Group Members: Biswas,S., Liuo.S., Nunez, M., Saldanha, R. , Xia, M.

2. The Challenge
OVERVIEW

3. THE CHALLENGE

4. MEDIAOBJECTIVE

5. MARKETINGSTRATEGY

6. SWOT
•

7. TOP NYCCOMPETITORS

8. STARBUCKS AD-EXPENDITURES
Total Marketing
Expenses*
Ad-Specific
Expense*
2013: $306.8 $205.8
2012: $277.9 $182.4
2011: $244 $141.4
2010: $198.7 $176.2
*In Millions. Source: Starbucks Annual Reports

9. AD-EXPENDITURE
ALCOHOLIC DRINKS

10. CONSUMER PROFILE
Yes!! Starbucks
has wine now!!

11. THE CREATIVE

12. AFTER WORKHANGOUTS

13. THE CREATIVE

14. THE CREATIVE-TRIP ABROAD

15. MEDIAVEHICLES
Print Newspapers (National and/or Local) Television Network
Out of home/Place-based media Television Cable
Online display advertising Television Syndication
Online video Print Magazines
Paid search Television Network
Social media (Social networks, blogs, twitter) Radio (National and/or Local)
Mobile Cinema
Gaming/Advergaming
Direct mail
Emerging/new media
Others?

17. PRINT

18. OUT -OF - HOME

19. ONLINEDISPLAY

20. VIDEO

21. PAIDSEARCH

22. SOCIALMEDIA

23. MOBILE

24. EMAIL MARKETING

25. BIGIDEA