This is the framework to compare the brand with person.

The typical question using this

approach is: "if BRAND-X was a person, who would you compare him with"? The person
should consider 6 human traits then:
1. Physique - the main features of the product
2. Personality - the human character and attitude
3. Relationship - includes beliefs and associations about the brand
4. Culture - the integral representation of the brand and the organization
5. Reflection - how the brand is reflected in the customer mind
6. Self-image - the relation of the customer and the brand (can use or buy the product)


WHAT CAN BE DONE IN COFFEE BREWING INDUSRTY TO DIFFERENTIATE THEMSELVES?

As coffee-brewing industry is competitive, companies need to differentiate themselves in
order to survive. Line management is a significant issue for coffee houses as often the demand
is concentrated in the early mornings.

Starbucks
In 1971, three friends passionate by fresh coffee opened the first Starbucks coffee in Seattle.
They began to sell fresh roasted coffee beans and coffee machines. People came to their salon
to savour ones of the best coffees of the world.
In the beginning of the 80s, Howard Schultz (the actual CEO of Starbucks) joined the company
and changes appeared. Indeed, after a trip in Italy, Howard decided to transpose in the USA
the Italian tradition around coffee and make Starbucks not only a coffee salon where you
share gourmet coffee but also an atmosphere that favours human relation.
Today, with more than 15000 coffee shops in 50 countries, Starbucks became the largest
worldwide coffee shop chain.

CostaCoffee

In 1971, two brothers, Bruno and Sergio Costa created the Mocha Italia Blend and started
selling to businesses in the UK. A few years later, in 1978, the two brothers opened the first
Costa Coffee in London.
Costa offers always the same unique blend of coffee with beans that have been roasted in
London. Costa focuses on the quality and does not offer a coffee that does not make the
grade.
Today, with more than 1300 coffee shops in the UK, Costa is the largest coffee shop chain in
the UK. Costa is also the second largest chain worldwide with more than 600 coffee shops in
30 countries.



STARBUCKS



PHYSIQUE:
PRODUCT ORIENTED - Starbucks does not compete on price but rather on the complete
experience customers get while visiting the coffee shop.



QUALITY AND WIDE RANGE
OF COFFEE- Starbucks
offered some of the worlds
finest fresh-roasted whole
bean coffees and the
seafaring tradition of the
early coffee traders.


Expression
(PHYSIQUE)
name
colour
pattern
shape
logo
typography
SOFT AND COZY ATMOSPHERE
Starbucks blog, she was chosen as the logo because Starbucks was looking for a nautical
theme to capture the spirit of Seattle and thus giving a comfortable and warm look to its
customers.
Green signifies SECURE, NATURAL, EASY GOING, RELAXING.
White signifies PURITY, SOPHISTICATION, and GOODNESS
PERSONALITY:
STARBUCKS demonstrates a persona that extends well beyond their brands functional
benefits.
Starbucks is outgoing, youthful, personable, and friendlya refreshing escape, freshness,
warmth, and comfort.

It is demonstrated through their service interactions, their packaging, their dcor, their
product offerings, and their corporate culture.


RELATIONSHIP:




The imagery always grabs my attention, especially first thing in the morning; because I know
a good hot cup of coffee is waiting and perhaps some good conversation if the location is also
a meeting place. Quoted by one of the Starbucks customer.
The basis was relationships. Relationships with Cheers staff, customers, a trusted brand and
forming friendships. Relationships are made and trusted friends can be found. Why else
would you pay $4 for a coffee when you can get it anywhere else for $2?



Sophistication Excitement Sincerity
CULTURE:
Mission: to inspire and nurture the human spirit one person, one cup and one
neighbourhood at a time.
Every store is part of a community, and they take responsibility to be good neighbours
seriously. They want to be invited in wherever they do business. They can be a force for
positive action bringing together their partners, customers, and the community to
contribute every day. Now as they see that the responsibility and the potential for good
is even larger. The world is looking to Starbucks to set the new standard, yet again. It will lead.

REFLECTION:
Connectivity
When we are fully engaged, we connect with, laugh with, and uplift
the lives of our customers even if just for a few moments. Sure,
it starts with the promise of a perfectly made beverage, but our work
goes far beyond that. Its really about human connection.
From the beginning, Starbucks set out to be a different kind of
company. One that not only celebrated coffee and the rich tradition,
but that also brought a feeling of connection.


SELF IMAGE:

As far as leadership goes, management and the corporate
oce must accept that baristas are people, not simply tools
as the espresso machines are. Each partner
has a personality and it shouldnt be
suppressed by unreasonable customer
service, on-the-floor, and dress standards.
They work directly with the folks that fund
your life and the copious amounts of dollars you make every
year. People come to Starbucks for a product, yes, but more
importantly, it is for an emotional connection, and a genuine
one at that. That is priceless and something only one human
being can share with another human being, not conditioned
employees.
Glassdoor.com review by a former employeeSource: http://www.glassdoor.com/Reviews/Starbucks-Company-Reviews-
E2202_P3.htm
Connected
Qualitative
Traditional
Environmentally and
ethically responsible
Perpetuate
Traditions
Quality
Oriented
Focus on Human
Relationships
COSTA COFFEE

PHYSIQUE:
PRODULY BRITISH- The Company started in Seattle, Washington. The parent company is
Whitebread PLC a global hotel headquartered in United Kingdom.

