SlideShare a Scribd company logo
1 of 30
Download to read offline
Media Plan: Starbucks
Michael Spinella, Marisa Del Priore, Donavan Farrish, Stacee Becker,
Elizabeth Pawlowski




                                                                       1
Media Objectives

   Reinforce brand image in consumer’s mind

   Develop a media strategy that involves advertising
    Starbucks specialty coffees in both traditional and
    non-traditional media outlets

   Increase Starbucks’ Profitability




                                                          2
Media Strategies
 To build the brand in mediums which will involve
  consumers more actively in the process of marketing
  Starbucks
 To extend amount of mediums to portray brand
  quality
 To gain maximum exposure to result in gain in
  revenue
 To build brand awareness to guarantee subsequent
  purchase of product
 The media plan will generate interest by connecting
  to the public



                                                        3
Target Audience Analysis


                           4
Demographics
  Total Population Size
  15-29                       30-39                        40-49                        More than 150 million
                                                                                        Americans (18 and older)
  64,728,191                  40,141,741                   43,141,741                   drink coffee on a daily
  20.9%                       13%                          14.2%                        basis, with 65 percent of
                                                                                        coffee drinkers consuming
  Median Household Income                                                               their hot beverage in the
                                                                                        morning.
  Householder under 25                      $24,143
  years
  Householder 25-44 years                   $54,024
                                                                                         51.4 million Americans
  Householder 45-64 years                   $60,683                                      living in multigenerational
                                                                                         homes.
        Gender
        Male 18-49           24.2%                         Family Households
                                                           Families                           77,538,296
        Female 18-           23.9%                                                            66.4%
        49
US Census Bureau American Fact Finder, Profile of General       Average   Household Size      2.58
Population and Housing Characteristics: 2010 Demographic Profile
Data Median Household Income Past 12 Months2010 American Average          Family Size         3.14
Community Survey                                                                                                       5
Recommendations

Television                           Newspaper                      Magazines
Broadcast      Cable                 New York Post                  Allure
NBC            USA                   Page Size                      Cosmopolitan
ABC            TNT                   Magazine                       Elle
               TBS                   Wall Street Journal            Glamour
               FX                    WWD                            GQ
               ESPN                  The New York Times             InStlye
                                                                    InTouch
Outdoor                                                             Lucky
                       Internet
Billboards                                                          Rolling Stone
Bus                    Facebook Engagement
                       Ads
Taxi
                       PerezHilton
Subway/Train
                                                       Simmons Spring 2010 NCS Adult Survey   6
Rachel Brynes 24, New       David Martin, 35, Los         Theresa Clark, 45, Ft.
       YorkNY                                                Lauderdale FL
                               Angeles CA
  - Meet Rachel. She is a      -Meet David. He is an       -Meet Theresa. She is a
     confident                                                hard working mom
     individual who is         ambitious individual
                                                              that juggles a
     graduating with a         who is just starting his       career and family.
     master’s degree.          own restaurant                 She lives in a
     She considers             business. He believes          multigenerational
     herself a tech            its very important to          household, which
     savvy individual.                                        includes her
                               have a strong                  college age son
     She is a “media
     guru” and keeps           knowledge of his               and mother. She
     her self updated          market. He likes to            enjoys watching
     through online            stay informed using a          shows on prime
     news, magazines                                          time television and
                               variety of medias              also keeps herself
     and various social        such as newspapers             informed by early
     medias.                   and TV news.                   morning TV news.



                                                                                     7
Magazine Rationale

                   InStyle                          Glamour
        Median age     Education           Total         Education any
        36             Grad college +      audience      college 67 %
        HHI income     75 %                aged 18-49 81
        $50,000 + 72   Employed 71 %       %
        %
         Median HHI Own home 64 %           Median HHI      Employed 65
         income        Married 46 %         $63,594         %
         $77,993       With children 50                     Managerial 26
         Managerial %                                       %
         position 31 %
*Readers of these magazines are highly employed in professional and
managerial careers high HHI which permits the purchase of expensive coffee
Our target audience also matches the ages of these readers                   8
Magazine Rationale
       GQ Magazine

                    GQ                                Allure
      Total audience Professional          Median age     Median HHI
      18 49 83 %     position 49 %         32.5           $66,386


