Vita CupPresented by

Connect Advertising

Our goal is to serve 25 percent of beverages in reusable cups by

2015.

“ ”- Starbucks Shared Goals

Introducing the Vita Cup

Collapse Reuse Connect

How It Works

KATIE SMITH

o 25% in reusable cups by 2015o Standardize cupsoDecrease wasteo Social media presenceoBreak even on cost

Objectives

Primary Market

18 – 45 years old, white-collar

United States

Coffee drinker, supportive of environmentally friendly businesses

Secondary Market

College students and professionals

Urban areas

Wi-Fi accessible place to study and socialize, want “coffee on-

the-go”

Advertising MediaUnits Unit Costs Total Cost Reach Notes

Print Advertising

Buses 100 $10,000 per month $1,000,000 27.5 million

One bus per city in the top 100 most populated U.S. cities for one month.

Magazines

O Magazine 2 $50,000 $100,000 2.6 million One full color page in two consecutive issues.

Natural Living 2 $2,500 $5,000 106,000 One full color page in two consecutive issues.

People 2 $274,800 $549,600 3.75 million

One full color page in two consecutive nationally-circulated issues.

Newspapers

The Wall Street Journal

6 $137,595 $825,570 1.7 million One half color page in six consecutive issues (once per day, Monday through Saturday).

In-store advertisements

25,667 posters and 14,667 boards

$0.66 per poster and $34 per electronic board

$515,618 5 million Two posters in each Starbucks store and one in each drive-thru in the U.S; all of the posters are 24” x 36”. One electronic board in each Starbucks store and one in each drive-thru in the U.S.

Online Advertising

Webcasts 4 pro ads and 15 vlogs

$40,000 per Starbucks webcast, $8 per Vita Cup for vloggers

$160,120 1.7 million Four professional webcasts published by Starbucks posted to YouTube and endorsements by the fifteen most subscribed YouTube vloggers.

Website banners 10 $2,000 per month (per site) $30,000 19.9 million

Two banners each for five websites for three months.

Social Media

Social networking N/A FREE $0 8.7 million Raise awareness of Vita Cup on Facebook, Twitter, and Foursquare pages.

Total Advertising Cost

$3,185,908

Units Unit Costs Total Cost Reach Notes

Coupons 1 $1 $2,175,000 2,175,000 The coupons will be for one free syrup and an upgrade in drink size, totaling $1 per Vita Cup.

Total Sales Promotion Cost

$2,175,000

Sales Promotion and Total Cost

Sales Promotion Cost

$2,175,000

Advertising Cost

$3,185,908Campaign Cost

$5,360,908

Advertising ScheduleMedia April May June

In-store advertisements

Magazines

Newspaper

Social networking sites

Webcasts

Buses

Website banners

Sales Promotion ScheduleMedia April May June

Coupons

Social Networking

Number of Cups Saved

Track progress made collectively…

…and individually.

Print Advertisements

Collapse. Reuse. Connect.© 2011 Starbucks Coffee Company. All rights reserved. Printed in

the USA.

Collapse. Reuse. Connect.© 2011 Starbucks Coffee Company. All rights reserved. Printed in

the USA.

Transit Advertising

o 25% in reusable cups by 2015o Standardize cupsoDecrease wasteo Social media presenceoBreak even on cost

Measurement of Goals

Benefits

oUnder budget of $6 milliono 546% return on investmento Projected revenue of $17.4 milliono Strengthened consumer loyaltyoUnique link between Starbucks and

social networking/engagementoBenefits Starbucks, consumers,

and the environment

Questions?