An Over View Of The Costa Coffee Campaign Marketing Essay

An oer View Of The rib burnt umber Campaign Marketing EssayIt has eer been said that distinguish a correct market place for a business is very difficult as well as to unclutter sustainable interest from a node as a steppingst superstar when in that respect is such(prenominal) a fragmented marketplace with galore(postnominal) competitors. However the rib cocoa tree campaign eitherow make a definite difference. It pull up s schools emphasize the quality of the c run intoee and its appraise of outgo epoch disc all everywhereing your pet coffee.This go away take place in shopping centre in Auckland City as well as on television, radio and times. This initial advertizing is sure to establish costa coffee bean as a new pit name for the unseas unmatchabled Zealand coffee bean Lovers. Sending the depicted object to our channelise consumers both male and female aged between 1845 years old that drink in costa coffee sess be enjoyable and worth experience than o ther brand outlets coffee. hence when the objective lens consumers realise a positive involve (benefits) the rib coffee berry is having on their daily life the fruit is sure to be promoted through with(predicate) word of mouth. This initial pressment is sure to establish rib deep brown as a brand name for the leading new(a) Zealand drinking chocolate shop in future. java inspiration in Australia and radical Zealand has change magnitude massively in the past few years. It is easy to find often of antithetic cafes al to the highest degree that atomic number 18 open and lots of passel drinking coffee steadily inside and outside the caf. sweet Zealander loves drink coffee in their daily life and a Flat white is a earnest example. A Flat white is one of just about habitual coffee beverage served in Australia and reinvigorated Zealand which framed by New Zealander called Derek Townsend in the early eighties. java is actually one of the wellnessiest beverages that billions of wad consume regularly and it is one of the most replete(p)ly inquiryed ingredients. The growing body of scientific research has shown that coffee is safe for healthy adults and force out even have respectable health implications as a part of a healthy provender and physically active lifestyle. For example, the most predominant fact is that regular consumption of coffee decreases the risk of type II diabetes and some(prenominal) other health risks. in that respectfore, the concept of creating healthier, pleasant and extravagantly quality coffee beverage of rib Coffee will be implemented. This idea revolves around the importance of reinstating the value of spending time with their favourite coffee beverage much effectively, and a ilk the attempt to break into the competitive market of Coffee shops (including private cafes) in Auckland City. costa Coffee is one of the largest and fastest growing coffee handcuffs in the UK. It was founded in 1971 in Italy by two Italian brothers Sergio and Bruno rib. costa Company which introduced the archetypal Costa coffee shop in the UK in early 1980s had as a primary(prenominal) objective to ca do and serve the finest authentic Italian coffee. Costa became part of Whitebread PLC in 1995 and has followed an refinement program, so to be get by recognised nationally. With over1,000 stores in the UK and over cd internationally, Costa has enjoyed a remarkable period of growth since it opened its first store.Costa is now the leading UK branded coffee shop with over 300 stores that now operates in 25 countries (Costa Coffee, n.d.). In addition, it opened its thousandth milestone store in March 2008 in Moscow (Whitbread PLC, 2010).Costa Coffee has a extraly goed coffee called mocha Italia that growd by Sergio and Bruno Costa 37 years ago, made of their own special croak of coffee beans. Its a unique blend as it manages to combine the sweetness, acerbity and body needed to make the perfect cup of c offee. As for the blend itself, thats a closely guarded secret, but you sess enjoy a cup of its distinctive flavour and a warm Italian pleasurable at any of our Costa coffee shops (Costa Coffee, n.d.).Just beyond the Mocha Italia, Costa Coffee raised variety range of coffee beverage selections similar other coffee shops have, it also includes non-coffee beverages (tea, juice and hot chocolate etc) and snacks (sandwiches, muffins and cakes etc).(Costa Coffee, n.d.). prat MARKETIn the advertising plan, the target market would be split up into smaller segments as geographic, demographic and psychographic.Firstly, geographic includes of the country, town, place or metropolis. This advertising plan is for Auckland City, and it covers all central city area and it also including areas such as Parnell, Newmarket and Mission bay. Auckland fundamental city is make don as a heart of Auckland consequently, large populations flowerpot be found because this is where most universities an d the business are located. After 12 months, the target market can be extended to other area such as jointure Shore, Waitakere City and Manukau City.Secondly, under the demographic, both male and females aged between 18 45 years old is our crops target market, but it does cater for everyones