      Median HHI
                                           Education/C Employed 68.3
      $100,000
                                           ollege 66.6 % %
      Education/coll
      ege 70 %
The target for Starbucks 18-49 has a 195 Simmons Index to get at the top of
their career readers of these magazines have a high household income
enabling them to purchase expensive coffee target readers also match the
age of our target audience
                                                                              9
Magazine Rationale

       Rolling Stone                          Lucky
Audience         Employed 72 %      Median age    Education
 Adults aged     Professionals 23   35.3           College
18-54            %                                graduate 44 %
                 Managerial 23
                 %
HHI $50,000 +    College grads
61 %             64 %               Median HHI    Employed 53 %
                                    income $82,   Professional 36
HHI $150,000 +   Grad college
                                    293           %
14 %             28 %
HHI income       Attending
$100,000         college 14 %
                                                                    10
Magazine Rationale

             Elle                       InTouch
Total audience Median HHI       Median age- Women 85 %
6,302,000      $71,927          32 years old Men 15 %
               HHI income
               $75,000 + 44.4
               %
Median age     Any college
34.2           70.0 %           Total        Median HHI
                                audience 7.9 $67, 496
Ages 18-34
                                million
51.7%
Ages 25-49
55.4 %
                                                          11
Magazine Index Numbers

 Magazine        MRI Index   Simmons
 Glamour         175         205
 GQ              104         170
 InStyle         168         222
 InTouch         129         186
 Lucky           111         176
 Allure          199         196
 Cosmopolitan    157         168
 Rolling Stone   103         174



                                       12
Newspaper Rationale
                                            Wall Street Journal                         Page Six Magazine
   Women’s Wear Daily
                                            Affluent           2,881,000
   Circulation       56562                  Readers                                     25-54            69%

   Total             192,311                Paid               1,613,062
   Audience                                 Circulation                                 Attended         64%
                                                                                        College
   Median Age        42.5                   College            88%
                                            Degree or                                   Household        51%
   Mean HHI          $214,000               higher                                      Income
                                                                                        over $65K
   Education-        82%                    Age 25-54          35%
   College                                                                              Above            32%
                                            Average            257,100                  $100K
   Degree
                                            HHI

 Research* has shown that Starbucks core customers enjoy getting their news from
  national newspapers. Additionally, trends show that people prefer to get their
  news from more sources.

 “Starbucks customers have a high level of interest in staying current in national and
  global affairs and often look to newspapers as their way to stay connected.”

 Additionally we chose news papers with college educated readers with high
  income who would be more likely to purchase Starbucks coffee.

                                                                     USA Today on sale in Starbucks nationwide. Press Room.
                 http://www.usatoday.com/marketing/media_kit/pressroom/2010/releases/031510_usatoday_and_starbucks.html
                                                                                                                              13
Viewership Among TV Stations- Rationale                       •Broadcast
                                                                    higher viewership

                                          Today Show/NBC            •Network less
                                          (5.49 million)            money

                                          GMA/ABC (5.14             •Tried to cover all
                                          million)                  aspects of
                                          ESPN (554,500)            television and
                                                                    chose time when
                                                                    the target is
                                          USA (555,700)             watching the
                                                                    most.
                                          Daytime (1,626,000)
                                                 GMA: 2, Two Month segments
                                                 (25 Spots each), February-
Today Show: Morning shows are best to            March, October-
reach the audience. This is when they are        This is when fall flavors are
preparing themselves for day. This is the time   being released as well as
of day that coffee is purchased therefore        promotional cups.
the best time to reach the target.
•6 months out of the year (May-July,             Daytime: Chose times when
October-December)                                ratings would be high. Such as
•These months are when Starbucks coffee is       times when new shows are
purchased the most due to new flavors and        being released. (April-May,
•30 spots each three month segment               September-October)                       14
Television Spending
         $3,000,000
         $2,500,000
         $2,000,000
         $1,500,000                                       NBC/Today Show
         $1,000,000                                       ABC/GMA
           $500,000
                 $0                                       USA
                                                          TBS
                                                          FX
                                                          ESPN
                              Total: $11,275,325
                     •Number of spots are evenly spread
                         •Higher costs- Ratings, Rates
•For USA,TBS, and ESPN we chose the summer months. Because of the summer
programming there is high viewership. Furthermore, most sports are in the midst
 of big games during these times. On FX we advertise during the times of year
              where other TV advertising is scarce or non existent.
                                                                                  15
Out of Home Rationale
                  Outlets    Males   Females
                             18-49   18-49
         Buses               149     152
          Large Billboards   108     123
          Subways            118     140
          Taxis              155     143

•Given data from Simmon’s research, it can be seen that both male and
female Starbucks drinkers pay a good amount of attention to out of home
advertising.

