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Media Plan for

Starbucks Coffee
By Allison Copens
Wes Young
Dennis Rudasill

MediaPlanStarbucksCoffee
AllisonCopens,WesYoungandDennisRudasill

Table of Contents
S itu atio n a l A n a ly sis
Product Evaluation
Target Market Consumer
Evaluation
Sales History
Product Distribution
SWOT
Competitive Analysis
Advertising History

Pages
2-4
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3
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3-4
4
4

M a r ke tin g G o a ls

M e d ia O b je c tive s
Media target
Geography
Seasonality
Reach and frequency goals
Creative implications
Promotional Support

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5

M e d ia S tr a teg ies
M ed ia Ta c tic s
M ed ia S c h ed u lin g a n d C o st
Pie Chart
Flowchart
Budget Worksheet
P la n P er fo r m a n c e
Peak 4-week GRPs
Summary
A pp en d ix
Cost Calculations
Formula Sheets
Rates/ Research

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10-11
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14+

MediaPlanStarbucksCoffee
AllisonCopens,WesYoungandDennisRudasill

Situational Analysis

ProductEvaluation

Starbuckssstrivestobuyandgloballysellthefinestcoffeestheworldhastooffer.The
companysellsmorethan30blendsofcoffee,inadditiontohandcraftedbeverages,freshfood,
merchandiseandconsumerproductslikeFrappucino.Thenumberofstoresmakesforextreme
easeofaccessandthewideproductvarietyallowsforeveryonetocreatehisorherown
favorite.Thecompanyisattheforefrontofmaximizingcorporateresponsibility,including
effortstominimizeitsenvironmentalimpactandmaximizeitscompliancewithFairTrade
regulations.

TargetMarket

Demographics:
o Age:2534withasecondarymarketof1824
o Sex:MaleandFemale
o Income:Averageincomeof$60,000ormore
o Race:WhiteandAsian
o MaritalStatus:MarriedorSingle
o Education:GraduatedCollegeormore

Psychographics:
Thetargetmarketiseducatedandaffluent.Thoseinthemarketarestudentsor
professionalsinurbanareaswithinterestsincultureandtheartsanda
disposableincome.Consideringtheirplaceinlife,thoseinthemarketmayhave
youngchildrenandbelookingintobuyingtheirownhome.

Geographics:
Penetrated:West
Opportunities:NorthandEast

UsageHabits:

TheaverageconsumptionintheUnitedStatesis3.1cupsofcoffeeperday.

ConsumerProfile:

SippinSuzySuzygraduatedcollegethreeyearsagowithanaccountingdegree.
AftergraduationshemovedtoChicagowithherdentistfiancatthetimeand
theygotmarriedayearlater.Aftershegotpregnant,sheandherhusband
decidedtobuyahouseinsteadofrenting.Shehadherbabyaboutayearago
andnowtheyareintheprocessofmakingtheirhouseahome.

MediaPlanStarbucksCoffee
AllisonCopens,WesYoungandDennisRudasill

SalesHistory

In2008,Starbuckshadanetrevenueof$10.4billion,a10percentincreasefrom2007.
However,thiswasalsothelowestmarginofgrowth,downfrom21percentin2007.Forthe
firsttimeinitshistory,Starbuckshadtoclosestores.

ProductDistribution

Starbuckshasmorethan8,000storesworldwide.TheirlargerstoresarelocatedinIndiana,
WashingtonD.C.,NewYorkCity,ConnecticutandCalifornia.Morethan1,000oftheirstores
arelocatedinSupermarketlocations.

StarbucksandKraftFoods,Inc.havealicensingagreement.Kraftisinchargeofdistributing
StarbuckswholebeanandgroundcoffeestosupermarketsacrosstheU.S.Starbucksalso
producesandsellsbottledcoffee,icecream,andalineofpremiumteastosupermarkets.

