• Save
Costa
Upcoming SlideShare
Loading in...5
×
 

Costa

on

  • 2,457 views

 

Statistics

Views

Total Views
2,457
Views on SlideShare
2,457
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Costa Costa Presentation Transcript

  • SUBMITTED BY:SHUBHADIP BISWASFT-10-948SEC-APGDM 10-12
  • 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 View slide
  • WHITBREAD’S PRODUCT MIX WIDTH-HOTEL,COFFEE SHOP, RETAURANT. LENGTH-HOTEL, COSTA COFFEE, BEEFEATER, BREWERSFAYRE, TABLE TABLE AND TAYBARNS View slide
  • PERFORMANCE OF COSTA
  • 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
  • PERFORMANCE OF COSTA
  • PERFORMANCE OF COSTA Sales at the Costa coffee chain climbed 25% over the last six months.
  • 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
  • MARKETING MIX OF COSTA PRODUCT AND PRICE
  • MARKETING MIX OF COSTA PRODUCT AND PRICE
  • MARKETING MIX OF COSTA PRODUCT AND PRICE
  • MARKETING MIX OF COSTA PRODUCT AND PRICE
  • 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
  • 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.
  • THANK YOU