MARKETING----Cotti Coffee PDF Free Download
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MARKETING----
Cotti Coffee
1210026955
王舒婷
1210025064
符日枝
1210021067
谢怡琛
1210024667
王嗣芮
1210026869
吴雨瑶
ABOUT US
Name:
王舒婷
INTP/
处女座
一个聊天爱回确实处理
情绪容易宕机但热衷于
给别人拍照还爱玩点游
戏追点小星的高能耗人
机
Name:
王嗣芮
ENFP/
天秤座
喜欢和好朋友一起散步
/livehouse/小八/史迪仔
不喜欢考IELTS/下雨/独
处/可能有分离焦虑症
Name:
吴雨瑶
ENFP/
狮子座
一个不典型的ENFP，也不
是一个典型的狮子座，只
能偶尔自信、绝大多数在
内耗阴暗爬行。喜欢听点
音乐、画点小画、跳点街
舞、追点小星。是一个无
辣不欢、非常纯正的四川
胃。
Name:
谢怡琛
ISFJ/
巨蟹座
内向，但在熟人面前很
外向。现在的目标是拒
绝焦虑，做自己。
Name
：符日枝
ISTP/
白羊座
亲近自然，喜欢爬山、
徒步，喜欢花草树木。
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Table of contents
01
04
02
05
03
06
About us
Brand Introduction
Introduction of the
Investigation report
Market Positioning & Strategy
Distribution Channel Analysis
Compare with Luckin Coffee
Brand Introduction
01
王舒婷
1210026955
Name: COTTI COFFEE（库迪咖啡）
Founded: 2022
Brand founders: Lu Zhengyao, Qian Zhiya
Headquarter address: Beijing
Name: Biscotti (Italian biscuit)
Brand positioning:
Not just another coffee shop, but a new pan-
coffee lifestyle
Brand Overview:
Brand Mission:
Adhering to the mission of making Chinese people enjoy
coffee life easily,Cotti Coffee is committed to becoming the
preferred coffee brand for Chinese customers, focusing on
providing customers with high quality, cost-effective
professional coffee and drinks, as well as supporting
Western simple meals and desserts.
“喝库迪，更年轻”
Product introduction:
Coffee, fruit tea, snacks and desserts
7500+
Number of domestic stores
Cities covered
Countries and regions
300+
28
Introduction of the
investigation report
02
符日枝
1210025064
Questionnaire survey
1.The gender of the participants
Male Female
2.The occupations of the participants
Student Staff Freelancer
3.The age of the participants
Under 18 years old 18～24
25～30 Over 30 years old
4.The experience of drinking coffee
Yes No
5.Frequency of drinking coffee
Daily Several times a week
Once a week 2 to 3 times a month
Lower than the above frequency
6.Considerations for choosing coffee
Taste Brand Price
Effect Package Others
7.The unit price of the selected coffee
Within 10 yuan 10 to 30 yuan
30 to 50 yuan More than 50 yuan
8.Brands of coffee that you often drink
Luckin Cotti Starbucks
KFC& Mcdonald’s Others
9.The purpose of drinking coffee
Study and work Leisure
Hang out with friends Fresh mind
10.Have you ever had Cotti coffee?
Yes No
11.Ways to learn about Cotti Coffee
social media Recommended by friends
Advertising
Celebrity endorsement Market news
Passing through the line
12.Reasons for choosing Cotti
Coffee
Cheap price Rich varieties
Marketing method
Co-branded models
Good taste
Others
13.Hope for the improvement of
Cotti Coffee
【Short answer questions】
14.Will the promotion affect your
impression of the brand?
Yes No
Questionnaire survey report
Overview of participants
The habit of drinking coffee
The choice of coffee
Brand trends of coffee
2.2
2.3
2.4
2.1
Portrait of participants
2.1
Basic information of participants
Investigation and analysis
Among the participants in our
questionnaire, current students
accounted for the vast majority,
reaching 76.7%, and the vast
majority of the respondents (79.61%)
were in the age group of 18 to 24.
This distribution may indicate that
this survey mainly attracted young
people, especially college students or
young people who have just entered
the workplace. It can be said that
they are the main group of people in
this survey.
