Development of Guidelines for the Formation of Coffee Customer Loyalty Through the Use of Marketing Communications (on the Example of JDE Company)

This work discusses the development of recommendations for the formation of loyalty of coffee consumers using a marketing communications system. The purpose of the work is to create recommendations for building coffee consumer loyalty through the use of a marketing communications system for the Jacobs brand owned by the coffee company JDE. In the framework of this work, in order to achieve this goal, the following tasks were completed: the methods and practices presented in classical and modern literature concerning customer loyalty and marketing communications were studied; studied the features of customer loyalty formation on coffee consumption market; conducted a marketing survey of coffee consumers, studied the level of loyalty to FMCG coffee companies and cafes / coffee houses, the impact of marketing communications on it, attitude to the Jacobs brand and analyze the results of the survey; conducted the analysis of the competitive situation in the coffee market, PEST analysis, the comparative analysis of building customer loyalty and the use of marketing communications among coffee houses and coffee companies in FMCG; analyzed the target audience of JDE and created a portrait of the consumer Jacobs; reviewed existing and past marketing communications of the Jacobs brand; an effective marketing communications system has been created to build coffee consumer loyalty to the Jacobs brand. The result of the study is the preparation of recommendations - proposals for Jacobs in the form of a marketing communications system consisting of 4 subsystems (together with a creative idea, implementation mechanics and location locations), which will make the coffee consumer loyal to the brand.