Starbucks Coffee Company Kristy Kenyatta Kendal Lambert Stella
Starbucks Coffee Company Kristy Kenyatta, Kendal Lambert, Stella Psomias & Stephany Kirchner
Brand Introduction �Starbucks Coffee Company was established in Seattle, Washington in 1971. �A globally recognized brand. �High quality coffee beans and multitude of roasts; excellent customer service and community involvement. �Starbucks is one of Fortune magazine’s 100 Best Companies to work for in 2008.
SWOT Analysis �Strengths ◦ No. 1 brand in coffeehouse segment worth $4 billion ◦ Largest coffeehouse chain in the world. �Weaknesses ◦ Difficulty penetrating Europe's "cafe culture” ◦ Expensive �Opportunities ◦ Coffee consumption in 2013 for the US increased by 5% ◦ Expand market to younger generation with technology �Threats ◦ Dunkin Donuts and Mc. Cafe ◦ Rising prices of coffee beans and dairy products
Campaign Objectives and Target Audience �Campaign objectives ◦ Strengthen customer engagement ◦ Enhance the Starbucks experience ◦ To be the “third place” where people socialize between work and home. �Target audience ◦ The primary target market is upper class whitecollar men and women ages 25 -40. (49% of its total business. ) ◦ Urbanites with high income, professional careers and a focus on social welfare.
Major & Minor Types of Media �Major Types of �Minor Types of Media ◦ ◦ ◦ Television ◦ Print Ads Social Media Online Radio Outdoor �Newspapers �Magazines
Product Placement & Integration � Product Placement ◦ Feature our products in television shows and movies, particularly in the following: �Scandal, House of Cards, and the movie sequels of Sex and the City, Hangover, etc. ◦ These programs allow us to easily blend our product and brand into the scenes. � Product Integration ◦ Continue to use integration in NBC’s The Voice ◦ Remind our consumers passion for our brand.
Guerilla Marketing Strategies �Buzz Marketing ◦ Social media �Find the Siren �#sbuxsiren �Pick the new flavor �Season campaign �Spring/Summer �Fall/Winter �Ambient Marketing ◦ Advertisements in public transit areas �Bus terminals �Subways, etc. �Street Teams ◦ Give out coupons ◦ Special “happy-hour” promo ◦ Free samples
Association Strategies Linking Strategies � ◦ We want Starbucks to be linked to a high quality image while also still having a welcoming, neighborhood feeling atmosphere. More so we want Starbucks to be linked at an experience and no just a product. Sponsorship Strategies � ◦ Starbucks can "go green" by providing donations and organizing benefits that will bring in money to help with the climate changing issues our world is facing today. Brand Relationship Strategies � ◦ Starbucks could provide college specials during the week of finals related to their local schools along with discounts to students throughout the semester.
Action Driving Strategies � WOM Strategies ◦ For word of mouth strategies we could give away free samples of some of our up and coming products to get people excited for the future of our brand. It will create a buzz for the lunching of this promotion. ◦ We can always give away samples of some of our older products that aren't as popular to get people reacquainted with some of our former successes.
Message Approaches � Straightforward ◦ When Starbucks creates new products or flavors they can use a straightforward message to convey the factual information to the consumers as to what the products are, how long they are going to be around and what is inside them. � Demonstration ◦ Starbucks has mixes you can take home to make yourself. An advertisement could demonstration how simple it is to make your Starbucks at home with their products and still have the Starbucks experience. � Spokesperson: ◦ Having actors like Meryl Streep or George Clooney would make good spokespersons or endorsers for Starbucks if they were looking for a new face for the brand.
Promotions � Price Deals ◦ Starbucks will provide bonus packs that will supply 20% more coffee beans in a standard size bag for the same price. � Coupons ◦ Coupons for 50% off a drink will be given to costumers on the first day of each season. These coupons will be valid until the end of the season. � Sampling ◦ As new beverages are introduced on the menu, Starbucks will set up a table by the counter with free samples of the new drinks for customers to enjoy.
Public Relations � Corporate advertising ◦ The theme of our corporate advertising is “Starbucks cares for those from deprived families. ” We’ll provide free beverages and food for homeless people during Christmas. � Special events and tours ◦ Starbucks will hold a special in-store event four times a year for new drinks that are released. Starbucks will have a minicelebration in the store. There will be inviting music, bright decorations, and free food for our customers. � Online communications ◦ We’ll invite people to email us will any questions or concerns.
Direct Marketing � Direct mail ◦ Starbucks will send out direct mail with a small bag of the company’s best selling coffee bean, allowing the recipients to make a free cup of Starbucks coffee. � Catalogs ◦ Catalogs are a very useful way of distributing all to different items available to our consumers. � Direct response advertising ◦ We’’ll advertise their product television by attaching a contact element and a call-to-action element.
Direct Action Headlines �Assertion ◦ “Everyone’s common neighbor. ” �Command ◦ “What’s better than a shoot star? Have a shooting star with Starbucks. ” �How to ◦ “Pour, stir, sip, every morning. ” �New announcements ◦ “Come experience our new member the Vanilla Macchiato. ” AD COPY
Indirect Action Headlines �Puzzles ◦ “Drink amongst the stars. ” �Blind headlines ◦ “Sip Slowly. ” �Associations ◦ (Sun is shining through): “Where’s my Starbucks? ” AD COPY 15
Jingles/Slogans �Direct address ◦ “Do you want to enjoy the authentic coffee house experience? ” �Unexpected phrase ◦ “ A bang for your Buck. ” �Rhyme ◦ “With the morning shine comes Starbucks time. ” �Alliteration ◦ : When the sun comes up, start your morning spectacularly with Starbucks AD COPY
Jingle/Slogans cont. �Parallel construction ◦ “Leave your neighborhood and come to ours. ” ◦ “High quality coffee for high quality people. ” �Repetition ◦ “Drink early, drink late, drink often, drink Starbucks. ” �Cuing for the product ◦ “The morning doesn’t begin without Starbucks. ” AD COPY
All Art PRINT AD
Picture Window PRINT AD 19
Non-Linear PRINT AD
Dominant Type PRINT AD
Grunge PRINT AD
Storyboard & Script
Banner Ads
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