Developed a campaign for Starbucks, with a new strategy in mind. Emphasizing that Starbucks only offers high-quality coffee, and ingredients. "Only the Best".
by Patrícia Azevedo (Brazil) and Kyle Tsung (Taiwan)
August 2009 - UC Irvine - Grade: A+
This is my final project for ESL Marketing Program, at University of California Irvine. Our goal was present marketing concepts throught a real American Brand in a creative presentation.
This slide is the solution to the Starbucks Case. The case is available in Google Docs. the solutions are well discussed , in case you have doubts check in the footnotes.
by Patrícia Azevedo (Brazil) and Kyle Tsung (Taiwan)
August 2009 - UC Irvine - Grade: A+
This is my final project for ESL Marketing Program, at University of California Irvine. Our goal was present marketing concepts throught a real American Brand in a creative presentation.
This slide is the solution to the Starbucks Case. The case is available in Google Docs. the solutions are well discussed , in case you have doubts check in the footnotes.
Learning Team A Marketing Plan Jennifer Bodine, Sha.docxjoyjonna282
Learning Team A
Marketing Plan
Jennifer Bodine, Shannon James, Tyler Thomas. Sherrell Cook and Teron Brooks
Mission StatementTo inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
*
Starbucks has developed a reputation of brewing exceptionally delicious coffee. Since Starbucks opened in 1971 (Starbucks, 2013) they have created a coffeehouse atmosphere where people come to drink coffee, talk with friends, perform work meetings, and relax for a few minutes. Starbucks has expanded their operations to 18,000 stores in 62 different countries (Starbucks, 2013). Starbucks created a name for selling world-famous coffee; however, Starbucks has been able to expand their products. In addition to providing several products, Starbucks also offers many services.
Starbucks Sensation Sugar - free Will provide mental and physical stimulation Will be sold in bulk
*
This sugar free energy drink from Starbucks will be marketed as providing mental and physical stimulation as the traditional coffees and lattes Starbucks has to offer without the high intake of sugar. Starbucks Sensation can be purchased in both non-carbonated form for juice lovers, and carbonated form for those who enjoy the feeling of drinking a soda. Located in the soft drink isle of a grocery store, Starbucks Sensation comes in different fruity flavors. It also comes in coffee flavors such as vanilla or caramel for the coffee drinkers who want a double shot of energy. Starbucks Sensation is suited for all who wants to gain extra endurance when one is putting in long hours of work or for those working out hard in the gym.
SWOTT AnalysisStrengths
Weaknesses
Opportunities
Threats
Trends
One method that is commonly used and effective for strategizing is the S.W.O.T.T. analysis. First lists one of the business’ focal points as “recharge your afternoon with a lightly caffeinated pick-me-up” (Starbucks, 2013). Second, Starbucks has set up their business as a publicly held company, which means they have the financial resources that other large corporations have. Another advantage is they are not limited in distribution areas. Third, Starbucks has a culture and reputation built around responsible, ethical business practices and building communities in areas where customers do business. From top down, Starbucks is committed to enhancing ethical performance through strategic relationships with global, regional and domestic suppliers (Starbucks 2013).
Marketing ResearchConsumer analysisDemographicsPsychographicsBehaviors Geographical considerations
A marketing strategy should result in customer satisfaction. The company will use the mission statement as the impetus for the messaging and approach to be used. The customer will be the audience and require two types of messages, both that support the energy drink being safe and healthy. A loyalty program could help accomplish both of these tasks. In particular, Business Dateline states tha ...
