong's growing demand for specialty coffee beverages, and served as a urban oasis for customers wishing to have a moment of peace in their busy, hectic life.