An Analysis Of Coste Coffees Marketing Marketing Essay

An Analysis Of Coste Coffees Marketing Marketing Essay 2. Analyse the Company cases Marketing; and then reflect on how it compares to the marketing of one of the Companys Competitors (50% marks): In the first part of the essay, I am going to use market segmentation, targeting and positioning to analyse Costa coffees marketing. In the light of the global recession in 2008, the competition within the coffee industry has become fiercer than before, Costa Coffee financial reports looked very promising with rising growth whilst Starbucks experienced hard times. (Cafà © Business 2009) Different marketing strategy of the two companies would be reflected later in this essay. Segmentation Demographic segmentation divides markets into segments by population characteristics. Three main demographic factors that Costa Coffee used are age group, social class, and professional level. By dividing the potential customers into age groups, Costa Coffee can adjust the flavour and choices of coffee accordingly. For instance, teenagers might prefer hot chocolate rather than espresso, as they normally have a preference of sweet-tasting beverages. On the other hand, adults might prefer drinks with more caffeine since caffeine acts as stimulant and keeps them alert at work. (Ferrell Hartline 2008, pp.172-173) From social variables, Costa Coffee can know more about what products customers are looking for. This is due to the fact that they suggest the customers level of income which in turn affects their ability to buy. For example, the privileged class would spend more on coffee than the middle class each month. In this way, Costa Coffee can adjust the prices accordingly (Dibb, Simkin, Pride Ferrell 2006, pp. 229-232) Behavioural segmentation is by far the most important type of consumer segmentation due to the fact that it is more closely related to consumer need. (Ferrell Hartline 2008, p.172) Costa Coffee can segment the market based on peoples different coffee preferences. According to the Costa Coffees marketing director, Jim Slater, he found out that there are people who find latte too weak and cappuccinos too frothy, and do not want the strong flavour of an espresso or black Americano. (Reynolds 2010, p.2) Furthermore, Costa Coffee has identified what made the customers buy the coffee, some might look for a place to relax and others might want to grab and go. In this way, Costa Coffee can try to satisfy the customers needs (e.g. by improving the interior design of the shop) (Whitbread 2010, p.14) Targeting Once identified the segments, the firm can starts the targeting process. Costa Coffee caters for all the segments and does not use the concentrated strategy (i.e. concentrating on just one segment) as it is too risky. It uses differentiated strategy, developing different market mix for different segments. (Bradley 2005, pp. 30, 208) Launching Flat white in January 2010 was no doubt a way for Costa Coffee to target their customers who are looking for coffee other than latte and espresso. In just one month, flat white has already accounted for 7.5% of the sales. (Reynolds 2010, p.2) When dividing its market into segments, Costa Coffee believes that targeting the upper classes would be most profitable. The brand name symbolises luxurious and excellence, thus these classes are willing to pay more for a cup of coffee. (Whitbread 2010, p.15) Positioning: In terms of positioning, Costa Coffee launched its first TV advertising campaign in order to position the product in customers minds and give them an image of the company. The advert was about monkeys playing with the coffee machines and attempting to create the perfect coffee. (Reynolds 2010, p.3) The advert ended with a Costa barista trying to hand make a perfect cup of coffee, showing that it can only be created by barista who are highly skilled and passionate about coffee. The message behind the TV advertisement was to prove the supremacy of Costa Coffees products. According to Reynolds (2010), Costa Coffee is going to express the idea that it is trying to save everyone from the normal coffee into the TV advert. Reflect Unlike Costa Coffee, what Starbucks trying to sell is not only coffee, but also the Starbucks experience. Starbucks believes creating a cosy, relaxing atmosphere would be a key driver of success. To many customers, coffee is a treat after a stressful day. It targets particularly at young adults, who look for places to unwind. (Michelli 2007, pp.49-51) According to the Mintel report on coffee in February 2010, the 16-34 year old age group are more likely to make their own coffee at home (Mintel International Group Limited, 2010). Starbucks coffee has successfully launched an online store, so that the customers would be able to purchase coffee beans online. (Gia 2009, pp.10-11) Both Costa Coffee and Starbucks monitor their coffee quality standard carefully despite Starbucks main focus is on the Starbucks experience. Starbucks do that by researching constantly and developing new technologies in order to improve the roasting processes and thus the quality of coffee. (Michelli 2007, pp 58-64) Costa Coffee adopted a similar strategy and also widened the range of product sold. Moreover, both of the companies target their customers in a similar way. They both launch coffee club cards, which enable them to track their customers consumption pattern and thus improve their strategy on targeting their customers. However, after recession, it is evident that Costa Coffee did well than Starbucks. Some experts believe that Starbucks decision to align with McDonalds was the one to be blamed. The reason behind is that McDonalds offer low quality coffee which in turns adversely affected the Starbucks experience that Starbucks has been trying to established. (Cafà © Business, 2009) To sum up, Reflect means digest, mull over, think aloud about the key marketing features of the company case with the marketing of a key competitor. E.g. with MS we could have compared it with Next, or george at Asda . You could frame your reflection by asking questions or perhaps review how strong relatively the 2 companies brands are, for example. http://books.google.com.hk/books?id=beBNXXZbEEoCpg=PA170dq=starbucks,+segmentationhl=enei=JjokTaXpFIemcMeW-H8sa=Xoi=book_resultct=resultresnum=2ved=0CCsQ6AEwAQ#v=onepageq=starbucks%2C%20segmentationf=false http://books.google.com.hk/books?id=QDaax4mFMpcCpg=PA28dq=starbucks,+segmentationhl=enei=JjokTaXpFIemcMeW-H8sa=Xoi=book_resultct=resultresnum=1ved=0CCYQ6AEwAA#v=onepageq=starbucks%2C%20segmentationf=false http://www.independent.co.uk/news/uk/this-britain/coffee-chains-turnover-set-to-double-582227.html http://www.google.com.hk/search?tbs=bks%3A1tbo=1hl=enq=starbucks+segmentation http://www.economicshelp.org/blog/economics/is-the-price-of-a-starbucks-a-rip-off/

