Final Ppt ( Advertising) Starbucks l2l1z

By :

Ismath Karan Nibesh Rajath Vikram

Ismath - Karan - Nibesh - Rajath - Vikram

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On the board today… History Company Overview

Consumer Analysis Laddering Analysis

Brand Personality (aaker’s approach) Positioning Statement

Brand Strategy Influence & WOM

Media Plan Sample Print ment Ismath - Karan - Nibesh - Rajath - Vikram

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History • The first Starbucks opened in Seattle, Washington, on March 30, 1971 by three partners: English teacher Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker • During their first year of operation, they purchased green coffee beans from Peet's, then began buying directly from growers. • In 1984, the original owners of Starbucks, led by Jerry Baldwin, took the opportunity to purchase Peet's.


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Company Overview • Bridge the gap between growing the business and satisfying customers • Market sources say the t venture between Tata Global Beverages and Starbucks, which plans to invest Rs. 400 crore and open 50 outlets by the end of 2012 • The company has become a familiar brand in many parts of the world. In fact in mid 2002, ranking compiled by business week , Starbucks was included among the fastestgrowing global brands. Ismath - Karan - Nibesh - Rajath - Vikram

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OBJECTIVES Objectives • To be the most recognized and respected brand in the world

Possible Strategies • Expand retail locations and develop new products and channels that capitalize on STARBUCKS name • Control as much of the supply chain as possible. • Work directly with growers in various countries of origin to purchase green coffee beans, oversee the custom-roasting process, & control distribution to retail stores around the world. Ismath - Karan - Nibesh - Rajath - Vikram

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LONG-TERM GOAL

• To make our coffee available where people shop, travel, play, and work so it bursts into the national consciousness


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Starbucks Country

No. Coffee Stores

USA

12811

Canada

1248

Japan

965

Great Britain

766

China

580

South Korea

420

58 Countries

19555 Ismath - Karan - Nibesh - Rajath - Vikram

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Café Coffee Day • The first CCD outlet was set up on July 11, 1996, at Brigade Road, Bangalore, Karnataka • They have a minimum of 1270 outlets. The number increases almost every week. • Pioneer of the café culture and the first to launch the ‘coffee bar’ concept in India


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Consumer Analysis • Starbucks is mainly adult-focused and aims to connect with their customers, communities, and children through various advertising tactics • Starbucks holds around 33 percent of the market share for coffee in the U.S • Starbucks has been able to gain such a large share of the market by catering specifically to a well-defined target audience.


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Consumer Analysis • Target Customer :– – – –

Young & Affluent Status conscious Business Executive Expatriates

• Segmentation – They don’t limit themselves to one specific demographic, geographic or behavioral segment. – Treating everybody equally.


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Consumer Analysis Percent Female Average Age Percent with Degree + Average Income Average # of cups per week Attitudes toward Starbucks: High-quality brand Brand I trust For someone like me Worth paying more for Known for specialty coffee Known as the coffee expert Best-tasting coffee Highest-quality coffee Overall opinion of Starbucks

New Customers 45% 36 37% $65,000 15 34% 30% 15% 8% 44% 31% 20% 26% 25%


Established Customers 49% 40 63% $81,000 19 51% 50% 40% 32% 60% 45% 31% 41% 44%

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Consumer Analysis • Major chunk of CCD customers falls within the age group of 20 to 30 which s for 57% of the overall percentage. • The group comprises of mainly college going students and young working professionals. •Targets the ‘young at heart’.


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Consumer Decision Making Process The Lavidge-Steiner

Purchase

Conviction

How people “learn” ads Preference

Hierarchy of Effects Model

Liking

Knowledge

Awareness Ismath - Karan - Nibesh - Rajath - Vikram

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Key Attributes

clean store convenient

Key Attributes

friendly staff highest-quality coffee fast service freshest coffee highest-quality pastry, desserts new, innovative beverages selection of merchandise 0% - Karan 10% - Nibesh 20% - Rajath 30%- Vikram 40% Ismath

50%

60%

70%

80%

90% 15

Attributes – Benefits ‘Laddering’ • The company satisfies their customers through their advertising, programs and, of course, their coffee. • Coffee drinks for around 75 percent of Starbucks’ sales Ambience

Youth feeling

Refreshing mind

Quality coffee Attribute

Functional Consequence

Psychological Consequence


Benefit 16

What comes to your mind when you see this?


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Brand Personality FIVE DIMENSIONS OF BRAND PERSONALITY NAME of DIMENSION 1 Sincerity 2 Excitement 3 Competence 4 Sophisticated 5 Ruggedness

TRAITS (HIGHLY CO-RELATED) Domestic, Honest, Genuine, Cheerful Daring, Spitited, Imaginative, Up-to-Date Reliable, Responsible, Efficient, Dependable Glamorous, Pretentious, Charming, Romantic Tough, Strong, Outdoorsy, Rugged Starbucks

Café Coffee Day


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Brand Personality


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Brand Personality Starbucks • “You & Starbucks. It’s bigger than coffee”

Café Coffee Day • “ A lot can happen over coffee”

• To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

• To be the best Cafe chain by offering a world class coffee experience at affordable prices.


