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    IIMA Armageddon WinningPitchdeck

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    Aryan jha
    This document outlines a case competition proposal to revamp Costa Coffee's positioning to better target youth aged 20-30. It analyzes Costa's current positioning in the quick service restaurant coffee industry and competitors. The proposal recommends strengthening Costa's focus on customer intimacy and addressing growth triggers like increased youth spending and fitness-oriented consumers to better capture the target demographic.

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    IIMA Armageddon WinningPitchdeck

    Uploaded by

    Aryan jha
    34 views3 pages
    This document outlines a case competition proposal to revamp Costa Coffee's positioning to better target youth aged 20-30. It analyzes Costa's current positioning in the quick service restaurant coffee industry and competitors. The proposal recommends strengthening Costa's focus on customer intimacy and addressing growth triggers like increased youth spending and fitness-oriented consumers to better capture the target demographic.

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    IIMA_Armageddon_WinningPitchdeck

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    This document outlines a case competition proposal to revamp Costa Coffee's positioning to better target youth aged 20-30. It analyzes Costa's current positioning in the quick service restaurant coffee industry and competitors. The proposal recommends strengthening Costa's focus on customer intimacy and addressing growth triggers like increased youth spending and fitness-oriented consumers to better capture the target demographic.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    34 views3 pages

    IIMA Armageddon WinningPitchdeck

    Uploaded by

    Aryan jha
    This document outlines a case competition proposal to revamp Costa Coffee's positioning to better target youth aged 20-30. It analyzes Costa's current positioning in the quick service restaurant coffee industry and competitors. The proposal recommends strengthening Costa's focus on customer intimacy and addressing growth triggers like increased youth spending and fitness-oriented consumers to better capture the target demographic.

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    © All Rights Reserved
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    ARMAGEDDON CASE COMPETITION 2023

    Revamping Costa Coffee for the Youth


    TRI-UMPHANT CONSULTING
    Ishan Anand | Jyotika Malhotra | Parth Khanna
    Shaheed Sukhdev College of Business Studies, University of Delhi
    DIVING INTO THE QSR COFFEE INDUSTRY
    Analysing Costa's positioning in line with the industry to identify the need to focus on Customer Intimacy
    COMPANY OVERVIEW INDUSTRY ANALYSIS
    Costa Coffee needs to reposition itself to capture the 20-30 age group market On studying the industry and performing a competitors’ analysis, we find…
    In millions (Dollars) HIGH QUALITY

    High

    COMPETITORS’ MATRIX
    Dominates the P1
    25-35 years

    PRICE PERCEPTION
    PERCEPTION
    700

    COSTA COFFEE
    COFFEE
    market (38.1%) 633
    600
    P2 500
    Average age of a
    41 years 400

    OF COSTA
    340
    Costa customer ON-THE-RUN LEISURE
    300
    P3

    PRICE
    200
    20-30 years Ideal target age

    OF
    100
    group P4 0

    Low
    2023 2028 LOW QUALITY
    Costa Coffee should strengthen its positioning to improve customer intimacy… Growth triggers to be touched upon in order to capture 20-30 age group…

    OPERATIONAL GROWTH TRIGGERS IMPACT


    Aims to be the “master of
    EXCELLENCE
    three disciplines” in India
    Increased Youth Spending
    however it lacks relatively LOW HIGH

    in customer intimacy. Rise of Fitness – Oriented


    Consumers LOW HIGH

    PRODUCT Growing Offices and Institutes


    LEADERSHIP CUSTOMER LOW HIGH
    INTIMACY
    Paucity of Alternative Hang-Outs
    VALUE DISCIPLINE FRAMEWORK LOW HIGH

    Industry Overview Positioning Marketing Campaign Menu Enhancement Expansion Plan Financials Appendix 1
    1 2 3 4 5 6

    7 8 9 10 11 12

    13 14 15 16 17 18

    19 20 21 22 23 24

    25

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