Costa

4,903 views

Published on

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
4,903
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
0
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Costa

  1. 1. SUBMITTED BY:SHUBHADIP BISWASFT-10-948SEC-APGDM 10-12
  2. 2. MISSION“To serve the best coffee in the true Italian style.”
  3. 3. 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
  4. 4. WHITBREAD’S PRODUCT MIX WIDTH-HOTEL,COFFEE SHOP, RETAURANT. LENGTH-HOTEL, COSTA COFFEE, BEEFEATER, BREWERSFAYRE, TABLE TABLE AND TAYBARNS
  5. 5. PERFORMANCE OF COSTA
  6. 6. PERFORMANCE OF COSTA 1,300 stores in the UK and over 700 in 24 other markets, and is the worlds second- largest international coffee shop chain
  7. 7. PERFORMANCE OF COSTA
  8. 8. PERFORMANCE OF COSTA Sales at the Costa coffee chain climbed 25% over the last six months.
  9. 9. PERFORMANCETotal profit of Whitbread 28 Feb 2008 (GBP) 26 Feb 2009 (GBP) 04 Mar 2010 (GBP) 03 Mar 2011 (GBP)turnover 1,216.70 100.00% 1,334.60 100.00% 1,435.00 100.00% 1,599.60 100.00% mpre tax profit 134.60 11.06% 198.60 14.88% 208.00 14.49% 271.20 16.95% m
  10. 10. MARKETING MIX OF COSTA PRODUCT AND PRICE
  11. 11. MARKETING MIX OF COSTA PRODUCT AND PRICE
  12. 12. MARKETING MIX OF COSTA PRODUCT AND PRICE
  13. 13. MARKETING MIX OF COSTA PRODUCT AND PRICE
  14. 14. 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.
  15. 15. 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
  16. 16. 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.
  17. 17. 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”
  18. 18. PHYSICAL EVIDENCE: COLORFUL PICTURE DIM LIGHT INTERIOR -3 COLORS- BROWN.CHOCOLATE AND RED LOGO IN COFFEE CUP
  19. 19. 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.
  20. 20. 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
  21. 21. BRAND IDENTITY PRISM
  22. 22. 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
  23. 23. 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.
  24. 24. 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.
  25. 25. THANK YOU

×