Starbucks Media Plan
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As a final project for my Intro to Media course at Columbia College Chicago, I completed a Media Plan for Starbucks Coffee Company. I give my analysis of current market research using MRI+ Data and other sources, and suggest media purchases to best a meet marketing and business objectives.
Transcript of Starbucks Media Plan
12/4/13 Starbucks Coffee Media Plan 2
Situation Analysis
Company Description:
Starbucks is the premier roaster, marketer and retailer of specialty coffee in the world,
operating in 60 countries. Formed in 1985, Starbucks Corporation’s common stock trades
on the NASDAQ Global Select Market (“NASDAQ”) under the symbol “SBUX.”
Starbucks purchases and roasts high-‐‑quality coffees to sell, along with handcrafted
coffee, tea and other beverages along with a variety of fresh food items, through
company-‐‑operated stores. We also sell a variety of coffee and tea products and license
our trademarks through other channels such as licensed stores, grocery and national
foodservice accounts. In addition to our flagship Starbucks brand, our portfolio also
includes Tazo® Tea, Seattle’s Best Coffee®, Starbucks VIA® Ready Brew, Starbucks
RefreshersTM beverages, Evolution FreshTM, La Boulange bakery brand and the VerismoTM
System by Starbucks.
-‐‑Starbucks Annual Report (2012)
Mission Statement:
To inspire and nurture the human spirit – one person, one cup and one neighborhood at
a time.
-‐‑Starbucks Annual Report (2012)
12/4/13 Starbucks Coffee Media Plan 3
Target Audience -‐‑ United States Market (MRI+ Data)
• Adults, 18-‐‑24 (156)
• Women, 18-‐‑34 (149)
• Graduated College Plus (159)
• Occupation: Professional & Related Occupations (161)
• HHI: $150,000 or more (160)
• Very status-‐‑conscious
• Values the Starbucks brand (Aesthetic Study)
• Values friendly interaction with strangers (Aesthetic Study)
Market Information -‐‑ Worldwide • $100,000,000,000 industry
• Coffee is currently grown in 50 countries
• 67% of coffee comes from The Americas
• Over ½ of American population over 18 years-‐‑old drink coffee daily
• Coffee is the source of 75% of all Americans’ caffeine intake
Competitors – United States Market • Top Sales competitor:
o Dunkin Donuts
• Other leading competitors:
o McDonald’s
o Nestlé
Marketing Objective • Increase sales from $2,800,000,000 to $3,000,000,000 for Q2
o January, March, April are low
• Continue maintaining brand strength and $3,000,000,000 in Q1, Q3, Q4
12/4/13 Starbucks Coffee Media Plan 4
Media Objectives Goal:
• Maintain Unique Visitors of 2,500,000 per month Online.
(Unique Visitors data from Compete.com)
• Continue to maintain strong media campaigns and brand image
Starbucks Coffee has an amazing online presence.
As of January 29th, 2013, Starbucks was ranked as the company with the 8th
largest following on Facebook. (Ignitesocialmedia.com)
Maintaining their yearly seasonal strategies on Social Media is imperative in maintaining
their brand strength.
Current campaign: “Share Joy”
12/4/13 Starbucks Coffee Media Plan 5
Geography Focus
• Western United States (MRI: 157)
• Metropolitan and Surrounding Areas (Aethetic Study/Ethnography)
• Cities with most Starbucks per capita
o Seattle, WA [9 / 100,000 people]
o Denver, CO [7 / 100,000 people]
o Portland, OR [7 / 100,000 people]
o Los Angeles, CA [6 / 100,000 people]
o Phoenix, AZ [4 / 100,000 people]
o Chicago, IL [3 / 100,000 people]
o New York City, NY [2 / 100,000 people]
Seasonality Focus
• January – April: Lowest sales
• July & August: “Wellness Months”
• October – December: Holidays “Share Joy” / “Let’s Merry”
-‐‑ To assist with January sales.
12/4/13 Starbucks Coffee Media Plan 6
Media Strategies Lowest Sales
• Heavy OOH to spur interest, and Print Ad to provide a more detailed message.
