Queensland state (Australia) used to have its own definition of meeting place, that is pubs, where beers always be the main request. Pubs are still existing today, but the emergence of coffee society in Queensland is way too apparent to be overlooked. Coffee shop industry is booming in this state (Coombs,S:The Age/Sept 94).
Koffies took part in the first establishments of those coffee shops in Brisbane (Australia). Koffies has been operating since 1988 as a part of vandercorp. This organisation not only owns Koffies but also other retail and wholesale outlets. Together with the growing of coffee shop industry, Koffies had extended its business with five outlets across Queensland.
This paper focuses on Koffies communication programs in the three outlets situated in Brisbane city. These are Mary St,Edward St, and Myer Centre. Firstly, the author will review Koffies marketing programs in which problems will be identified. Secondly, promotional strategies will be recommended. Thirdly, those recommended strategies will be monitored and evaluated. |