•Even though it can not be measured exactly who sees these Ads, we know
that a large amount of people are exposed to it within the top 20 DMAs.

                                                                          16
Internet Rationale
            Website             Visitors
            Facebook.com        50 Million Daily
            PerezHilton.com 408,258,454


  Starbucks currently has a very active presence on social media
   websites for they hold accounts on sites such as FaceBook,
   Twitter, Instagram, YouTube, Tumblr, and FourSquare.

  Currently, we plan on just advertising on Facebook with
   engagement ads and Perez Hilton to stay within budget
   constraints.

  In future years we plan on advertising more with digital
   newspapers and magazines.


                                                                    17
Product Seasonality

 Heavy Advertising will be done during:
   The summer months promoting summer
    time beverages such as frappuccinos,
    lemonades, and smoothies.
   The fall months promoting beverages
    such as the Pumpkin Spice Latte.
   The Christmas/Holiday season promoting
    their signature red holiday cups filled
    with beverages such as Christmas Blend
    Coffee, Gingerbread Latte, Spicy
    Eggnog Latte, Caramel Brulee Latte and
    Peppermint Mocha Latte as well as
    seasonal treats.
                                              18
Budget Allocation




                    19
Recommended Media Selection
andCost


                              20
Magazines




            21
Newspapers




             22
Out of Home




              23
Television




             24
Internet




           http://www.nickunsworth.com/wp-content/uploads/2011/01/Nick-Unsworth-FB-Ad-Blueprint.pdf   25
Flow Chart




             26
Other Tactics Considered But Not
Recommended
 Advertise during prime time television
   Late in the evening consumers are no longer in the mind set to
    purchase caffeinated beverages (morning purchase).

 Advertise to coffee consumers in niche magazines
   Although in our target market, a Starbucks AD would feel out of
    place among very specific niche product ADs.

 Advertise on the front or back cover of magazines.
   Very expensive with a high price on CPM forcing Starbucks to
    advertise less frequently in the magazines.

 Advertise on the radio
   Many of the people we are trying to reach do not pay attention
    to radio ads and use more satellite radio stations with minimal
    commercial interruptions.

                                                                      27
Alternative Plans with Fluctuation in
Budget

 Increase in Budget:
   Internet: advertise on electronic forms of magazines and
    newspapers.
   Use of product placement into television shows and movies.
   Advertise more on TV
   Advertise on the radio

 Decrease in Budget:
   Advertise in the same magazines less frequently.
   Buy smaller sized ads in newspapers.
   Advertise on smaller billboards in the 20 DMAs.


                                                                 28
Decision Dates

 With flexible time schedule we can move around when
  we are planning on advertising.

 Cancellation of advertising should be done as soon a
  possible .
   Magazines go to printing a month before publishing so
    cancellation should follow accordingly.

 The most flexible movement of advertising is in
  newspapers for they go to printing only a few hours
  before publishing.


                                                            29
Response to Client Concerns
Why is       We felt that we would be        Why is     We saw that Starbucks
there
minimal
             able to best reach our target
             based on multiple platforms.
                                             mobile     already had strong
variety      Internet Media is significant   left out   media influences in
             however we decided to                      mobile media. We felt
usage of
             place the most emphasis on      of your    that our efforts and
Internet
medias in
             Facebook advertising
             because it would provide the
                                             media      media dollars would be
your media   greatest amount of              plan?      better suited in other
plan?        impressions for this group.                platforms.



    Moving               Reinforce the Brand Image- We will engage
                         consumers who are already familiar with the
    forward we           brand. Our strategy will create a stronger bond
    plan to:             with the consumer, creating consumer loyalty.

                         Raise Awareness- We plan to generate
                         multiple impressions to acquire new Starbucks
                         customers.