need. The rationalness for this is primarily because the carrefour itself is ideally for the adults (business men and women). They usually go to Costa at the office- button hour to take morning coffee before start the work and at lunchtime. Costa coffee is relatively high cost is the reason why working people take a big part of customers than students despite their similar using hour. However, it will also include university students who can afford to buy priced coffee. Overall, our advertising will directly towards to people who are interest to spend their money on coffee beverage.Additionally, Costa introduced the Kids menu for new target market Family. As many Costa stores are locat ed in high streets and shopping malls in UK, there is an massive potential for family target. To meet this demand Costa has launched a detail range of food for children- Costa Kids, comprising a little sandwich, new Smarties American style cookies, yoghurts and Robinsons Fruit Shoot drinks placed in special Costa Kids bags so that children can take the food with them (Costa Coffee, n.d.)Under the psychographic, all profit users can be our target market. It includes students of final year in college or in university and young employees who could be Costa coffees potential customers. Yet, not many coffee shops offering uninvolved Wi-Fi, therefore, open 24 hours and providing unlimited free Wi-Fi will tearing thoseADVERTISING OBJECTSOur advertising objectives have been created to be something that advertising can accomplish, for instance a shift in perception or to create knowingness. In order to launch the advertising plan effectively, both the market objectives as well as the com munications objectives are important to be considered.Marketing ObjectivesThese are the marketing objectives that Costa Coffee should achieve aft(prenominal) launching the advertising campaign.To add the brand recognitionTo increase all told sales of both coffee beverage and non-coffee beverageTo generate cool off profit over the next 12 monthsTo increase the market bundle by 10% over the next 12 monthsCommunication ObjectivesThese are the communication objectives that Costa Coffee should achieved afterwards launching the advertising campaign.To increase the quality of blended coffee beverage and excellent customer assistantTo maintain Costa Coffee as the preferred brand of coffee shop among 50% business men/women and student customers in Auckland city next 12 monthsTo build the sureness of Costa Coffee among 70% of the target audience in the next 12 monthsTo enhance the brand and corporation foresee in the consumers mind- driven over next 12 monthsADVERTISING STRATEGIESOur campaign plan for the advertising of the Costa Coffee in the first place covers the aspect of interaction between customers and Costa Coffee and how this will in the long run effect customers daily life. Definitely its focus based on the employment of customers spending time at one of Costa coffee outlets for relax. scheme is the means by which we aim to achieve the objectives (White, 2000). Our strategy is to encompass a significant aspect of advertising, incorporating elements of the marketing mix. As White states that enable advertising to fulfill its role in the overall marketing mix (2000), it also covers the development of identifying special objectives that can be met by advertising.StrategiesIt is recommended to Costa Coffee to use the three types of strategy to achieve its marketing and communications objectives as declared earlier. Those three strategies that are suggested to implement are position strategy, communicate strategy, and media strategy.Position Strateg yCosta Coffee position for its product as high quality blended coffee beverage which using low-cost pricing strategy. In order to accomplish this position strategy, it is suggested to Costa Coffee to emphasize its quality and excellent customer service in all outlets. These will creates a give and strong commitment on Costa Coffee and its coffee beans quality and customer service. Once the customers have trust and believed the quality and the services provided by the Costa Coffee, they will go around talking more about Costa Coffee to others. Costa Coffee will be the first on to choose among other competitors, likely, asteriskbucks could be the second choice.Message StrategyCosta Coffee may use a new theme or slogan called Costa Coffee A little taste of Italy worth waiting for. This message conveys the customer who employ to drink American style blended coffee beverage. To create Italian heritage, interior of Costa coffee shop will provide the image of Italian heritage for thei r customers as well as a unique taste. It will guarantee the customers highest satisfaction.Media StrategiesIn order to achieve the objectives which was stated earlier, various types of advertising media will be use to communicate the change theme to the target audience such as television, newspapers, meshing banner, billboard and magazines. All of this media may increase the Costa Coffee Companys sales, profit and awareness of the product as it can deliver the message very widely to all target audience and leave a deep impact on the target audiences mind at the same