2.2
The habit of
drinking coffee
The habit and frequency of drinking coffee
According to the data, the vast
majority of respondents (95.83%) said
they had the habit of drinking coffee,
and among these respondents, the
frequency of drinking coffee mainly
focused on the option of "multiple
times a week", the proportion reached
40.82%, while those less than 2 to 3
times a month accounted for only
8.16%. This shows that the vast
majority of respondents tend to drink
coffee frequently, which shows that
coffee plays an important role in their
daily lives.
The main purpose of drinking coffee
It can be seen from the data that the main time to drink coffee is
concentrated in the option of "study and work", accounting for as high as
39.08%, indicating that most people regard coffee as a tool to improve work
and learning efficiency. Secondly, "reviving" also shows a high proportion
of 28.43%, which is related to "study and work" Demands complement
each other, further emphasizing the role of coffee in improving attention
and concentration.
The proportion of "leisure and entertainment" and "going out" options is
17.76% and 13.71% respectively, indicating that people also choose coffee
when relaxing, but its importance is relatively low, indicating that the
reason why most people drink coffee is more concentrated in work and
study.
2.3
The choice of coffee
Preferences of coffee brands in the market
According to data analysis, Luckin Coffee has a great advantage among
the respondents, with a selection rate as high as 73.47%, showing its
strong market influence and brand awareness. Cotti followed closely, with
a selection ratio of 59.18%, indicating that it also has a certain market
base.
Starbucks' selection ratio is 37.76%, showing its recognition in the high-
end coffee market, but it is still insufficient compared with the first two.
The joint selection ratio of KFC and McDonald's is only 12.24%, which
shows that the coffee products of such fast food brands have a low status
in the hearts of consumers and may not be in line with their main product
lines.
Price preference when choosing coffee
According to the data table, the unit price of the majority of respondents
(62.24%) when buying coffee is between 10 and 30 yuan, indicating that
this price range is the main choice of respondents.
Secondly, 25.51% of the respondents chose within 10 yuan, showing a
preference for low-priced coffee. Among the options of less than 30-50
yuan, only 10.02% of the respondents chose, and 2.04% chose more than
50 yuan, indicating that the market demand for high-priced coffee is very
limited.
Price preference when choosing coffee
Price preference when choosing coffee
2.4
Brand trends of coffee
The situation of respondents drinking Cotti coffee
How do respondents learn about Cotti Coffee?
Why choose COTTI Coffee
Market positioning &
strategy
03
谢怡琛
1210021067
Market segmentation analysis
01 Age level
Cotti Coffee has young people as its main target
customer group. Young people are usually more
interested in fashion and personalized products, and
they are willing to spend a certain amount of money to
pursue high-quality life enjoyment. Cotti Coffee attracts
young people by offering a stylish and comfortable
environment, as well as unique coffee products and
innovative dining
02 Interesting
Cotti Coffee is committed to creating a
comfortable and welcoming leisure space that
appeals to those who like to enjoy life, read, work
or get together with friends. These people usually
have some interest in art and culture, music and
literature.
03 Location
Cotti Coffee stores are mainly
concentrated in large cities and
business centers, which have
higher consumption power and
more population mobility, and can
attract more potential customers.
04 Income level
Cotti Coffee's target customers
usually have a certain level of
financial strength. They can afford
to pay for high-quality coffee and
other snacks, so Cotti coffee is
mainly aimed at middle and upper
income people.
High quality and
health
Fashion
personalization
Social and interactive
Market position
Comfort and warmth
PriceProduct
Place
Marketing strategy
Promotion
‘4P’
1.Product innovation
2.Product quality
3.Product co-branding
Product
Cotti coffee VS Luckin coffee
All 9.9 yuan
VS
Part 9.9 yuan
Price 1.Cost and value
2.Flexible
Promotion
1.Advertising
2.Social media
3.Cross-border
cooperation
Place
1.Traditional channel
2.Online channel
3.New channel
Distribution channel
analysis
04
王嗣芮
1210024667
Social Media
Offline Store
Online Channel
Co-venture Mode
Total channel
Off-line Store
1. Brand experience: direct, enhance
the customers’ loyalty;
2. Service experience;
3. Rapid expansion: league-
cooperation selling model
Pros Cons
1. Fierce competition;
2. Cost control: Store rental and
operating cost, especially in high-
traffic areas.
