COSTA COFFEE MARKETING MIX

PRODUCT:

Their brand name "COSTA COFFEE" is their signature. It means luxury, excellence and perfection all over the world.

The company wants to serve the unique and best coffee in a true italian style.

In order to become the leader in this market, Costa Coffee has developed  a wide range of products.

Core products:
- Coffees and other hot beverages ( hot chocolat, mocha, speciality drinks, teas)
- Costa ice ( cold coffees)

Complementary products:
- Sandwiches
- Breakfast 
- Wraps and salad
- Pastries and cakes
- Costa at home ( coffee for home)

The name of the products calls the italian excellence of coffee. The company wants to reinforce its positioning ( not only high quality coffee in the italian style but also good services and coffee shops atmosphere) by italian name.

Besides, the brand develop different tastes and type of product to answer to the different customer's needs and expectations ( hot and cold drinks, seasonal beverages, choice of the drink according to the moment of the day, complementary products...)

Costa emphasizes the fact that all products are made by selected and excellent quality ingredients.
Only 1% of world production of coffee correspond to the Costa Coffee criteria.
The brans selects the best coffee beans of the world to create a gourmet  selection of product offer.
Otherwise, 100% of the coffees offered bu the brand are based from the sustainable production plants.

COFFEES

"Hand-Making a cup of coffee is an art"

HOT CHOCOLATS

"Keeping it sweet"

SPECIALITY DRINKS

"How about something little bit different?"

TEAS AND INFUSIONS

"Brewing the perfect cupa"

COLD DRINKS

Stay cool with a refreshing hit of summer"

FOOD

"Quality food where you find quality coffee"

COSTA COFFE HOME

"Experience the magic of Costa in the comfort of your home"

PRICE

- The price is not the priority for Costa Coffee
- The main focus of the Brand is the quality of products and services.
- So high price of Cosa Coffee is explained by the excellent quality and unique taste of products and services

PLACE

Network location
- The largest British chain in term of stores (more than 1100 coffee shops in UK)
- Costa Coffee shops are essentially located in big developed cities (selection based on the size of the population, level of retail activity of the town, level of income, the socio-economic growth...)
- Highly frequented place (proximity to transpor facilities)
- Main places : airport, railway station, cinemas, hospitals, Tesco store

Basic Costa Coffee shop:
- Warm tones, relaxing colors
- Design and comfort furnitures
==> Luxury places, relax environment where people can interact between them
==> People can enjoy a pleasant time with an handmade coffee with an unique taste.

PROMOTION

- Costa Coffee uses good communication tools that convey its good brand image (TV and press advertising, street marketing, digital strategy..)
- But the main communication is made by the word of mouth.

Article written by Judy garber