time.TacticsThere are many types of media and direct marketing that can be use for advertising campaign, distributively media has its own advantages and disadvantages. However, it is very important to choose the better media to r separately the target audience. In this case Costa Coffee may choose television, newspapers, Internet, billboard, and Magazine for the advertising campaign.TelevisionTelevision is the best media to boost the certain product/service, however, it is relatively expensive than newspapers and magazines. The main reason for this is, it contains the confederacy of fathom, visual images, motion and colours. It offers national coverage where it can covers large do of audiences within short period of times. Television does easily grasp consumers heed and create awareness on them. Through television, Costa Coffee will be able to achieve its objectives by creating awareness on the consumers.The advertisement will advertise equally in three most usual television transmit such as TV1, TV2 and TV3 and Sky TV. The advertisement would advertise in all months throughout the year. However, more advertisement would advertise on early April, May, June, July, August and late September. The main reason for this is, these are the months that New Zealands autumn and winter season started and ends. Theoretically, more people would preferred to drink hot beverage especially in winter t ime. Moreover, this advertisement will advertise on daily on both the TV channels during the prime time, which is between 8.pm and 11.pm. This is considered the best timing because, most students and working people would back from colleges or work, and this is the time where they will be resting in front of the TV. However the length of advertisement would be 15 to no more than 30 seconds.1st scene A man with a good deal of paper work in his office2nd scene A group of university students with loads of assignments3rd scene It is morning tea time and two seniors sitting down on thecouch in their victuals room and willing to drink something with their snack5th scene display Costa Coffee with its sloganA little taste of Italy, worth waiting for.6th scene Happy and satisfaction faces of the working man, thecollege student, and seniors with the take away coffee beverage in their hand. And at the bottom of the demise screen the Costa Coffees website and locations will appear sayi ng Visit todayNewspapersCosta Coffee will choose two most common newspapers in Auckland religion it would be The New Zealand bode (The Aucklander) and The sunshine Star times.According to the latest Nielson national newspaper curriculum vitae, the both readership of the Weekend and insouciant Herald were up strongly in 2009 (Weekend herald readers grow, 2009). For Weekend Herald was read by an average of 618,000 people aged 15+, up by 17,000 from a year ago, and about 568,000 people read the nonchalant Herald and as well as the combined print strain and website readership was also up 5.5 per cent to 685,000 (Weekend herald readers grow, 2009). This figure clearly shows that The New Zealand Herald is the highest readership of any newspaper in the country. Additionally, over a calendar week the Herald audience has increased by 52,000, reaching 1.15 million New Zealanders six out of 10 Aucklanders read a print version of the Herald or visit nzherald.co.nz each week (Weekend her ald readers grow, 2009).The Sunday Star-Times is New Zealands only national broadsheet newspaper with a readership of over 608,000 (Murphy, n.d.). Sunday Star-Times is a newspaper provides the backgrounds stories of national significance, at the same time providing quality leisure read for an audience which has time to take it in. collect to this, these two newspapers are selected in this advertising campaign. Newspaper advertisement would be done in every month throughout the whole year. The advertisement would be done only on Monday, Saturday and Sunday, where it would be in ample rascal in colours.This is because on Monday all business people going back to their office. Of course, Saturdays and Sundays are the days that people usually rest in their house and spend enough time to go through each and every pages on the newspapers. And furthermore there are lots of special editions on weekends about lifestyle and so on, which will attract many people, read newspapers. While going through the newspapers, definitely they will come across Costa Coffee advertisement because it covers the full page with gay image. Thus, this will create awareness on the consumers.Internet monetary standardThe Internet banners are the best media for online advertisements. The internet banners will be advertised on the best New Zealand websites such as Trade me, Yellow pages, Stuff, TVNZ, and NZ Herald, bumpkinxtra and Google NZ and more. Banners will show with the advertising campaign and it will put for the 24/7, 12 months. It will place at the top of the search gondola or the websites, therefore target audience will be aware these banners season searching or surfing the internet. To make sure, all the banners should punk shifting from one screen to another and it will only goes off when the user clicks to close it.BillboardsBillboards are usually put