External and Internal Analysis 8Extern.docxgitagrimston
External and Internal Analysis 8
External and Internal Environmental Analysis
STR/581
Professor Alfonso Rodriguez
July 30, 2014
Sheila Medina
Introduction
Coffee has become an integral part of the lives of numerous people. In 1971, Starbucks coffee opened its first coffee shop in the Pike Place Market in Seattle, Washington. Now, according to research “Starbucks Corporation is the leading retailer, roaster and brand of specialty coffee in the world, with more than 6,000 retail locations in North America, Latin America, Europe, the Middle East and the Pacific Rim” (www.investor.starbucks.com). Starbucks aims to be the consumer’s favorite coffee shop and to achieve this the company focused on customer satisfaction as well as company advancement. Therefore, it is important to act based on what is written in Starbucks mission, value and vision statement, “To inspire and nurture the human spirit-one person, one cup, and one neighborhood at a time” (www.starbucks.com).
A review of Starbucks financial reports has identified an increase in revenue over the past few years. However, this increase in revenue doesn’t account for the increase in profits. The profit increase is not as high as it could be due to external factors such as other coffee shops and the increase in amount of competition. This report aims to identify the different internal and external environment factors attributing to the changes in Starbucks external environment by utilizing several different analyses.
SWOT Analysis
Strengths
Starbucks possesses several main strengths including their high visibility being located in high traffic areas, quality of service and products and their established brand loyalty. Starbucks remains an established leader being the number one known coffee house in the world while possessing a competent workforce, providing quality service, and continuing financial soundness. They also are known for their strong internal and external relationships with their suppliers.
Weakness
Weaknesses that Starbucks must address include: Product affordability and pricing, coffee beans price is the major influence over the firms profits, maintaining the positive public opinion of their products, avoiding any negative publicity, and remaining connected to their customers. Starbucks must also consider the fact they have expanded domestically and internationally resulting in saturation of the markets. They are also a non-smoking facility alienating some customers from purchasing coffee or other products from their store.
Opportunities
Opportunities include the ability for Starbucks to enter into different and new markets,
partnership opportunities with businesses, growing acceptance and customer satisfaction, and increase different product offerings. Starbucks must strive to continue expanding their products and food service to remain competitive and reach other consumers. Another option would be for Starbucks to allow consumers to order t ...
What are Starbucks’ past and present target markets and how has it t.pdfanaxeetech
What are Starbucks’ past and present target markets and how has it tried to appeal to these
markets? What problems are they likely to face in the future?
Solution
The success of Starbucks is not hidden to any one. It is the largest coffee house in the world, that
holds around 33% of the total market share of coffee. All its success Starbucks owes to a well
defined and well served market.
At its launched, Starbucks at first targetted only Youth. Young College students, with slightly
higher than average income, were the centre of all the marketing strategies of Starcuks. To target
this market, it positioned itself, in the beginning, as a place where young college students can
hang out, study, discuss and write term papers and meet friends. Starbucks appeals to this
consumer directly through introducing technology as soon as it comes available, focusing on
social networking and actively cultivating a “cool” image. The young adult audience grows 4.6
percent each year.
Now Starbucks has realized that they could target specific neighbor hoods of the initial target as
well. It then tried to attract specific upward social classes. Different customers are more willing
to pay for luxury good now more than ever. With that in mind, through Starbucks aggressive
expansion techniques they have begun targeting almost every demographic.
Adults, Youth, Kids and Teens, obviously with slightly higher than average income, have now
become several groups that the company now target.
Starbucks’ primary target market is men and women aged 25 to 40. They account for almost half
of its total business. Starbucks’ appeal to this consumer age group through hip, contemporary
design that is consistent in its advertising and decor, and working to keep its products current as
status symbols. Customers tend to be urbanites with relatively high income, professional careers
and a focus on social welfare. This target audience grows at a rate of 3 percent annually.
A small share is also contributed by kids and teens in the revenue of Starbucks. They provide
steamed milk that Starbucks refer to as “babyccinos” . It is whipped cream topped coffee drinks
that are so popular with teenagers, kids and teens form a large part of Starbucks business. Kids
go there with their parents; both mother and child leave with cup in hand.
It is the change in target market that has made them to change their Mission Statement:
Previous: Establish Starbucks as the premeir purveyor of the finest coffee in the world while
maintaing our uncompromising principles while we grow.