                                                                                 30

More Related Content

What's hot

Starbucks Brand Audit
Starbucks Brand AuditStarbucks Brand Audit
Starbucks Brand AuditLaura Terry
 
Marketing strategy of Coca-Cola
Marketing strategy of Coca-ColaMarketing strategy of Coca-Cola
Marketing strategy of Coca-ColaKunal Gawade, CFE
 
IMC 610 Integrated Marketing Communication Plan for Kmart
IMC 610 Integrated Marketing Communication Plan for KmartIMC 610 Integrated Marketing Communication Plan for Kmart
IMC 610 Integrated Marketing Communication Plan for KmartStephanie Marchant
 
Strategic Planning In Advertising
Strategic Planning In AdvertisingStrategic Planning In Advertising
Strategic Planning In AdvertisingGriffin Farley
 
Procter & Gamble :HBR case study
Procter & Gamble :HBR case studyProcter & Gamble :HBR case study
Procter & Gamble :HBR case studyVishal Gupta
 
DOVE IMC campaign
DOVE IMC campaign  DOVE IMC campaign
DOVE IMC campaign Robin Jadhav
 
Oral-B e-marketing Strategy
Oral-B e-marketing StrategyOral-B e-marketing Strategy
Oral-B e-marketing StrategyUrooj Ansari
 
Baskin robbins pr plan
Baskin robbins pr planBaskin robbins pr plan
Baskin robbins pr planMarketers 24x7
 
Integrated Marketing Communication - Starbucks
Integrated Marketing Communication - StarbucksIntegrated Marketing Communication - Starbucks
Integrated Marketing Communication - StarbucksMichael Camilleri
 
Case Study : Procter and Gamble (P&G) Marketing Capabilities
Case Study : Procter and Gamble (P&G)  Marketing CapabilitiesCase Study : Procter and Gamble (P&G)  Marketing Capabilities
Case Study : Procter and Gamble (P&G) Marketing CapabilitiesSarthak Rahate
 
Brand elements of Coca Cola
Brand elements of Coca ColaBrand elements of Coca Cola
Brand elements of Coca ColaRidaAbbass
 
Ingenex Digital Marketing Strategy
Ingenex Digital Marketing StrategyIngenex Digital Marketing Strategy
Ingenex Digital Marketing Strategydletwin
 
Procter and-gamble-marketing-plan-presentation(gr.6-12-abm-industrious.)
Procter and-gamble-marketing-plan-presentation(gr.6-12-abm-industrious.)Procter and-gamble-marketing-plan-presentation(gr.6-12-abm-industrious.)
Procter and-gamble-marketing-plan-presentation(gr.6-12-abm-industrious.)CHESCASUAREZ
 
Marketing strategies of coca cola company
Marketing strategies of coca cola companyMarketing strategies of coca cola company
Marketing strategies of coca cola companyTharushika Ruwangi
 
Starbucks Social Media Strategy
Starbucks Social Media StrategyStarbucks Social Media Strategy
Starbucks Social Media StrategyMagdianis Martinez
 

What's hot (20)

IMC of Coca Cola
IMC of Coca ColaIMC of Coca Cola
IMC of Coca Cola
 
Starbucks Brand Audit
Starbucks Brand AuditStarbucks Brand Audit
Starbucks Brand Audit
 
Marketing strategy of Coca-Cola
Marketing strategy of Coca-ColaMarketing strategy of Coca-Cola
Marketing strategy of Coca-Cola
 
Imc starbucks
Imc starbucksImc starbucks
Imc starbucks
 
IMC 610 Integrated Marketing Communication Plan for Kmart
IMC 610 Integrated Marketing Communication Plan for KmartIMC 610 Integrated Marketing Communication Plan for Kmart
IMC 610 Integrated Marketing Communication Plan for Kmart
 
Strategic Planning In Advertising
Strategic Planning In AdvertisingStrategic Planning In Advertising
Strategic Planning In Advertising
 
Procter & Gamble :HBR case study
Procter & Gamble :HBR case studyProcter & Gamble :HBR case study
Procter & Gamble :HBR case study
 
DOVE IMC campaign
DOVE IMC campaign  DOVE IMC campaign
DOVE IMC campaign
 
Red Bull Case Study IMC Plan
Red Bull Case Study IMC Plan Red Bull Case Study IMC Plan
Red Bull Case Study IMC Plan
 
AMP Energy Drink Media Plan
AMP Energy Drink Media PlanAMP Energy Drink Media Plan
AMP Energy Drink Media Plan
 
Point of parity and point of differentiation
Point of parity and point of differentiationPoint of parity and point of differentiation
Point of parity and point of differentiation
 
Oral-B e-marketing Strategy
Oral-B e-marketing StrategyOral-B e-marketing Strategy
Oral-B e-marketing Strategy
 
Baskin robbins pr plan
Baskin robbins pr planBaskin robbins pr plan
Baskin robbins pr plan
 
