A well-recognized and wide-accepted brand image is one of the most valuable assets of the company. (Aaker, 1991). Costa Coffee has a welcoming and comforting brand image; 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, Costa Coffee needs to keep improving its brand image and brand awareness. Costa Coffee founded Costa Foundation, which is a charity aiming to offer long-term support especially in education for the coffee-growing farmers and their communities. Thus, Costa Coffee could strengthen its publicity of its efforts in sustaining the vulnerable group. By continue to maintain its social responsibility which could have reflected its “responsible” image to the whole public, it would help Costa Coffee gain more reputation and build a better brand image.
Launch new products
One of the weaknesses of Costa Coffee is its fixed menu and the blank page of new product webpage. Compared to Starbucks and other café shops, having limited choices on the menu would pose a disadvantage to Costa Coffee. The new products might not always attracted to all customers; however, those new products could draw people’s 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 best to satisfy their consumers.
Cooperate with universities – Costa campus stores or Bring Costa express 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 grab the chance and continue exploiting this opportunity making it to its advantage. Cooperating with other organizations and co-operations would add its consumer base and in the same time it is a lower-risk approach for its further growing. Building campus-based Costa Coffee shops or introducing Costa express into teaching and living 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 Costa’s loyal customers in the long run.
Aaker, D.A. (1991, Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press,New York, NY.