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Marketing Plan for AUP Coffee - Essay Example

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Marketing Plan for AUP Coffee

There are no choices of almond, chocolate, hazelnut, etc... However, it is when Starbucks Coffee entered the market in 2004, that the French's "coffee culture" slowly changed from roadside cafs with white porcelain cups, to "on the go" coffee in white plastic cups. Also, small cafs in Paris such as Columbus cafe has introduced the need of coffee in a person's daily routine. It is especially among young people that drinking coffee has become something of a fad, and frequenting cafs is something they fancy.
Although it is the young professionals, and university students who enjoy drinking coffee, quite a number of the older members of the French community too, drinks coffee - however in the more traditional way of having it either black or with milk. AUP Coffee is a newly invented brand of coffee that is aimed at joining the competitive coffee market of France.
It is developed as an instant, processed coffee product. Convenience is very much taken into consideration since everything today is fast-paced and considered "to go". As humans, it is natural for us to try a thing or two that is new. If it's good, we share the thought. If it's bad, we still share the thought - plus a lot of criticism. France's market of today is simply a "trial and error" type of market, meaning the consumers try a new product that looks promising, and the product's reputation can take it from there. With the ever growing competition in the market, especially of food and beverages, products have become a fad - something like fashion, only the classics (simple and functional) lasts for decades or more. Being a small name in the industry, AUP Coffee will be competing with giants such as Starbucks, established locals such as Columbus Cafe (in Paris), and other coffee shops who, through the years, have established their reputation as household names.

Target Market
Being a coffee aficionado isn't such a very popular trend in France in the past years, it is the new generation that AUP Coffee will target for their product. Young professionals and university students' lifestyles have differed from that of their parents and other members of the previous generation. These are the people who are 18-25 years old. In this age category, we expect to see college students, fresh graduates, and young professionals. College students go about their daily life in a routine manner, which includes home, school, mall, and home again. These students have a number of schoolwork to complete, reports to hand in every two weeks, and probably even research papers that would take up most of their waking time - and even steal some of their sleeping time.
Aside from such busy schedules gained from school, they squeeze in some hours for friends, malls, clubbing, and entertainment. With this market, the power of caffeine to keep them up in the wee hours of morning (finishing their reports, etc...) would be appealing. Fresh graduates, on the other hand, are doing their best to land themselves a job that could bring stability to their future, and would therefore be working hard, putting their best foot forward. Now what more could bring up performance with an alert mind powered by some coffee - not just coffee, but instant, within their reach, inexpensive, coffee!
And with the young professional ...Show more


In France, drinking coffee is a laid-back activity. There aren't many places, except for Paris perhaps, where you can get a coffee "to go" the American way. Usually, in this country, people buy their cup of coffee and linger at the bar, meeting up with friends, chatting with the waiter, or reading some book or perhaps a newspaper…
Author : teresakonopelsk
Marketing Plan for AUP Coffee essay example
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