Signature, luxury, elegance and perfection Brand name
Luxury and comfort Image
Also ambience is trendy and soothing.
upbeat & trendy - brown, red and white Logo
relaxation and comfort.
PERSONALITY:
Traditional and responsible. The brand depicts maturity, luxury, excellence, warmth,
relaxation and soothing personality.
They give their each product a different identity which gives the brand a unique identity.
Expresso strong, sharp, mocha italia
Cappuccino frothy, refreshment, strong.
Flat white- Invigoration, rich, velvety smooth
Cortado Mocha Italia, rich.
Latte mid morning, smooth, milky.


RELATIONSHIP:

Costa Coffee is set to adapt its ad strategy to focus on generating emotional engagement,
starting with promotions for its new Costa Light variant.


The move to offset diet guilt marks a change in creative approach for the brand. Until now,
Costas creative work has concentrated less on emotional appeal and instead tried to set the
brand apart from its rivals.

Relationship
Trust and
consistency
Satisfaction
and polite.
Accessible
and
pleasant
REFLECTION:
Matured, Social, Stylish and Trendy REAL
COFFEE LOVERS.
Costa coffee adapt it concept about the
expectations of their actual and futures
customers.
When we ask to people which image
represent Costa coffee for them; and giving a
definition in one word, the most frequent
words are: excellence, luxury and perfection.



SELF IMAGE:
Sophisticated, sharing great moments, highest quality products.
I am discretely elegant. I am perfect. The mantra followed by Costa coffee. The empathys
is on luxury and comfort with style.


CULTURE:
Sophistication and classicism

The advertisement associates the masses with good quality
coffee using the famous colosseum in Rome, symbolizing
the unique spot in the country Italy.
Depicts Italian heritage and British culture.
The ad simply use the heart shape together with the Costa
logo to bring out the message of love, "Love Costa".
Personifies compassion and commitment.




POINTS OF DIFFERENTIATION

BRAND PERSONALITY:
Costa Coffee is differentiating themselves based on speed, the firm benefits from high-
volume, low-margin sales.
Starbucks, on the other hand, are aiming to differentiate based on quality. They have decided
to lengthen their product line by using an upward stretch, where high quality and more
expensive items are introduced: the company is introducing coffee made using rare, luxurious
coffee beans. Low-volume, high-margin sales approach
CULTURE:
Starbucks mission is to inspire and nurture the human spirit one person, one cup and one
neighbourhood at a time. It has a global look and persona
Whereas, Costa Coffee is truly British and believes in I am discretely elegant. I am perfect.
The firm keeps it Italian identity consistent with its products and depicts classicism as well as
sophistication which is synonymous to British culture.

TARGET MARKET ENTRY:
Costa Coffee have used a relatively low-risk form of market development market
penetration hybrid strategy.
Starbucks is also able to generate hype around their exclusivity that can create a short influx
of customers, these new consumers may then try other drinks and products if the brand-swap
encourages variety-seeking buying behaviour. Starbucks seems to be creating a more
sustainable marketing strategy that will prove to be more competitive in the long-term.

Overall, one cannot really call one strategy more successful than the other. Costa
Coffee clearly aim to maximise their
profits; Starbucks aim to develop their
brand around quality, As the most
innovative company, its no surprise that
the new technological addition, the
Starbucks Card, boosted sales and helped
growth during a time when the economy
was struggling. Starbucks went back to
basics, and theyve approached the basics
with a science and intensity that no one
has ever done before.
BRAND IDENTITY PRISM OF HYPOTHETICAL BRAND:
COFFEENERD
HOW BUYERS MAKE CHOICE

Customers make choices based on their aspects of a brands identity. Starbucks
creates brand equity by commanding a price premium in the market place. For
example, consumers may pay $1.89 for a cup of Starbucks coffee when they could
purchase the same volume for 69 cents at another coffee shop. If consumers prefer
the Starbucks coffee and will pay more for it simply because of the label, their choices
appear to be determined by their positive associations with the Starbucks name.

Brand effect- Consumer will pay extra for a cup of Costa Coffee simply because of its
brand name, and not because the product is better.

Product effect- If the consumer believes that Starbucks uses a higher-quality bean or
that the brewing methods produce a better-tasting coffee.
Some aspects of the Maslows Hierarchy of needs explain the consumer behaviour to
purchase in branded coffee shops. The first one is the love and belonging: consumers like
to create a sense of connection and they feel the need to belong to a certain social
category. In consuming Starbucks or Costa Coffee, they are looking for social approval. The
two international brands have a real power in the purchasing habits. These kinds of brands
became the place to be.




































PHYSIQUE:
Excellent Quality
Original Indian Flavours
Designed packaging

RELATIONSHIP:
Social
Trust
Emotional Attachment


PERSONALITY:
Long heritage
Innovative
Traditional


REFLECTION:
Sincerity
Lasting pleasure
Cheerful
Authentic


CULTURE:
Customer centric
Indo - western
Urban pop


SELF IMAGE:
Artistic
Contemporary
Prestige

Bibliography
Starbucks: A brief history of Starbucks (2009)
http://starbucks.co.uk/en-GB/_About+Starbucks/History+of+Starbucks.htm

https://www.costa.co.uk/

http://www.rodenberg.nl/publications/publications/COSTA_COFFEE_vs_STARBUCKS.pdf

Allegra Strategies: UK coffee bar market still growing despite recession (2009)
http://www.foodbev.com/report/uk-coffee-bar-market-still-growing-despite-recession

Market Assesment 2007: Coffee and Sandwhich Shops (2007)