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 way
PARENT COMPANY-WHITBREAD
Whitbread PLC is a global hotel, coffee shop
and restaurant company headquartered in
Dunstable, United Kingdom.
CEO-ANDREW HARRISON
8. PERFORMANCE OF COSTA
Sales at the Costa coffee chain climbed 25%
over the last six months.
9. PERFORMANCE
Total 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% m
pre tax profit 134.60 11.06% 198.60 14.88% 208.00 14.49% 271.20 16.95% m
14. MARKETING MIX OF COSTA
PEOPLE
Uniforms are deep black, and which
contribute
to the overall feeling of the café.
Trained to be Pleasant, Polite and Positive.
15. MARKETING MIX OF COSTA
PLACE
The selection of the cities was based on the following
criteria.
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 RJ
Corporation has a master franchisee agreement of Costa Coffee
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. MARKETING MIX OF COSTA
PROCESS
1. Miscela
Blend: Costa has a unique blend we call the Mocha
Italia
2. Macinatura:
Grind: Every cup of Costa is made from freshly ground
beans”
3. Macchina:
Machine: Costa shops use specially designed Italian
espresso
machines.
4. Manna:
Hand: the skill of the Barista influences the “Perfect
Cup”
18. PHYSICAL EVIDENCE:
COLORFUL PICTURE
DIM LIGHT
INTERIOR -3 COLORS-
BROWN.CHOCOLATE AND RED
LOGO IN COFFEE CUP
20. BRAND COSTA
Brand name-
Signature, luxury, excellence, and perfection
Image/Theme:
The emphasis is on luxury and comfort- with
style. The ambiance provided is trendy as well as
Soothing
Color Scheme:
The dominant color in the logo and the premises of is
brown with touches of black, white & green. The color
theme is chosen for relaxation & comfort as well as being
upbeat & trendy
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, polite
REFLECTION:
Real class, matured, social, stylish, trendy
23. BRAND IDENTITY PRISM
INTERNALIZATION:
PERSONALITY
Luxury, excellence, perfection, warm, relaxing,
soothing
CULTURE
European[Italian and UK], sophistication,
classicism
SELF IMAGE
I am discreetly elegant, I am perfect.
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.
