A Marketing Analysis of Costa Coffee's Promotional Strategies and Mix

This report examines the promotional strategies and marketing mix of Costa Coffee. The assignment begins by introducing the concept of promotion and its significance in business, highlighting its role in building brand awareness and customer engagement. The report then delves into Costa Coffee's approach, focusing on its reliance on word-of-mouth marketing. The assignment provides a brief overview of Costa Coffee's history and background, and then analyzes its promotional activities, including the use of social media, print media, and other promotional methods. The report also emphasizes the importance of promotional strategies and marketing mix in a competitive market. The report concludes with a discussion of the effectiveness of Costa Coffee's promotional strategies and provides insights into their marketing approach.

INTRODUCTION
Promotion is a word which refers to those activities
organisations undertakes for communicating their
brand, offering and for spreading awareness to
public and to end users. Promotion is an element of
marketing mix tool which companies uses to make
market plans and strategies for survival and growth.
Costa coffee is a subsidiary company of an
American company, it is a coffee chain which was
founded in 1971. It was founded by Costa family as
an wholesale shop and use to supply roasted coffee
beans to various coffee shops and caterers.
MAIN BODY
Promotion is one business strategy
which every organisation perform for
spreading awareness in public about
the brand, its products or services and
other information which is needed in
market.
Promotion Mix
Their are various tools and methods available in market for
companies to conduct promotional activities like
advertisements, social media, print media, hoardings and
social events. Different companies adopt promotional
schemes according to their requirement and in accordance
with their goals or aims. Costa coffee is a huge brand
serving to many customers worldwide, it has its goodwill.
Therefore, it doesn't need or company do not rely on
promotional strategies.
The most effective and essential marketing strategy adopted by Costa Coffee
and which is also proven to be effective for it is mouth publicity. Mouth
publicity is the word customers spread according to the services and food
provided by Costa and in relation with their likes and dislikes.
REFERENCES
Books and Journal
Bayly, M. and et. al., 2018. Tobacco price boards as a promotional strategy—a
longitudinal observational study in Australian retailers. Tobacco control. 27(4).
pp.427-433.
Mullin, R., 2018. Promotional marketing. Routledge.