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Interesting article in Marketing that talks about the slagging match brewing (pun intended) in the coffee world with Costa making the most of a Starbucks spillage (less effective pun also intended). Whilst the recession has stalled maturity in the coffee market, leaders still point to YOY growth of 2% upwards.

You can read the whole article by clicking here

Marketing coffee wars article

But the really interesting part is at the end by Jeremy Caplin (an interesting chap I met a few years back at Media360) who adds “The out-of-home experience of visiting a coffee shop is transferring in-home”. He cites the rise of brands like Nespresso and Tassimo, whilst the article talks of Starbucks new instant Via Ready Brew. For the brand owners, this makes digital the next frontier to enhance the ‘home coffee shop’ experience. It’s important that the brands do all they can to extend the experience online, to provide an additional point of difference or value add. Coffee shops offer a level of social engagement that is hard to repeat at home but at least online can help bridge that experiential gap and offer a worthwhile alternative. One solution could be a niche social network. This is something that Neoco has delivered for several clients with very impressive results – particularly for developing brand loyalty and understanding consumer motivational factors. Another could be actively engaging the audience in NPD – which Neoco also have a welath of successful examples with brands such as Aquafresh, Pringles, and many more.

Tags  Aquafresh coffee Costa I like mine black Jeremy Caplin Marketing magazine media360 milk and 2 sugars mystarbucksidea niche networks NPD Pringles social networks Starbucks Via ready brew