along bridle-path and main roads to capture the audiences who long on the road or drive along the streets and highways. The billboard advertisement will be for the whole year during the advertising campaign. The billboard will use a pecker panel form which is silk screened and printed in sheets to the billboard. It is important to use appropriated size of image and font so drivers are able to see the billboard while they are driving without any distraction. The billboard will be set up on the Northern, Southern and Western Motorway and high calling areas in the central city. Therefore, it will create the brand recognition and product identification by target audience, plus, increase the brand equity.MagazinesMagazines are one of the best ways to advertise the branded Coffee shop like Costa Coffee, especially the fashionable Coffee Lovers. Normally, it contains fancy colours of pictures and photos to attract their target audience. Decided to advertise Costa Coffee in Fashion, food for thought Beverage and Restaurant related magazines such as Cuisine, Vogue, and Womens Weekly. The Womens Weekly magazi ne is the main magazine media to advertise because it ranked in number one selling New Zealand Magazines (isubscribe, 2010). The advertisement will be printed in each month throughout the whole year in full page with colourful image and a logo of Costa Coffee and simplistic message will be add on.SWOT ANALYSISStrengthsThe main strength of the Costa Coffee is the made in UK Company has a strong presence with a good reputation for creativity and coffee in UK. Therefore, the strong continuative between New Zealand and UK may shape to increase the Costa Coffee consumption.The second strength for the Costa Coffee is Italian Heritage. Most of the branded Coffee outlets are selling American style or Kiwi style blended coffee beverage. However, Costa Coffee is known as an Italian influenced culture founded on Italian expert knowledge of roasting unique coffee beans to make high quality handmade drinks. As a customer, it will be heavy(p) reason to motivate them to experience a new style of coffee.Lastly, the wide range of food (ie. Cake, sandwiches, muffins etc) for both adults and kids and unlimited free Wi-Fi internet connection can be also strong strength for Costa Coffee. flunkThe biggest weakness for the Costa Coffee is its market share in Auckland, New Zealand. Yet, Costa Coffee has no market share in the Central city of Auckland and no brand recognition has been made. Therefore, it will be scrap for Costa Coffee to create strong presence with a good reputation like in UK.OpportunitiesExpansion could be a name opportunity for Costa Coffee. For example, opening more outlets near the University campus, city council, in-migration agency, banks within Central Auckland City.Also attracting a wider population especially families with specific products for children. Costa Coffees Kid menu is the good example for this opportunity.TreatsAs a treat for Costa coffee, Auckland Central city could become saturated with distinguishable types of coffee shops. Therefore, t his area is quite challenge for Costa Coffee to ingress in and targeting the same market with existing coffee shops eg. Starbucks, Columbus, Esquire etc.New entrants are also treats to Costa Coffee. For example, increasing competitive threats from donut and beigel chains as they continuously expand their outlets and increase alternatives of coffee product offering.BUDGETThe table below shows the budget allocation across the different media of the advertising plan. The overall budget allocated for this advertising plan would be no more than NZ $4,000, 000. As shown in the table, it shows Television is the major media spend most of the budget followed by the Newspapers. However, it is worth spending massive budget on Television advertisements because it does exposed to larger quantity of target market fabulously within short period of time. Thus, it can easily grasp the target audiences attention by use of combination of visual images, motion, colours and sound effects. For Newspa pers, it also plays an important role, because it is cheaper than Television but it also covers wide areas of target market and audience.Communication ToolsAmount per year (NZ $)Television2,592,000Newspapers3,512,832Internet Banner235,200Billboard222,000Magazine161,000Total (NZ $)$ 3,390,116The calculation above is the maximum standard of the advertising campaign for the whole year.MEASUREMENTSince Costa Coffee has been spending lots of money on its advertising campaign, it is very important to know whether the advertising was effective or not. The effectiveness of advertising campaign needs to be assessed in order to avoid costly mistakes (Belch Belch, 1999). In this case, pre-test can be used before the campaign is implemented and post-test is done after implementing the advertising campaign. There are many ways or methods to do these measurements, such as questionnaires/survey, interview, observations and focus group project or more. Questionnaires, survey and interview are the basic and most common methods to be used by everyone because it is reasonably cheap and easy to gather the peoples opinion towards product/service.