marketing plan-Presentation

Marketing plan for Product Line Extension of Costa Coffee. : 

Situation analysis report of product line extension of new drink Cinnamon Shake, for Costa Coffee, launch at May 27th 2011. Marketing plan for Product Line Extension of Costa Coffee.

Style of Costa : 

Style of Costa

Presentation Outline : 

Background of Costa Coffee Vision and mission of Costa Description of new product Objective of launching new product SWOT analysis External environment analysis Analysis of existing market Analysis of target market Method of research Conclusion Presentation Outline

Background of Costa Coffee : 

Costa coffee is a coffee house based in the Uk, founded in 1971. In 1995 Costa became a subsidiary of Whitbread Plc . It operates 1069 stores in Uk market as of April 2010, lead them to become a largest British coffee chain in terms of stores. (Wikipedia 2010). Famous for its unique style of slow-roasting coffee brewed. Future Priorities: To improve energy efficiency through cutting carbon emissions. To grow the Foundation’s scale of operation To reduce the volume of waste that goes to landfill Background of Costa Coffee

Costa Coffee : 

Vision To be recognised as the set Coffee Shop Chain there is. Anywhere. Mission To save the world from mediocre coffee. Purpose To deliver an unbeatable Coffee Experience. Brand Promise We make it Better. Costa Coffee

Marketing campaign shows that number of percentage loves Costa : 

Marketing campaign shows that number of percentage loves Costa

Product Description : 

Drink Name : Cinnamon shake Main Ingredients: Costa’s unique roasting style flavourful coffee. Chocolate ice cream/ Vanilla ice cream  Milk Crushed ice Cinnamon sticks Ground cinnamon Fresh cream and red grape on top . Each cup will contain nutritional information with special visible package. Product Description

Objectives : 

Increasing sales by 15% in 6 months times. To be market leader by increase market share of 5% by May 2012. Retain existing customers and bring new customers. To have wider range of cold drinks Achieve customer satisfaction from 70% to 80% by December 2011. Objectives

Friendly Environment at Costa : 

Friendly Environment at Costa

Situation Analysis-SWOT : 

Strengths Costa has its own Roastery- ensure quality of coffee. Costa coffee club card- focusing on customers loyalty. Special training for Barista-has own training academy. Continuous growth – becoming market leader. Weaknesses operates globally- but only in relatively few countries worldwide. Franchise store- difficult to control to maintain brand standard. Limited range cold drinks- new product helps to address this issue. Situation Analysis-SWOT

Continue-SWOT analysis : 

Opportunities Developing products /drinks such as Organic products/ cold drinks. Introduce online/telephone order system. Entry Far East – hot weather- Cinnamon shake will provide opportunity to extend the cold drinks area. Threats Political problems in the countries where the company operate Emerging new technology- affect the Costa's ability to adopt it quickly. Intense competition- developing new drink means imitate recipe more quickly. Continue-SWOT analysis

External Environmental Analysis Of Costa Coffee : 

Competitors Growing coffee industry- developing of new drinks/products protect Costa position. Technology technological advancements will continue in the coffee brewing world-Costa needs to adopt it quickly to compete in market. Environmental Costa has to meet environmental challenged-new coffee machine ‘ Futura’ which is 30% more energy efficient than previous. Social: Costa is committed to a role of social leadership- Costa Foundation help the coffee-growing communities such as Colombia, Costa Rica. External Environmental Analysis Of Costa Coffee

Innovative Style of extracting coffee : 

Innovative Style of extracting coffee

Current Market & Customers : 

Costa Coffee appeal all customer from Young to Mature. Most of the customer are professionals who likes the mouth-watering menu of Costa. Youngsters and Student- who likes delicious menu of Costa. Families and mature customer- who valued the Brand and quality of coffee. Current Market & Customers

Target market and Customers : 

Main objective of Costa- spread the market at all level. Target market- middle class, student and youngest who likes cold drink. Cinnamon Shake- bring them at Costa. Existing customer- happy to get new cold drink. Also target children- who loves cold drink. Target market and Customers

Method of research : 

Before launching any new drink- company need to do the market analysis and understand the customers needs & demand. Research can be done in a two way- primary and secondary research. Secondary research- journal, articles, database information. Primary research-first hand data such as field research, questionnaire and interview. From above definition between primary and secondary research, as constrained by time and resources- only choose to carry out secondary research about Costa’s customers. Method of research

Traditional style of Costa : 

Traditional style of Costa

Conclusion : 

Cinnamon shake: -extend cold drink range -bring new customers -opportunity to move new market Conclusion