Integrated Marketing Communication - Starbucks
Integrated Marketing Communication - StarbucksIntegrated Marketing Communication - Starbucks
Integrated Marketing Communication - Starbucks
 
Case Study : Procter and Gamble (P&G) Marketing Capabilities
Case Study : Procter and Gamble (P&G)  Marketing CapabilitiesCase Study : Procter and Gamble (P&G)  Marketing Capabilities
Case Study : Procter and Gamble (P&G) Marketing Capabilities
 
Brand elements of Coca Cola
Brand elements of Coca ColaBrand elements of Coca Cola
Brand elements of Coca Cola
 
Ingenex Digital Marketing Strategy
Ingenex Digital Marketing StrategyIngenex Digital Marketing Strategy
Ingenex Digital Marketing Strategy
 
Procter and-gamble-marketing-plan-presentation(gr.6-12-abm-industrious.)
Procter and-gamble-marketing-plan-presentation(gr.6-12-abm-industrious.)Procter and-gamble-marketing-plan-presentation(gr.6-12-abm-industrious.)
Procter and-gamble-marketing-plan-presentation(gr.6-12-abm-industrious.)
 
Marketing strategies of coca cola company
Marketing strategies of coca cola companyMarketing strategies of coca cola company
Marketing strategies of coca cola company
 
Starbucks Social Media Strategy
Starbucks Social Media StrategyStarbucks Social Media Strategy
Starbucks Social Media Strategy
 

Similar to Starbucks Media Plan

Starbuck media plan
Starbuck media planStarbuck media plan
Starbuck media planHưng Chủ
 
Mwfd sponsor overview
Mwfd sponsor overviewMwfd sponsor overview
Mwfd sponsor overviewbogo18
 
Brini Maxwell
Brini Maxwell Brini Maxwell
Brini Maxwell asherenian
 
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras GroupReaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras GroupAAF Chattanooga
 
The Millennial Generation Rules
The Millennial Generation RulesThe Millennial Generation Rules
The Millennial Generation RulesYoung & Rubicam
 
About Millennial Generation
About Millennial GenerationAbout Millennial Generation
About Millennial Generationimelkesini
 
Mamicile din romania
Mamicile din romaniaMamicile din romania
Mamicile din romaniaIQads
 
Millennial segmentation research
Millennial segmentation researchMillennial segmentation research
Millennial segmentation researchEarnestine Benford
 
2010 Hispanic Cyber-Study
2010 Hispanic Cyber-Study2010 Hispanic Cyber-Study
2010 Hispanic Cyber-StudyStu Rodnick
 
Hispanic Cyber Study 2010
Hispanic Cyber Study 2010Hispanic Cyber Study 2010
Hispanic Cyber Study 2010LaNettaNet
 
2015 Millennials Knowledge Module
2015 Millennials Knowledge Module  2015 Millennials Knowledge Module
2015 Millennials Knowledge Module bebravo
 
Understanding the Modern Mom
Understanding the Modern MomUnderstanding the Modern Mom
Understanding the Modern MomDavid Stutts
 
Hispanic Youth Marketing
Hispanic Youth MarketingHispanic Youth Marketing
Hispanic Youth MarketingSensis
 

Similar to Starbucks Media Plan (20)

Starbuck media plan
Starbuck media planStarbuck media plan
Starbuck media plan
 
Mwfd sponsor overview
Mwfd sponsor overviewMwfd sponsor overview
Mwfd sponsor overview
 
Brini Maxwell
Brini MaxwellBrini Maxwell
Brini Maxwell
 
Brini Maxwell
Brini Maxwell Brini Maxwell
Brini Maxwell
 
Reaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras GroupReaching Millennials | Presented by David Jacobs of the Tombras Group
Reaching Millennials | Presented by David Jacobs of the Tombras Group
 
The Millennial Generation Rules
The Millennial Generation Rules The Millennial Generation Rules
The Millennial Generation Rules
 
The Millennial Generation Rules
The Millennial Generation RulesThe Millennial Generation Rules
The Millennial Generation Rules
 
Millennialgeneration 140401170638-phpapp01
Millennialgeneration 140401170638-phpapp01Millennialgeneration 140401170638-phpapp01
Millennialgeneration 140401170638-phpapp01
 
About Millennial Generation
About Millennial GenerationAbout Millennial Generation
About Millennial Generation
 
