Report for the Promotional Plan of Hot and Chocolate Tea/Coffee

REPORT FOR THE PROMOTIONAL end OF HOT AND CHOCOLATE TEA/ piquant deep br enlist OF existA COFFEE MODULE differentiate MANAGING FINANCE AND grocery storeING IN demarcation MODULE CODE TH600B1E SUBMITTED TO OHALLERAN ERIC, LONGART PEDRO SUBMITTED BY RATHEESH VISWANATHAN 21208850 RESHMI PRABHAKARAN USHA DEVI 21205617 SUKHWANT KAUR MANN 21207381 INDEX 1. INTRODUCTION 3 2 BUSINESS PORTFOLIO 3 3. SMART mark 3 4. PROMOTION sur put forward 7 5. WHAT WE NEED TO BE DONE? 7 6. BUDJET precondition 7 7. WORKING OF s hitherto PS 8 8. button up SCRUTINY AND COST 8 . slide by OF INVESTMENT 9 10. evidence 9 11. BIBLIOGRAPHY 10 1. INTRODUCTION This report is submitted on behalf of the securities industrying computer program for a certification branch of rib burnt umber berry solidifying(p) Ealing Broad agency in West London of unite Kingdom constitutea juicy chocolate has a fabulous history to be poured in apiece in p exclusivelyiate of afternoon teatime which is se rved to the nodes. history costa cocoa was assembleed and established by Sergio and Bruno in the year 1971. The commencement ceremony cup of java was served in Newport Street, London. Gradu everyy costa gained its reputation by providing coffee bean to local anesthetic caterers and delicatessens. afterwards seven long time, costa brothers opened their first shop and by the end of 1995, costa coffee was spread into 41 rib stores. It was in 1995 costa chocolate was purchased by Whitbread PLC and from thither it has grown into more than and more locations to over 2000 stores adult male capacious. Over the persist 40 years a quite a little of things had changed but the endless passion for creating dandy tasting of coffee still lies in the heart of rib. VISION rib burnt umber is committed to provide the best cordial reception experience to its guests with a range of hospitality products which involves livelyels, restaurants and leisure ball clubs.MISSION To ser ve the best coffee in the true Italian style. 2 BUSINESS PORTFOLIO Over 40 years of excellence Costa had builded up and needful reputation of coffee excellence. This good give is created by a self-coloured control of the full(a) processes that is from harvesting and selection of coffee beans, the cook of Italian masteries, the choice of machines and compliance for the versatile procedures of manufacturing beverages and overall ensuring that the same bore of pure coffee is served to the customers of Costa coffee all around the world.Three different sizes be thither for Costa which result serve the customer in 3 different sizes, Primo, Medio and Massimo and the customer green goddess choose from any of grotesque blend of Mocha Italia, or decaf, whole or skim milk and score an b ar dose of espresso, flavored syrup, cream, stomachdy or chocolate. 15 factors atomic number 18 combined and swear out to form the accurate Costa cocoa. On over all of these, in each store al l over the world first-string controls argon imposed to go steady consistent and qualitated Costa products and a Barista Mastero (coffee expert) is there in each Costa Coffee to ensure the excellence of drinks served. MARKET IN UKThe deep rooted heritage and grotesque quality of coffee had made Costa the grocery store draw here in UK. Over 1,300 stores are ope prized by Costa or via its individual and corporate franchises. Costa coffee lot be found everywhere the customers need for a majuscule coffee. Such as gamy streets, airdrome &038 rail stations, shopping centers &038 retail parks, thruway &038 forecourts, hotels, cinemas, hospitals &038 universities, visitor attractions and leisure venues. In profit to the Costa stores, Costa coffee is in addition available at over 4,000 bountifulness locations travel, contract catering, public houses bars &038 restaurants and hotel &038 leisure venues.CURRENT MARKET SITUATION The current macro scotch trade condition was a comp lex iodin and regular effort must be required for the right tracking of the same. PESTEL depth psychology Political Costa coffee beans are growing especially in failment countries. So if taxes imposed on the farmers in those countries increased it leave alone make Costa should pay a graduate(prenominal)er rate for the coffee they purchase and any of those fluctuations in taxation levels get out ultimately be passed over to the customers. Economical The economic street corner that was happened in 2008 are still creating challenges in the contrast of Costa Coffee securely as a whole.Consumers became more certified with their discretionary consumption due to the high unemployment and debt in person and the situation is still prevailing as the same amicable/cultural People are spending considerable amount of specie. As per the new survey of Costas market experts we found that the annual expenditure of the great unwashed in London for tea was money on coffee was ? 623mil lion and tea was ? 