Arena Taiwan is one of my client during my work in Ogilvy & Mather. Together with our team member, we coordinated a digital campaign, which included a voting event on social media as well as a actual runway competition at department store. The goal was to create a more intimate and less distant brand image to our target customers.
D.I. GROW is one the World’s finest quality foliar fertilizer, manufactured by Dynapharm Associate, a member of Dynapharm companies, Malasyia. The Company supplies foliar fertilizers primarily for use in the production of fruits, vegetables, cereals, oil crops, seedling’s root tubes and other horticultural crops.
Foudation of business strategy of starbucks is a word file which talks about how the starbucks positioned themselves and their strategies to fight against competitors.
Arena Taiwan is one of my client during my work in Ogilvy & Mather. Together with our team member, we coordinated a digital campaign, which included a voting event on social media as well as a actual runway competition at department store. The goal was to create a more intimate and less distant brand image to our target customers.
D.I. GROW is one the World’s finest quality foliar fertilizer, manufactured by Dynapharm Associate, a member of Dynapharm companies, Malasyia. The Company supplies foliar fertilizers primarily for use in the production of fruits, vegetables, cereals, oil crops, seedling’s root tubes and other horticultural crops.
Foudation of business strategy of starbucks is a word file which talks about how the starbucks positioned themselves and their strategies to fight against competitors.
Starbucks owns nearly one-third of America’s coffee bars.
Almost all of Starbucks’ locations in North America are company-owned stores located in high-traffic, high-visibility settings such as retail centres, office buildings, and university campuses.
He also sold products through non-company-operated retail stores such as hotels, airlines, and restaurants.
Starbucks formed joint ventures to distribute a bottled Frappuccino thru Pepsi-Cola and an ice cream thru Dreyer’s Grand Ice Cream
Starbucks India or it can be called as Tatabucks. As Starbucks Corporation and Tata Global Beverages announced 50:50 joint venture called Tata Starbucks Ltd. in January 2012 which operate and own outlets branded Starbucks “A Tata Alliance”. An agreement was also signed between Starbucks and Tata coffee that coffee would 100% locally sourced and roasted
Starbucks has evolved from a mere seller of coffee products to a full-fledged chain “restaurant”, offering not only coffee products but also other beverages, foods, and merchandise.
Starbucks is still a global leader in the coffee shop chain business
Introduced an online app making it more convenient for customers to locate stores and place orders
Starbucks slogan of “Uniquely Starbucks” continues to play a huge role in company’s success
Report done by David Mc Guinness, Selim Öztürk and Zhifeng Qi. Master in Business Strategy.
The main purpose of this report is to analyze Starbucks’ strategy, inquiring the coffee industry, competitors, International expansion, resources and capabilities.
Starbucks owns nearly one-third of America’s coffee bars.
Almost all of Starbucks’ locations in North America are company-owned stores located in high-traffic, high-visibility settings such as retail centres, office buildings, and university campuses.
He also sold products through non-company-operated retail stores such as hotels, airlines, and restaurants.
Starbucks formed joint ventures to distribute a bottled Frappuccino thru Pepsi-Cola and an ice cream thru Dreyer’s Grand Ice Cream
Starbucks India or it can be called as Tatabucks. As Starbucks Corporation and Tata Global Beverages announced 50:50 joint venture called Tata Starbucks Ltd. in January 2012 which operate and own outlets branded Starbucks “A Tata Alliance”. An agreement was also signed between Starbucks and Tata coffee that coffee would 100% locally sourced and roasted
Starbucks has evolved from a mere seller of coffee products to a full-fledged chain “restaurant”, offering not only coffee products but also other beverages, foods, and merchandise.
Starbucks is still a global leader in the coffee shop chain business
Introduced an online app making it more convenient for customers to locate stores and place orders
Starbucks slogan of “Uniquely Starbucks” continues to play a huge role in company’s success
Report done by David Mc Guinness, Selim Öztürk and Zhifeng Qi. Master in Business Strategy.
The main purpose of this report is to analyze Starbucks’ strategy, inquiring the coffee industry, competitors, International expansion, resources and capabilities.