Mamicile din romania
Mamicile din romaniaMamicile din romania
Mamicile din romania
 
Ghost 2.0_LinkedIn
Ghost 2.0_LinkedInGhost 2.0_LinkedIn
Ghost 2.0_LinkedIn
 
Millennial segmentation research
Millennial segmentation researchMillennial segmentation research
Millennial segmentation research
 
2010 Hispanic Cyber-Study
2010 Hispanic Cyber-Study2010 Hispanic Cyber-Study
2010 Hispanic Cyber-Study
 
Hispanic Cyber Study 2010
Hispanic Cyber Study 2010Hispanic Cyber Study 2010
Hispanic Cyber Study 2010
 
Hispanic Cyber Study 2010
Hispanic Cyber Study 2010Hispanic Cyber Study 2010
Hispanic Cyber Study 2010
 
Subcultures
SubculturesSubcultures
Subcultures
 
2015 Millennials Knowledge Module
2015 Millennials Knowledge Module  2015 Millennials Knowledge Module
2015 Millennials Knowledge Module
 
Understanding the Modern Mom
Understanding the Modern MomUnderstanding the Modern Mom
Understanding the Modern Mom
 
Hispanic Youth Marketing
Hispanic Youth MarketingHispanic Youth Marketing
Hispanic Youth Marketing
 
Hispanic Cyberstudy 2010
Hispanic Cyberstudy 2010Hispanic Cyberstudy 2010
Hispanic Cyberstudy 2010
 

More from mspinella1016

More from mspinella1016 (6)

Bud Light Lime
Bud Light Lime Bud Light Lime
Bud Light Lime
 
NFL - User generated Content
NFL - User generated Content NFL - User generated Content
NFL - User generated Content
 
Starbucks - Competitive Analysis
Starbucks - Competitive AnalysisStarbucks - Competitive Analysis
Starbucks - Competitive Analysis
 
