Post on 30-Oct-2014
description
Social TasteThe interaction Matters
Duck Advertising was established to generate creative and thought provoking advertising. We at D.A. believe the quality and success of our business is achieved through team collaboration and hard work.
To provide the highest quality, entertaining and unique advertising for a diverse clientele.
So CloseBut Not At All The Same
BackgroundMarket and Brand In Depth
• Starbucks’ success comes from their focus to maintain founding principals as they grow, their aggressive distribution, and their commitment to provide environmental leadership.
• Howard Schultz has always put people before products, which is the bottom line in their principals.
• Schultz wants to promote the “Starbucks experience,” meaning each customer gets more than the finest cup of coffee; they get great people, comfortable meeting place, and first-rate music.
• “Understood that one amazing cup of coffee could make someone’s day, served in a place where people feel welcome, could elevate someone’s day. Maybe even change their life.”
CompetitionFrom the Ground Up
CompetitionMcDonald’s & Dunkin’ Donuts
•In-and-out service•Convenience•Global
•In-and-out service•Price•Extended drink menu•Global
CompetitionPeet’s & Tully’s
•Quality, specialty coffee•Global •Seattle based•Located near Starbucks
•Coffee experience•Specialty coffee•Multi-channel distribution like Starbucks
CompetitionTim Horton’s & Caribou
•Comfortable atmosphere
•Anti-Starbucks
•Quality coffee process
•Coffee experience•Specialty coffee•Multi-channel distribution like Starbucks
Industry TrendsSpecialty Coffee Drinks Market
•Quality and freshness
•Gourmet espresso coffee and specialty drinks are very popular
•New experimental ways to make drinks popular; New Flavors
•Connections made with others over coffee in person
•Coffee most popular at breakfast (most popular meal) and snack time
SWOT AnalysisA Cool Matrix
Strengths- Brand Awareness- Familiar- Consistence of coffee taste- Environment- Comfortable
Weaknesses- Cost- Burnt coffee taste - Viewed as corporate- Wide selection of food choices are
not promoted
Opportunities- Market Saturation- Make Your Mark volunteer program- Ethos water- Reading Programs
Threats- Globalization - Competitors are making specialty
espresso drinks
Investigation MethodsPrimary & Secondary Research
• Primary– Surveys– Interviews– Observations
• Secondary– Industry Research– Market Research– Trends
What does this mean for Starbucks?
Target AudienceStarbucks people & Places
Current typical user• Women 25-49• College educated• $50K+ HHI
Recommend • Extend target age to
include 18-25 year-old students.
What does this mean for Starbucks?› Establish coffee drinking habits at a younger age. › Women more willing to purchase luxury items › Want to emphasize comfort in Starbucks
How DA ThinksStrategy Mind Map
SOCIALTOOL - COFFEE
pleasant
season by drink
festive
comfortable
wi-fi
free stuff
surprise by delight
conversation
common language
business
homeworkluxury
entertainment
$$$
groups
drive-thru
24 hr Starbucks
convenienceclean
stayawhile
coffee
reliablequality
global
featuredartistsradio
iTunes
moviesmusic
food
Consumer InsightsWhat are Starbuckies really about?
• Lifestyle is dependent on convenience and quality
• Thrive on being social– Prefer familiar atmosphere
• Independent and confident in decision making
Promotional ProblemsThe Neck Tie Coffee Stain
• High Merchandising of Non-Coffee products– Barista Bears, Music, Record Company
• Corporate Image– Takes away from the Starbucks experience
Starbucks spends far less on advertising than other large retailers and consumer-products companies
-The Seattle Times, 2006
Strategic PositionThe Hammer & Nails
• Starbucks environment is a social tool – “Let’s go out for coffee” – People use coffee as an icebreaker
• Starbucks itself is a social tool inside the store & out– Giving gift cards after arguments – Coffee Mugs as stocking stuffers
• Creative Idea– Awkward situations made comfortable by Starbucks
Creative Brief
The Problem
How do we make Starbucks seem less “big” and facilitate
social interaction?
Corporate image is overshadowing characteristics that made Starbucks what it is today.
Brand Has: Pros & Cons
•Loyal Customers•Brand name recognition•High Brand competency•Familiarity
The Consumers
18-49 year-olds, primarily women who:
•seek quality and convenience•Are educated•Have $50K + HHI•Regard relationships very important•Enjoy small talk with friends & family
The Competition
There are four main factors that
distinguish coffee competitors
1.Price
2.Convenience
3.Quality
4.Experience
Independent coffee houses tend to be social and inclusive; tend to capture younger audience
The Attraction
•#1 coffee chain in the world•Involved in Fair Trade.•Support Mercy Corp, Save the Children and African Wildlife Foundation•Good coffee on the run•Accessible and consistent
The Action
•Starbucks coffee is a social tool; it’s there for the customers’ convenience•Overshadow corporate image
Nugget•Advertising to existing customers to influence new customers•Advertising should be funny and light-hearted; similar to conversation that could potentially take place at Starbucks.
Product Category
COFFEE:Quality, Experience, Convenience, brand
perception
Starbucks offers a quality experience that is convenient and consistent from store to store.
Insights18-49 year-olds are
seeking convenience and a quality experience
to fit their social lifestyles
What makes the Starbucks experience different?
Young women live an on-the-go lifestyle, however they also leave time to socialize.
Consumers resonate with the atmosphere and lifestyle of the Starbucks coffee houses.
What We Came Up WithOur Creative Ads
He may not know what to say but she has a secret weapon for conversation. After the movie she suggests Starbucks. The comfy chairs, casual setting, and variety of hot and cold drinks provide an atmosphere that makes any awkward situation comfortable.
Even if the boy is new, Starbucks will always be the same.
What We Came Up WithOur Creative Ads
Janet and Antonia had a screaming match last night over whose bowl was in the sink. Their friendship is in jeopardy and moving out was brought up. Over email they try to address their problems but it isn’t working. Janet suggests Starbucks as a neutral place to meet that both would feel comfortable. In no time they are giggling like school girls about the new boys in each others lives. The fear they walked in with has become a distant memory. Starbucks has saved another friendship over lattes.
Additional InsightsOur Strategy Keeps On Going
•Umbrellas
•Bookmarks
•Having more events at Starbucks
•What do you think of Starbucks?
•Having people send in artwork describing their experiences
This is NewBut Starbucks Isn’t
Thank you for the opportunity to present our insights and ideas.
We look forward to building a strong relationship with Starbucks in the future.