Marketing Plan Costa Coffee

THE ITALIAN COFFEE MASTERS

UNIVERSITY LEVEL
Submitted to:

LETTER OF TRANSMITTAL

25 OCT, 2008

Mr. ----------Course Instructor Marketing Management MBA

Sir

SUBJECT: Report – Marketing Plan of Costa Coffee

Here is the report you authorized, entitled “Marketing Plan of Costa Coffee”, as a graded assignment for our organizational behavior curriculum at your kind perusal. This report attempts to provide the marketing strategies and action plans adopted by Costa Coffee for formulating an effective plan for marketing the brand. Thank you for your patience and guidance. Your support made this effort possible and enabled us to formulate this report. Thanking you

Yours obediebntly

Marketing Report

TABLE OF CONTENTS
Letter Of Transmital……………………………………………. 3 Executive Summary…………………………………………….. 5 The Costa Story…………………………………………………. 6 The Perfect Cup…………………………………………………. 7 Mission…………………………………………………………… 8 Vision…………………………………………………………….. 8 Business Portfolio……………………………………………….. 8 Marketing Objectives…………………………………………….10 Target Market…………………………………………………….11 Market Segmentation……………………………………...11 Market Targeting…………………………………………..12 Market Definition………………………………………….12 Economic Profile………………………………………12 Age Demographics…………………………………….12 Market Positioning……………………………………………….14 Market Mix………………………………………………………..14 Product………………………………………………………14 Price………………………………………………………….17 Locale………………………………………………………...17 Promotion……………………………………………………18 Market Demand/Opportunity Measurement………………….18 Growth Share Matrix/GE Approach……………………...18 Market Attractiveness………………………………………19 Business Strengths…………………………………………..19 Projected Sales in Pakistan………………………………………..20 Budget Forecasts…………………………………………………...22 Strategic Planning………………………………………………….23 Future Promotion and Expansion Plans…………………………24 Analysis……………………………………………………………...25 Recommendations…………………………………………………..26
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Marketing Report

EXECUTIVE SUMMARY
This report strives to outline the strategic and...