MISSION“To serve the best coffee in the true Italian style.”
HISTORY AND ABOUT Company started in 1971 in Seattle, Washington, U.S 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 wayPARENT COMPANY-WHITBREAD Whitbread PLC is a global hotel, coffee shop and restaurant company headquartered in Dunstable, United Kingdom.CEO-ANDREW HARRISON
WHITBREAD’S PRODUCT MIX WIDTH-HOTEL,COFFEE SHOP, RETAURANT. LENGTH-HOTEL, COSTA COFFEE, BEEFEATER, BREWERSFAYRE, TABLE TABLE AND TAYBARNS
MARKETING MIX OF COSTA PEOPLE Uniforms are deep black, and which contributeto the overall feeling of the café. Trained to be Pleasant, Polite and Positive.
MARKETING MIX OF COSTA PLACEThe selection of the cities was based on the followingcriteria. Sizeable population of executives, students and families in SEC A & Costa category; High disposable income with people looking for new vistas in leisure and lifestyle oriented concepts High level or organized retail activity; Rapid socio- economic development; Level of commercial importance (Industrial cities, state capitals etc.)IN INDIA-Devyani International, a subsidiary of Ravi Jaipuria owned RJCorporation has a master franchisee agreement of Costa Coffee
MARKETING MIX OF COSTA PROMOTION AND ADVERTISEMENT: IN INDIA IT IS A LOW KEY MOSTLY RELY ON WORD OF MOUTH launch of any new products, Costa serves free to customer as a sample with other products.
MARKETING MIX OF COSTA PROCESS1. MiscelaBlend: Costa has a unique blend we call the Mocha Italia2. Macinatura:Grind: Every cup of Costa is made from freshly ground beans”3. Macchina:Machine: Costa shops use specially designed Italian espressomachines.4. Manna:Hand: the skill of the Barista influences the “Perfect Cup”
PHYSICAL EVIDENCE: COLORFUL PICTURE DIM LIGHT INTERIOR -3 COLORS- BROWN.CHOCOLATE AND RED LOGO IN COFFEE CUP
STPSEGMENTATION- ECONOMIC,AGE,OCCUPATION,BEHAVIORALTARGET- UPPER MIDDLE CLASS,PRIVILEGED CLASS,YOUNGSTARS,PROFESSINALS,MATUREDPOSITIONING- THE ITALIAN COFFEE MASTERS the Highest Standard of Luxury, The Best Service and a Reputation For Excellence.
BRAND COSTABrand name-Signature, luxury, excellence, and perfectionImage/Theme:The emphasis is on luxury and comfort- withstyle. The ambiance provided is trendy as well asSoothingColor Scheme:The dominant color in the logo and the premises of isbrown with touches of black, white & green. The colortheme is chosen for relaxation & comfort as well as beingupbeat & trendy
BRAND IDENTITY PRISM EXTERNALISATION:PHYSIQUE- True Italian coffee-mocha italia, best quality, unique test, freshly grounded beans, perfect expresso, brown colored logo-touches of black white and green—symbolize perfect and fresh coffee flavor.RELATIONSHIP- Accessible, distinctive, pleasant, politeREFLECTION: Real class, matured, social, stylish, trendy
BRAND IDENTITY PRISM INTERNALIZATION:PERSONALITY Luxury, excellence, perfection, warm, relaxing, soothingCULTURE European[Italian and UK], sophistication, classicismSELF IMAGE I am discreetly elegant, I am perfect.
SUGGESTIONS Costa should go more intense advertisement through TV commercials-to increase brand awareness globally. The sales forecast of Costa are very promising but the franchise has not adopted any promotional methods. This should be considered. Costa should adopt some low key promotional strategies. They can go for advertising through bill boards or giving out brochures.