SWOT

Strengths:
o
Industrymarketleader
o
Strongbrandloyalty
o
Highbrandrecognition
o
Greatpartnersandempoweredemployeeskeepthecompanystrong
o
Globalized
o
Storesareallowedtohaveindividuality(ex.Chalkboards)
o
HelppromotedifferentauthorsandartistsbysellingCDsandoffering
booksignings
o
SupportsocialissuesliketheFairTradeOrganization,literacycleanwater
andhealthissues
Weaknesses
o
Culturedifferences
o
Ex:StarbucksopensmuchearlierthanIrishcoffeehousesand
somefeelthattakesawayfromtheIrishculture
o
Narrowproductlineforoverseasclients
o
Overexpansion
o
Highpricedgoods

MediaPlanStarbucksCoffee
AllisonCopens,WesYoungandDennisRudasill
Opportunities
o
Starbuckscouldaddmoretoitsmenulikesandwiches,breakfastfoods
andmoredesserts.
o
Starbuckscouldalsosellmoreproductslikecoffeemakers,espresso
makers,IPodStands.
o
Newdistributionchannels,likedelivery
o
Thereisstillalotofroomforexpansionoverseas
Threats
o
Consumertrendsawayfromcaffeine
o
Increasingfastfoodrestaurantsaremakingspecialtycoffee
o
McDonalds,DunkinDonuts,TimHortonsandNestleareall
creatingspecialtycoffeedrinks

CompetitiveAnalysis

StarbucksprimarycompetitionisDunkinDonuts,whichboasts8,835locationsin31countries.
In2008,globalsystemwidesaleswere$5.5billion.

BehindDunkinDonutsisMcDonalds.In2006,McDonald`sintroducedpremiumroastdrip
coffee.In2007,theyintroducedicedcoffeesandbegantestingmoreespressobasedspecialty
coffeesinsomeU.S.markets.McDonaldsattributesatwopercentsalesgrowthtoitspremium
coffeeline.

OthercompetitorsincludeotherquickservicerestaurantslikePanera,aswellaslocalcoffee
shops.

AdvertisingHistory

Starbucksusestheleastamountofdollarsformassmediaadvertisementswhencomparedto
otherrestaurantchains,in2005.Today,Starbucksisbeginninganewadvertisingcampaign
thatwillclearlydefinetheStarbucksstory.Theywantthisnewcampaigntosilenceanyrumors
whiletellingthepublicmoreaboutStarbuckshistory.Theyarealsoworkingtocombat
McDonaldsMcCafebyshowingStarbucksasdistinctandsuperior.Theirtaglinewillbe,its
notjustcoffee.ItsStarbucks.

Theyarecurrentlytheleaderinthemarket.Theirnewcampaignisworkingtoposition
themselvesasaclassabovetheircompetitors.

MediaPlanStarbucksCoffee
AllisonCopens,WesYoungandDennisRudasill

Marketing Goals

Tosustainsalesfromthepreviousyear

Media Objectives

MediaBudget:
Thebudgetforthiscampaignwillbe$25million.

TargetAudience:
Advertisingshouldbedirectedtowardourprimaryaudience,whichincludeswhiteandAsian
malesandfemalesages2534withanaverageincomeof$60,000ormore.Advertisingshould
alsoappealtoasecondarymarketofyoungadultsage1824.

GeographicCoverage:
WearegoingtocampaignnationallytosupportourstoresacrosstheUnitedStates.

PatternofScheduling:
UtilizingyearroundmagazineandInternetadvertisementswillreachthemajorityofourtarget
market.WhiletelevisionwillbeusedinOctober,December,JuneandJulytosupport
seasonallyspecificdrinks.

Reach/frequency:
Weareplanningonreaching70percentofourtargetaudiencewithafrequencyof10.
Starbucksisaproductpurchasedoftenthereforeitisimportanttohaveahigherfrequency,
causinglowerreach.

CreativeImplications:
Starbuckscoffeehasnocreativeimplications.

PromotionSupport:
Wearegoingtohighlightourseasonaldrinksicedteas,pumpkinspicelatt,peppermintwhite
chocolatemochawithtelevisionadsandaCDgiveawaypromotion.Witheachpurchaseofa
ventiseasonaldrinkcustomerswillreceiveafreeseasonalsoundtrack,highlightingnewartists.

