Costa Coffee Marketing Plan 2025: Comprehensive Strategy for Brand Growth and Digital Engagement with £50,000 Budget

References (Harvard Format):

1. Bianco, G.B. (2020) ‘Climate change adaptation, coffee, and corporate social responsibility: challenges and opportunities’, International Journal of Corporate Social Responsibility, 5(3). Available at: https://doi.org/10.1186/s40991-020-00048-0 (Accessed: 3 October 2025).
2. Phuangpornpitak, W., Prommetta, K. and Wongwasuratthakul, P. (2024) ‘Market variables influence customer behavior toward coffee business growth’, Cogent Business & Management, 11(1). Available at: https://doi.org/10.1080/23311975.2024.2329242 (Accessed: 3 October 2025).
3. Barreto Peixoto, T.D.C., Pinto, C.A., Martins, E.M.F., Rodrigues, L.G.G., de Carvalho, A.F., de Resende, J.V. and Ferreira, J.C.S. (2023) ‘Sustainability issues along the coffee chain: From the field to the cup’, Comprehensive Reviews in Food Science and Food Safety, 22(1), pp. 287-332. Available at: https://doi.org/10.1111/1541-4337.13069 (Accessed: 3 October 2025).
4. Li, L., Li, C., Jiang, L., Yao, J., Wu, X. and Huang, K. (2024) ‘The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry’, Sustainability, 16(23), 10410. Available at: https://doi.org/10.3390/su162310410 (Accessed: 3 October 2025).
5. Kim, M., Knutson, B.J. and Hyun, C.Y. (2021) ‘Enhancing customer-brand relationship by leveraging loyalty program experiences that foster customer-brand identification’, International Journal of Contemporary Hospitality Management, 32(12), pp. 3991-4010. Available at: https://doi.org/10.1108/IJCHM-06-2020-0609 (Accessed: 3 October 2025).

This submission should include the following documents:

LO1 A Power Point with Speaker Notes (as a combined PDF) with LO2, LO3 & LO4 – a report that includes a marketing plan and a media plan in the format of a press release.

All work must be supported by research and referenced using the Harvard referencing system (or an alternative system). You will need to provide a bibliography using the Harvard referencing system (or an alternative system). Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly.

LO1 Explain the role of marketing and how it interrelates with other business units of an organization.

LO2 Compare ways in which organisations use elements of the marketing mix to achieve overall business objectives.

LO3 Produce a marketing plan for an organisation that meets marketing objectives

LO4 Develop a media plan to support a marketing campaign for an organization.

• Effective communication and articulation in explaining information effectively.
• Conceptual and critical thinking, analysis, synthesis and evaluation.
• Recommendation on development of improvement relevant to the vocational and organizational context.
• Research, analysis and business data (both internal and external) to provide insight, and support solutions to business.

Curiosity about digital business trends and developments, incorporating them into the workplace.

Costa Coffee operates across the UK and internationally, with outlets in high streets, shopping centers, petrol stations, and airports. It promotes products such as handcrafted coffees, teas, cold brews, snacks, and seasonal limited-edition drinks. The company has also embraced digitalisation, with a popular Costa Club loyalty app, delivery partnerships (e.g., Uber Eats, Deliveroo), and automated Costa Express machines. Marketing initiatives have previously included: Seasonal campaigns (e.g., Christmas cups, limited edition drinks), Sponsorships and partnerships (e.g., sports events, community initiatives), CSR activities (e.g., sustainability drive, reusable cup discounts, support for recycling), Digital and social media promotions targeting younger audiences.

ROLE:

You have been appointed as a Junior Marketing Assistant at Costa Coffee, one of the UK’s largest coffeehouse chains with international presence. As part of your role, you must create a comprehensive marketing and media plan that supports Costa Coffee’s growth objectives, enhances brand loyalty, and responds to evolving consumer preferences such as health-conscious choices, sustainability, and digital engagement.

You should review the effectiveness of existing marketing strategies (such as loyalty schemes, seasonal promotions, digital campaigns, and in-store experiences) and recommend new marketing methods, services, and digital innovations for relevant market segments and demographics.

With competition increasing from both independent coffee shops and global chains (e.g., Starbucks, Caffè Nero, Pret A Manger), Costa Coffee is seeking innovative ideas to strengthen its position in the 21st century retail and hospitality sector.

 You have been allocated an annual marketing budget of £50,000. Therefore, financial considerations should be made in your marketing and media plan (in the form of a press release), including realistic timelines and campaign scheduling

You should critically anlayse the external and internal environment in which the marketing function operates by explaining and analyzing the marketing role, concepts and operations in the context of the marketing department and the significance of interrelationships between marketing and other functional units within Costa coffee.

You should evaluate strategies and tactical approaches to the marketing mix in achieving overall business objectives by comparing the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives and reviewing strategies and tactical approaches applied by Costa Coffee to demonstrate how business objectives can be achieved successfully.

You are to produce and develop a strategic marketing plan for Costa Coffee that measures achievement of marketing objectives within key performance metrics that include key elements of marketing planning that integrates the extended marketing mix for Costa Coffee to achieve marketing objectives.

Produce and devise a justified integrated multimedia plan based on quantitative and qualitative criteria that includes recommendations and rationale for selecting appropriate digital, offline and social media channels for communication that meet budgetary requirements and objectives for a marketing campaign brief for Costa Coffee.