Nissan
Nissan Nissan
Nissan
 
Applebees Metro
Applebees MetroApplebees Metro
Applebees Metro
 
Nike Crush
Nike CrushNike Crush
Nike Crush
 

Starbucks Media Plan

  • 1. Media Plan: Starbucks Michael Spinella, Marisa Del Priore, Donavan Farrish, Stacee Becker, Elizabeth Pawlowski 1
  • 2. Media Objectives  Reinforce brand image in consumer’s mind  Develop a media strategy that involves advertising Starbucks specialty coffees in both traditional and non-traditional media outlets  Increase Starbucks’ Profitability 2
  • 3. Media Strategies  To build the brand in mediums which will involve consumers more actively in the process of marketing Starbucks  To extend amount of mediums to portray brand quality  To gain maximum exposure to result in gain in revenue  To build brand awareness to guarantee subsequent purchase of product  The media plan will generate interest by connecting to the public 3
  • 5. Demographics Total Population Size 15-29 30-39 40-49 More than 150 million Americans (18 and older) 64,728,191 40,141,741 43,141,741 drink coffee on a daily 20.9% 13% 14.2% basis, with 65 percent of coffee drinkers consuming Median Household Income their hot beverage in the morning. Householder under 25 $24,143 years Householder 25-44 years $54,024 51.4 million Americans Householder 45-64 years $60,683 living in multigenerational homes. Gender Male 18-49 24.2% Family Households Families 77,538,296 Female 18- 23.9% 66.4% 49 US Census Bureau American Fact Finder, Profile of General Average Household Size 2.58 Population and Housing Characteristics: 2010 Demographic Profile Data Median Household Income Past 12 Months2010 American Average Family Size 3.14 Community Survey 5
  • 6. Recommendations Television Newspaper Magazines Broadcast Cable New York Post Allure NBC USA Page Size Cosmopolitan ABC TNT Magazine Elle TBS Wall Street Journal Glamour FX WWD GQ ESPN The New York Times InStlye InTouch Outdoor Lucky Internet Billboards Rolling Stone Bus Facebook Engagement Ads Taxi PerezHilton Subway/Train Simmons Spring 2010 NCS Adult Survey 6
  • 7. Rachel Brynes 24, New David Martin, 35, Los Theresa Clark, 45, Ft. YorkNY Lauderdale FL Angeles CA - Meet Rachel. She is a -Meet David. He is an -Meet Theresa. She is a confident hard working mom individual who is ambitious individual that juggles a graduating with a who is just starting his career and family. master’s degree. own restaurant She lives in a She considers business. He believes multigenerational herself a tech its very important to household, which savvy individual. includes her have a strong college age son She is a “media guru” and keeps knowledge of his and mother. She her self updated market. He likes to enjoys watching through online stay informed using a shows on prime news, magazines time television and variety of medias also keeps herself and various social such as newspapers informed by early medias. and TV news. morning TV news. 7
  • 8. Magazine Rationale InStyle Glamour Median age Education Total Education any 36 Grad college + audience college 67 % HHI income 75 % aged 18-49 81 $50,000 + 72 Employed 71 % % % Median HHI Own home 64 % Median HHI Employed 65 income Married 46 % $63,594 % $77,993 With children 50 Managerial 26 Managerial % % position 31 % *Readers of these magazines are highly employed in professional and managerial careers high HHI which permits the purchase of expensive coffee Our target audience also matches the ages of these readers 8
  • 9. Magazine Rationale GQ Magazine GQ Allure Total audience Professional Median age Median HHI 18 49 83 % position 49 % 32.5 $66,386 Median HHI Education/C Employed 68.3 $100,000 ollege 66.6 % % Education/coll ege 70 % The target for Starbucks 18-49 has a 195 Simmons Index to get at the top of their career readers of these magazines have a high household income enabling them to purchase expensive coffee target readers also match the age of our target audience 9
  • 10. Magazine Rationale Rolling Stone Lucky Audience Employed 72 % Median age Education Adults aged Professionals 23 35.3 College 18-54 % graduate 44 % Managerial 23 % HHI $50,000 + College grads 61 % 64 % Median HHI Employed 53 % income $82, Professional 36 HHI $150,000 + Grad college 293 % 14 % 28 % HHI income Attending $100,000 college 14 % 10
  • 11. Magazine Rationale Elle InTouch Total audience Median HHI Median age- Women 85 % 6,302,000 $71,927 32 years old Men 15 % HHI income $75,000 + 44.4 % Median age Any college 34.2 70.0 % Total Median HHI audience 7.9 $67, 496 Ages 18-34 million 51.7% Ages 25-49 55.4 % 11
  • 12. Magazine Index Numbers Magazine MRI Index Simmons Glamour 175 205 GQ 104 170 InStyle 168 222 InTouch 129 186 Lucky 111 176 Allure 199 196 Cosmopolitan 157 168 Rolling Stone 103 174 12
  • 13. Newspaper Rationale Wall Street Journal Page Six Magazine Women’s Wear Daily Affluent 2,881,000 Circulation 56562 Readers 25-54 69% Total 192,311 Paid 1,613,062 Audience Circulation Attended 64% College Median Age 42.5 College 88% Degree or Household 51% Mean HHI $214,000 higher Income over $65K Education- 82% Age 25-54 35% College Above 32% Average 257,100 $100K Degree HHI  Research* has shown that Starbucks core customers enjoy getting their news from national newspapers. Additionally, trends show that people prefer to get their news from more sources.  “Starbucks customers have a high level of interest in staying current in national and global affairs and often look to newspapers as their way to stay connected.”  Additionally we chose news papers with college educated readers with high income who would be more likely to purchase Starbucks coffee. USA Today on sale in Starbucks nationwide. Press Room. http://www.usatoday.com/marketing/media_kit/pressroom/2010/releases/031510_usatoday_and_starbucks.html 13
