The Future Market Development of Cotti Coffee
DOI:
https://doi.org/10.54097/emq39z09Keywords:
Cotti Coffee, Product, Price, Promotion, PlaceAbstract
Cotti Coffee is a rising star in the Chinese coffee market, changing the need for high-priced coffee in China by overtaking Luckin Coffee. This study aimed to explore whether Cotti Coffee will surpass Luckin Coffee in the future and become the largest cost-effective coffee brand in the Chinese market. In this paper, the marketing mix theory of the 4Ps and the SWOT model are applied to study Cotti coffee. This study concluded that Cotti's products have no characteristics, which makes consumers have no loyalty and memory points for the brand, which reduces their purchase intention; Cotti's price is the lowest compared to similar products while retaining quality, which increases purchase intention; Cotti's promotion of 9.9 coffee has successfully raised awareness and increased purchase intention; Cotti's Place opened stores quickly, increasing risk as well as awareness and willingness to buy. The contribution of this paper is to provide references and improvement suggestions for the future development of coffee brands.
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