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Creative Brief and Creative Execution:
- Starbucks was founded by Jerry Baldwin, Gordon Bowker, and Zev Siegel, opening its first store in 1971 across the street from Pike Place Market in Seattle.
- Starbucks offers a selection of premium teas and coffees, fine pastries and other treats.
- They have a commitment to the highest quality coffee in the world.
- The world’s leading retailer, roaster and brand of specialty coffee, now with operations in more than 50 countries.
- They have products outside of the store such as packaged retail coffee, bottled Frappuccino’s, double shot espresso energy drinks, and instant coffee and a home-brew system.
- Their coffee buyers travel to coffee farms in Latin America, Africa and Asia to select high quality beans.
- Starbucks has a rewards program for their customers, when they reach a certain number of “stars” they receive a reward based on the amount.
- Every time you pay using a registered gift card or the app, you’ll collect 2 Stars for every dollar.
- Current advertisements running for Starbucks is the campaign of making Starbucks be your home away from home. They also run holiday campaigns with their red cups.
- The campaign we plan on running is a campaign aimed at college students, with finals coming up we plan to have an incentive. With every A that a college student receives on a final they get $1 off their purchase (up to $3 off every purchase). And with a B on a final they can receive a free treat.
- Current brand image: A global retailer and roaster of coffee, most consumers think Starbucks is overrated and overpriced. Starbucks is self-aware and conscious of what kind of image they want to convey.
- Desired brand image: A second home where people gather over a cup of coffee and treats.
- Brand image challenge: Due to high prices of coffee most consumers would rather go to the cheaper, more affordable options such as Dunkin Donuts or making their own coffee at home.
- This new campaign where we make Starbucks a second home for the target audience will make Starbucks more affordable with a new rewards program for college age students.
The target audience for this ad is millennials and generation z, as young adults aged 18 to 24 account for 40% of the firm’s sales. This age group could also be viewed as a target demographic for current and future investors in the company according to Fortune. Millennial Marketing research states, “over 70 percent of Millennials have said they will always come back to a brand they love.” Starbucks has success of millennials continuously coming back through their reward program.
The target audience is more than likely to be single individuals who live in college towns and have a limited income (under $25,000 per year) this is mostly due to their age. According to Bloomberg, “Daily consumption (of coffee) among 18- to 24-years-olds rose to 48 percent from 34 percent,” and “The coffee craze is also starting earlier in life … younger millennials started drinking coffee at 14.7 years old”. College students view Starbucks as place where they can hangout, write term papers, and study. Starbucks appeals to this generation by introducing new technology, focusing on social networking and having a “cool” image. The millennial and generation z audience have a growth of 4.6% each year for Starbucks.
- Dunkin’ Donuts is one of the largest donuts and coffee chains in the world, with stores in over 35 countries and over 11,500 storefronts. In 2010 their revenue was over $6 billion dollars. Dunkin’ produces 8% donuts, 65% drinks and 27% of other food items.
- McDonald’s, although McDonald’s is widely known for their food, their McCafé portion of the restaurant gained popularity when they introduced their iced and flavored coffees. Its more convenient and cheaper than Starbucks with drinks being around $1, but the customer experience is more boring.
- Maxwell House competes with Starbucks in retail stores since Starbucks introduced selling their coffee beans out of stores such as Target and other grocery chains.
The primary message of this campaign lets our target audience know that Starbuck’s understands that finals are stressful. The audience viewing this campaign becomes aware of the new deal going on at Starbuck’s. The ad aligns with the brands value of creating a culture of warmth and belonging, where everyone is welcome with the picture of students studying in a Starbucks.
Our expected response is to create word of mouth advertising between college age students and to attract the target audience in to buy drinks and treats with the new deals. We believe this will bring a lot of attraction to the brand and to the stores during the time period the deal goes on for.
Due to millennials and generation z aged consumers being Starbucks largest target audience the idea of being rewarded for getting good grades will be the big move in for a larger revenue during the time of the promotion. This will also establish another way for millennials to continue coming back to Starbucks as research stated above. With an already high consumption of coffee everyday this will allow students to treat themselves to a high-quality coffee rather than making their own coffee at home. With increasing the sales of coffee during this time period it will allow investors in the firm to realize that millennials are the best target audience for future advertisements and campaigns.
“We get it, finals are stressful”
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