Starbucks Coffee Advertisement Proposal
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Transcript of Starbucks Coffee Advertisement Proposal
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Starbucks Coffee
Presenter:
Kuo Tai Wei
STARBUCKS; the simple lifestyle
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Company background
Operated by Berjaya Starbucks Coffee Company
Sdn. Bhd
Joint venture with Berjaya Group Berhad.
1st outlet opened on 17th December 1998
>140 outlets on January 2012.
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Company background
An international brand, company name and
quality can be believed.
Receive friendly, attentive service and quality
coffee recommendations
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Company background
Hot and cold beverages
Packaged food items, hot and cold sandwiches
WIFI
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Situation Analysis
A kind of drinks that can fresh you when tired.
A well known coffee shop among teenagers and
working adults.
A branded coffee and provide the better quality
of drinks.
Teenagers and the working adults like to go
Starbucks because of the environment.
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Weakness
pricing/utility
Negative publicity
Coffee beans price is the major influence over
firms profits
SWOT Analysis
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Opportunities
Hard working lifestyle is a factor that drive people
drink more coffee
To extend supplier network.
Increase product offerings
SWOT Analysis
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Product Concept
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Product Concept
Product Position
Represent to coffee.
The symbol of coffee in peoples mind.
Starbucks build the reputation in peoples mind
with the high quality coffee and the clearly
explanation of the bean of coffee.
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Product Differentiation
Main competitorCoffee Bean
Same selling point.
The choices of products.
Both of the products are import from foreign
country.
High quality coffee bean.
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Classification
Branded in society.
Higher cost.
Better quality.
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Save cost.
Save environment.
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Branding
A brand that represent to social communication.
Enjoy the chatting with friends in a nice
environment while having a STABUCKS.
Relate to friendship.
We will interactive with our friends and alsomeet some new friends.
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Target Audience
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Relationship of target audience and target
market
40% from young adult
49% from adult
2% from kids and teenagers
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Prospective buying influence
Taste good
Environments and services
Reputation
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Civilian
Drive-thru available
Affordable price
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Demographic Segmentation
College students from age 18 to 24
Adults from age 25 to 40
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Psychographics (lifestyle)
Refresh working people during a busy day
Relaxation for teenagers
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Behavioural Segmentation
Does not affect Starbucks much.
People are still willing to pay to enjoy a good
quality of coffee.
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Prioritization of target audience
Primary
Adults age from 25 to 40.
Deal business with client or partner.
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Prioritization of target audience
Secondary
Young adults age from 18 to 24.
Provide network and nice environment.
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Prioritization of target audience
Supplementary
Kids and teenagers age from 13 to 17.
Steamed milk for kids, hang out place forteenagers.
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Communication Media
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Communication Media
Traditional Media
Television
Other Media
Interactive
Direct Response
Supplemental Media
Sales promotion device
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Advertising Message
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Advertising Message
Copy elements (Verbal)
Advertising Appeals
Starbucks Coffee has many advertisements to
increase the Starbucks Coffee company reputation
and promote the products.
Starbucks Coffee is used the graphics, animate
and music to influence consumers personal
feeling, to make consumers have the same feeling.
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Advertising Message
Copy Platform
STARBUCKS; the simple of lifestyle
enjoy our life while enjoy Starbucks Coffee
enjoy our concept store
concise concept to produce the advertisement
competitors range from other coffee brand such as
Coffee Bean
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Advertising Message
Art Elements (Nonverbal)
Visual Appeals
1. In advertisements & commercials
Starbucks Coffee is rank of advertisements
According to the target consumers of the media
advertising purpose is to create a casual Starbucks
appear beside you feeling
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Advertising Message
2. In Packaging
auditory and visual effect
storyline also key point
create a casual Starbucks appear beside you
feeling
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