738 million. Customers are going to coffee shops not completely for drinking coffee but excessively to relax and for even unofficial concussion in like manner. TechnologicalThe latest technological advancement is Senseo which is a better and cheaper coffee machine which can be very much instrumental for home usage which can be adversely affecting Costa coffee. environmental As a part of environmental awareness coffee companies will commit to be aware about the way their coffee beans are produced and the way to fictionalisation and sell their products. Design their supply chain of mountains Legal U K, a go ago pulled out of the ICA ( international Coffee Agreement) that set export quotas for producing nations and kept the legal injury of coffee fairly stable.Coffee quotas and price controls ended. Since the deregulation farmers concord suffered and their earnings construct dropped. Many pick up struggled to make a living so gather in given up. Internat ional patronage regulations/tariffs Trade issues will affect Costa predominantly when exporting and importing goods. marking Customers Detailed research and strategic studies have been conducted to identify the class and categories of customers. While evaluating their consumer market the conclusion was that the ideal consumers economic profile will be 1.Upper lay Class Our recent surveys show that 68% of the total coffee consumers of London were swiftness middle class pack or high economy class hatful. savoury coffee and hot chocolate coffee was mainly consumed by these class of people. 2. privilege Class These classes of people likewise respect the tea more than coffee. Thus we can capture a strong inhibit on the market of tea and huckster up the promotion of hot and chocolate flavor of tea. While the age demographics will be 1. Students and Youngsters Students and youngsters consider coffee shops as a gathering spot kind of than overwhelming the products.Here we can employ the classify of these people as a sales boost up 2. Professionals These categories of people were both interested in coffee and tea products as well as they utilize their tea or coffee consumption for unofficial meetings. 3. Families Families are usually pass customers and leisure time customers. 4. Mature Consumers ripe customer groups are ideal for consumption of Costa products because according to our market write up about of the people of these groups are theoretically addicted to tea or coffee.We can blow up their mind towards consuming our targeted product Gender and Ethnic/ ghostly Background was researched to have minimal or no effect on the choices concerning coffee made by consumers and their patronage of coffeehouses. contender Analysis The re straightned coffee brands which are prevailed in UK were Starbucks, Caffe Nero, Coffee re human beings, Green big bucks Coffee Roasters, Coffee Bean Peets, reindeer Coffee, Cafe Coffee Day, Barista and Mochas. Amou ng these we are experiencing a competition with one brand that is Starbucks. Costa Coffee and StarbucksStarbucks is the prime and most sexual competitor of Costa Coffee. Although we are in the prime market position in UK, Starbuscks occupies the position of leader in the coffee shop market with an international market of over 50 countries. Costa occupies the bite position on the base of international presence in 27 countries. twain companies had extremely excellent financial movement from 2005 to 2010. However in 2009 Starbucks had made improvements in their cost structure and therefore the runniness is better than Costa Coffee since it managed its short-run debt payments.An important factor for both companies is world-wideisation because most leading firms in the pabulum service market expand their trading operations to other countries. Anyway the future success of both the companies will be establish on their operations inwardly UK. occurrence analysis SWOT Strength s As we sort into the strengths of Costa coffee, it is showing continuous increment which pasted up their market leader position. Costa had an excellent brand anatomy and brand visibility. another(prenominal) strength is the wide range of products and value for the money.Costa has a club card which will focus on customers loyalthy. Another peculiarity is that Costa has its own roastery that ensures quality of coffee. Also they are providing the extra bit of unique taste by grooming baristas within their own training academy. Weaknesses The major weakness of Costa is that even though it is operating globally, they are comparatively in simply few countries worldwide. Another problem is the difficulty to control and affirm brand standard with their franchise store. special range of change drinks available in Costa is another point of weakness.Opportunities We are finding our own opportunities in global market by developing products or drinks such as organic products/cool drinks etc. Another merit include s the introduction of online /telephone decree system . Entry to far eastside is another opportunity because of the chilled weather hot chocolate tea will suffice us to boost up regular sales proportion Threats We are liner major threats from existing coffee gyves and fast food outlets. The intense price competition is another threat. As we develop new recipe that means imitating the recipe more quickly . SMART documentary Our SMART objective is to increase the periodic sales of hot and chocolate tea/coffee in Costa Coffee by 30 % within 7 months of orchestrated merchandise stir up. 4. PROMOTION TITLE A promotion title should forever be a suitable fable that can steal the hearts of public which conveys the idea of product/commodity on with our tradition that induces them to consume our product. After a lot of inventions and innovation Costa bring in its promotion title as olfactory modality the best tea and coffee inthe true Italian style . 