Media Planning Class Project_Starbucks Evening Menu
-
Upload
renny-saldanha -
Category
Marketing
-
view
212 -
download
2
description
Transcript of Media Planning Class Project_Starbucks Evening Menu
EVENING MENU
The Challenge
OVERVIEWStarbucks provides:- personal experience- quality taste- the ‘third place’ feel
Having established brand value and a loyal customer base, Starbucks needs to ensure sustainability amongst competitors by adding new lines.
Starbucks Evening MenuIntroduced in 2010Select locations only (urban metropolitan areas)After 4 PM
1. Compete against established local businesses catering to our target market.
- examples: Tapas Bars & Wine Bars. 2. Change consumer mindset of Starbucks product offering.
“Starbucks is more than just coffee and tea”
THE CHALLENGE
MEDIA OBJECTIVE
• Increase market share in the ‘evening drinking & entertainment’ market
• Attain moderate reach, 70-75% of market audience at moderate frequency via online media marketing strategies
• Encourage target audience to try new products via creative venues: ‘virtual coupons’, hashtag contests, coupons given @ store during day-time purchases, Instagram photo contests Facebook Likes etc
MARKETING STRATEGY
• Increase awareness of new product line(s) across the board
• To increase evening consumer traffic into NYC Starbucks locations
• Make target audience aware of new services and offer incentives to try them over the competition
• Create effective creative and strategic ads via social media to achieve marketing goals
SWOT
STRENGTHS•Strong Brand- Global & Locally (36.7% of US Market Share)•Strong Positioning within Industry•High Quality Products•Multiple Locations•Effective use of Technology/ Mobile Apps•Customer Base Loyalty
WEAKNESS• High Prices• High Saturation within the US market• Target Customer may prefer more “high class” location for after work meetings/happy hours•Low Switching Cost among Consumers
OPPORTUNITY•Expansion of product offering •Brand Extensions•Develop a Starbucks brand splitzeror wine- the long term view
THREATS• Stiff competition from tapas bars, cheese & wine bars & local happy hours around city.• Increasing price of input materials•Weak economy, low disposable income•Regulations in regards to alcohol sales can affect business•Competitors can copy menu items quickly
TOP NYC COMPETITORS
• Local Tapas Bars
• Wine & Cheese
• Happy Hour at Local Bars
STARBUCKS AD-EXPENDITURES
Fiscal year 2011-2013 Annual Report
Total Marketing Expenses*
Ad-Specific Expense*
2013: $306.8 $205.82012: $277.9 $182.42011: $244 $141.42010: $198.7 $176.2*In Millions. Source: Starbucks Annual Reports
AD-EXPENDITURE ALCOHOLIC DRINKS
Growth in adspend by global region, Q4 2013January-December 2013, year-on-year % changeSource: Nielsen Global AdView Pulse, Q4 2013
Growth in alcoholic drink adspend by channel, Q4 2013January-December 2013, year-on-year % changeSource: Nielsen Global AdView Pulse, Q4 2013
CONSUMER PROFILE
• Age: 30-49 (50+ prefer more expensive bottled wine)
• Younger people prefer less expensive beer• Income:40k+ • Professions: Finance , TechnologyBanking etc
Yes!! Starbucks has wine now!!
THE CREATIVE
“OCCUPY WALL STREET”• One week event: Only the Starbucks
in the Financial District will serve evening menu in a bar ambience.
AFTER WORK HANGOUTS
“Starbucks” “Winery”
THE CREATIVE“Familiar faces, New tastes”• One month event: People who buy coffee before 2pm can get a 50% off coupon for a drink at the night menu.• ‘Everyday happy hour with your Starbucks coffee at the evening menu hours. •Raffle trip to an Italian or Parisian vineyard.
#StarbucksEveningsNYC
THE CREATIVE- TRIP ABROAD
• Raffle trip to Italy or Paris vineyard contingent on a customer’s number of visits to the store during day/evening and photos via Instagram enjoying Starbucks evening menu. Contest to be concentrated in NYC area.
MEDIA VEHICLESPrint 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?
MEDIA PLAN
OUT - OF - HOME• In Store • Cabs• Subway and PATH
• Major transit points-billboards• Sponsoring business events
with samplers• Elevators at small to medium
offices
ONLINE DISPLAY
VIDEO
PAID SEARCH
Evening menu Starbucks beer selection
Tapas plates Wall Street
Starbucks evenings Wine pairing Wine tasting
Starbucks evening New York
Meeting places around Wall Street
Summer drinks
Evening menu price Starbucks wine selection
Tapas plates Wall Street
Evening menu locations
Best wines in financial district
Wine tasting
Alcohol at Starbucks Savory small plates After work meeting
Happy hour financial district
Corporate evenings Wine and cheese
Shared plates Small plates Wine and plates
SOCIAL MEDIA
Send a gift
Tweet –a --wine
MOBILE
EMAIL MARKETING
• Email marketing –menu of the week• Coupons• Wine tasting• Happy hours• Events & Happenings• Free Goodies and giveaways• Reward points• Survey completion incentives
BIG IDEA
• Bringing to US the Italian culture of regularizing wine as a light evening drink, facilitating conversation and in no way promoting habitual alcoholism
• Wine tasting events can be conducted as promotional activities with wine connoisseurs brought in
• Start marketing campaign with a heavy focus on areas with executives and professional workers before rolling out to all locations
• In-store promotion will have maximum weightage, because of the store location density in New York City.
THANK YOU