An Analysis of Marketing Strategy for Cotti Coffee—Comparing with Luckin Coffee

Abstract

Luckin Coffee is a Chinese Coffee brand, dominating local coffee market recent years. As competition in the coffee market intensifies, Cotti Coffee has taken a series of strategic layouts at a remarkable speed. Based on the rapidly sinking coffee market in China, this article conducts a detailed investigation into the products, prices, and promotion of Luckin Coffee and Cotti Coffee. By summarizing the relevant articles written by predecessors, it is found that Luckin Coffee and Cotti Coffee both use low prices to increase sales and increase profits. Luckin Coffee has a more comprehensive marketing strategy than Cotti Coffee. Luckin Coffee has done an unparalleled job compared to Cotti Coffee. So that, Cotti Coffee requires to create a unique market competition strategy to improve its profitability. Cotti Coffee needs to create a unique marketing strategy by developing tea products, determining appropriate prices for tea products, and promoting the uniqueness of tea products.