Terry Gilliam

To tell you the truth, last Friday I really did try to watch the movie and keep myself awake but no matter what, I still kept on dozing off. Although I was able to understand a bit, I still had to watch It again for me to have a better and deeper feel of the story. Knowing that It was produced In 1985, I would say that the plot and setting was pretty genius. The lead actor had to be really good to pull It off or else everything would have been so awkward.Well actually, the movie did not Interest me t all, I got really bored watching It, not because It Is badly written nor directed, It Is Just that It Is not my kind of movie but I really did appreciate Brazil; Its story, actors, direction, technique, script and everything else, I find It really brave of them to produce a movie such as that. I think it was really risky since not everyone can grasp the full implications of satire movies. L, too, had a hard time understanding everything: I had to read articles online just so I could full y get it.The message that the film wants to convey to the viewers is really extreme, to the point that not everyone can get it since some would think that it is only mere entertainment. I think it was creatively presented but it did not have any impact on me. There are those movies that would make you realize stuff about life, there are those that will make you cry and sad, there are those that will make you want to fall in love but Brazil, well it is imaginative but it really is not my kind of movie.

The Death of Star Wars Song Essay Topics

The Death of Star Wars Song Essay Topics The True Meaning of Star Wars Song Essay Topics Consider something you're not permitted to do but wish you could. You cannot do both, since it's going to be too confusing for your readers. To get started writing an excellent rhetorical analysis essay, the first thing springs to mind is the rhetorical analysis essay topic ideas. There's always something bigger. Since it's one of the most popular franchise, it's possible to comprehend that the among of topics which can be covered is endless. In lots of sections of text's primary body you are going to demonstrate different contrast or compare points. That is the reason we have resolved to fix both these issues and help you compose amazing pieces at the same time. So, we've composed extensive lists of topics to give you a wide selection of choices. If you receive an assignment to compose an essay on Star Wars, it may be one of the most exciting written tasks! Finding the sum to direct such a film wasn't easy at the moment. Then, it's far better to analyze the importance of the very first trilogy in your Star Wars essays. There isn't any doubt that Star Wars is among the most epic film series that's been ever created in the American cinematography. What to Expect From Star Wars Song Essay Topics? In addition, the background instrumentation is changed up to supply extra interest. Your vet can suggest the most reputable pet medical care insurance businesses. Our book is a little step toward that. Have a veterinarian or knowledgeable friend demonstrate how to find the quick. The Dirty Facts About Star Wars Song Essay Topics Turquoise blends nicely with fashion and interior design due to its flattering qualities. However, this color is best worn while the weather is warm. The Kilt Kit was made to be tossed around. The plan of the Kilt Hanger is ideal for the full Prince Charlie outfit. 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The One Thing to Do for Star Wars Song Essay Topics It's also worth to say that the film has a potential of the growth of cross-cultural tolerance. One of the absolute most important functions of film music is to produce a mood or atmosphere in order to make an aural frame of reference for viewing visual images. Even if it hasn't been finished yet, and millions of individuals are waiting for the previous film from the trilogy, there are lots of aspects presented in the very first and second movies of the trilog y which is worth studying. Write about your thoughts on the way in which the movie business has changed. There are many different streaming music platforms on the marketplace, and a few individuals might rather listen to music on other streaming music services. Within this circumstance, it's well worth examining the new characters which were presented in these movies. Here are some approaches to explore tech with these characters. This is less an issue with the way the scene is realised technically than with what's being realised. Choosing Star Wars Song Essay Topics Is Simple Now, it's not possible to ignore the function of the third trilogy which is called the sequel trilogy. Instead, the movie requires a look at how romance evolves into something different in a real-life relationship. This is a rather unorthodox romance in that there is actually not much romance in it in any respect. This isn't the scenario, for whilst the movie ends on an up beat note, the greatest threat of the Empire has not yet been neutralized, and must be taken care of in another film. It's the movie that's the epitome of movie watching. The most apparent idea that's in the movie is religion. To offer musical selection, it didn't stick to the film's chronological order. In every melodrama there's a hero and in every movie there's an impressive actor that surprises the audience by making use of their abilities. The Tried and True Method for Star Wars Song Essay Topics in Step by Step Detail Okay, to offer some analysis, there's lots of driving or undertones once we get in the Escape portion, since the Resistance is only trying to break free from the First Order. The years of training they'd go through for the war wouldn't have made them ready for the majority of the things which would be done in the 20 decades of the clone wars. You should have all pieces of the test under control before you demonstrate your skills in their complete entirety. It won't be any different than every other blood test you've received.

