An Evidence-Bounded Framework for a Proposed Functional-Coffee Launch: The Costa Coffee Case
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Keywords
functional coffee, health claims, consumer acceptance, need-state segmentation, documentary case analysis
Abstract
The current paper explores the requirements that would be necessary in an early marketing plan of a Costa Coffee functional coffee portfolio before it could inform a launch decision. In the proposal, it is connected to a well-known beverage as a source of beauty, energy, and recovery after exercise, but its product statements and commercial goals are planning factors, not evidence. Documentary case analysis is based on comparison between the proposal and the studies regarding the acceptance of functional foods and claim communication, modern UK recommendations, and the record of approved nutrition and health claims. The analysis is based on the steps that lead up to a launch formulation and claim screening, compatibility with consumer needs, concept validation, and a limited pilot. Demographic stereotypes give way to need states. The identified targets are still provisional key performance indicators since baselines, measurement procedures, and decision rules have not yet been established. The evidence map that comes out of this process ties together product development, public language, consumer testing and pilot monitoring. It shows what the requirements of a defensible next decision should be, not performance in the market or a specific health impact on a product.
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