Costa Coffee Article Essay

874 Words Aug 1st, 2011 4 Pages
CASE STUDY: COSTA EXPRESS

The brief

Millions depend on the hot jolt of java a perfect elixir to jumpstart their day. Coffee now an essential part of the busy fast life helps to keep us functioning and match the pace. In this age of quick fixes, a perfect flavorsome cup of coffee also will no longer need waiting. Costa Coffee plans to introduce ‘coffee on the go’.
Whitbread the parent company for Costa has acquired self-service coffee chain Coffee Nation and plans to launch a new brand, Costa Express, with a view to target the self-serve coffee bar sector.

Andy Harrison, the Chief executive of Whitbread comments, “Customers increasingly want great-tasting coffee on the go, which makes the self-serve coffee market very
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“Combining Costa and Coffee Nation to create Costa Express is good news for our team and our customers and will allow us to continue to work with fantastic partners across the UK to provide customers with the highest quality coffee on the go” commented Scott Martin, Chief Executive Officer of Coffee Nation.

The company is working on a pre-existing market with already known product but in a different way. In order to change the perception of this express coffee and consequently change the consumer’s behavior, Costa Coffee was pioneer launching the first TV Campaign supplemented by outdoors, online, direct marketing and in-store activity.

The execution

“This acquisition provides an exciting launch pad to develop 3000 Costa Express bars across the UK, providing an additional growth lever for the Costa brand and making Costa available to more customers in more locations,” Harrison highlights.

The Costa Express coffee vending machines will be targeted at locations like supermarkets, motorway service areas, railway stations, hospitals, universities and other busy public places.

These self-serve coffee bars will use fresh milk unlike other vending machines, which use milk powder. Costa plans to supply Coffee for the new Costa Express brand from the Costa Roastery in London, thus maintain quality and taste standards. The brand

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