Magazine article Marketing

Marketing Society Awards for Excellence 2011: Global Marketing

Magazine article Marketing

Marketing Society Awards for Excellence 2011: Global Marketing

Article excerpt

WINNER

Brand: Costa

Agency: Meteorite Marketing

In 2008, Costa set itself the ambitious target of becoming the world's challenger coffee-shop brand, second only to Starbucks, by the end of 2010. To achieve this, it devised an international hub, enabling it to deliver a consistent yet culturally appropriate brand experience via centrally created campaigns across its developed and developing markets.

Creating the hub included drawing up a 12-month strategic communications plan with key performance indicators, a set of international guiding principles, and cultural visual and tonal dos and don'ts.

It also included formulating store visuals and consumer touchpoints, consumer segmentation and insight work, and sales and brand-tracker reports to measure a campaign's success.

The international hub has allowed Costa to benefit from the efficiencies of central control, while recognising the sensibilities of each market To push the message that it delivers 'superlative coffee' to its global customer base, Costa also ran an ad campaign that placed its baristas centre stage, promoting their coffee-making skills above those of its competitors.

The brand has also worked hard to push its food offering, with marketing activity that positions it as of equal quality to its coffee, under the strapline 'Quality food where you'll find quality coffee. …

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