What
is marketing?
Marketing is when a business sell’s or
promotes a product or service by advertising and market research.
Costa
1.
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.
2.
People could not
get enough of it and by 1978 the first Costa espresso bar opened in Vauxhall
Bridge Road in London.
3.
To this day,
we still use the same method of slow-roasting our coffee beans, serving the
brothers’ authentic blend of 6 Arabica beans to 1 Robusta in 500 coffee shops
all over the world.
Swot analysis
Strengths:
·
Has
products that boast of very powerful retail
·
A
reputation for value of money, convenience and a wide variety of products
|
Weakness:
·
A
weak control of its empire, despite its IT advantages
·
Operates
globally, but its presence is located in only relatively few countries
worldwide.
|
Opportunities:
·
Taking
over, merging, or forming strategic alliances with other coffee companies
·
Expanding
various consumer markets, such as those in China and Dubai.
·
Diversification
of the company’s branches from large super centers to local- based sites.
|
Threats:
·
Is
the target of competition, the company to beat
·
Might
be exposed to political problems in the countries where the company has
operations
·
Intense
price competition
|
Café
Nero
·
Caffè Nero was taken private in order to
give it more flexibility to grow the business. From 2007 onwards, the company
has been expanding internationally: in Turkey in 2007, in
the UAE in 2009, in Poland in 2012, in Cyprus in
2013, and in Ireland and the United States in 2014.
·
Starting in London in 1997, the first
branch was Old Brompton Rd, South Kensington. In 2005 Caffè Nero was named the
20th fastest growing company in by Business Week Magazine.[5] Caffè Nero
continued to experience rapid growth.
·
In 2013 and 2014, The Sunday Times named
it in the Top Track 250. The company believes its success is primarily due to
its record of providing the best tasting coffee on the high street. All of its
beans are imported into the UK and then roasted at the company's dedicated
plant in Battersea, South London.
Swot Analysis
Strengths:
·
Famous brand, which
is associated with high quality
·
People like Café Nero’s atmosphere
·
Café Nero has many outlets and often is
in the high-class locations.
·
Well trained and treated employees
|
Weakness:
High price products
Coffee quality is not as good as
reputation
Aggressive expansion
Unhealthy products
|
Opportunities:
·
Capturing new markets (retailing)
and new consumer groups
·
Selling more whole coffee beans and
equipment
·
Develop in non-high
street areas
|
Threats:
·
Growing competition within coffee
outlet industry and new competition from fast food restaurants
·
Lack of ownership of coffee farms
·
Global crisis/financial resources
|
Hierarchy
There are four main levels in hierarchy
1.
Marketing Director holds the most senior
positions in the marketing hierarchy.
2.
Marketing research analysts collect and
analyze data on markets, competitors, and consumers to help advertising.
3.
Product managers develop and market new
and existing products.
4.
Marketing consultants’ research and
review factors such as pricing, distribution, and marketing communications and
recommend strategies for product launches.
Marketing Differences
Café
Nero
|
Costa
|
·
Enlarge product like e.g. special coffees,
tea, smoothies, and hot chocolate.
·
Healthy organic sandwiches, salads pastry for
vegetarians.
·
Serve best product by best trained
·
Coffee cups fitting to coffee choice
·
Higher product variety and quality
|
·
Their brand name is their signature. The name
of Costa signifies luxury, excellence and perfection all over the world.
·
The image of Costa is luxury.
·
The theme of Costa, from the brand logo, the
color scheme of the premises, to the entire feel of our business is warm
tones and relaxing colors.
·
Costa’s reputation for excellence applies not
only for exceptional coffee but also the insistence on perfect service.
|
PLACE
Costa
|
Café
Nero
|
1.
High quality and well-designed
furniture
2.
Free WIFI to everybody
3.
Children corner
4.
Developed outlets in non-high street
areas and developing cities
|
·
After through research, and
competitive analysis
the perfect
location in terms of
exposure, accessibility and competitive
edge have been
required.
·
The inventory and easy transport
facilities have also been
a part of the deciding factors while
choosing the appropriate location.
|
PROMOTIONS
Costa
|
Café
Nero
|
1.
Brand name is enough to get attention
to the required target market.
2.
Most of the awareness will be through
the word of mouth of people amongst each other.
3.
Although the reputation is more that
counts.
|
·
Charity
·
Product placement
·
Cross selling
·
New coffee evaluation
|
No comments:
Post a Comment