All the users of internet are also the target market under the psychographic category. This category encompasses of young employees who could be potential customers of the Costa Coffee and also the students of the final year in university or in college (Camp 1989). There are not many coffee shops who offer the facility of free Wi-Fi in their stores and which are open for 24 hours. Thus, Costa Coffee is successful in acquiring the targeted audience of this group by taking advantage of providing free Wi-Fi to young employees and students.
The main aspects which are covered under the campaign plan of the Costa Coffee encompasses the feature of the communication amongst Costa Coffee and the customer and how this thing would finally impact daily life of the customer. It is true to say that the main focus would be on that the consumer spend time on one of the outlets of Costa. The means through which the objectives are achieved is known as strategy. A significant aspect of advertising is included in their strategy which encompasses of elements of marketing mix. Moreover, it also incorporates the development of finding particular objects which could be met by means of advertisement.
In order to achieve the communications and marketing objectives of Costa Coffee, it aims at using such kinds of strategy which aims at price, place and the product. These strategies which includes all these elements are media strategy, position strategy and message strategy (Kim and Chung 1997).
The products of Costa Coffee are positioned as a coffee of high quality and at the same time they use the strategy of affordable pricing. Costa Coffee emphasizes on excellent customer services and quality in all outlets so as to accomplish the position strategy. This would result in creation of string commitment and trust on the quality of beans and customer service of Costa Coffee.