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Costa Coffee

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by

nikita bhinde

on 21 September 2014

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Transcript of Costa Coffee

Costa Coffee
Costa...For Coffee Lovers
Group Members
NiKiTa
HiMaNi
HeTaNsHi
DeVaL
AnUbHaV
SaYaLeE
Situation
Problem
Objective
Strategy
Tactics

Value Proposition
The value proposition of Costa coffee focused on the following components
Live Coffee
Experience
Atmosphere
Indoor & Outdoor sitting
Timely service

Value Drivers
These are the things that attract the consumer towards Costa Coffee:
place for informal meetings
superior experience
classy interiors
open for longer hours
free & fast wifi
positive atmosphere
Core Competency
Sustainable Competitive Advantage
Value Chain Analysis
Supply Chain Analysis
Analysis
Market
Comparative Consumer analysis of coffee shops
Consumer Insights
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
Competitors
Market Share
POP
Taste
Quick service
Convenience
Cleanliness
Made to order coffee
Freshly brewed coffee

POD
Quality: Exacting standards of quality & flavor
Variety: Varied & exotic coffee drinks
Customization: Over 100 different drinks
Experience: Rich & sensory Aroma & ambiance

POE
Costa..For Coffee Lovers
Problem
There are many customers who are not aware about Costa coffee.
Costa coffee stores are less spacious and comfortable.
Less no of outlets
Poor accessibility
Lack of customer base

Objectives
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

Demographic segmentation
Geographic
Segmentation
Urban Area
Hangout locations
Colleges areas
Corporate areas
Malls
Behaviouristics
Segmentation
Usage
TIME
Frequency
At least once a day
Occasions
Informal Meeting
Formal meeting
Day out
Dating
Reading
Strategies
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.

Strategies
Diversify its offerings:

Partnerships with local bakeries.

New kind of coffee beans coming from other regions of the world.

Strategies
Increase the number of stores in other parts of the world.

Use more licensing and franchizing.

Take into account the local habits

Tactics
Product
Wide range
Drinks for all seasons & moods
Merchandise
Price
Ranges from 75/- to 200/-
No major changes made in price
Place
Urban Area
Hangout locations
Colleges areas
Corporate areas
Malls
Promotion
Tie up with youth brands
Do in film promotions in upcoming movies
In store advertising
Pull strategy
Full transcript