• Store saturation will benefit from OOH by becoming second nature.
Wellness Month • Use of TV advertising to remain consistent with historical data.
• OOH ad used to spur interest in Chicago and New York and aid in retention.
• Magazine ad used to elaborate with more information, and to aid in retention.
Holiday • Use of Magazines to spur interest, and the continuous use of online ads will
broaden reach during holiday season.
Interactive • Consistent 3,000,000 imp goal for every month to maintain current strategy and
presence and to aid in retention with other forms of media throughout the year. • 500,000 paid post boosts per month on Facebook to keep consumers talking. • 2,500,000 paid for insights on www.starbucks.com • On-‐‑Demand Streaming ads will run on Hulu and/or Netflix according to
programs of demographic (Adult, 18-‐‑34) for the last and first weeks of the
months struggling for sales to hopefully gain more top-‐‑of-‐‑mind awareness. OOH
• Bulletins in the 5 cities with the highest concentration of Starbucks Stores (80/20)
• 30-‐‑Sheets in the cities with high volume of commuters.
• Parking more concentrated in cities with high volume of commuters. LA is the
highest due to concentration of drivers.
• Branded Trains were used in the cities with high volume of target market taking
public transportation. Chicago has 4 trains, whereas New York only has 3 for
these reasons:
o Elevated trains get more views per route in downtown area.
o Chicago has more Starbucks locations than New York per 100,000
consumers.
12/4/13 Starbucks Coffee Media Plan 7
Media Mix • OOH
o 5 Bulletins § Seattle, Denver, Portland, Phoenix, and Los Angeles
o 30-‐‑Sheets § Seattle (1), Denver(2), Portland(2), Phoenix(2), Los Angeles(2),
and Chicago(1) o Parking Lot Displays
§ Seattle(1), Denver(2), Portland(2), Phoenix(2), Los Angeles(3),
Chicago(1). o Branded Trains
§ Chicago(4), New York City(3) • Print (Magazines)
o Runner’s World (210)
§ 1 page ad
• January – April & August – December (9ti)
o Sunset (227)
§ 1 page ad
• January – April (4ti)
§ ½ page ad
• September – December (4ti)
o Real Simple (196)
§ ½ page ad
• January – April (4ti)
• Interactive o Online Impressions (3,000,000/mo)
§ Facebook (500,000 boosted posts/mo)
§ UV on www.starbucks.com (2,500,000 imp/mo)
o On-‐‑Demand Streaming (25 rating points/week)
§ Hulu
§ Netflix
12/4/13 Starbucks Coffee Media Plan 8
• TV o Daypart, 25 rating points / week, for 8 weeks
§ No channels were supported by MRI+ Data.
12/4/13 Starbucks Coffee Media Plan 9
Financial
Total Budget ........................ $10,000,000
OOH ................................... $4,097,042.30
Print .................................... $2,640,490.00
Interactive .......................... $1,860,000.00
TV ....................................... $1,400,000.00
Spent ................................... $9,997,532.30
Total Left .................................. $2,467.70
12/4/13 Starbucks Coffee Media Plan 10
12/4/13 Starbucks Coffee Media Plan 11
Sources: • http://www.mobilemarketer.com/cms/resources/mobilegends-‐‑
awards/14499.html
• www.mriplus.com
• www.Compete.com
• http://www.hks.harvard.edu/case/3pt/berkovitz.html
• http://www.statemaster.com/graph/lif_sta_sto_percap-‐‑lifestyle-‐‑starbucks-‐‑stores-‐‑per-‐‑capita
• Starbucks Annual Report (2012)
• Starbucks Earning Reports (2010 Q1-‐‑Q4, 2011 Q1-‐‑Q4, 2012 Q1-‐‑Q4)
• www.ignitesocialmedia.com/social-‐‑media-‐‑stats/top-‐‑50-‐‑branded-‐‑facebook-‐‑fan-‐‑pages
• http://online.barrons.com/news/articles/SB50001424053111903601104579451241083847428
• http://lukeacrawford.wordpress.com/coffee-‐‑shop-‐‑aesthetic-‐‑study/