MediaPlanStarbucksCoffee
AllisonCopens,WesYoungandDennisRudasill

Media Strategies

Budget:$25million

TargetAudience:

MagazineslikeInStyleandGQattractamajorityofouryoung,uppermiddleclasstarget.
InStylereachesthewomenofourtargetandGQreachesthemen.Oursecondarymarketalso
readsthesemagazines.

Top40andotherpopularandhitsstationsarebesttoreachourtargetduringtheir
commutes.Ouryoungtargetcontinuestobeattractedtothelatestmusic.

ThetargetwillseeInternetadsastheysurftheWebthroughouttheirday.

TVspotsoncablestationslikeFoodNetworkandHGTVwillhavethehighestviewershipforour
target.Thesestationshaveprogrammingthatappealstoourtargetanddaytimeistheperfect
timetoreachourtargetmarket.

GeographicCoverage:

AdsinnationalmagazineslikeInStyleandGQpositionthemselvesasmagazinesfortheyoung
andcultured,likethemenandwomenofourtargetaudience.UsingtheInStyleGQ
combinationreachesbothmenandwomen.

Nationalspotsoncablewillhelppromoteourseasonaldrinks.Thegrowingpopularityof
nationalcableTVisagoodwaytoreachourfragmentedtargetmarket.

Purchasingspotsthroughsyndicatedradiowillensureconsistencyandprovidehigherreach
andfrequencyamongthetarget.

PatternofScheduling:

Magazineadswillrunmonthlyfortheentireyearoftheplantoprovideahigherfrequency
amongloyalreadersinthetargetaudience.

Internetsearchwordswillbepurchasedfortheentireyear.

RadiowillbepulsedwithemphasisduringtheTVofftimesJanuarythroughAprilandAugust
andSeptember.

MediaPlanStarbucksCoffee
AllisonCopens,WesYoungandDennisRudasill

Reach/Frequency:
ReachwillbebuiltthroughMagazine,TVandInternetbecausethemagazineshavehigh
circulationandRPC,cablenetworkshavequalityprogrammingandeveryoneusesInternet
searchwords.

Radiowillachievehighfrequencybecauseeverymorningonthewaytoworkourtargetmarket
willbeexposedtoouradvertisement.

CreativeImplications:Starbuckshasnocreativeimplications.

PromotionSupport:TVwillbeusedtosupplementmagazineandradioadsfortheseasonal
drinkpromotionsbecausethehighreachofTVwillgetthewordouttomoreofthetargetthan
radioandmagazinesalone.Theseseasonaldrinksattractmorecustomersingeneral.

MediaPlanStarbucksCoffee
AllisonCopens,WesYoungandDennisRudasill

Media Tactics
Magazine

InStyle
o Fullpage,fourcolorad
o Runofprint
GQ
o Fullpage,fourcolorad
o Runofprint

Television

Cable
o 30secondspot
o FoodNetwork,HGTVdaytime
o Suggestedprogramming:PaulasHomeCooking,ColorSplash

Radio

National
o 30secondspot
o MorningDriveTime

Internet

SearchWords
o Coffee,espresso,latte,cappuccino,frappuccino,iced,bean,beanery,creamer,
steamed,milk,soy,chai,roasted,hot,cinnamon,nutmeg,classicsyrup,flavorings,
Starbucks,SBUX

MediaPlanStarbucksCoffee
AllisonCopens,WesYoungandDennisRudasill

Media Scheduling and


Cost
MediaSpending

Internet
8%

Magazines
15%

Radio
30%

TV
47%

MediaPlanStarbucksCoffee
AllisonCopens,WesYoungandDennisRudasill

Flowchart
Quarter 1
MEDIA
NATIONAL
Magazine
InStyle
GQ
Radio
Network Radio
Morning Drive Time
Radio TOTAL
TV
Cable TV
Daytime
TV TOTAL
Internet
Search Words
Internet TOTAL

January
15

22

29

X
X

February
13
19

26

X
X

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

March
12
19

X
X

100
100

100
100

100
100

100
100

100
100

100
100

100
100

TOTAL

100
100

1760

Quarter 2
1MEDIA
2
NATIONAL
Magazine
InStyle
GQ
Radio
Network Radio
Morning Drive Time
Radio TOTAL
TV
Cable TV
Daytime
TV TOTAL
Internet
Search Words
Internet TOTAL

