Communications Plan

Ann Bellinghausen, Marci Huntsinger, Timothy Kirk, Jessica Randle-Livingston May 14, 2013 University of Phoenix Denise Rueb MKT/571

Introduction
-Factors for developing and managing - Advertising and promotion programs -Technology Trends -Marketing communication strategies

Factors for Developing and Managing

Discovering the right product Develop services and products that customers value Front-end focus Life-cycle reductions

Factors for Developing and Managing

Build and promote branding Integrate design and marketing Use technology to position the creation Identifying the implication of developed and communication plan in the product Enticing, arranging, and retaining the clients
Possible Bread Cakes

KickStart Promotion Programs

My Starbucks Rewards Program
Reach existing customers by rewarding their purchases with a KickStart product.

In store signage
Appealing posters with the KickStart products. Tie in the KickStart line with the My Starbucks Rewards Program. Increase membership in rewards program.

KickStart Advertising Programs

Digital Marketing
E-mail Website Augmented reality apps Facebook Twitter

KickStart Technology and Marketing Research

Starbucks uses the marketing information system (MIS):
MIS sorts, gathers, analyzes, evaluates, and distributes information to Starbucks marketing team

MIS technology developed from marketing research conducted when determining need for KickStart and its innovative caffeineinfused bread.

KickStart Formulation Technology

Innovative technology using fast-acting caffeine Research-based ingredients proven to be all natural and effective at increasing alertness Preservative free

Marketing Communications
Direct Marketing Domestically and Internationally:
Catalogs Starbucks Website Starbucks Locations Billboards close to competitor locations

Interactive Marketing
Banner Ads Email Rewards customers Social Media

Cross-Functional Integration

Marketing Communications: Compare/Contrast

We arent in the coffee business, serving people. We are in the people business, serving coffee (Howard Shultz, CEO, Starbucks). Does KickStart benefit from one or both strategies? What changes in market strategy, if any, must be made to include the Canadian market? How will Starbucks appropriately market KickStart?

Conclusion
The main goal of communication channels and plans is to overall ensure that all communications remain consistent and convey Starbucks messages in a way that adheres to its image, goals, and values (Ingle, 1999).

References
Kats, R. (2012, December 31). Starbucks is 2012 Mobile Marketer of the Year - Mobile Marketer MobiLegends awards. Mobile Marketer - The news leader in mobile marketing, media and commerce. Retrieved May 17, 2013, from Kotler, P., & Keller, K. L. (2007). A framework for marketing management (3rd ed.). Upper Saddle River, NJ: Pearson Prentice Hall. http://www.mobilemarketer.com/cms/resources/mobilegends-awards/14499.html Simpson, B. (2012, March 29). 3 insane Starbucks campaigns - iMediaConnection.com. iMedia Connection: Interactive Marketing News, Features, Podcasts and Video - iMediaConnection.com. Retrieved May 17, 2013, from http://www.imediaconnection.com/content/31143.asp Starbucks iPhone App | Starbucks Coffee Company. (n.d.). Starbucks Coffee Company. Retrieved May 17, 2013, from http://www.starbucks.com/coffeehouse/mobile-apps/mystarbucks Starbucks taking on the world: Can the coffee retailer join the all-time greats. (2002). Strategic Direction, 20(7), 13-15. doi:http://dx.doi.org.ezproxy.apollolibrary.com/10.1108/02580540410540778 Troy, L., Hirunyawipada, T., & Paswan, A. (2008). Cross-Functional Integration and New Product Success: An Empirical Investigation of the Findings. Journal Of Marketing, 72(6), 132-146. doi:10.1509/jmkg.72.6.132 Ingle, Christina. (1999). The Importance of Integrated Marketing Communication. Retrieved from May 18, 2013 from http://www.ehow.com/info_7854150_importance-integrated-marketing-communication.html