Now: To inspire and nurture the human spirit- One person, One cup and ONe neighbor hood at a
time.
Despite such a strong launch and a big success story, it has started witnessing fall. In the recent
years, the market has shown Starbucks to be in constant decline, as their stock has dropped about
$15/share, a value they have been above since 2004. Starbucks consider itself as a premium
coffee provider and this could be the main probl.
Mission, strategy, and ethics at starbucks v2Paul Mulzoff
My colleagues and I presented this discussion on leadership, ethics, corporate repsonsibility, and corporate strategy to folks at The Hagan Schol of Business - Iona College.
The ppt descibes the the Branding and marketing strategies of Starbucks Under 8 functional Bracket like Logo, Standardisation, expansion, Globalisation, Co-branding, Augmented Services, Facing Competition and Pricing Strategies.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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You’ll learn:
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- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
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In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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https://nidmindia.com/
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• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
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Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
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So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
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Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
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Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
3. 2
Introduction
Starbucks is an innovative, high end coffee brand that possesses a unique market position
as not only a place for coffee drinks and pastries, but for casual get-togethers and small business
meetings. In light of economic competition for discretionary income, Starbucks will be
embarking upon an advertising campaign that reinforces existing marketing objectives through
boosting sales via enhanced and restated brand position. The ultimate objective is to increase
sales and maintain the Starbucks brand as a leader of the coffee shop industry.
This objective will be carried out through strategically placed, high coverage ads in an
attempt to reach the highest composition of the target audience possible. The approach will
include a blend of traditional, mass media and direct advertising via social channels. In order to
effectively plan the creation and planning of these advertisements, this plan includes a Situation
Analysis, SWOT Analysis, issue identification, campaign objectives, target audience, brand
position, creative brief, tactics, media planning timeline, and conclusion.
All of these elements are introduced to build a comprehensive and wholesome plan to
most effectively reach the defined target audience and increase brand awareness as well as
enhance brand positioning. This approach will ultimately stimulate the selective demand for the
Starbucks product line, thus increasing sales both short and long term.
Situation Analysis
-Company/Brand/Product Analysis
Starbucks is a premium coffee and pastry outlet that offers unique,
welcoming locations to enjoy its product line. Products offered are seen as status
symbols, and is primarily evidenced by the outward display of the logo, which
represents the strength of the brand. Numerous coffee products and teas, both hot
and cold, are offered along with a variety of snack in conjunction with a small line
of coffee related merchandise.
The company was started in Seattle over 40 years ago, and is modeled
after the Italian coffee house format. As stated, the brand prides itself as premium
in both its product line and atmosphere, choosing quality music in line with the
premium product line to build a premium atmosphere. Customers reportedly
gather at Starbucks as a neighborhood gathering place for a wide range of
purposes including business and socialization.
The chain is named after Moby Dick, and the logo is a sea siren, which
ties back to the roots of the chain in Seattle.
The mission of Starbucks is to “to inspire and nurture the human spirit –
one person, one cup and one neighborhood at a time.”
The chain is also committed to the being responsible in ethical sourcing of their
beans, which they acquire internationally, being community centered, and
sustaining the environment. These initiatives help position the brand as
4. 3
responsible and engaged with human affairs, which is a major selling point that
can be capitalized.
The coffee comes from Latin America and Africa, is ethically sourced,
and is paid for in premium by the corporation. The company prides itself in hand
picking out beans via an active buying team. The roasting process is customized
to give Starbucks a unique flavor and a competitive edge.
The company maintains over 22 thousand stores throughout the world,
although this campaign will focus on the United States market. The company is
publicly traded, and has traditionally performed well with growth, indicating a
successful and stable brand, product, and company.
-Consumer Analysis (purchase process, purchase cycle, etc.)
