Analysis for Costa Coffee Essay

A well-recognized and wide-accepted blade image is one of the most(prenominal) valuable assets of the company. (Aaker, 1991). costa hot chocolate has a welcoming and comforting marque image however, the promotion of this score image is at a outrage compared with its biggest rival Starbucks. In order to reverse the weakness into its strength, rib hot chocolate needs to keep improving its brand image and brand awareness. Costa Coffee founded Costa Foundation, which is a charity aiming to offer abundant-term make especially in education for the deep brown-growing farmers and their communities. Thus, Costa Coffee could strengthen its promotion of its efforts in sustaining the vulnerable group. By continue to maintain its social office which could havereflected its responsible image to the whole public, it would dish up Costa Coffee gain more reputation and build a better brand image.Launch new productsOne of the weaknesses of Costa Coffee is its fixed scorecard and the bla nk page of new product webpage. Compared to Starbucks and other caf shops, having limited choices on the menu would pose a disadvantage to Costa Coffee. The new products efficiency not always attracted to all customers however, those new products could draw peoples attention and encourage them to come into store and purchase which could be a way of promoting the brand to the public. Create new products and presenting it regular would help Costa Coffee appeal to more potential customers.In the same time, it would also help to create an image that Costa Coffee are trying their opera hat to satisfy their consumers.Cooperate with universities Costa campus stores or Bring Costa articulate into campus Costa Express machines have won the hearts of the purchasers as the self-serve coffee machines.As the success of launching Costa Express, Costa Coffee should usurp the chance and continue exploiting this opportunity making it to its advantage. Cooperating with other organizations and c o-operations would add its consumer origin and in the same time it is a lower-risk approach for its further growing. make campus-based Costa Coffee shops or introducing Costa express into teaching and hold areas is a convenient way for students and teaching staff getting their coffee. Besides, it also could increase the probability for more customers to familiar with the Costa Coffee brand itself. Partner with universities allows Costa Coffee better targeting student customers who have the greatest potential to become Costas loyal customers in the long run.ReferenceAaker, D.A. (1991, Managing sword Equity Capitalizing on the Value of a Brand Name, The Free Press,New York, NY.