Starbucks Coffee Advertisement Proposal

7/28/2019 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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Secondary

Young adults age from 18 to 24.

Provide network and nice environment.


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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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Starbucks Coffee Advertisement Proposal

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