This document outlines a green marketing campaign proposed by Stormbuck café to reduce plastic cup waste. The campaign has 3 goals: 1) decrease cups disposed in the environment, 2) raise customer awareness of cup waste issues, and 3) gain profit. It proposes designing discount vouchers, lottery tickets, or celebrity images on cup bottoms to motivate customers to keep cups rather than throwing them away. Customers can receive discounts or enter a monthly lottery by returning cups. Comparisons show this idea is more effective than recycling or changing materials due to customer motivation and marketing opportunities. The campaign will promote through social media, stores, and cup designs. Cups and coffee prices will remain the same.

2. Case Summary ................................................................................................................................. 1
Our Idea ............................................................................................................................................. 2
Detailing the idea ........................................................................................................................... 3
Discount voucher ...................................................................................................................... 3
Lottery Events ............................................................................................................................. 3
Celebrity Images ........................................................................................................................ 3
Comparisons .................................................................................................................................... 4
Recycle used cups ................................................................................................................ 4
Change the material in cup making ............................................................................. 4
Marketing Strategies .................................................................................................................... 5
Products ........................................................................................................................................ 5
Promotion .................................................................................................................................... 5
Pricing and Distribution ......................................................................................................... 5
Conclusion......................................................................................................................................... 6

4. Stormbuck café is one of the top fast growing take-away coffee brands in
Hanoi, and uses a large number of traditional plastic coffee cups daily to serve
its customers.
Considered itself as the leading innovation in the market, Stormbuck decided
to go green and planned to launch a green marketing campaign for reducing
the by-products of coffee business with 3 specific goals
1st: Decrease the amount of coffee cups discharged to the environment.
2nd: Raise customers’ awareness of environmental problems relating to usedfor-once plastic coffee cup in take-away coffee stores.
3rd: Gain profit for the store.
Keep a cup, save the Earth | 1

5. At the bottom of each cup, we feature our special designs so that customers
can only see after they finish the coffee. This design can later be presented as
a discount voucher, a lottery ticket or can feature an image of celebrities
and be kept as a souvenir by customers.
In that way, customers are advised to keep the cup instead of throwing them
away, so that they can either attend a monthly special lottery event or get a
discount, or simply possess a cup design as an ornament in their house.
Now since they’ve got motivation to keep their cups, we also feature green
messages outside the cup, such as environmental truth about plastic cups, or
how you can help the environment. They can keep their cup for as long as one
month, by that time, they can either return it to the coffee shop in our lottery
event or discount exchange.
Keep a cup, save the Earth | 2

6. When customers see sign of discount such as 1% , 2%,
they can keep the cup and bring back later to exchange
for another coffee with discounted price calculated by combining at maximum
of 5 cup discount values (which will limit discount values from 1% to 10%).
At the bottom, there can also be lucky numbers.
Customers will be advised to keep it as a lottery ticket
to attend our monthly lottery events.
The winner can go to any store to exchange the lucky cup for prizes, and since
other customers have kept their cup for about one month, they will be more
likely to keep it as a souvenir. This is where lovely cup design comes in, as they
will be the key motivation for customers to save these cups.
We can also feature images of famous people in cup bottom, so that their fan
can collect as their own cup collection. The images can be famous Disney
animation characters, or images of famous singers and artists.
Keep a cup, save the Earth | 3

7. We can compare this idea to other popular green alternatives, namely
recycling used cups and changing cup making materials.
Recycling is not practical because a simple message to customers that
“recycling cups will save the environment” will not be likely to work, as there
will be no motivation for them to save them, and there will be less options in
marketing this environmental message to buyers when compared with Bottom
up Idea.
In Vietnam, plastic arched cups have been a popular symbol for take-away
coffee due to its readiness and convenience in buying and drinking, therefore,
if we change the type of cup, it will meet certain challenges as take-away
coffee will lose their foremost advantage – the convenient experience.
Meanwhile, the cost for linking with another factory to product a different type
of cups could escalate total cost for our take-away coffee and reduce its
competitiveness in the market, so it is not advisable to approach our goal this
way.
.
Keep a cup, save the Earth | 4

8. The cup design is one of the key element in this green campaign. The design
must have both advertising text and images for customers to know that
there’s special prizes at cup bottom; as well as green messages in cup wrap for
customer to know the negative environmental influences of plastic cups.
We promote this event in our Facebook Fanpage, in posters in our coffee store
outlets, and in the cup design itself as mentioned earlier.
Our monthly lottery event will be featured also in Facebook, so the winner can
go to the store and exchange the cup for special prizes.
The cup and coffee in the campaign will be kept at the same price, so there
will be no risk at losing customers.
Because this event is organized only by Stormbuck coffee, the cups can only
be bought at any store in Stormbuck coffee chains.
Keep a cup, save the Earth | 5

9. Although
we
anticipate
this
campaign to be successful, in the
long run, we cannot compete this
environmental problem alone, so we
will sooner or later need supports
from other smaller take-away coffee
brands in Hanoi Market.
Therefore, in the long run, there is
also a need to carry out a general
sustainable solution for all coffee
store chains, which due to the
limitation of this paper, our idea
cannot fully resolve.
However, we envision a future of an
entire system of take-away coffee
cups made by materials that are
both reusable and recyclable. We
hope that in pursuing that ultimate
goal, our Bottom Up Campaign will
help reaching that goal faster and in
the short run, we believe Bottom Up
Campaign is the best solution.
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Đỗ Đức Hiếu – Lê Ngân Hà
Team Stormbuck
The End | 6