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Customer inserts his/her full name Instructor’s name Course title Date Promotion- Coffee With growing awareness of the benefits of non-carbonated beverages, the carbonated market sector has been gradually declining in various parts of the world. The market share for carbonated beverages has witnessed a slow but steady decline from 2005-2010 (Euromonitor International).
The coffee would appeal to these target age groups through contemporary and clean designs that shall be presented in a consistent way in its product and package designs, interior of the store and advertising. For young adults whose age is between18 and 24, the coffee shop would position itself as a place where college students can study, write, read and hang out with others. This target market tends to grow by 4.6% every year. The coffee shall be an ethically traded coffee (obtained through “fair trade”); hence, it shall focus specifically on career-oriented individuals living in urban areas with relatively higher incomes. These individuals are socially responsible individuals who care about sustainability and environment and would not hesitate in paying a premium price for an ethically traded coffee. Due to the presence of cultural diversity in UAE this strategy would be particularly useful in attracting foreigners and tourists who would rather go for ethically traded coffee rather than otherwise. The brand’s offerings are targeted towards such affluent individuals who are likely to go to Tim Horton’s or McDonalds. Furthermore, part of the proceeds of coffee purchases shall be donated regularly to local charity funds. ...
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