Analysis for Costa Coffee Essay

A well-recognized and wide-accepted smirch frame is one of the around valuable assets of the company. (Aaker, 1991). rib deep brown has a welcoming and comforting brand kitchen range however, the promotion of this brand image is at a disadvantage compared with its biggest rival Starbucks. In order to reverse the weakness into its strength, rib coffee bean needs to keep alter its brand image and brand awareness. Costa hot chocolate founded Costa Foundation, which is a beneficence aiming to offer long-term support curiously in education for the coffee-growing farmers and their communities. Thus, Costa chocolate could strengthen its publicity of its efforts in sustaining the vulnerable group. By continue to maintain its loving responsibility which could havereflected its responsible image to the whole public, it would serve well Costa cocoa gain more(prenominal) reputation and induce a better brand image. dunk impudently productsOne of the weaknesses of Costa Coffee is its fixed menu and the blank rapscallion of new product webpage. Compared to Starbucks and other caf shops, having modified choices on the menu would pose a disadvantage to Costa Coffee. The new products king not al manners attracted to all customers however, those new products could draw peoples caution and encourage them to come into store and acquire which could be a way of promoting the brand to the public. Create new products and presenting it regular would support Costa Coffee appeal to more potential customers.In the same time, it would besides help to create an image that Costa Coffee are trying their best to assemble their consumers.Cooperate with universities Costa campus stores or lease Costa express into campus Costa evoke machines have won the hearts of the purchasers as the self-serve coffee machines.As the success of foundation Costa Express, Costa Coffee should assume the chance and continue exploiting this opportunity reservation it to its advantage. C ooperating with other organizations and co-operations would add its consumer base and in the same time it is a lower-risk progression for its further growing. Building campus-based Costa Coffee shops or introducing Costa express into belief and living areas is a convenient way for savants and teaching staff getting their coffee. Besides, it also could increase the probability for more customers to well-known(prenominal) with the Costa Coffee brand itself. ally with universities allows Costa Coffee better targeting student customers who have the greatest potential to manufacture Costas loyal customers in the long run.ReferenceAaker, D.A. (1991, Managing pit fairness Capitalizing on the Value of a Brand Name, The Free Press,New York, NY.