Marketing Communication Plan for Costa Coffee's Bamboo Straw Initiative

BMM5562 Individual
Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Internal Audit..........................................................................................................................1
External Audit........................................................................................................................2
Overview of cause campaign proposal...................................................................................3
Definition of the target audience............................................................................................3
Creative Strategy....................................................................................................................4
Marketing communications mix tool......................................................................................4
Media mix channels................................................................................................................5
Campaign management proposal...........................................................................................5
CONCLUSION................................................................................................................................7
References:.......................................................................................................................................8

INTRODUCTION
Marketing communication refers to the techniques or methods which are consider as
really useful for the business organisations for conveying the information linked with the
products and services to the target customers (Juska, 2021). Primary goal of marketing
communication planning is to do the evaluation of tools of marketing which help the
organisation in attaining the marketing goals and objectives. The chosen organisation for this
report is Costa Coffee which is a British Coffee house chain having headquarter in Dunstable,
Bedfordshire, England, United Kingdom. This report include a communication plan to do cause
marketing with the new initiative.
TASK
Internal Audit
Internal audit of brand include auditing of brand which help the organisation in
examining how employees, managers and other members of the company brand perceive the
brand. While developing communication plan, it is crucial to do internal audit form making
vision, mission of organisation more clear. Below mentioned is the internal audit of Costa
Coffee:
 Purpose: Purpose of Costa Coffee is to serve delicious coffee to the people of several
countries.
 Mission: Providing authentic coffee flavour to the audience of different countries is the
mission of Costa Coffee. It represent the passion and love for good coffee (Costa Coffee
mission statement, 2022).
 Values: Costa coffee is valuing their customers as well as their employees. They had
developed the culture of equality, so that all the employees can work together. In addition
to this, they are trying their best to provide best possible flavour of coffee to their
customers.
 Target audience/Market Position: Target customers of Costa Coffee include both male
as well as female aged between 18 to 45.
 Competitive advantage: Costa Coffee is consider as the 2nd largest coffee chain in all
over the world. There are more than 3400 stores in more than 30 countries. It help the
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