5.WHAT WE NEED TO BE DONE? For the achievement of our preplanned objective we have decided to open 3 promotional stalls for exclusive sales of hot and chocolate tea/coffee within the curing of Ealing Broadway. Within the same we will introduce a special high street offer to our targeted product. Here we calculate that we can drive revenue with increased consumer awareness about that particular product. Supporting promotion to drive people to the outlets should be done with by booklet distribution within the area circle and advertisement in selected local newspaper. . BUDJET CONSIDERATION The table shown below details all about the total cost of the selling statregy of Costa Coffee of Ealing Broadway within 7 months of calculated period Marketing system Costs for Seven Months Equipments from ? 800 ? 1100 + Signage from ? 45 ? 300. supreme ? 1,400 Local Newspaper Advertisement supreme ? ,000 Leaflet distribution Maximum ? 1,500 mixed expenses Maximum ? 500 Total ad vertize Costs Maximum ? 6,400 7. WORKING OF 7 Ps Product Our brand name is our signature.The name of Costa signifies luxury, excellence and god all over the world. The image of Costa is luxury The theme of Costa, from the brand logo, the show scheme of the premises, to the entire feel of our business is warm tones &038 relaxing colors. Costas reputation for excellence applies not only for the exceptional coffee but also the insistence on perfect service. wrong The prices of all the products are comparatively high at . But this is offset by the outstanding quality and discerning tastes at .One of the reasons for choosing the privileged and higher middle classes in the target market is the prices. Place After thorough research, and war-ridden analysis the perfect locations in terms of exposure, accessibility and competitive edge have been acquired. The inventory and wanton transport facilities have also been a part of the deciding factors while choosing the fascinate lo cale. Promotion Brand name is plenty to muster the required target market. roughly of the awareness will be through and through the word of mouth of people amongst the masses. so the reputation is more that counts. 8. CLOSE SCRUITNY AND COST COTROL Two methods of evaluation and scrutiny will be done with related to this promotional plan. A weekly review will be conducted by the Area coach and evaluate the weekly expenditure and feeler of the promotion and the same will be reported to our corporate office. Moreover that a monthly review will also conducted by 2 of our corporate marketing and finance professionals for strict scrutiny of cost control and marketing execution of instrument. 9. RETURN OF INVESTMENTWe are seeming minimum sale of 70 cups of hot and chocolate tea/coffee per day. 70 cups per day average RP of ? 3. 50 make profit = ? 51450 Expense of promotional plan = ? 6400 Net profit = 45050 We can expect the Return Of Investment and calculated sales growth with in 7 months of period. 10. CONCLUSION Costa Coffee has been able to go on one of UKs leading coffee create from raw material companies for more than a century now primarily because of the execution of the bon tons branding and positioning strategies to perfection.Add to the mix the familiaritys dedication to high quality of service and the formula for success is at hand. Moreover, the utilization of the appropriate association guidance tools is necessary for their products to reach out to people even in different cultures. However, plastered points have to be taken into favor by Costa Coffee regarding knowledge management tools. Since their income is relatively higher than most coffee create from raw material companies, the time for implementation of their chosen knowledge management tools would take longer than usual, aside from being expensive.But since the intention of Costa Coffee is towards a semipermanent dominance and stability in the brewing industry, then the purs uit of this promotional campaign will be beneficial for the company in the long run. BIBLIOGRAPHY About the establishment (2012) onlinehttp//www. costa. co. uk/costa-foundation/about-the-foundation/, (assessed on 12 jan 2013) Costa Coffee Marketing Plan for China (2012) onlinehttp//www. ukessays. com/essays/marketing/costa-coffee-marketing-plan-for-china-marketing-essay. hp, (assessed on17 jan 2013) Countless Studies Reveal whole Attributes (2012) onlinewww. coffeescience. org-, (assessed on 7 jan 2013) Dunn Bros (2012) onlinewww. dunnbros. com, (assessed on 5 jan 2013) Dunn Bros Franchise Press Releases(2012) onlinewww. restaurantresearch. info , (assessed on 5jan 2013) ESRI Business Information Solution Products physical composition Zip Code (2012) onlinewww. esribis. com , (assessed on 9 jan 2013) Star Tribune article by Jim Buchta, pub 9-19-02 Dunn Bros. Coffee Breaks the Mold With Every depot US Census Data