Costa Coffee case study: retaining brand leadership in coffee shops : Market Research Report

Costa Coffee case study: retaining brand leadership in coffee shops

Published by: Datamonitor

Published: Aug. 12, 2008 - 16 Pages

DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS: Costa Coffee has overtaken Starbucks as the leading coffee chain in the UK; The company has reported strong sales due to aggressive expansion; Costa now has more UK stores than Starbucks; Costa aims to double store numbers by 2013; Costa is to boost its UK growth through tie-ins with retailers and grocery stores; The company is planning an aggressive global expansion strategy, focused on under-represented countries; Costa plans to open hundreds of stores in China's main cities over the next five years, to capitalize on its growing economy; The company is expanding its India-located stores, aiming to make the country its third largest in terms of store numbers; The company has also targeted Russia for growth, aiming to benefit from its rising middle income groups; Costa Coffee aims to create an atmospheric coffee experience using knowledgeable staff and quality coffee; Costa trains its coffee roasters at a special academy, highlighting its aims to create a premium coffee drinking experience; The company markets its traditional roasting methods as a key point of difference; Authenticity is a key consumer trend; By sponsoring a book award, the brand links up with a cultural pursuit that could enhance its premium image; The company has addressed ethical consumer concerns through new coffee sources and a coffee foundation; Costa is set to become the first major coffee chain to source its coffee through the Rainforest Alliance; The Rainforest Alliance has been criticized for being an easier marker to achieve than Fairtrade; The company has set up a foundation to help coffee communities; Costa's ethical work is to be highlighted in a new marketing campaign created by Grayling; The company is confident that the global economic slowdown will not hinder its growth; Coffee shop coffee could be a luxury easily given up at a time of consumer downturn; Costa rival Starbucks has announced store cuts and slower growth to deal with the recession; Costa says that it plans to avoid slower growth by ensuring its coffee shops continue to offer an inviting experience
APPENDIX: Case study series; Methodology; Secondary sources; Further reading; Ask the analyst; Datamonitor consulting; Disclaimer
List of Figures: Figure 1: Whitbread is to double Costa store numbers over the next five years; Figure 2: The authenticity trend is built on various concepts that reflect consumers' active pursuit of higher quality experiences

Abstract

Introduction

This report on Costa Coffee forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the coffee company plans to grow further in both the UK and abroad, despite the threat of economic slowdown, by focusing on creating an authentic coffee experience and an ethical business structure.

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Costa Coffee case study: retaining brand leadership in coffee shops

Table of Contents

Abstract