Star Wars The Force Awakens Review - Free Essay Example

Sample details Pages: 2 Words: 567 Downloads: 4 Date added: 2019/08/02 Category Cinematographic Art Essay Level High school Tags: Star Wars Essay Did you like this example? Star Wars: The Force Awakens American film director, J.J. Abrams set out to return to the roots of the first Star Wars film and be based more on emotion than explanation with a smooth transition. Abrams felt that the film needed to take a couple of steps backwards into a very familiar terrain and use plot elements from previous Star Wars films. In order to do this, Abram tied together and reconnected the film to the past movies. Star Wars: The Force Awakens has many themes but one major one is power of friendship. Abram uses this theme to demonstrate that when they stick together (the light side) they can overcome and beat anything (the dark side). One example is Finn trying to escape the First Order, while Poe is trying to get back to the Resistance, so their thing they have in common is survival and help each other out. Throughout the movie Finn makes multiple friends on his journey trying to find the Resistance. Don’t waste time! Our writers will create an original "Star Wars: The Force Awakens Review" essay for you Create order   The Force Awakens actually used very little computer-generated imagery and used more practical traditional special effects. Abramss reasoning for using practical special effects was to recreate the realism and legitimacy of the original Star Wars. Abram removed some scenes to change the plot to simplify the film more. The film was actually converted to a 3D production when released. Abrams relied upon the technique of mise en scene to create the mood, tone, and atmosphere of the film. He decided to use real locations for the film so he can try and make some of the scenes look like scenes from the Star War sagas. These places were Skellig Micheal in Ireland and RAF Greenham Common in the United Kingdom. Abrams also relied mostly on deep focus as well as selective focus for the film. He uses a lot of deep focus letting the audience see everything in the shot. When Finn and Rey are trying to fix the Falcon the audience is able to see everything in the Falcon allowing us to focus on whatever we want.   Now in the shots he uses close ups he uses a lot of selective focus. For example, when Kylo Ren is talking to Obi-wan before killing him. Its a close up scene and they blur out the back so you can focus on what is being said.   Yes, Abrams succeeded in what he was trying to do. He created a film that tied together all the previous Star Wars and recalls the past films while injecting it with renewed energy. He pulled off a delicate balancing act, paying clever homage to the past. He created a hit film that didnt ruin the sagas and that people fell in love with wanting another movie made. The film was nominated five academy awards; best achievement in film editing, in music, in visual effects, in sound mixing and sound editing. Yes, the film was worth doing! The film brought back all the old Star Wars fans striking all the right chords, emotional, to feel both familiar and delightedly new. It was the most profitable film of 2015 and actually the most profitable film in the last seven years. It was a big hit in the United States as well as in Canada and Germany. This film changed the whole science fiction genre causing people to impatiently wait for the next movie to come out in December 2019.