J. Vanmali Brand Manager Starbucks Evenings 1-416-856-1212 [email protected] BMK 713 MMS M. Spodar Assist. Brand Manager 1-647-638-9925 [email protected]
J. Chan Marketing Intern 1-647-285-0308 [email protected] ______Approval by R. Burjaw Date R. Burjaw VP Brand – Starbucks 1-416-555-1234 [email protected] ______Approval by K. Faubert Date
Brand Profile Starbucks is a café that serves premium speciality coffee, full leaf-teas, beverages and snacks in an environment that focuses on human connection and is a third place between home and work. The brand is distinguished from other cafés through the buying experience, premium product quality, superior customer service, the café’s atmosphere and a strong focus on corporate social responsibility. Starbucks typically earns 70 percent of its daily revenue before 2pm and coffee sales have been stagnanti. In 2012, Starbucks completed the acquisition of Teavana loose-leaf tea and La Boulange bakeriesii. With the introduction of Teavana tea and the discontinuation of Tazo Tea in-store, customers were dissatisfied because they were not well informed of the transitioniii. With regards to La Boulange, customers felt the new product offerings were overpromised in advertising efforts and under-delivered in accordance to their expectationsiv. From these experiences we’ve learned that a strong emphasis on generating awareness towards the launch of new offerings is very important and that advertising efforts should accurately reflect the realistic expectations of the new product offerings. Customers need to be informed on the locations that will carry the new product offerings as only select cafés will offer Starbucks Evenings.
Situation Analysis Starbucks is creating an environment and new product offerings in order to get loyal customers to spend more time at the café during evening hours. On-premise alcoholic beverage consumption is forecasted to grow by 9.5% between 2014 and 2019. Wine consumption in Canada is increasing in popularity, and consumers are looking for suitable locations to try a variety of wines outside of pricey, sit-down restaurants and booze-only barsv. Research indicates that 70% of Starbuck’s customers drink wine. In addition, customers are showing the same interest in the uniqueness of local and regional craft beers as they have for Starbucks regional coffeesvi. Cafés serving alcohol are popular within Europe but are not prevalent in Canada which presents an opportunity to exploit an untapped market. Offering alcoholic beverages and more food items can also attract new customers that are non-coffee drinkers.
Competitor Profiles Espresso and wine bars for example Gravity in Toronto, offers a relaxing ambient environment with a selection of premium wines, scotch and coffees. Upscale resto-lounges that offer fusion cuisine, usually tapas-style small plates, in addition to highly stylized specialty drinks such as the Thompson rooftop lounge, Shangri-La hotel bar or BarChef Toronto.
Why Are We Advertising? We want to aggressively advertise to generate excitement and anticipation among our loyal customers for our upcoming launch of Starbucks Evenings in Toronto for December 2015. Downtown Toronto has been chosen as the first city to launch Starbucks Evenings because it has the largest concentration of urbanites and working professionals that are status conscious which are key characteristics of our core target audience.
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To Whom Are We Talking To Primary Target Group: Loyal Starbucks customers, adults that are between the ages of 29 and 40, who are urbanites that are focused on their professional careers. They are go-getters that tend to be very well read and educated and are conscious about their social status and image. Their music preference is not mainstream and consists of classical, jazz, soft rock and indie. They live the country club lifestyle (preppy clothes, golf, tennis, wine tastings etc.) and they appreciate the finer things in life; when they consume food and alcohol, it’s about quality and experience.
What Are Loyal Customers Currently Thinking? Customer Insight? They believe the brand is an extension of their personality and is a token of their earned successvii. Brand loyal customers boast the fact that they own a Starbucks gold card and they feel like they belong to an elite group of like- minded individuals who are ambitious and successful. These customers feel a special relationship to their routine Starbuck’s café and see it is a second home. The baristas at Starbucks make an effort to build personal connections with their customers, and customers feel like a VIP after just a few visits to the storeviii. They know that Starbucks cafés are the place to go to settle down, relax, and escape from their busy day-to-day lifestylesix. Furthermore, they see it as a place where friends can meet and socialize at lengthx.
What Are The Communication Objectives/ What We Would Like Them To Think To create a steady build of interest and desire amongst our loyal Starbucks customers situated in Downtown, Toronto for select locations that will offer Starbucks Evenings which will result in participation for the January 2016 official launch. Increase cross-selling, trial purchase of premium wines, beer and menu options among customers resulting in 20% revenue increase by 2nd quarter of 2016.
What Is The Single Most Persuasive Message We Can Convey Relax, unwind, sit, sip and savour.
Positioning Statement – The Selling Concept For loyal Starbucks customers. We’ve always been your neighbourhood morning stop – a place to help start your day. Now we’re bringing a delight to your evenings too. So take a moment to unwind, meet up with friends and enjoy a glass of exquisite wine and decadent snacks.
Reason To Believe The food items are served on elegant flatware and with silverware instead of plastic utensils, wine is served in contemporary stem-less goblets made by Riedel (high-end manufacturer of glassware) and beer is served in custom glasswarexi. Light food offerings were designed by the famous French chef Pascal Rigoxii. Curated list of food and alcoholic beverage options that are unique and aligned with the geographical location in which the store operates in.
Mandatories The same Starbucks Evenings logo and photographs of alcoholic beverages and tapas meal offerings that appear in U.S. advertising and creative efforts should be applied in this campaign. Existing Starbucks Evenings tagline, “We love seeing you a little later” should be applied in this campaign. No usage of humorous or sexual appeal in creative efforts. Creatives should include the message, “Drink Responsibly” in regards to alcohol consumption. A mix of digital, traditional and experiential marketing (product sampling) should be used in this campaign.
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Agency Partnerships Starbucks will be working with BBDO for this advertising campaign. They are one of Canada’s top full service agencies and can carry out traditional media, experiential and digital/social media work under one roof for the given time constraints. There is no conflict of interest.
Where Are We Telling Them/Key Dates Advertising initiatives should be exclusive to Downtown Toronto (next cities to launch are still under review). Starbucks evenings is going to launch January 14th, 2016. Three Starbucks launch locations:
4 King St. West (King & Yonge) Financial District - caters to primary target group 373 King St. West (King & Peter) Financial District - caters to primary target group 450 Yonge St. (Yonge & College) Surrounded by office buildings, universities, condos and restaurants
Key Dates
November 2nd, 2015 Initial meeting, discuss client brief with BBDO. November 5th, 2015 BBDO will discuss their creative brief. November 9th, 2015 Final meeting with BBDO, discuss revisions made to creative brief. November 23rd, 2015 Implementation of phase 1 marketing (Traditional and Digital/Social). November 30th, 2015 Implementation of phase 2 marketing (Traditional and Digital/Social). January 4th – 8th, 2015 Implementation of phase 3 marketing (Traditional, Digital/Social and Experiential). January 14th, 2016 Launch date of Starbucks Evenings in Toronto.
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iMelnick, Jordan. “Will Beer, Wine Work at SBUX?.” QSR Magazine. Journalistic Inc, 10 November 2010. Web. 27 October 2015
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