Starbucks Media Plan
Kristin Carder
04/28/2009
Media Plan: Starbucks
Executive Summary
It is recommended for Starbucks coffee company to target college students and business employees between the ages of 18 and 49 living in the top 10 markets, in addition to Omaha and Lincoln markets, for this media execution. Starbucks is advised to deliver a message that reminds consumers of their superb quality, high-end brand, and welcoming attitude toward students and business workers in downtown communities of large cities. It is also recommended that Starbucks advertise year-round using cable TV and magazines as their prime media classes while carefully considering media vehicles compatible with their target audiences. The main objective is for Starbucks to accumulate 1,000 gross rating points over a 12-month period, reaching 50% of the target market an average of 2 times per month under a $40 million budget.
Introduction
Starbucks coffee opened as a single store in the 1970’s, Seattle. Since then, Starbucks has thrived and become the top household brand name coffee company. They have received worldwide notoriety through personal contact with their foreign coffee distributors and through their ownership of approximately 9,000 shops in 10 countries. However, the recent economic recession has forced Starbucks to close approximately 900 stores since March of 2008, and 88 Starbucks have closed in California alone. Starbucks currently faces the challenge of regaining composure in the current economic crisis.
Starbucks’ main concern is their price positioning among competitors. They are notorious for their high menu prices, but these menu prices are also seen as a status symbol: They sell their coffee at slightly higher prices because they have the best quality and service. Though some consumers may be turned off by Starbucks’ prices, many people are still dedicated Starbucks customers.
Starbucks’ primary competitors are Dunkin’ Donuts, Nestle, Caribou Coffee and local coffee houses. These
04/28/2009
Media Plan: Starbucks
Executive Summary
It is recommended for Starbucks coffee company to target college students and business employees between the ages of 18 and 49 living in the top 10 markets, in addition to Omaha and Lincoln markets, for this media execution. Starbucks is advised to deliver a message that reminds consumers of their superb quality, high-end brand, and welcoming attitude toward students and business workers in downtown communities of large cities. It is also recommended that Starbucks advertise year-round using cable TV and magazines as their prime media classes while carefully considering media vehicles compatible with their target audiences. The main objective is for Starbucks to accumulate 1,000 gross rating points over a 12-month period, reaching 50% of the target market an average of 2 times per month under a $40 million budget.
Introduction
Starbucks coffee opened as a single store in the 1970’s, Seattle. Since then, Starbucks has thrived and become the top household brand name coffee company. They have received worldwide notoriety through personal contact with their foreign coffee distributors and through their ownership of approximately 9,000 shops in 10 countries. However, the recent economic recession has forced Starbucks to close approximately 900 stores since March of 2008, and 88 Starbucks have closed in California alone. Starbucks currently faces the challenge of regaining composure in the current economic crisis.
Starbucks’ main concern is their price positioning among competitors. They are notorious for their high menu prices, but these menu prices are also seen as a status symbol: They sell their coffee at slightly higher prices because they have the best quality and service. Though some consumers may be turned off by Starbucks’ prices, many people are still dedicated Starbucks customers.
Starbucks’ primary competitors are Dunkin’ Donuts, Nestle, Caribou Coffee and local coffee houses. These