Starbucks Coffee: Standardization and Adaptation Strategy

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Starbucks Coffee Company: An Integrated Marketing Communications Plan April 2006

Prepared for: Starbucks Coffee Company W. H. Evans Prepared by: Sophie van der Vecht Neni Pogarcic Hidde van der Dussen Tim Ensing Dan Mackinnon Lucia Suchankova

Table of Contents

Executive Summary .................................................................................................................3 Introduction ...............................................................................................................................4 Mission ......................................................................................................................................4 Product ......................................................................................................................................5 Price...........................................................................................................................................7 Place ..........................................................................................................................................7 Promotion ..................................................................................................................................9 Competitive Analysis ...............................................................................................................9 Customer Profile .................................................................................................................... 17 SWOT Analysis ..................................................................................................................... 18 Segmentation ......................................................................................................................... 22 Targeting ................................................................................................................................ 23 Positioning ............................................................................................................................. 23 Financial Analysis ................................................................................................................. 23 Advertising Plan .................................................................................................................... 26 Definition of the Problem/Challenge ............................................................................... 26 Research results ................................................................................................................. 27 Advertising Objectives .......................................................................................................... 29 Strategy: Media Plan ............................................................................................................. 30 Mix ..................................................................................................................................... 30 Frequency........................................................................................................................... 31 Cost insertion ..................................................................................................................... 32 Flighting ............................................................................................................................. 32 Strategy: Creative .................................................................................................................. 32 Creative platform............................................................................................................... 32 Big Idea .............................................................................................................................. 33 Appendix A:Price of a Starbucks tall latte........................................................................... 34 Appendix B: Map of Downtown...
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