Six teams participated for this pitch with Bo's Coffee as its client.
I am a card application carrying Starbucks consumer. I like their coffee, especially the bold blend. As a coffee drinking marketer, I also appreciate their marketing acumen.
Smart marketing is no accident. Consistent branding Starbucks has a brand personality that comes through in every communication. No matter where you are in the world, the logo, storefront and store presence all have a familiar look and feel.
When I am in an unfamiliar place, I always notice when someone walks by carrying the distinctive coffee cup. When driving on a highway, all I need to see is the logo and I know refreshment is nearby. Web is the content hub The web experience is tailored to the audience.
For example, my web experience acknowledges my rewards status, so anytime I go to the web site i can easily access my account, check on my rewards, find stores; all the things I want to do as a coffee consumer. Video is used to masterfully tell the story of ordinary people and, at the same time, ties in an appropriate brand message.
These messages are appropriately paced, visually oriented, providing interesting information about the products Starbucks offers. The content is focused on education and information, not promotion.
Starbucks has a presence in social media. Direct mail is the delivery mechanism for rewards. Despite all their online prowess the old fashioned postcard is still the gift basket for delivering rewards benefits.
Mobile experience Starbucks is leading the way in the mobile experience, which makes complete sense when you consider their product.
At a basic level you can view their content from a smartphone. The Starbucks app is one of the more powerful features in their marketing arsenal. Once the app is downloaded one can use the phone to pay for products, reload funds on a card, and find stores. Make it easy to share content Each communication encourages readers to share content with friends.
Following best practices, Starbucks provides easy one-click options to ensure that sharing content is simple and easy to do; most important, they ask you to share.
Engage consumers Starbucks has a separate presence for collecting ideas. For some time, they have branded an experience around the idea of collaboration: Once again the web serves as the hub of the experience.
Here, one can submit and comment on different ideas. Starbucks wisely provides feedback so consumers are able to see how the company uses consumer ideas and feedback.
Starbucks even has a twitter account for this initiative. I have given them specific account information that is important to me and they use it accordingly. What do you notice?Starbucks is heavily pushing its Teavana iced teas range as part of a large-scale summer campaign, but will have to overcome sugar concerns and muted consumer interest around tea if it wants to succeed.
imc nutty for you latte - Free download as Word Doc .doc /.docx), PDF File .pdf), Text File .txt) or read online for free. The last but not the least step of IMC plan is the development of integrated marketing communication program that can be done by making use of different promotional mix elements (Holm, ).
For creating awareness among target customers, Starbuck’s . Starbucks is on a roll. The company, which has over 21, stores in 65 different countries, reported record net revenue of $ billion for fiscal year (an increase of 11% from the previous year).
The company that provides you with delicious (if pricey) coffee, as well as free Wi-Fi, is trying to provide you with something else -- a personal relationship. Promotions are listed as follows: • One of the promotions that Starbucks has used is the Starbucks Card.
Starbucks Card is an initiative that offers customers the opportunity to promote Starbucks Coffee Marketing Plan /5(25). Starbucks – IMC Plan. By: Joshua Favaro, Brenda Amador, Michael Camilleri, Aimen Shahzad Background Information • Grounded Inc.
• Coffee industry specialist.