TOP8152: Marketing Mix Analysis and Recommendations for Costa Coffee

This report provides a comprehensive analysis of Costa Coffee's marketing mix, with a specific focus on the Intense Espresso product. It begins with an introduction to marketing and product concepts, followed by an examination of customer needs, the company's current position, and distribution strategies. The report then delves into pricing strategies, marketing communications, and competitor analysis, highlighting the importance of understanding the target market, which mainly consists of youngsters, particularly college students. The analysis includes recommendations for product improvement, such as modifying the Intense Espresso to appeal to a wider audience, including those who prefer lighter coffee with sugar. The report recommends an adjusted marketing mix that includes product, price, promotional strategies, and distribution, to improve Costa Coffee's market position. The report also references key sources used in the analysis, providing a well-rounded view of the marketing strategies and recommendations for Costa Coffee.

TOP8152
(PART 1)

Table of Content
 Introduction
 Product
 Customer Need
 Company
 Distribution
 Price
 Marketing Communications
 Your Recommended Marketing Mix
 References

INTRODUCTION
Marketing refers to action of promoting
as well as selling service or products
consisting advertising and market
research. It is management process
by which products move from
concept to consumer.

Product
It refers to system that is
available for use of
customers or it is anything
that can be provided to
market in order to fulfil
needs of consumers in an
effective manner.

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Intense Espresso is dark and the
heartbeat of Costa coffee. This
coffee is an elegant short of
Oppressor with better aroma of
the warm roast.

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 The attribute of this company is that it provides dark coffee. From this
reason, it seems bitter to people.
 There is a need to make improvement in this coffee by adding sugar and
changing the coffee beans from medium-dark to light coffee beans that
consist with low caffeine.

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Its importance is that there are a range
of people in United Kingdom, that
do not like strong coffee, this
change will directly attract people
and change them into customers of
Costa Coffee.

Customer Need
Under this, need is desire that can
be cause a consumer to
purchase product. It is a
primary responsibility of
company to focus on needs
of customer and also try to
fulfil them in an effective
manner.

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Through this, large number of
consumers will be attracted. Under
this, geo- demographic segmentation
have been used because it is based
on the age, gender, income level,
occupation etc.

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The target market of this company is
youngsters which are mainly the
college students. The market trends are
consumption, cost of coffee etc. This
company provide its coffee on
reasonable cost for enhancing its
growth rate.

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The main competitors of Costa
Coffee are Caffé Nero, Starbucks.
These all are positioned on the
basis of their size, target market
and revenue.

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 The size of Starbucks company is large and its target market are premium
customer segment and also the revenue of this company is £1712.21 crore.
 On the other hand, size of Caffé Nero, is also large and its target market
are middle income Italian Londoners or tourists. Revenue of this company
is £200 million.