SUBMITTED BY: SHUBHADIP BISWAS FT-10-948 SEC-A PGDM 10-12

MISSION
To serve the best coffee in the true Italian style.

HISTORY AND ABOUT

Company started in 1971 in Seattle, Washington, U.S  Bruno & Sergio Costa set up their famous coffee roastery in Lambeth, London in 1971, supplying local caterers and Italian coffee shops with an exciting coffee, slow-roasted the Italian way PARENT COMPANY-WHITBREAD Whitbread PLC is a global hotel, coffee shop and restaurant company headquartered in Dunstable, United Kingdom. CEO-ANDREW HARRISON


WHITBREADS PRODUCT MIX

WIDTHHOTEL,COFFEE SHOP, RETAURANT. LENGTHHOTEL, COSTA COFFEE, BEEFEATER, BREWERS FAYRE, TABLE TABLE AND TAYBARNS

PERFORMANCE OF COSTA

PERFORMANCE OF COSTA


1,300 stores in the UK and over 700 in 24 other markets, and is the world's secondlargest international coffee shop chain

PERFORMANCE OF COSTA

PERFORMANCE OF COSTA


Sales at the Costa coffee chain climbed 25% over the last six months.

PERFORMANCE
Total profit of Whitbread

28 Feb 2008 (GBP)

26 Feb 2009 (GBP)

04 Mar 2010 (GBP)

03 Mar 2011 (GBP)

turnover

1,216.70 100.00%

1,334.60 100.00%

1,435.00 100.00%

1,599.60 100.00% m

pre tax profit

134.60

11.06%

198.60

14.88%

208.00

14.49%

271.20

16.95% m

MARKETING MIX OF COSTA PRODUCT AND PRICE

MARKETING MIX OF COSTA PRODUCT AND PRICE

MARKETING MIX OF COSTA PRODUCT AND PRICE

MARKETING MIX OF COSTA PRODUCT AND PRICE

MARKETING MIX OF COSTA PEOPLE Uniforms are deep black, and which contribute to the overall feeling of the caf.  Trained to be Pleasant, Polite and Positive.


MARKETING MIX OF COSTA PLACE

The selection of the cities was based on the following criteria. Sizeable population of executives, students and families in SEC A & Costa category; High disposable income with people looking for new vistas in leisure and lifestyle oriented concepts High level or organized retail activity; Rapid socio- economic development; Level of commercial importance (Industrial cities, state capitals etc.) IN INDIADevyani International, a subsidiary of Ravi Jaipuria owned RJ Corporation has a master franchisee agreement of Costa Coffee

MARKETING MIX OF COSTA PROMOTION AND ADVERTISEMENT: IN INDIA IT IS A LOW KEY  MOSTLY RELY ON WORD OF MOUTH  launch of any new products, Costa serves free to customer as a sample with other products.


MARKETING MIX OF COSTA PROCESS

1. Miscela Blend: Costa has a unique blend we call the Mocha Italia 2. Macinatura: Grind: Every cup of Costa is made from freshly ground beans 3. Macchina: Machine: Costa shops use specially designed Italian espresso machines. 4. Manna: Hand: the skill of the Barista influences the Perfect Cup

PHYSICAL EVIDENCE:
COLORFUL PICTURE DIM LIGHT INTERIOR -3 COLORS-BROWN.CHOCOLATE AND RED LOGO IN COFFEE CUP

STP
SEGMENTATION ECONOMIC,AGE,OCCUPATION,BEHAVIORAL TARGET UPPER MIDDLE CLASS,PRIVILEGED CLASS, YOUNGSTARS,PROFESSINALS,MATURED POSITIONING THE ITALIAN COFFEE MASTERS  the Highest Standard of Luxury, The Best Service and a Reputation For Excellence.

BRAND COSTA
Brand nameSignature, luxury, excellence, and perfection Image/Theme: The emphasis is on luxury and comfort- with style. The ambiance provided is trendy as well as Soothing Color Scheme: The dominant color in the logo and the premises of is brown with touches of black, white & green. The color theme is chosen for relaxation & comfort as well as being upbeat & trendy

BRAND IDENTITY PRISM

BRAND IDENTITY PRISM

EXTERNALISATION: PHYSIQUE True Italian coffee-mocha italia, best quality, unique test, freshly grounded beans, perfect expresso, brown colored logo-touches of black white and greensymbolize perfect and fresh coffee flavor. RELATIONSHIP Accessible, distinctive, pleasant, polite REFLECTION: Real class, matured, social, stylish, trendy

BRAND IDENTITY PRISM

INTERNALIZATION: PERSONALITY Luxury, excellence, perfection, warm, relaxing, soothing CULTURE European[Italian and UK], sophistication, classicism SELF IMAGE I am discreetly elegant, I am perfect.

SUGGESTIONS
Costa should go more intense advertisement through TV commercials-to increase brand awareness globally. The sales forecast of Costa are very promising but the franchise has not adopted any promotional methods. This should be considered. Costa should adopt some low key promotional strategies. They can go for advertising through bill boards or giving out brochures.

THANK YOU