1. Product Differentiation Coffee shop with a different atmosphere than competitors hard stools verse comfortable couches Different varieties of coffee personalize coffee by nonfat, extra shots, and flavor shots Variation of foods verse competitors parfaits, cookies, pastries, breakfast sandwiches, rice krispy treats, etc

2. Appeal to Demographic Demographic White middle to upper class men and women Age 24-45 Live/work in urbanized areas Appeal to Target Audience Quality of Coffee Experience of warm, comfortable coffee shop Expertise of bartistas Use of celebrities

3. Creative Strategy Combination of hard-sell and soft-sell Used to describe experience in Starbucks Copy platform: “You buy the coffee, the experience is on the house”. Used to convey spending the extra money is worth it

4. Media Plan Television: 35% Free Samples:5% CBS Sponsorship: 10% NBC Radio:20% Magazine: 30%