Final end term project evaluating Starbucks current marketing (digital) strategy as a whole.
Including ..
1) Competitive Research
2) Social Media Presence
3) Organic Search Results
4) Brand Audit
5) Target Audience & Buyer Persona
6) Media Mix
2. INTRODUCTION
● Starbucks corporation is an American coffee company and
coffeehouse chain
● Company started in 1971, Seattle, Washington
● Grew from 55 stores in 1989 to over 29,000 stores today
● Products sold include: Coffee, Handcrafted Beverages,
Merchandise & Fresh Foods
3. PRESENCE IN INDIA
● Introduced in 2012
● We have grown to over 146 cafes, located majorly in Tier 1 and
Tier 2 cities
● Strategically located inside malls and corporate sectors
4. BRAND STRENGTHS
● Industry market leader
● The company’s valued at more than $4 billion, which is a key strength when compared
to its competitors
● Trendy brand image
● Established logo, developed brand, copyright, trademark, website & patents
● The company is the largest coffeehouse in the world and because of its size and high
volumes; it can afford to price its products in the premium as well as the middle tier
range to attract more consumers
● Good working environment
5. “To inspire and nurture the
human spirit - one person,
one cup and a one
neighbourhood at a time.”
8. TARGET AUDIENCE
DEMOGRAPHICS
Age: 18 to 40 years
Class: Upper middle and upper class
Income: 1 lakh and above
Occupation: Young adults and
Working professionals
PSYCHOGRAPHICS
Office workers and students who needs to
catch up with their work
Youngsters who wants to gather with their
friends
Coffee Connoisseurs
10. INSTAGRAM
● Consistency in the Brand Color
● Constant use of Brand Logo
● Pretty updated with the
campaign
● Visual branding is up to the
point
11. FACEBOOK
● Current communication
on the page -
#ComedyAtStarbucks
● Vibrant colors and bold
fonts are used
● Switching of latest
posts on their timeline
12. WEBSITE
● Seems to be pretty clean &
simple
● New campaign launched
with Atul Khatri
#ComedyAtStarbucks
● No Email
● Precise Call-to-action (CTA)
13. Load Time Page Size Requests Performance Grade
552ms 2.7mb 44 78
Total Visits Pages/Visits Average Visit
Duration
Bounce Rate Traffic Rank
89.1K 4.03 2.41mins 64.02% 3,07,490
WEBSITE ANALYSIS
● Upstream Sites: Google, Facebook, YouTube, Instagram
● 72% of visit to the sites comes from Google Search
18. ● Segment: People looking to go to have a
coffee and snacks at a hangout place
● Target Group: Youth in the middle and
higher income
● Positioning: Cafe Coffee Day is India’s
favorite coffee shop, for the young.
● Brand USP: Most recognizable and
affordable coffee chain brand in India
● Segment:
● Target Group: Middle Class
Upper Middle Class
Privileged Class
● Positioning: The best coffee maker in the
business
● Brand USP: Popular British coffee brand
now going global with innovative products
SEGMENT, TARGET GROUP & POSITIONING
People looking to have a coffee
and snacks
28. Starbucks uses the highest quality arabica coffee as the base
for its espresso drinks. Learn more about our unique coffees
and espresso drinks today. | Mumbai | Pune | Bangalore | Delhi
Suggestion
43. #CoffeeCompanion
Ask them their favorite things to do with coffee
Post pictures with your #CoffeeCompanion
Increase Engagement
Improve Relationship Score
Campaign 2
49. On the basis of,
● Target
Target audience is people aged between 18-40.
● Segmentation:
Segmentation the basis of Age, Occupation and Location.
● Location:
1. Age between 18-22 i;e., Students
2. Age between 23-29 i;e., Young Professionals
3. Age between 30-40 i;e., Establishes professionals and Entrepreneurs
Only targeting audience within the 4km radius of each Starbucks location.
50. Name : Arundhati Verma
Age : 19
Gender : Female
Education: Digital Designer in UID
Family Background : Upper- Middle class
Source of Income : Parents
Buying Motivation: Foodie, Outgoing,
Explores new cafes every weekend, active
on social media (mainly Instagram and
Snapchat)
BUYER PERSONA - 1
51. Name : Akanksha Tiwari
Age : 25
Gender : Female
Education: MBA (Mass Communication &
Media)
Family Background : Upper- Middle class
Source Of Income : Salary
Buying Motivation: Creative, Coffee - Lover,
Artist, Nature lover, has sweet tooth, parties
every weekend, loves solo travelling.
BUYER PERSONA - 2
52. Name : Sujoy Mandal
Age : 38
Gender : Male
Education: PhD in Human Resource
Family Background : Upper- Middle class
Source Of Income : Salary, Other sources
Buying Motivation: Techie, Loves working in
outdoor spaces, more of an extrovert person
BUYER PERSONA - 3
58. ZOMATO
Hi Aaron, we do understand that your experience with us has not met your expectations. We
will make sure that your feedback is quickly reviewed. We hope to have you visit us again.
Reply from Starbucks ORM Representative:
63. Subject Line : Come back - We miss you!
Preview Text : We noticed you haven’t stopped
by in a while. Is there something you’re having
trouble finding on the site. Let us know. Or if
you’re waiting on a good deal, come back now
and get 15% off on your next order.
Reminder Emails
● Triggering every weekends
65. Customer Loyalty Offers (Personalised Emails)
● Subject Line : Double Start your day
● Double Stars on almost all your purchases means
getting on free drinks and food doubly quick
● Grab an extra shot or a bite to eat, and watch the
stars roll in
71. Deliverables
● Instagram Stories
● Instagram Posts
● Budget Usage
● Snapchat Stories ● Videos dedicated to
Starbucks
● Mentioning Starbucks in
Videos for famous
drinks in cafes
● Videos about Starbucks
Life hacks
● Budget Usage
(2.5 lakhs- 3 lakhs)
(1.5 lakhs - 2 lakhs)
72. REMARKETING
E - Mail Marketing
Sending Emails to Audience who came
to Subscription Page but did not
subscribe
SMS
Sending messages to audiences and
inform them about the offers and
deals
Social Media Ads
Retargeting Audience Ads on
Facebook and Instagram
74. Top 5 Coffee Blends
● Show different types of coffee products Starbucks uses
● Push 2 or 3 products of Starbucks
75. Customer Experience - Spotlight on Starbucks
● The training of the staff or baristas
● Key to providing a superior customer experience
76. What makes a coffee drinkers different
● Characteristics of what makes a coffee drinkers stand out - as
opposed to someone who drinks Tea
● 10 reasons why coffee drinkers are more likely to be successful
(lysticals)
77. How to roast coffee yourself
● Elaborating simple ways as in how to roast coffee at home
● Coffee hacks and tips
79. Platform AD UNIT DEAL TYPE WEIGHTAGE BUDGET RESULT
INDICATOR
REACH IMPRESSION CLICKS AVERAGE
CPC
FREQUENCY
Facebook Carousel CPC 40% 4,00,000.00 Clicks 28,50,000.00 42,75,000.00 94,500.00 4.2 1.5
Instagram Carousel CPC 40% 4,00,000.00 Clicks 47,40,000.00 71,10,000.00 48,630.00 8.2 1.5
Platform Ad Unit Deal Type Weightage Budget Result Indicator Reach Impression Views Average CPV Frequency
Facebook/Instagram Video CPV 20% 2,00,000 Views 19,03,000 22,83,600 4,56,720 0.43 1.2
