2. Costa uses Lisa and Marisa.
With the characteristics of different coffee brands, Starbucks' American accent attracts more young people, COSTA's lazy afternoon tea style attracts more female consumers, and carving time and coffee (special reading) are the places where young artists meet.
Extended data:
Starbucks' price positioning is "luxury goods that most people can afford" and its consumption positioning is "white-collar workers". Most of these customers are high-level intellectuals, who like fine products, food and works of art, and are high-income and loyal consumers.
In the catering service industry, the cost of differentiation itself is very high, and it is difficult to attract customers through products and prices. However, customers often will not change after agreeing with a service for a long time, and will use it stably for a long time, which is particularly obvious among white-collar workers, who always have a psychological tendency to pursue stability. Therefore, Starbucks uses "attack strategy" to impress customers and cultivate their loyalty.
Costa Brothers 197 1 opened their first coffee shop in London. With the help of family and friends, Costa Coffee Shop expanded at the growth rate of opening two new stores every year. 1988, Costa Brothers moved the roasted coffee bean factory to Old Paradise Street in Lambeth, London, and used this factory as a place to store roasters and raw coffee beans (coffee beans waiting to be roasted).
Subsequently, the company developed rapidly, and the new configuration of coffee bean roaster became the key factor of Costa's business development. In 1990s, Costa developed rapidly, from 1999 to 186 coffee shops. In 2000, Costa sold as many as 3.7 million cups of coffee every week.