Off-line Store
1. Brand experience: direct, enhance
the customers’ loyalty;
2. Service experience;
3. Rapid expansion: league-
cooperation selling model
Pros Cons
1. Fierce competition;
2. Cost control: Store rental and
operating cost, especially in high-
traffic areas.
Off-line Store
1. Brand experience: direct, enhance
the customers’ loyalty;
2. Service experience;
3. Rapid expansion: league-
cooperation selling model
Pros Cons
1. Fierce competition;
2. Cost control: Store rental and
operating cost, especially in high-
traffic areas.
Off-line Store
1. Brand experience: direct, enhance
the customers’ loyalty;
2. Service experience;
3. Rapid expansion: league-
cooperation selling model
Pros Cons
1. Fierce competition;
2. Cost control: Store rental and
operating cost, especially in
high-traffic areas.
Official Website
Mobile Application Takeaway Platform
Online E-commerce Channel
•Pros: 1.Official Guarantee;
2. After-Sales Service;
•Cons:1. Slower Shipping;
2. Not aim at individual.
•Pros: 1. Lower Marketing Costs;
2. Customer Data Analysis;
•Cons: Lack of Product
Differentiation
•Pros: 1. Convenience;
2. Rapid Response;
3. Preferential strength
•Cons:1. Management Difficulty;
2. Intense Competition.
Social Media*
Pros:
1. interactive marketing
2. adhesiveness of user
Cons
：
Publishing content management
1.TikTok--live streaming
2.Microblog&Redbook
Co-venture Mode
Low investment
-pros:
1.Lowering the Barrier to Entry
2.Attracting Quality Partners
3. Rapid Expansion of Outlets
4. Enhancing Market Penetration
-cons:
1. High Management Requirements for Partners
2. Ensuring Service Quality
3. Maintaining Brand Image
4. Risk Management
Simple Operation
Scenario multi-mode
adaptation
$30,000
Compare with Luckin
coffee
05
吴雨瑶
1210026869
Pinnacle Marketing Strategy
Pinnacle Marketing Strategy
Starbucks Luckin coffee
Price Strategy
VS
Luckin coffee Cotti coffee
Price Strategy
Rough expansion to refined operation Cotti coffee fills the
under $10 coffee void
Luckin coffee Cotti coffee
Price Strategy
VS
•Low price strategy
•As long as the price is low enough, you can lower the threshold
of consumer decision-making, attracting more customers to try
the new, to get the first batch of seed users.
Price Strategy
approach
saturation That's only 24%.
•sinking market
Place Strategy
Luckin coffee Cotti coffee
VS
self-operated All affiliate, no direct sales
Self-operated + Associated • Store strategy
• aggressive expansion
to capture market share
Price is down, quality is up
Product Strategy
Luckin coffee Cotti coffee
VS
•Reproduction
•milk curd
• Diverse product line
• High-quality raw materials
• Customized service
Product
Innovation
Product Innovation
Maotai-flavour Rice
VS
•Step on the marketing node, the use of topics
to create traffic momentum
•Rice Milk + Coffee, Capturing Consumers'
Curiosity
Promotion Strategy
Luckin coffee Cotti coffee
VS
Communication Strategy
Luckin coffee Cotti coffee
VS
game
Improvements
Suggestion
How to gain a foothold?
Brand Power
Product Power
Supply Chain
Core Competitiveness
……
Resources
·http://news.winshang.com/html/071/8616.html
·https://www.coffee.cn/blog/post/620344.html
·https://wenku.so.com/d/16db225d7f71444e6eb2714e0c95d5fa
·https://36kr.com/p/2100388043324936
·Research and Development Status and Development Countermeasures of Artificial Meat
·LIU Hui1，XU Xiaoxia1，YAN Jianbing2*，WANG Pingxiang1（1.Development Planning
Department，Huazhong Agricultural University，Wuhan 430070，China；2.Cross Science
Research Institute，Huazhong Agricultural University，Wuhan 430070，China）
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