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“Victory is my objective. War is my strategy.” Winston Churchill


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Positioning Statement • Starbucks deals with brand positioning by continuing to focus on the customer and his/her point of views. • They position themselves by appealing to adults of all ages, whether it might be the convenience factor for men and women who are on the go, to men and women who want to meet up in a social environment, or even an older population with the calm and ambient atmosphere that Starbucks has to offer. • Spend heavily on marketing to tell more stories about themselves as they revamped their logos and repositioned themselves in their tagline to Ismath - Karan - Nibesh - Rajath - Vikram

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Positioning Statement A change in strategy from “product selling” to “experience selling”was therefore introduced at CCD , and a massive overhaul was undertaken on various fronts to create an experience that would delight the young consumers and be savored and enjoyed by them. Working towards providing such an experience CCD went in for an immediate revamp of its logo, look ’n’ feel of its retail outlets and brand positioning in the market Ismath - Karan - Nibesh - Rajath - Vikram

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BRAND STRATEGY Strategy • “ LIVE COFFEE ” mantra

Tactics • Create an experience around the consumption of coffee ,that could weave into the fabric of their daily life • Maintaining the product quality • Maintaining the customer intimacy • Maintaining the congenial atmosphere Ismath - Karan - Nibesh - Rajath - Vikram

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Influence & WOM


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Influence & WOM • Starbucks Coffee Company didn’t just go for unconventional marketing strategies for the fun of it. • They thought hard about promoting their company, and have decided that Starbucks is more likely to benefit if it employed unconventional word of mouth viral social media strategies that perfectly matched the concept the company wanted to portray Ismath - Karan - Nibesh - Rajath - Vikram

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Third Place • From the very beginning, the Starbucks marketing strategy has focused on creating the “third place” for everyone to go to between home and work. Creating this unique and relaxing “experience” and “atmosphere” for people has been very important for the company as they have realized that this is one of the strongest concepts attached to the company, to which customers have been strongly attracted. Ismath - Karan - Nibesh - Rajath - Vikram

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Smart Partnerships • Starbucks Coffee Company has been known to create strategic partnerships that demonstrate the fact that another way to grow your business is to partner smart. Over the years, the Starbucks Corporation has greatly increased sales just by using this strategy


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Types of Influencers ( Formal /Official Roles  Informal / Unofficial Roles

Arindham Chaudhar y

Karan Johar A.R. Rehman

Sonam Kapoor


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How Advertising Works?


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Advertising Communication Model

r

Audience

Sender

Receiver

(Encoder)



(Decoder)

MESSAGE Note it is more difficult for the audience to communicate back to the r. 

is one purpose of Market Research


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Media Plan • A good Media Plan considers these important factors:  Media Cost-Effectiveness:   



GRP (TRP) - Gross & Total Rating Points Reach Frequency

Media Cost-Efficiency:  

M - Cost per thousand P - Cost per point Ismath - Karan - Nibesh - Rajath - Vikram

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Media Plan Reach - percentage of the audience exposed to an advertising message  Frequency - average number of times audience has had the opportunity to see the message  GRPs (Gross Rating Points) - the sum of the ratings points (a point is one percent of the audience)  TRPs (Target Rating Points) - this is a subset, measuring rating points for the target group 


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Sample Print ment •

Creating The Advertising Message:

• A Sample Creative Strategy: – To convince: ___________________ Adults 20-35 – To drink: ___________________ Starbucks Cofee – Instead of: ___________________ Other Coffee Starbucks coffee – Because: ___________________ refreshes your mood Ismath - Karan - Nibesh - Rajath - Vikram

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Sample Print ment


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Types of Influencers ( Formal /Official Roles  Informal / Unofficial Roles

Arindham Chaudhar y

Karan Johar A.R. Rehman

Sonam Kapoor


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SATISFIED CUSTOMERS • According to one analyst “ 10%” of their customers come in twice a day • Loyal customers visit them as often as 18 times a month • Consistency of the service & products has ensured that the STARBUCKS experience is always the same, always positive Ismath - Karan - Nibesh - Rajath - Vikram

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Conclusion Why brand positioning & advertising will win over main competitor?

• Advertising is only the way of communicating brand values to customers • Brand positioning is important because it becomes easy to communicate with target audience. • Brand positioning helps in building brand personality and creates unique identity in customer’s mind. Ismath - Karan - Nibesh - Rajath - Vikram

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Thank You!


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