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Starbucks Marketing Strategy
233
Transcript
Starbucks Marketing Strategy
Cost
Market
Research
The company will make money, and customers will save money
Objective & Strategy
Flavor Poll:
- Peppermint mocha
- Pumpkin spice
- Java chip
- Customers will pay more for Starbucks brand
- Price point can be higher than average creamer
- Customers will save money and be satisfied
Message Styles
- Produce and market and new line of Starbucks coffee creamer through social media and coupons
Brand Loyalty Poll
- In stores sales will not decrease
- Symbolic Association
- Starbucks as a brand
- Symbol of quality
- Rational
- Desired product at low cost
- Convenient
Resources
Cornelissen, Joep. Corporate Communication: A guide to theory and practice, third edition, Sage Publications Ltd., April 2011.
- Cornelissen, Joep. Corporate Communication: A guide to theory and practice, third edition, Sage Publications Ltd., April 2011.
- http://smallbusiness.chron.com/starbucks-target-audience-10553.html
- http://www.starbucks.com/
Introduction:
Tricia
Kanya
Convenience
Creating loyal Starbucks customers
Mackenzie
New Starbucks Coffee Creamer
Quality
- Convenience is the selling point
- Customers can buy as much or as little as they want, when they want
Starbucks quality coffee, in your own home.
- The most important aspect to focus on
- Starbucks is known for quality
- Customers expect that same quality in all products
- Our new product will have that same quality
Target
Audiences
Advertising
Key Message Themes
Conclusion
- Product potential
- Backed by research
- Needs leadership support
- In-store coupons
- Social media promotions
- Twitter, Facebook. Instagram, etc..
- Quality
- Convenience
- Cost
- Young professionals
- Stay at home moms
- Ages 20-45
- Located in the cities or suburbs
- Busy lifestyle
Get quality Starbucks taste, in the convenience of your own home, at a lower cost.
http://smallbusiness.chron.com/starbucks-target-audience-10553.html
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