  • 14. Viewership Among TV Stations- Rationale •Broadcast higher viewership Today Show/NBC •Network less (5.49 million) money GMA/ABC (5.14 •Tried to cover all million) aspects of ESPN (554,500) television and chose time when the target is USA (555,700) watching the most. Daytime (1,626,000) GMA: 2, Two Month segments (25 Spots each), February- Today Show: Morning shows are best to March, October- reach the audience. This is when they are This is when fall flavors are preparing themselves for day. This is the time being released as well as of day that coffee is purchased therefore promotional cups. the best time to reach the target. •6 months out of the year (May-July, Daytime: Chose times when October-December) ratings would be high. Such as •These months are when Starbucks coffee is times when new shows are purchased the most due to new flavors and being released. (April-May, •30 spots each three month segment September-October) 14
  • 15. Television Spending $3,000,000 $2,500,000 $2,000,000 $1,500,000 NBC/Today Show $1,000,000 ABC/GMA $500,000 $0 USA TBS FX ESPN Total: $11,275,325 •Number of spots are evenly spread •Higher costs- Ratings, Rates •For USA,TBS, and ESPN we chose the summer months. Because of the summer programming there is high viewership. Furthermore, most sports are in the midst of big games during these times. On FX we advertise during the times of year where other TV advertising is scarce or non existent. 15
  • 16. Out of Home Rationale Outlets Males Females 18-49 18-49 Buses 149 152 Large Billboards 108 123 Subways 118 140 Taxis 155 143 •Given data from Simmon’s research, it can be seen that both male and female Starbucks drinkers pay a good amount of attention to out of home advertising. •Even though it can not be measured exactly who sees these Ads, we know that a large amount of people are exposed to it within the top 20 DMAs. 16
  • 17. Internet Rationale Website Visitors Facebook.com 50 Million Daily PerezHilton.com 408,258,454  Starbucks currently has a very active presence on social media websites for they hold accounts on sites such as FaceBook, Twitter, Instagram, YouTube, Tumblr, and FourSquare.  Currently, we plan on just advertising on Facebook with engagement ads and Perez Hilton to stay within budget constraints.  In future years we plan on advertising more with digital newspapers and magazines. 17
  • 18. Product Seasonality  Heavy Advertising will be done during:  The summer months promoting summer time beverages such as frappuccinos, lemonades, and smoothies.  The fall months promoting beverages such as the Pumpkin Spice Latte.  The Christmas/Holiday season promoting their signature red holiday cups filled with beverages such as Christmas Blend Coffee, Gingerbread Latte, Spicy Eggnog Latte, Caramel Brulee Latte and Peppermint Mocha Latte as well as seasonal treats. 18
  • 21. Magazines 21
  • 25. Internet http://www.nickunsworth.com/wp-content/uploads/2011/01/Nick-Unsworth-FB-Ad-Blueprint.pdf 25
  • 27. Other Tactics Considered But Not Recommended  Advertise during prime time television  Late in the evening consumers are no longer in the mind set to purchase caffeinated beverages (morning purchase).  Advertise to coffee consumers in niche magazines  Although in our target market, a Starbucks AD would feel out of place among very specific niche product ADs.  Advertise on the front or back cover of magazines.  Very expensive with a high price on CPM forcing Starbucks to advertise less frequently in the magazines.  Advertise on the radio  Many of the people we are trying to reach do not pay attention to radio ads and use more satellite radio stations with minimal commercial interruptions. 27
  • 28. Alternative Plans with Fluctuation in Budget  Increase in Budget:  Internet: advertise on electronic forms of magazines and newspapers.  Use of product placement into television shows and movies.  Advertise more on TV  Advertise on the radio  Decrease in Budget:  Advertise in the same magazines less frequently.  Buy smaller sized ads in newspapers.  Advertise on smaller billboards in the 20 DMAs. 28
  • 29. Decision Dates  With flexible time schedule we can move around when we are planning on advertising.  Cancellation of advertising should be done as soon a possible .  Magazines go to printing a month before publishing so cancellation should follow accordingly.  The most flexible movement of advertising is in newspapers for they go to printing only a few hours before publishing. 29
  • 30. Response to Client Concerns Why is We felt that we would be Why is We saw that Starbucks there minimal able to best reach our target based on multiple platforms. mobile already had strong variety Internet Media is significant left out media influences in however we decided to mobile media. We felt usage of place the most emphasis on of your that our efforts and Internet medias in Facebook advertising because it would provide the media media dollars would be your media greatest amount of plan? better suited in other plan? impressions for this group. platforms. Moving Reinforce the Brand Image- We will engage consumers who are already familiar with the forward we brand. Our strategy will create a stronger bond plan to: with the consumer, creating consumer loyalty. Raise Awareness- We plan to generate multiple impressions to acquire new Starbucks customers. 30

Editor's Notes

  1. US Census Bureau American Fact Finder Profile of General Population and Housing Characteristics: 20102010 Demographic Profile DataMEDIAN HOUSEHOLD INCOME IN THE PAST 12 MONTHS (IN 2010 INFLATION-ADJUSTED DOLLARS) BY AGE OF HOUSEHOLDERUniverse: Households  2010 American Community Survey 1-Year Estimates
  2. Smith, Katherine Taken. "Digital Marketing Strategies That Millennials Find Appealing, Motivating, Or Just Annoying." Journal Of Strategic Marketing 19.6 (2011): 489-499. Business Source Premier. Web.