The two primary target audiences the campaign will address are men and women
ages 25 - 40 and young adults ages 18- 24. Men and women ages 25-40 that will be
targeted are located in urban areas, where Starbucks stores are located, and possess a high
income. They also have a focus on social welfare that ties into the corporate
responsibility objectives of Starbucks, including community engagement and ethical
sourcing of coffee beans. This target audience accounts for 49% of Starbuck’s sales. This
target audience, especially in at the older end of the demographic, will respond to direct,
social interaction via social media platforms, but are also consumers of traditional, mass
media, such as magazines, that were of higher focus before the digital revolution.
The second primary target audience is the young adult demographic, particularly
between the ages of 18 - 24. This target audience is “wired”, meaning that they
interconnect through digital and media platforms in synchronous ways. This
communication approach allows for direct interaction between people and brands. This
target audience makes up 40% of Starbuck’s annual sales volume. These individuals are
most likely to respond to interactions with brands, leading to purchase, through direct
targeting and interaction, although traditional, mass media can still help reinforce the
brand.
The purchase cycle of Starbucks products for both target audiences is somewhat
regular. Although premium pricing may prohibit higher consumption for those in lower
income brackets, Starbucks is a regular stop for many for the purposes of refreshment,
socialization, relaxation, or conduct of small, interpersonal business. Pastries and
merchandise complement the coffee product line, and thus are often bought in tandem.
Target audience members come to Starbucks for quality, convenience, and atmosphere.
During the purchase process, interaction between baristas and patrons is direct,
friendly, and customized. Not only are the drinks premium, but the Italian style of coffee
presentation is utilized within the modern, aesthetically pleasing environment of the
store. This presentation includes name-writing on the cup, whipped cream, hand shaking
and other features. The psychologically pleasing experience often opens the conversation
5. 4
for suggestive selling that includes the pastries and merchandise within the store. At
premium prices and moderate traffic volumes, this consumer behavior process allows for
stability and growth of the business by retaining and creating repeat consumers.
-Competition Analysis
Starbucks competes with many different outlets for coffee, ranging in quality,
experience, and price. In order to maintain a strong brand and market share, Starbucks
focuses on offering a quality experience along with its product line. In order to stay
competitive, Starbucks most continue to reinforce the value for its price. The whole
experience must be sold as a package, including atmosphere, quality product, and service
to remain competitive against lower end brands.
Other competitors include McDonald’s McCafe, Dunkin Donuts, Seven Eleven,
and Caribou. Although Caribou strives to parallel the quality of Starbucks, its’ market
share is low in comparison. Other outlets, such as Seven Eleven, Dunkin Donuts, and
McDonald’s focus on speed and competitive price, rather than the experience. However,
Dunkin’ Donuts, like Starbucks, offers a variety of pastries, specifically donuts, that
allow the brand to remain competitive in the price attribute.
Competition Comparison - Fig. 1
Starbucks McDonald’s Caribou Dunkin Donuts
12,500 Shops 31,000 415 Coffee 6700 Shops in
6. 5
in the United
States
Restaurants
Worldwide
Shops in 16
States
the United
States
Highly
Experienced
Baristas
Coffee Brewed
each day by
any worker
Highly
Experienced
Baristas
Semi-
Experienced
Baristas
High
Availability
High Quality
High
Availability
Low Quality
Low
Availability
High Quality
High
Availability
Mediocre
Quality
-Market Analysis
Market trends show growing favorability towards coffee overall. Starbucks
follows this trend by performing with steady growth in price per share of publicly traded
stock. According to Statista, a statistical research firm, the average American spends
almost $22 on coffee per week, showing favoritism towards this beverage as a regular
staple. With growing market potential, Starbucks has followed suit in size, awareness,
and preference within the coffee industry.
According to Forbes.com, the American coffee industry has grown to be a 30
billion dollar industry, with a steady 5% growth average from year to year. Almost a third
of the 83% of American adults that drink coffee, drink a gourmet coffee drink, which
aligns with items on Starbucks’ product line. The highest concentration of coffee
consumption in the United States is located within the borough of Manhattan of New
York City.