26

April
9
16

23

X
X

50
50

100
100

30

May
14

21

28

X
X

50
50

100
100

50
50

100
100

June
11
18

25

X
X

50
50

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

TOTAL

1960
daytime cable GRP
radio

400
200

10

MediaPlanStarbucksCoffee
AllisonCopens,WesYoungandDennisRudasill
Quarter 3
MEDIA
NATIONAL
Magazine
InStyle
GQ
Radio
Network Radio
Morning Drive Time
Radio TOTAL
TV
Cable TV
Daytime
TV TOTAL
Internet
Search Words
Internet TOTAL

July
16

23

30

X
X

August
13
20

27

X
X

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

September
10
17

X
X

100
100

50
50

50
50

50
50

50
50

100
100

100
100

100
100

100
100

100
100

100
100

TOTAL

TOTAL

100
100

1960

Quarter 4
1MEDIA
1
NATIONAL
Magazine
InStyle
GQ
Radio
Network Radio
Morning Drive Time
Radio TOTAL
TV
Cable TV
Daytime
TV TOTAL
Internet
Search Words
Internet TOTAL

24

October
15

22

29

X
X

November
12
19

26

X
X

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

December
11
18

25

X
X

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

100
100

2160

11

MediaPlanStarbucksCoffee
AllisonCopens,WesYoungandDennisRudasill

Budget Worksheet
First Qtr
Magazine:

Third Qtr

Fourth Qtr

TOTAL

45

45

45

45

180

15

Rate

$121,968

$121,968

$121,968

$121,968

$487,872

Cost

$731,808

$365,904

$365,904

$365,904

$1,829,520

GRP

15

15

15

15

60

15

Rate

$121,284

$121,284

$121,284

$121,284

$485,136

Cost

$727,704

$363,852

$363,852

$363,852

$1,819,260

Radio:

GRP

400

200

200

200

1000

Morning Drive Time

CPP

$7,500

$7,500

$7,500

$7,500

$7,500

Cost

$3,000,000

$1,500,000

$1,500,000

$1,500,000

$7,500,000

TV:

GRP

400

400

800

1600

Cable TV

CPP

$7,337

$7,337

$7,337

$7,337

$7,337

Daytime

Cost

$0

$2,934,800

$2,934,800

$5,869,600

$11,739,200

Internet:

GRP

1,300

1,300

1,300

1,300

5,200

105,430

105,430

105,430

105,430

421,720

CPM

$5

$5

$5

$5

$5

Cost

$527,150

$527,150

$527,150

$527,150

$2,108,600

GRP

1760

1960

1960

2360

8040

18170

10073

10073

10073

5208

$4,986,662

$5,691,706

$5,691,706

$8,626,506

$24,996,580

InStyle

Magazine:
GQ

Search Words

TOTAL

GRP

Second Qtr

Frequency

Frequency

Impressions (000)

Average CPP

Cost

12

MediaPlanStarbucksCoffee
AllisonCopens,WesYoungandDennisRudasill

Plan Performance

Peak4Week:

TheweeksfromJune4toJuly1,July2toJuly29,Oct.1toOct.28andDec.4toDec.31areall
4weekperiodswiththesamepeakGRPs,ReachandFrequency.Theyhavea95%combined
reach,acombinedfrequencyof12.8anda4weekGRPof1,220.

Summary:

Ourplanreachesmorethan90%ofouraudienceeveryquarter,usingavarietyofmediaand
deliveringanaveragequarterlyfrequencyof20.3.OurGRPsfortheyearare8040.Using
magazineswebuiltourreach,andwithradioandInternetwebuiltfrequency.Highlighting
StarbucksseasonaldrinkswithTVimprovedbothourreachandfrequency.Wedidallofthis
for$24,996,580,morethan$3,000underbudget.

13

MediaPlanStarbucksCoffee
AllisonCopens,WesYoungandDennisRudasill

Appendix

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