10. CCoffee M.S.offee FindingsFindings(1)整體咖啡市場媒體投放量在逐年降低， 只有沖泡即飲的市場媒體投放量成長， 代表該市場的潛力看漲，正在成長中! (2)市佔率和媒體投放量呈正比，所以廣告對刺激消 費還是有絕對的幫助 (3)品牌建立還是以電視媒體為主 (4)咖啡是個特殊品項，品牌建置完成，成為Top of mind list 之後，即使廣告大幅縮減，還是能有持續的銷售。 所以品牌在一開始成功投資才可以確保未來的長銷!
23. CCompetitorsompetitors’’FindingsFindingsWhat we get from Competitors?What (1)前5大品牌佔據超過5成的市場 (2)傳播上全部皆以“感性”訴求為主， 顯見喝咖啡是一種”感覺”和“品味”的過程。 但分類皆以口味不同作區別 (3)目前沖泡即飲咖啡”包裝“都類似， 以咖啡種類或內容為訴求 (4)目前沖泡即飲咖啡市場單一品牌還是以 “多口味”和“多組合”為主。市場需要多重滿足!
29. 30| 44 上 班 族 20| 49 男 女 行銷目標族群 傳播目標族群 HHow We Talk to T.A?ow 目標:和我們的消費者交心，一起分享屬於他的過程 Super Instant Coffee， 不只是咖啡， 還補起你無法被滿足的那個缺口， 了解你的渴望和夢想。 隨手來杯Super Instant Coffee, 夢想距離就不再遙遠！ 未來和想像中的你，都會實現!
30. Concept:可以陪我一起做夢，就是Super•品牌支持點(Supportto believe)： –國際知名大廠，值得信賴 –因為我們就是Super•產品必要支持點(Reasons to believe)： –我包括你的夢想 –我可以暫時實現你的渴望 –我可以滿足你的想像 –因為我跟別人不一樣(WEB 2.0 Spirit) •需要溝通途徑(Waysto be believed)： –News/Stories/PR/Campaign/TVCFBBrand Strategyrand Strategy
31. Concept: Super Coffee，Think Super•品牌支持點(Supportto believe)： –可以完成你的虛擬夢想 •產品必要支持點(Reasons to believe)： –突破現有的訴求模式 –我有你要投射的角色和未來 –看到我就看到夢想成真 •需要溝通途徑(Waysto be believed)： –TVCF/Printed AD/Wrappers (Taste/DM)/PR/Event/Campaign with (Brand)StoriesCCommunication Strategyommunication Strategy
32. Concept: Drink Me, I have what You want•Tastes要多元： –執行方案:用角色演義口味，完成他的Dreaming Role Play–每個人心裡都有一個夢想，希望將來可以變成..或現在可以是.. 喝Super，你可以變成你想要的角色，得到滿足! –口味用“虛擬身份”做區隔，融入他web2.0的夢境中 –我們每一種口味，都有故事..都有精神..都有你的味道.. PProduct Strategyroduct Strategy
33. Concept: You can instantly be “another you” now In Super Instant Coffee•口味的演義: CEO -總裁(Success/Money/Power): LatteTrunk Driver-卡車司機(Man/Strong): Strong/BlackSecretary-秘書(Blond/Slim/Beauty):Low FatNoble Woman-貴婦(Nobel/Luxury/Upper Level): Strong Milky CoffeeHousewife-家庭主婦(Ordinary/Self-manage/Smart Budget Control): Cappuccino Freelancer (Freedom/Reality/Lonely): Caramel Macchiatto(Sweet) •Tone&Manner: 能表現出每種角色的生命力和故事 (EX:手繪風，成熟的表現,有故事可以說..) PProduct Conceptroduct Concept
34. BBrand Positioningrand PositioningWhat I am? Super Instant Coffee是隨時為你 補充體力，重新裝填夢想的咖啡 在這裡，你就是Super的! Why Buy Me? 很方便，任何時候都可以飲用 還有多重口味選擇，喝的時候還有 心裡的角色，這份滿足是更深的.. Who am I for? 隨時都愛喝咖啡，我在享受這杯咖啡 的過程，進入另一個我， 完成我想要的夢 我知道，我會變得不同..
