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Transcript of Costa Coffee
Costa...For Coffee Lovers
The value proposition of Costa coffee focused on the following components
Indoor & Outdoor sitting
These are the things that attract the consumer towards Costa Coffee:
place for informal meetings
open for longer hours
free & fast wifi
Sustainable Competitive Advantage
Value Chain Analysis
Supply Chain Analysis
Comparative Consumer analysis of coffee shops
The Daily Commuter is someone traveling to or from work, out shopping, or delivering goods or services.
Location is a major determining factor of preference(offices/college/residential areas)
Customers who have relocated residential or working neighborhood
Would choose the convenient coffee shop across the street as opposed to the one across town
Made to order coffee
Freshly brewed coffee
Quality: Exacting standards of quality & flavor
Variety: Varied & exotic coffee drinks
Customization: Over 100 different drinks
Experience: Rich & sensory Aroma & ambiance
Costa..For Coffee Lovers
There are many customers who are not aware about Costa coffee.
Costa coffee stores are less spacious and comfortable.
Less no of outlets
Lack of customer base
Increase the awareness among the customers by 20% in next 6months
Open at least 60 luxurious Costa outlets in this year in India
Will open 500 new outlets & Kiosks by 2015 in India
At least once a day
Increase advertising funds:
More in local newspapers than in national editions
Insist on the high quality of its products.
Insist on the fair trade policy of the firm: create a sort of a mutual agreement between coffee makers and coffee sellers.
Diversify its offerings:
Partnerships with local bakeries.
New kind of coffee beans coming from other regions of the world.
Increase the number of stores in other parts of the world.
Use more licensing and franchizing.
Take into account the local habits
Drinks for all seasons & moods
Ranges from 75/- to 200/-
No major changes made in price
Tie up with youth brands
Do in film promotions in upcoming movies
In store advertising