Manner咖啡营销策略综述（中译版）.pdf

1、Manner Coffees Marketing Strategies:A Review Yungchi Chu 1,a,*1Shanghai High School International Division,Shanghai,200231,China *corresponding author Abstract:The worlds coffee consumption has been growing every year,and new coffee shops are opening and joining its competitors.Manner Coffee is a co

2、ffee chain brand established in 2015,with its first store in Shanghai,China.From one store to more than three hundred stores across China,it took merely a few years.Marketing strategies are significant for Manner Coffee to expand in the country,which leads to the purpose of this review paper.This pa

3、per aims to examine Manner Coffees marketing strategies.This research method is through the internet and official websites,or accounts.Manner Coffee has multiple strategies from its product to promotion methods.Manner Coffee is determined to“Make Coffee Part of Your Life”.It serves high-quality coff

4、ee at reasonable prices for its customers,which pricing is one of its advantages and strategy in marketing.Brand positioning is important for a brand,and specific planning and model are required to be unique from its competitors.Moreover,it collaborates with different industries which creates mutual

5、 benefits and raises brand awareness.Promotion is essential for marketing a product,and Manner Coffee has several strategies.With the combination of digital media and offline promotion methods,the brand has increased its brand recognition and strengthened its customer relationship.Keywords:coffee,Ma

6、nner Coffee,marketing strategy,promotion 1.Introduction 1.1.Research Background Coffee,a brewed beverage from roasted coffee beans,is one of the most popular and favorable beverages in this world,and it has a wide group of customers worldwide 1,2.It is a caffeinated drink that increases alertness af