Group 17

Ishan Mahajan Joyjit Gorain Rajeev Balwani Ravi Ninjar Varun Saxena

Costa Coffee Worldwide

Wholly owned subsidiary of Whitbread, a UK based global hotel, coffee shop and restaurant company operates 1175 outlets in the United Kingdom as of January 2011; 442 stores throughout the world in 28 countries Mission:
To serve the best coffee in the true Italian style

 Focus a lot on the UK market; brand presence strong Customer loyalty card program to increase repeat customers Gift cards to facilitate word of mouth referral, trials establish customer connect Connect with people through CSR activities Costa Foundation

Costa Express
Whitbread acquired Coffee Nation Rebranded Costa Express self service coffee bars Retains the carefully blended flavour with original beans Franchising model corporate, individual and international

Not just your regular cup of coffee

Your Costa
Option of choosing stronger coffee Vanilla, Caramel and Hazelnut syrups Skimmed/soya milk, extra whipped cream
Of course, everything comes for extra bucks!

Food @ Costa
A fine assortment paninis, sandwiches, wraps, cakes, pastries, biscuits, fresh fruits and yoghurt for that wholesome snacking experience

Should India be different?

Global positioning to be retained, i.e. they are the ITALIAN COFFEE MASTERS Quality of coffee is better than the competitors:
it tastes better; it is more hygienic and totally unique.

Underlying positioning - Glocalization:

Highest Standard of Luxury, globally acclaimed coffee, fashioned with an Indian flavour

When in India
Visibility
Mostly cluttered market-space Need to expand geographic coverage: currently 75 stores compared to over a 1000 for Coffee Day Maintain focus on warm colours publicity material, outlet ambience Publicity through newspapers, position as a place for married couples/family (as opposed to the A lot can happen over coffee tagline which is rather naughty in appeal)

 Costa Express
Catering to the Indian youth eating on the fly Set up shop in corporate houses, universities: throw in a limited assortment of snacks Pricing could be appropriately adjusted to factor in affordability, removing ambience premium

Food
Avenue to add the Desi appeal Taking on the traditional coffee shops head on Spicy snacks - samosas, gujiya, etc. catering to particular geographies, on special occasions (festivals)

 Happy Hours
Introduce the Sasta Costa campaign Costa deemed expensive as compared to other caf outlets Designate 3-4 hours during weekdays, or when setting up shop in a new geography when discounts are offered

Costa Foundation
Extend CSR initiatives to India Has run successful education drives in the UK; similar campaigns in India would lend visibility and win customer trust for the foreign brand

My Costa!
Let the people choose Run a promotional competition for an innovative Indian zing to coffee, snacks
Ala chips brands viz. Lays Introduce select suggestions thereby leveraging customer involvement

Introduce variants considering many Indians prefer more sugar, more milk in coffee (as compared to the British)