Starbucks Growth in Price per Share - Fig. 2
7. 6
SWOT - Fig. 3
Strengths
Established brand loyalty
Quick, custom service
Identifiable logo
Established brand value
Seasonal product
Numerous locations
Weaknesses
Lacks diversification of price points for
entire target audience
Political and business controversies
Identifying potential target audiences /
markets
Reliance on U.S. market
Opportunities
Incorporation within tight knit
communities
Developing target markets / audiences ;
diversification
Domestic coffee blends
Threats
Competing coffee and pastry brands (i.e.
Dunkin’ Donuts)
Calorie conscious consumers (high calorie
content drinks)
Volatile coffee market
Issue Identification
8. 7
As mentioned in the brand and situation analysis, Starbucks features premium, hand
selected beans for a carefully crafted roast. These features separate Starbucks from a vast
majority of the easily reached retail competition. Starbucks brand is perceived of high value and
follows suit in the target audience that it attracts along with the price points the firm charges. In
order to continue building brand value and position the brand of one that is distinctly valuable
and of quality, focus needs to directed towards the features that separate Starbucks coffee from
the competition.
The primary feature that can convey quality is the hand selected, quality, imported beans
used in Starbucks’ coffee. An advertising campaign is necessary to continually position the brand
as one of quality and elevate it further by increasing awareness of the beans utilized in
Starbucks’ custom roasting methodology. This campaign will be entitled “Only the Best”.
Campaign Objectives
-To continue the trend of innovation through the development and awareness of
the Starbucks brand.
-Only the Best Campaign will be released Q1 2016
-To engage followers in targeted, captivating ways with a focus on quality coffee
in order to increase sales, ultimately increasing the value and love for the brand as
well as the promotion budget for continued brand enhancement.
-To increase the overall position of Starbucks by establishing value in the services
communicated through appropriate, target audience specific channels.
Target Audience (segmentation + targeting)
The Target Audience for “Only the Best” encompasses Generation Y, born in the
1970’s - 1990’s, which includes middle aged adults as well as college aged students. The
college aged end of this spectrum can also be identified with the millennial generation.
Behavioral characteristics of this generation focus heavily on their connected
nature. Members of this generation are heavily involved in social media and digital,
interpersonal communication platforms. These individuals that consume Starbucks’
products tend to also be middle to upper middle class. This often allows them
discretionary income for the purchase of Starbucks’ premium products. These individuals
also tend to be concerned regarding environmental sustainability, which Starbucks
participates in through ethical bean sourcing policies and coffee container materials.
Positioning
9. 8
Starbucks is positioned as an experience, in that the brand offers a complete,
custom experience that complements the products offered. The experience is perceived as
premium, which is paralleled with premium pricing for the unique atmosphere and
beverage customization.
The experience expands into the concept of the stores that affect consumer
behavior and can influence the manner in which advertisements are constructed. The
store atmosphere is one that focuses on intimate collaboration for business, collegiate and
personal occasions. The concept of the space in which one obtains starbucks plays just as
much of a role in the brand position in a consumer’s mind as the customized drinks
themselves.
The brand position should continue to be reinforced in creative and captivating
ways that maintain Starbucks’ market share and position, with the ultimate goal of
enhancing that share and position. In order to maintain the premium brand position, the
ads will not only be captivating, but focus on the value of the coffee itself that gives
Starbucks the brand position that is currently possessed. The “Only the Best” Campaign
will focus on the quality of the beans utilized through soft sell tactics that increase
perceived value of the brand’s premium coffee products.
Creative Brief
Why:
To position Starbucks as an innovative, responsible, and appealing coffee brand
committed to quality and target audience expectations.
