The Promotion Strategy of MANNER COFFEE in China

DOI

10.2991/aebmr.k.220405.288How to use a DOI?

Keywords

MANNER COFFEE; Manner Coffee; Consumer; Consumer Engagement; Marketing Mix Theory; SWOT; Product; Place; Placement; Price; Promotion; strategy

Abstract

Nowadays, China has gradually moved from a large traditional tea culture to a country with a very high level of coffee consumption. MANNER COFFEE is an emerging coffee brand. After being created, it has been growing at an astonishing speed, even once compared to today’s society’s hottest coffee giants such as Starbucks & Luckin. This study explored how MANNER COFFEE company should do a promotion strategy to increase consumers’ engagement in China. This paper investigated the relationship between the coffee market and consumer engagement by exploring two theories, Consumer Engagement and Marketing Mix Theory. This paper also adopted the SWOT analysis to analyze the strategy of MANNER COFFEE. The relationship between product, price, and promotion is the key to increasing consumer engagement to MANNER COFFEE. The study concluded that attracting consumers or increasing consumer engagement is achieved not only through the objective value of the brand or product itself but also by enhancing the brand’s intrinsic value to move consumers’ hearts and minds. Many new coffee brands like MANNER COFFEE, but not all of them are as popular as MANNER COFFEE and receive so many consumers’ favor. So, there is still a lot to learn about MANNER COFFEE from other coffee brands. Many of MANNER COFFEE’s operational ideas and strategies are worth remembering from coffee brands and today’s beverage brands.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Congzhi Zhou
PY  - 2022
DA  - 2022/04/29
TI  - The Promotion Strategy of MANNER COFFEE in China
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 1729
EP  - 1735
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.288
DO  - 10.2991/aebmr.k.220405.288
ID  - Zhou2022
ER  -