To Whom:
Men and Women ages 25-40
What We Know:
Men and women who are generally on the go and need a little kick-start to get
their day going, whether it be with a cup of coffee or tea, or various other
beverages that Starbuck’s can provide for its’ consumers. These individuals not
only expect that energy boost, but also expect an experience with a quality
product. The focus on Starbucks quality beans and roast appeals to the
expectations of these consumers that are often higher in social position and
income.
Main Message: You don’t have to be an expert to enjoy a cup of Starbucks.
Starbucks is committed to quality coffee beverages, utilizing “only the best”
beans available.
Tactics
Only the Best Advertising Campaign
10. 9
Only the Best focuses on the quality of beans that Starbucks utilizes
through careful hand picking and custom roasting. The campaign focuses on this
feature as a signal of quality and status, an attribute that communicates to the
needs of our defined target audience by meeting their higher expectations. This
campaign also reaches to those that are young, college aged coffee drinkers by
helping build loyalty to the brand. The distinguishable attribute of quality sets the
Starbucks brand our from other retail options, which are often sourced in a
commercialized, low quality manner.
-Ad Example
-Print Advertisements
Print advertisements will be used in a variety of target audience
specific publications, particularly magazines. This will allow high
coverage to obtain high exposure for the campaign, aiding to enhance
brand position.
-Billboards
Billboards will be strategically placed in metro areas where
Starbucks stores are located to achieve high coverage, bring about
relevancy of the Starbucks brand, and meet the positioning objectives of
the campaign to focus on the quality of coffee.
-Social Media Advertisements
11. 10
Social media advertisements have been deemed appropriate to
reach a high composition of our target audience since we will be able to
pinpoint the desired demographic of our target audience and pinpoint the
locations these individuals are reached to maximize effectiveness in areas
that local stores are available.
-Television commercials
A commercial series has been selected as part of the campaign to
gain high exposure to the selected target audience. Composition may vary
depending upon air time and placement. High coverage is essential to meet
the objective enhancing the brand image with a focus on quality.
-Ex: Open on a group of college students drinking coffee from
various brands (Dunkin doughnuts, McDonald's, Caribou). As they
all drink their coffee, they all find that their coffee isn’t all that
great. A kid in the back pipes up and says that his coffee is the
best. They each try the coffee and agree that his is the best and ask
what kind it is. He looks straight into the camera and says,
“Starbucks. Only the best.”
Media planning (Campaign Timeline)
● Pulsing
■ Desired Reach - High - Millions
■ Desired Frequency - High - Millions - Repetition
■ High Coverage - Mass Media
● Geographically, Target Audience centered; billboards,
target audience appropriate magazines, target audience
appropriate television networks and programs
■ High Composition - Direct - Social Media
● Define Target Audience in ad placement
○ Launch - Q1 2016 - Pulse each quarter throughout 2016
○ Budget - Top Down
■ Request 10% of Revenue for ad spending
Conclusion
Starbucks aims to position itself further as a brand of quality that is separated from the
competition by unparalleled customization, atmosphere, and most importantly, quality
12. 11
sourcing of coffee beans. The attributes of quality, ethics, sustainability, and responsible
sourcing speaks to the expectations of the target audience, and should be capitalized upon
in an innovative way to maintain and gain market share as well as enhance brand
position. Thus, “Only the Best” will address this issue in a targeted, innovative, and
effective manner with the ultimate goals of enhancing brand image, maintaining a loyal
customer base, and displaying a commitment to meet and exceed consumer expectations
while differentiating the brand position from the competition via quality.
References
http://www.statista.com/topics/1248/coffee-market/
http://www.forbes.com/sites/robertpassikoff/2013/09/16/u-s-consumers-drinking-a-latte-more-
coffee/
http://smallbusiness.chron.com/starbucks-target-audience-10553.html
http://www.starbucks.com/about-us/company-information/starbucks-company-profile
http://www.dailywealth.com/2515/three-ways-to-spot-a-bad-ceo
http://www.starbucks.com/about-us/company-information/starbucks-company-profile